I am currently Global Lead Copywriter at BoConcept, a luxury Danish interiors brand that is known for its superior craftsmanship, and modern, minimalist design signature.
Creating marketing and content to support 300 stores in 70 countries, we are a small marketing team that works remotely across Denmark and the UK.
Currently we work with supermodel Helena Christensen, who is our Global Artistic Director, and influencers around the globe, including Chelsea footballer Marc Cucurella and his wife Claudia, who gave us a grand tour of their London home this year to help us create our best-performing Instagram reel for 2025 so far, with 75k+ views and 1,267 interactions including 154 saves.
I oversee copywriting across our global output, managing a small team of copywriters, updating our tone of voice guidelines and writing copy myself across scriptwriting for TVC and social content, including organic and paid, newsletters, in-store printed and video comms, and out of home, such as billboards – from NYC to Venezuela to Auckland.
Hired by Stink Studios to lead the creative team behind a high-volume digital content rollout for Revolut. The challenge: move beyond the “travel money” perception and showcase 40+ other product benefits through fast, scroll-stopping creative.
I developed the overarching creative concepts, collaborated directly with Revolut’s marketing team, and guided a team of motion designers to deliver thousands of video and static assets in 11 languages — each built for clarity, consistency, and conversion.
A massive, energising project that blended brand storytelling with data-driven design — and proved how creative systems can scale globally without losing soul.
Twitter — “What’s Happening?” Campaign
Agency: Stink Studios
Awards: Campaign CreativeTech Gold
As a senior freelance copywriter at Stink Studios, I helped shape Twitter’s first major brand campaign for the UK — a bold celebration of the platform’s cultural pulse. Targeting 18–25s, we turned trending moments into witty, reactive one-liners that ran across YouTube, Spotify, rail stations, universities, and London Underground sites.
The concept played on Twitter’s unique cultural duality – pitching real-time stories against each other to show the scale of conversation. “Brexit vs. Zayn’s green hair – which wins Twitter today?”
It was a fast-moving, high-volume creative sprint: daily headlines, emojis, and micro-moments, all optimised for digital placements. A project that defined my love of cultural storytelling – and taught me how to blend speed, wit, and strategy at scale.
Peloton — “Skeptics Turned Believers” Campaign
Agency: Stink Studios London × Peloton NYC
Peloton wanted to convert skeptics into advocates — and fast. Working with the NYC brand team, I helped create a print and outdoor campaign celebrating real members who’d gone from doubters to die-hard fans.
Each ad contrasted short, dismissive preconceptions — “overpriced coat rack,” “cult of elitist exercise fanatics” — with the same users’ later, breathless testimonials once they’d joined the Peloton community. The humour in that transformation became the creative heartbeat of the campaign.
Executed across Times Square, the World Trade Center, and major US newspapers including The New York Times and The Washington Post, the campaign captured Peloton’s energy and authenticity — turning skepticism itself into social proof.
Google — “Deep City” Interactive Installation
Agency: HUSH, New York
I wrote the copy for Deep City, an immersive installation at Google’s NYC headquarters that translates human data into personalised, sensory storytelling.
Designed by HUSH as an executive-level experience, the installation demonstrates how Google’s technology transforms gesture, movement, and voice into information that feels intuitive and human.
The three-part journey — The Passage, The City Cave, and The Skywalk — captures each guest’s interactions and transforms them into a living, visual record of their data story. A poetic, high-tech expression of what it means to move through a connected world.
Tate Britain — “Life Between Islands” Campaign
Agency: Stink Studios
I supported the Stink Studios team on the copywriting and final production phase of this campaign for Tate Britain’s Life Between Islands exhibition — a landmark showcase of British-Caribbean art.
The idea was simple but powerful: take the exhibition beyond the gallery walls and celebrate the real London spaces that shaped Caribbean-British culture. From neighbourhoods to nightlife, each location became part of the story.
The campaign ran across digital, print, and OOH, helping Tate connect with new, more diverse audiences and bring the spirit of the exhibition to the city itself.
Resident Advisor — Brand & Tone of Voice System
Client: Resident Advisor
Recommended to Resident Advisor in 2018 to help articulate a new brand positioning for RA Tickets, the ticketing arm of the world’s leading electronic music platform.
Working closely with RA’s internal team, I developed a Tone of Voice system rooted in the language of dance music itself — using terms like EQ, breakdown, and build as conceptual anchors for how the brand communicates.
Deliverables included a full TOV guidelines document, website UX and copy rewrite, product sheets, and a sales presentation deck for promoters — all aligning the ticketing platform with RA’s mission to support local scenes and the wider electronic community.
