Client: Sports Direct

Brief: Build a strategy and creative approach for YouTube that would allow Sports Direct to move into the world of Football natively while slowly building up product awareness of key new products.

Creative: 

A complete strategic and creative approach for Sports Direct with its own subset of branding, tone of voice and talent selection. New IP created from quiz shows to challenge formats. A smart production approach with nimble and flexible ways of shooting pro-ballers in tricky situations.

Client: FootAsylum

Brief: Build the premier branded content channel and turn Foot Asylum into a branded publisher. Identify key trends, talent and formats that can be used to grow the channel’s reach as well as give opportunity for future co-branded moments.

Creative: 

A strategy of using talent as a catalyst so YouTube became the heart of FA’s content engine. Using smart shooting and creative to create several shoots in small production runs. From smaller content through to larger productions such as Locked In (YouTube’s very own take on Big Brother). Each format designed to showcase talent in new ways while natively showcasing key products around peak seasonal moments.

From thumbnail creation through to talent optimisation, the work on the account not only helped FA become a retained client but also exclusive creative and production with the agency I was working at.

The channel has gone on to be one of the most successful branded entertainment channels in the UK.  

Client: Samsung

Brief: Promote LED TVs when Samsung didn’t have a product ready.

Creative: Make LEDs fun and irreverent. Make Sony look dull and obvious. 

Results: Hopefully you saying “Yeah, I've seen this...” plus over 25 million global views and it got featured in the Sun, Metro, BBC news and ITN. All without media or PR spend. 

Plus this gave me one of the most important rewards I’ve ever had in my career. My nan liked it. 

On a trip to visit my Nan, she was super excited to show me a clip that her friend had sent her via email. Fearing it’d be another “10 crazy cats” powerpoint I reluctantly had a look. There I was surprised to see that my Nan had saved the LED sheep clip that had been sent to her (yes, it was embedded in a powerpoint) to show me. 

She thought it was brilliant and thought I should see it and couldn’t believe it when I said I made it. What’s more it sparked a conversation about LED TV technology with my Granddad. He went on to buy a new Samsung Smart LED TV. This has been the best reward any creative can give you, seeing your work create conversation and sales.

Client: Milka

Brief: Promote Milka’s new slogan “Dare to be tender” to the French and European market. 

Creative: Make the medium the message. We didn’t just deliver a message but made the message a challenge. We took away a square to allow people the chance themselves to dare to be tender 

Results: 13 Million bars created without a “last square”. Press coverage on French national TV and thousands of last squares being delivered within the first week.

Client: Channel 4.0

Brief: Working in collaboration with Channel 4 to create new entertainment formats and identify key talent for their new Gen-Z focused social publisher model

Creative: 

A successful pitch of a suit of entertainment formats and talent from fan favourites like King Kenny to newer long format newbies like 90’s baby show.

From comedy to social experiments. The first delivery being a comedy series.

Client: YouTube

Brief: Showcase to advertisers and the public the power YouTube has on our lives and popular culture.

Creative: 

Our task was to help celebrate YouTube to make sure it stays front of mind for both consumers and media buyers.

How do you celebrate something so big and so diverse that it can be difficult to know where to start? You celebrate the small, personal moments that the platform can deliver.

It all came from the insight that YouTube, despite feeling big always feels personal. The YouTube creators have a relationship with their fans like no other connection out there. It is a celebration of how even the biggest YouTube stars still feel approachable.

So we created Made For ____ , working with creators, YouTube and the fans to show that YouTube is for whatever you're into, whatever your passion. It is made for you. The idea is that this line will remain dynamic and ever changing - just like the platform itself. We wanted with this campaign to showcase the power of YouTube. It is so much more than a collection of videos, it is a platform for both the gamers and the game-changers. Where you shape what you see and your view is counted.

It was an idea that was big enough to work across all media. With print, social, digital, bus, Newspaper wraps, outdoor and even cinema adverts running during the campaign. 

Client: ASOS

Brief: Cut through the noise on Black Friday

Creative:  Relax and embrace a different feeling on Black Friday. A suite of relaxing assets including the vertical video IGTV ASMR challenge that got over 150,000 in within hours of going live. From Magic eye to repeating loops, everything designed to help you relax.

Brief - Working with Content Creator to establish and create a new podcast format, name and scripts.

