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COPYWRITING/
ART DIRECTION
As part of my application to the One School UK's 2024 Creative Portfolio Course, I was tasked to create a brand awareness campaign for the plant-based company Future Farm. The objectives were to identify a potential new audience for the brand and strategise unique executions to drive sales and engagement with our chosen audience using multi-platform executions. Inspired by wartime propaganda and the real-life British 'Women's Land Army', I created the "Be Like Betty" campaign. The campaign targeted multi-generational families and convinced them to upgrade their family recipes with Future Farm products via the lovable fictional character of plant-based Grandma, 'Betty Greens'.
FULL DECK AVAILABLE UPON REQUEST
I created this pitch for a new social-first campaign for easyJet while working as an Assistant Producer and Content Creator at the Advertising Agency VCCP, where easyJet was one of the agency's biggest clients. I researched the ideas, shot and created my own mockup campaign video, before presenting it to the Head of Social & Influence and her Social Creatives, who warmly received it and discussed the possibility of development.
FULL DECK AVAILABLE UPON REQUEST
I was tasked by Caviar to create a marketing strategy for our directors so they could promote themselves online to prospective clients using social media. After conducting an extensive audit of the most renowned directors and creatives to learn how they market themselves on various social platforms, I decided to combine my expertise and research with creativity and wrote and designed a multi-chapter digital guidebook with a step by step breakdown of how a director/creative can create and grow their own online brands using social media. In the guide I evaluate the effectiveness of each social platform, discuss how a director can curate their work to emphasise certain skills and attract their target clients, and also created in depth case studies of directors/creatives who successfully market themselves online, so our directors could see how all the different brand elements work cohesively when presented in situ. I then presented the guide to all the Executive Producers in our global offices, who warmly received it and passed the guide along to their directors to implement.
PDF VERSION AVAILABLE UPON REQUEST
For specific chapters, go to 0.06 for 'Introduction', 1.12 for 'Defining Your Brand', 3.19 for 'Choosing Your Platforms', 4.57 for 'Choosing Which Content To Post + Engaging Your Audience', 9.10 for 'Measuring Success' and 9.25 for 'Final Tips'.
I was also tasked by Caviar to come up with the social marketing campaign and strategy for our upcoming debut feature film, Last Swim. For my marketing campaign, I researched the marketing plans of several popular series and films such as Saltburn, Euphoria, Succession, The Bear and How To Have Sex to learn how they skilfully used delayed suspense, gorgeous cinematography and witty captions to captivate and quickly amass a loyal following of international fans, who avidly kept up the updates about each project and fell in love with the characters and actors who played them. In a similar fashion, I wrote a strategic 7-week marketing plan that focused on carefully timed-out social launches of key assets like the trailer, cast photos and premiere details. I also combined them with exclusive first looks at the film and BTS from the cast and crew to maximise the buzz ahead of the film's premiere. And equally utilised the natural traction from the PR/Press reviews and UGC content from the actors' followers and fan reactions on social media to create an organic excitement for the film, that could continue to grow and sustain itself from word of mouth recommendation and develop a content page for the film, which could be easily searchable using the hashtag #LastSwimMovie.
AS THE FILM IS CURRENTLY UNRELEASED THIS MARKETING CAMPAIGN IS STRICTLY CONFIDENTIAL, BUT SAMPLE PAGES ARE AVAILABLE UPON REQUEST.
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