As a lifelong music head, this was a dream brief — translating the pulse of club culture into a distinctive brand voice that feels authentic, inclusive, and alive.
Dance — Website Copy & Brand Voice
Agency: Stink Studios | Client: Dance (Berlin)
Freelancing with the Stink Studios creative team in 2022, I helped craft the website copy for Dance, a Berlin-based e-bike and e-moped subscription startup on a mission to make European cities cleaner and more connected.
Targeting a young, urban audience, the brief was to balance sustainability with style — writing copy that feels fresh, direct, and full of motion. The result: a fun, punchy digital voice that mirrors the brand’s energy and helps turn curiosity into sign-ups.
DabbaDrop — Brand, Voice & Growth Creative
Client: DabbaDrop | Agency: Uprising People
As my mini-agency Uprising People’s first small-business client, I helped launch DabbaDrop.co.uk, London’s first plastic-free, emissions-free curry subscription service, and have continued to support their rapid growth ever since.
Initially brought in to define a distinctive brand tone of voice, I went on to lead creative direction and manage delivery across branding, website build, email marketing, and social campaigns — contracting designers and developers as needed.
Working closely with founders Anshu and Renee, I helped scale the business from launch to thousands of subscribers, guiding creative and logistical strategy as they expanded across London and diversified their menu offering.
A genuine creative partnership — and one I’m proud of for its innovation, integrity, and environmental impact.
Victorinox — Global Brand Storytelling & Creative Campaigns
Client: Victorinox | Agency: pd3
As lead copywriter on the Victorinox account for five years, I helped the iconic Swiss brand communicate its craftsmanship, innovation, and heritage to a modern audience.
Our remit spanned digital and social marketing, retail, and experiential campaigns, developing creative content that increased brand relevance in the UK while resonating across global markets.
A Tale of Swiss Inventiveness
A sustainability-led content film blending storytelling and craft, inspired by the whimsical aesthetic of Wes Anderson. Featuring real Victorinox employees, it brought to life the brand’s Swiss ingenuity with warmth, humour, and authenticity.
Victorinox x Rob Ryan — “Modern Art Cutting” Campaign
A global collaboration between Victorinox and British artist Rob Ryan, promoting the brand’s first design reinterpretation of its classic Swiss Army Knife — the Victorinox Tomo.
The campaign merged Japanese minimalism with Swiss precision through an interactive online and in-store experience. We created a global microsite, Modern Art Cutting masterclass films, downloadable paper-cut stencils, and the viral #alphabunting generator — which turned tweets into personalised Rob Ryan–style artworks shared across social media.
The partnership introduced Victorinox to a new creative audience worldwide, supported by window displays, visual merchandising, and an editorial partnership with Creative Review.
The Makers Series — Kyle Bean
A continuation of Victorinox’s celebration of creativity and craftsmanship. We collaborated with artist Kyle Bean to create a Swiss landscape-inspired diorama, a flagship-store workshop, and downloadable templates for fans to create their own paper-cut artworks.
These campaigns helped reposition Victorinox from heritage utility brand to a modern symbol of creative precision, blending storytelling, artistry, and digital innovation across territories.
Deezer — Challenger Brand Launch Campaign
Client: Deezer | Agency: pd3
Brief: Establish Deezer as the UK’s challenger to Spotify and make the name impossible to forget.
At the time, Deezer was virtually unknown — so we went bold. Our 360° integrated campaign targeted young primetime audiences on Channel 4 and Channel 5, with a deliberately catchy, slightly annoying TV spot that got everyone talking.
The result? Registrations up 300%, and Deezer firmly placed on the UK music-streaming map. Sometimes, being the most irritating ad of the year is exactly what success sounds like.
O2 — “Up At The O2” Experience
Client: O2 | Agency: pd3
As part of the O2 account team at pd3, I helped transform a simple walkway over The O2 into one of London’s most successful tourist attractions.
Working across creative concepts, experience design, short films, and app copy, we built a cohesive brand experience under the overarching idea of The Explorer — elevating a physical climb into an iconic adventure.
Our team designed the ‘Base Camp’ environment, scripted the humorous safety briefing films, and developed the Up At The O2 app, used by thousands of climbers to explore the summit each year.
Since launch in 2012, hundreds of thousands of visitors have climbed The O2, and the experience has consistently ranked above Buckingham Palace on TripAdvisor — proof that great storytelling can turn a simple idea into a landmark experience.
O2 — “Beyond the Arena” Digital & Social Campaign
Client: O2 | Agency: pd3 | Role: Senior Creative
Services: Social Media, Digital Strategy, Content Production, Artist Partnerships
As lead agency for O2’s sponsorship of The O2 Arena, our goal was to extend the brand experience beyond the live show — engaging fans before, during, and after their visit.