Creative - Established a gap within the busy Podcast market. Sexual health with an expert to drive the conversations around a more holistic approach to sex and love. Scripts, talent and strategy created to guide and direct the podcast. Set and art direction for the content and briefing the collected talent.

About the podcast - This is the podcast that celebrates realness. Real people having real conversations about the modern-day sexual landscape. Each week Sarah Mulindwa is joined by two guests to have an open discussion and share their unfiltered POV on all things sex, love and dating. Nothing here is off limits, this podcast opens up the conversation about what everyone’s doing, despite no one talking about it!

Available now on all major podcast platforms. - https://open.spotify.com/show/0TxEa49F43kNpIs7SDoskt

Client: D&AD

Brief: Inspire the next generation of creatives

My response.  

I told a crowd of eager creatives that this industry doesn’t need them.
No one bit.
What it needs are the people that’ll replace us and our industry all together. We don’t need more of us, we need more of them. We don’t need to keep doing what we’ve always done but create a platform that allows audiences to be more in control, creatives more connected and push our thinking.

We’re not the gatekeepers to creativity, we’re running alongside every other creative in every other field and that the next generation with the right support will be better than us.

I want to work with brilliant people and we can only do that by lifting each other up. I’ll only make fantastic work when we’re all working together.

This is a highlight reel of the great work that the D&AD does to raise standards and ambitions.

Creating a brand and content strategy for USA based non-alcoholic brand Mixoloshe. Pitching against USA based agencies, the client just gave us the brief ‘Give me a hook to talk about’. The turn around for delivery was just two days.

The result -. Landing the agencies first USA based client and launching new paid and organic campaigns for client within weeks.

Launching a ‘Break up with the bad’ strategy across paid, tiktok and meta channels. Challenging TikTok Creators to ‘Break Up’ with the negative in their lives from bad hats to cities that don’t vibe with them.

McDonald's Reindeer Ready 

ReindeerReady 

Client: McDonald’s

Brief: Create a role for McDonald’s at Christmas time. 

Creative:

We approached the brief not as a single moment but a collection of conversations that would allow everyone to get ‘Reindeer Ready’ in their own way. 

A suite of assets was made that tapped into separate user journeys and customer profiles. From in store experiences through to digital engagement everyone was given a chance to be part of the campaign 

Client: McDonald’s

Brief: Create Stand Out Social Content

My response: A strategic plan to create “bon-fires” and “firework” moments. Too often social content can become nothing more than glorified banner ads that jump in and out of social feeds without any charm or fun. For McDonald’s I worked with their social team to create simple yet engaging formats that can keep the audience engaged.

Thinking like a creator, taking the best of publishing and creative thinking to their social feeds.

Client: Benefit

Brief: Showcase the power of concealment

Creative: 

An online concealer. With Social Media being over ten years old, there is no time better than now to conceal certain moments from our pasts. Giving you the perfect social profile.

We created a digital service that allowed our users to discover moments in their social past they might want to cover up. From exs through to old haunts, you can cover them all simply and easily.

The site was live https://www.concealmysecret.com July 2017

Client: Virgin Money

Brief: Bring together the millennial market and the traditional Sex Pistol fans to celebrate the new Sex Pistols themed credit card. 

Creative: What act symbolises rebellion that has been taken away from the edgy rock and roll youth? The TV throw. Something that both young and old can relive in joyful destruction. 

The signature act of trashing a hotel room, the celebrated ‘throwing a TV out of the window’ moment just isn’t possible any more. The TV’s are screwed to the wall, and windows don’t open!

So I created the chance for a generation to throw a TV activated live via Twitter. and promoted by rock and roll comedian Glenn Wool.

Results: Over 450,000 views spread across pre and post video assets as well as a live campaign during the launch. 

YouTube back up links used here for ease of use. 

My friend is really into Dungeons and Dragons. He introduced me to a much more simple version of it that is more action focused card game.

This led to me mocking up a proposal for a Advertising version of the game. Sadly Dungeons and Dragons’ owner WOTC so far haven’t seen the potential of such a ground breaking industry defining idea but I still hold out hope.

Illustrations and designs done by myself inspired by the fantastic illustration work done on the original card game

Client: Mercedes Benz 

Brief: Show that the new Vito Sport can be used for more than work 

Creative:  Following a deep research and listening to real Vito drivers, I found that a large proportion of drivers also loved extreme sports. From there it was a case of finding out which extreme sports could use the Vito to full effect. To showcase the power of the Vito in urban and country environments it made sense to frame the age old conflict between road and mud-track. 

