With the air fryer category booming, Philips briefed us to launch their family-sized model across Germany, Austria and Switzerland. The toughest audience wasn't the parent buying the product. It was the child eating from it. Previous Philips kitchen campaigns leaned on adult-led product demos and felt stale against rising competition. So we flipped the script. Kids became the stars, taking charge of mealtimes while parents took a well-earned backseat. Filmed from a child's perspective, the campaign captured post-game hangouts and friends gathered around healthy meals made easy. The message landed simply: Philips is the go-to for happier, healthier family eating.

To launch the FF Blast range, we extended ASICS' global platform, Nothing Feels Better, into a campaign built around energy return. The product gives you that extra step. The thinking gave that step a feeling. Put your Blast on, blast off into the world. The work targeted the audience who don't yet understand what movement does for them, finding the moment when activity feels like the last thing you want to do, and reframing it. Running in the rain? Where others see weather, we see confetti. Uplift starts at the feet. Every step delivers a blast of positive energy.

Sales for the Blast foam range rocketed in 2022. A carefully built marketing campaign, paired with creative key visuals, drove the sound mind, sound body message home and translated brand philosophy into commercial momentum.

In Italy, coffee isn't a drink. It's a ritual. Saeco, a brand built on Italian craftsmanship, was losing ground to lifestyle-driven rivals like Nespresso and needed to reclaim its position as the true expert. The strategy was simple. While others sold convenience, Saeco would sell respect. Respect for tradition, for the craft, for the materials, for the moment. We built Rispetto per il Caffè around one truth: great coffee deserves it. From bean to cup, Saeco machines capture the essence of authentic Italian coffee culture, delivering something as close to a barista-made espresso as possible, at the touch of a button.

Saeco moved from chasing the lifestyle category to owning the craftsmanship one, with a campaign that spoke directly to the audience who values coffee as culture, not commodity.

How do you build one brand the NHS and pharma can both buy?

Reset Health is a healthtech platform redefining how chronic conditions, particularly obesity, are treated at scale. When I joined as founding creative, the company had a clinical model that worked and a brand that wasn't keeping up with where commercial was selling. The work had to speak fluently to four very different buyers. National health systems wanted evidence and process. Pharmaceutical partners wanted outcomes data and shared credibility. Employers wanted workforce health ROI. Private providers wanted a patient-facing story that felt human. Each one buys differently, governs differently and judges credibility differently. The job was to build a single brand that could carry clinical authority into every one of those rooms, without losing the human truth of the care model underneath.

From the first 50 patients to more than 80,000 across the UK, Europe and Malaysia. Partnerships with Eli Lilly, Novo Nordisk and IQVIA. Commissioned by the NHS, TfL and Network Rail. A NICE recommendation for Roczen, and HSJ Partnership Awards for Best Partnership Supporting Personalised Care Pathways and Best Partnership Delivering Virtual Care.

I lead brand and creative across the business, working end to end with product, sales, commercial and clinical teams. The role spans brand strategy, visual identity, website, campaign work, sales collateral and the bid and pitch work that wins partnerships. Holding the brand steady while the business moves fast, and making sure every touchpoint earns its place.