I helped develop and execute a digital and social strategy that transformed The O2’s online presence into a living fan community. We launched The O2’s YouTube, Google+ and Instagram channels, produced exclusive artist and fan-generated content, and brokered partnerships with major artists to give fans behind-the-scenes access.
Highlights included the first-ever Google+ Hangout with Ne-Yo and 10 fans, plus a steady stream of backstage interviews and social competitions that kept momentum alive long after each concert.
Results (first 6 months):
4M+ YouTube views and 2K subscribers
200K new Facebook followers
100K Google+ followers
3K new Instagram followers
20 exclusive artist videos + 5 fan-generated pieces
15+ artist partnerships secured
The campaign cemented O2 as the UK’s number one music brand, setting a new benchmark for digital fan engagement in live entertainment.
Intel — “Powered Up” DJ Search Campaign
Client: Intel | Agency: pd3
Briefed to raise awareness of the new Intel Ultrabook among the UK’s young creative audience, we turned product performance into a live cultural moment.
We created a nationwide DJ competition to find Britain’s best emerging talent — with Intel technology literally powering every stage of the journey. Regional heats featured a custom decibel-o-meter that measured crowd reactions in real time to choose the finalists.
For the London finale, we collaborated with onedotzero to produce a groundbreaking audio-visual installation, powered by Intel, that fused music, motion, and light — and stole the show.
An energetic, tech-meets-culture campaign that proved performance can be experienced, not just advertised.
Ocado — Internal Brand Story Films
Agency: Stink Studios | Client: Ocado
Hired by Stink Studios to write copy and create hundreds of individual scenes for a series of three internal brand films used by Ocado to communicate key company stories to shareholders and staff.
The films covered:
1️⃣ Ocado’s origin story — from “three men and a van” to world-leading tech innovator.
2️⃣ The Ocado proposition — what makes their model different.
3️⃣ How Ocado works — a behind-the-scenes look at logistics, innovation, and scale.
Each video combined full-colour product imagery with hand-animated black-and-white illustrations, aligning with Ocado’s brand aesthetic to tell complex stories in a playful, visual way.
A joyful, high-energy project that turned brand strategy into storytelling worth watching.
Cetraben PH5 — Brand Platform & Product Launch
Client: Thornton & Ross | Agency: Twelve | Role: Copywriter & Creative Strategist
Between September 2022 and June 2023, I worked with the Twelve creative team to help launch Cetraben PH5 — a new skincare range developed for dry and very dry (but not severe) skin.
I created a strategic concept deck exploring multiple brand platform ideas and key messaging territories. The winning idea — “Dry Skin, We’re Coming for You” — stood out for its direct, empowering tone, setting the brand apart from the softer language typical of the skincare category.
I also introduced the concept of a “Skin Hydration Score”, a claim later validated through R&D, helping strengthen both the scientific and consumer appeal of the brand.
Working closely with designers and the account team, I contributed to brand platform development, product claims, hero messaging, video scripts, storyboards, and website copy — ensuring consistency across all touchpoints for launch.
Hardys — “The Rules According to Hardys” Campaign
Client: Hardys | Agency: CSM | Campaign: England Cricket Sponsorship 2018
Brought in at short notice to develop a campaign concept, line, and execution ideas for Hardys’ England Cricket sponsorship, I helped the team move from strategy to sell-in deck within just a few days.
As one of the UK’s most recognisable wine brands, Hardys wanted a fresh, family-friendly spin on its long-running cricket partnership. The result was “The Rules According to Hardys” — a light-hearted campaign celebrating the quirks of cricket and British family life, positioning Hardys as both witty and warmly relatable.
I created the core campaign line, Channel 5 TV idents, and on-site creative for Lords, Headingley, and other major grounds, alongside concepts for on- and off-trade promotions.
The £1M campaign ran throughout Summer 2018 across TV, print, and experiential channels, delivering a new, more human angle for the brand — all turned around at record speed.
Live Nation — Festival Rebrands & Tone of Voice Systems
Client: Live Nation | Festivals: Wireless, Download, Hard Rock Calling, BluesFest
Live Nation wanted to create stronger brand recognition across four of its flagship festivals — each with its own legacy and fiercely loyal audience.
Working with a team of designers, I helped redefine the brand positioning and tone of voice for Wireless, Download, Hard Rock Calling, and BluesFest. We immersed ourselves in the culture of each festival to understand what made them iconic, evolving the branding rather than reinventing it.
Alongside the head designer, I wrote comprehensive brand guidelines for each property and helped develop positioning lines, outdoor campaigns, and supporting creative that unified the portfolio while celebrating each festival’s individuality.