A mountain-biker and a racing cyclist challenge each other in their respective sports in a new content film for Mercedes-Benz's Vito Sport van.

AllTogetherNow created the documentary-style film, which can be watched on FaceBook. The near five-minute film was shot in Kent and shows the mountain-biker Daryl Brown and road cyclist Yanto Barker dabbling in each other sports. The film is aiming at a broad audience – 25- to 55-year-olds interested in sport – and, naturally, Brown and Barker travel around in a Vito Sport van during the film. Mercedes-Benz is seeding the spot through its social media channels.

Results: Generating over 485,000 views through Facebook as well as been shared natively on Twitter and YouTube. 

Client: Tippex

Brief: After the worldwide success of "A hunter shoots a bear" episode 1 and 2, it was time to rewrite the story again.

Creative: Let's write the idea and get the audience to re-write it. 
First, we asked Pharrell Williams to create a book for us. He sent us back a 30 pages book about his inspirations.

Then, we simply erased (with Tipp-Ex) all the words making the book impossible to read. Afterwards, we created a digital

cooperative experience, asking people, all around the world, to find all the words to make the book readable again.

Results:
In the first 48 hours
161 participant countries
5 minutes of average time spent par visite
110 people potentially reached
+ 13K shares on social network
+ 276 apparitions in media

Client: Tetris & Blue Planet

Brief: Create a global brand message and ethos to celebrate 30 years of Tetris

Creative: We are generation Tetris and We All Fit Together 

My solution, celebrate that Tetris is about creating order from chaos, about making things fit together. That it transcends language, culture and cuts to the core of what working together is about.

A Russian game popularised by a Japanese tech giant and made popular in the west. This was the fusion moment. This was the start of generation Tetris.

So my campaign idea was to celebrate how on the basic level, we all fit together. To make this about the Tetris mantra, the philosophy.

Results: A  year of activities and events inspired by the brand platform and approach.

Client: Experian

Brief: Promote Experian’s move into the identity space.

Creative: Show how easy it is to be fooled with own personal information being used against you

Results: Front page of the Daily Mail website, 250,000 views on Youtube, 11,000 new likes on Facebook and over 380,000 people talking about the project. 

A follow up version was created as a promotional video in just a single day at the Drum Live event. The follow up video has since gone on to over 40,000 views and has become a great new business tool. 

Client: Virgin Money

Brief: Celebrate the millionth visit. 

Creative: The passion project. Virgin Money were quickly approaching a million visits to their lounges. So what could we do with limited budget and limited time to do something? 

We turned the whole idea of the millionth customer on its head and celebrated the fact that every customer is worth celebrating. How? With a cheeky little comedy sketch showing what happens if you're not the millionth visitor. 

Results: Generating 473,974 views on Facebook with limited promotion. 

Client: DMA 

Brief: How can we raise the craft of copywriting?

Creative: Don't talk to copywriters about copywriting, start a conversation with them. This is what we created. 
There was a time when British copywriting was considered the best in the world. Is that still the case?

Are the exemplars of great copy now only to be found in dusty yellowing annuals? Are the truly great copywriters relegated to history, the ‘Mad Men’ era of British advertising?

Or has ‘copywriting’ changed in the digital age so that what is truly great is scarcely recognisable by past standards? In a world where everyone can write and even publish, do great copywriters value influence over inflections? Is the art of writing great copy alive, but as an offensive against the writers’ blocks of a much less cossetting time: cost-cutting, time-sheeting, lack of training, technological change and the 140 character word limit?

To explore the answers to these questions, we invited copywriters from these two generations to meet in a place they’d call home and have a rich, raw and very real conversation.

Results: An industry experience event at a Soho Cinema and over 6900 views of a ten minute documentary seen online. Tweets, blog posts and articles written across the industry from Trade magazines to industry legends.
Finally, launched a new movement that has now translated into an ongoing 'Future writers lab' to enable young and old creatives to learn more about the changing art of copy. 

How do you encourage people to switch from JustGiving to Virgin Money Giving? You remind them why they're doing it all in the first place. Raising money for charity. All that sweat, mud and awkwardness is worth it as you'll always shine when doing good. 

So I created Run Face. An online social push to get people to not only look good but really good when raising money. 

Hello You Creatives is a creative community and online blog.

It is part help and part inspiration. I started it to help people, to learn the skills to grow and engage a digital audience.

After 3 years the blog now has over 100,000 subscribers and the twitter is one of the top 2000 London twitter accounts with over 21,000 followers.

I’ve created newspapers that I delivered to hundreds of people across the world,  countless online book crits and ran creative workshops to help craft the next generation of creativity. We only get better at chess when we play better players, we’ll only get a better industry when we fill it full of bright and amazing people.

This was my way of helping to bring in, help and encourage people to push themselves from good work to great work.

You can follow the blog and site at helloyoucreatives.com

Client: Durex

Brief: The Mayan’s have said it is the end of the world, now what? .

Creative: If the world is going to end, enhance the last days with Durex’s product range. Maximum pleasure, make sure you last and of course make sure you don’t ‘come’ before the end.  Everyone needs some cheeky copy in their book and this is mine. 

Results: Over 2 million views and shares within 3 days. A viral “image” campaign. With the adverts getting over 80,000 reblogs within 24 hours and being picked up by DesignTaxi, Huffington Post as well as 9Gag, Reddit, Creative Criminals, Examiner.com as well as many more. 

The campaign was shared throughout the social media world with massive amounts of traffic coming from Twitter, Facebook, Instagram as well as traditional forms of sharing such as email. 

Overall the campaign was a huge success putting Durex front of mind as the best way of celebrating the end of the world. 

Due to the nature of being an image based campaign the campaign continued to spread far around the world. Appearing on Russian, Chinese and Indian sites uncredited.

Client: Cif

Brief: Create social content to bring to life the "happy ending" concept 

Creative: You might see a beautiful home, but your children will see a playground. What better way than to show that from the mouths of messy babes themselves. A short video designed for Mum's Net and Youtube to bring to life the real world of cleaning when you've got kids to deal with. 

Results: Part of a Mum's net drive and engagement program. Resulting in a up take in conversations around Cif. 

Client: Samsung

Brief: Samsung had a new range of cameras out that let you take self shots. The market was for the young digital savvy market.

Creative: I was pushing selfie campaigns back in the day. The Social self shot. We all try to perfect out profile picture, making sure we pick the best one but now people go even further by taking the right shot to show off themselves to maximum effect. So we showed how getting the right angle makes all the difference.

Two sets of videos where created. One a pure direct video and another a interactive selection. Both gathered around a million views in total, reaching out to different markets.

Results: Over 1,8 Million views, Featured in Contagious & NMA magazine.

Client: Samsung

Brief: Show the HD camera phone in action while showcasing the product. AKA, make the product shot cool.

Creative: The HD Camera trick. Clues were hidden in HD footage that revealed the secret behind the trick. We filmed the entire idea using the phone camera itself. We spoke directly to our audience to challenge to watch, re-watch and respond to our creative. Not only did it create debate but sparked conversation about if the footage even came from a phone - people thought it was too polished. Creating an engaged audience talking about the product and the product's key feature HD video recording. 

It wasn't about creating an advertising story, it was about understanding the product. Plus a great change for me to nerd out with technology. Which is always good. 
 

Results: Over 1,5 Million views, Featured in Contagious & NMA magazine. 

Capture it Quickly with Samsung

Client: Samsung

Creative: Show the benefit of a fast processor and camera phone over a bulky big camera. Be the true reporter of the games. By showcasing 'blink and you'll miss it' fantastic moments we conveyed the benefits of a super fast phone. 

The promotional video and campaign was used throughout the Vancouver 2010 Winter Games.

Results: Thousands of entries to become a on the site reporters and videos with over 2 million views. 

Client: Vodafone

Brief: Promote the Blackberry Storm

Creative: How do you use a celebrity without it feeling forced? Get the celebrity and the audience excited by what the technology can do. By exploring the product and knowing the audience we could create something that spoke directly to our core audiences passions. 

By making the product the hero, used by our everyman stars, we could live out every formula 1 fan's dream. 

Results: Over 2 million views. Featured in the Sun, BTAA and Cannes Lion.

Client: Skype 

Brief: The client was Skype and they wanted to get people calling landlines with Skype.

Creative: The Remote phone box experiment. One man in the wild for anyone to call. All live. Placing someone in the middle of no where with a simple call to action - 'call me'. We didn't restrict the callers to using Skype, we didn't hard sell. We just knew that the Skype truly was the cheapest way to call and we let our audience tell that story. 