The work not only strengthened Live Nation’s long-term festival branding strategy — it also inspired genuine fan devotion. One fan even had the new Download totem identity tattooed — arguably the highest form of creative approval.
Virgin Media — Retail & CRM Campaigns
Client: Virgin Media | Agency: BD Network | Role: Lead Copywriter (2009–2010)
After my first assignment for Virgin Media Retail, the marketing director asked me to take on the account as lead copywriter — and the work came fast. As BD Network’s biggest and most fast-paced account, it was the perfect environment to master high-volume, high-energy brand writing.
I wrote and oversaw copy across print, POS, CRM, and digital, including window displays, posters, brochures, in-store collateral, and the monthly Virgin Media TV listings guide. I loved the brand’s irreverent, playful tone of voice, and channelled that personality into every execution.
Within months, I was also trusted to oversee and sign off copy across BD Network’s wider client roster — including Nintendo, Coca-Cola, Lurpak, and Molson Coors brands (Carling, Grolsch, Coors Light).
A formative, high-energy role that shaped my ability to think fast, write sharp, and manage complex brand ecosystems.
O2 — “The O2” Integrated Music Sponsorship Campaign
Client: O2 | Agency: pd3 | Role: Senior Creative (2012–2013)**
Services: Integrated Marketing · Social Media · Digital · Experiential · Content Production · Media & Artist Partnerships
At pd3, I contributed creative and copy for O2’s multimillion-pound music sponsorship of the world’s leading entertainment venue, The O2 — developing integrated campaigns that redefined how O2 connected with live music fans.
Our goal was to move beyond logo placement and turn O2’s sponsorship into a living brand experience. We created fan-first activations across digital, social, and on-site touchpoints — from backstage access and exclusive competitions to artist partnerships and experiential events — positioning O2 as the UK’s number one music brand.
Key to sustaining engagement was video content: over 15 exclusive films, including backstage interviews and fan-generated moments, which fuelled the launch of The O2’s YouTube, Google+, and Instagram channels. In just six months, these channels reached 4M+ views and built new, engaged communities across platforms.
We also secured strategic media partnerships with Bauer Media, Google, and MTV to extend reach and visibility, and brokered artist collaborations that gave fans unforgettable, close-up experiences with their favourite acts.
A high-energy, high-impact project that transformed O2’s sponsorship from passive placement to powerful brand ownership of live music culture.
Hyperscience is a fast-growing AI-led automation company with a distinct value proposition and ambitious plans. In 2022, as part of the Stink Studios strategy and creative team, we developed a new brand narrative and visual identity more aligned to its growth stage.
Early on, we realised that Hyperscience’s human-centred approach to automation sets it apart in the market. In order to differentiate them from off-the-shelf competitors, our new positioning celebrates the business and societal impact of Human-in-the-Loop automated processing.
Working with Stink’s Head of Strategy I helped create the new brand positioning and created a bold new tone of voice and key messaging that reflected the brand’s value proposition. I also worked with the lead designer to help create a new, instantly recognisable visual identity, incorporating a flexible visual system.
I’ve since worked directly with Hyperscience to create new content and copy.
Grimm Tales — Theatre Launch Campaign
Client: Grimm Tales | Services: Digital · Social Media · Content · Merchandising · Print · OOH
I was hired to craft the content and copy for the launch of Grimm Tales — a bold, immersive theatre adaptation bringing five of Philip Pullman’s Grimm stories from page to stage.
Drawing inspiration from the show’s raw, magical energy, I created a distinctive tone of voice — a modern, mischievous retelling that mixed classic fairy-tale language with sharp, contemporary humour. Tweets came from the Big Bad Wolf, tote bags carried punchy one-liners, and programme notes dripped with charm and irreverence.
The result: Grimm Tales’ theatreland debut received rave reviews, a PR reach of 48 million OTS, and over 7,000 tickets sold. Following its success, a second run launched at the OXO Tower on London’s South Bank with a new cast and stories.
A joyful, creatively indulgent project that reminded me exactly why I love to write.
Amazon Web Services — Global Social Campaigns
Client: Amazon Web Services (AWS) | Agency: The Hoxby Collective
As part of a small international team at The Hoxby Collective, I created concepts and copy for multiple AWS social media campaigns across LinkedIn, Facebook, Twitter, Quora, and Stack Overflow.
Working within AWS brand guidelines, we developed organic and paid posts designed to engage two distinct audiences — developers and director-level business leaders — and drive attendance to AWS’s ongoing programme of webinars covering Artificial Intelligence, Deep Learning, and the Internet of Things.
These campaigns balanced technical credibility with clarity and tone, helping AWS communicate complex innovation to diverse global audiences.