By letting people who called recommend to each other the best way to call, Skype become the hero without forcing itself into the conversation. 

Results: It resulted in worldwide attention and calls and a raise in skype sign ups

Client: Samsung

Brief: Introduce the brand new galaxy phone.

Creative: Follow the natural influence concept created. The idea was that social enabled phone was all you need to lead in your social circles. What better way than to show this than by showing the power of dance. 

Results: Over 5 million engaged with the campaign message. 

Client: RNLI

Brief: Reach out to the next generation of supporters

Creative: A series of mystery packages were sent out to famous UK vloggers without any branding. The message was clear, we believe in the youth. As hype built we revealed that the RNLI was behind the campaign and that we believe in the youth and we know the youth will be our next generation of supporters.

Results: Over 3 million plus views. Established a youth outreach program and youtube chatter regarding the future of the RNLI.

Client: Samsung

Brief: Showcase the Samsung’s super small Ultratouch

Creative: A small cute phone aimed at the teen market that can’t afford a full smartphone. We went cute, crazy and adorable all in one. The idea was to showcase the bright screen, durability and style of the phone using cute animals as our spokesmen.

The initial video got 1 million views before a Youtube fan  remixed it into the now famous “Fuzzy Fuzzy Cute Cute” song. This meant copies of the original video as well as the remix went on to get over 6 million views.

Results: Over 7 million views and a hyper active hyper engaged audience that found the phone as cute as the animals. . 

Client: FedEx

Brief: Create a brand platform for FedEx’s sports program.

Creative: How do we create a connection between sport and delivery? Well if the player is up to practice at 6, the coach is there for 5 then FedEx was there delivering at 4. FedEx is the team behind the team. Using the morning allowed us to use the brand colours throughout the work. This was important to give FedEx a colour. Other logistic brands had a signature colour and I felt it was important to push FedEx beyond white.

Results: Massive outdoor campaign across all of London and now an established brand platform for FedEx though out the UK 

Client: Samsung

Brief: Encourage IT managers and the wider public the potential of SSDs

Creative: Create an off the shelf super computer with the target audience itself, The Viral Factory's own IT manager. 

Results: Over 4 million views. 

Client: Samsung

Brief: Introduce the brand new Netbooks

Creative: Add a little character to the Netbooks with two magical characters. 

Results: Over 1 Million views

Client: N/A

Brief: Create something targeted at the Advertising community.

Creative: The video highlights Adland’s love of acronyms with deliberately mis-pronouncing the names of the agencies apart from the the final agency. An agency that is often pronounced incorrectly.

Inspired by the Fonejacker the video was created in 30 mins and was seeded without any media spend.

Results: Within one week the video got 80,000 views and over 500 likes. 

Sometimes people ask questions about the internet and how to create a successful campaign. Sometimes that person is one of the best known creative magazines in the UK, and when they do ask they put your answer on the front cover of their iPad edition. 

It is here that I revealed my biggest secret to my social media successes - using cats. 

Client: Travelodge

Brief: Reach new audiences and hard to reach 18-25 market.

Creative: Snack sized content. Working with up coming animators and in studio team, I created more mobile friendly short form content that was light touch. Rolled out via Instagram and Vine to reach a more visual market. The hand made craft and touch helped position Travelodge's brand messages in a more fun and engaging way. 

Results: Over 3 million loops and engagements

Client: TalkTalk

Brief: Launch series 5 of Game of Thrones. 

Creative:  #NewToThrones content series. Why would anyone jump in and start on series five? There was no point advertising to existing fans, they were sure to tune it. We needed a new audience. To do that we needed to show that it is never too late to get into GoT and more than that, it is something everyone can enjoy. We launched the series with the Gran of Thrones.

Results: N/A. Sadly just before launch TalkTalk had a rather large data breach and ended up in the press for all the wrong reasons. All marketing was suspended. But I like to keep it my portfolio as it was a fantastic time introducing the sweetest Grannies to Blood, sex and Dragons.

Password: Give me an email or arrange for a coffee for the password for the video.

I've never seen Harry Potter. I've caught bits of the films and heard about bits of it from friends. I decided that I'd save reading them for when my children are old enough, so we can enjoy them together. 

But...

I couldn't help but imagine what they might be about. I decided to 'Re-Imagine' the covers of the books based on what I think it might be all about.  

I'll be adding more of the books as soon as I remember what they're called...