Pure Pom - yellow refill pouch packaging system hero image

My work

Selected work. Built on decisions.

This is not a full archive. It is a curated set of moments where one clear decision changed how a brand was seen, remembered, or chosen.

BIG IDEAS that organise every channel.
Brand systems designed for recognition and consistency.
Modern creative using AI as a force-multiplier – with restraint and judgement.

Book a discovery call View the five hero cases

Proof of judgement

Work that holds under pressure.

Anyone can make something look good. The hard part is making it mean something – and keeping it consistent when the business grows, the channels multiply, and attention collapses. These examples are here because the judgement changed the outcome.

Showreel

A fast view of the range – from global brands to challenger work and modern creative.

What does world-class work actually look like?

It is not “more content”. It is clearer decisions. Work that earns attention, creates memory, and makes the choice feel easier. The best ideas do not just drive short-term results – they build long-term brand value.

Five hero cases

Five decisions that changed outcomes

Each example below was chosen deliberately. One organising idea. One clear system. A visible change in what people noticed, remembered, or chose.

Pure Pom – Gen Z skincare

Two brand territories. One scalable system.

Platform-first brand build (Pomology) with a packaging architecture designed to scale across SKUs – plus an edgier badge route.

Pomology platform – ownable language that bridges science and energy.
Packaging system built for fast recognition across a full range.
Second route created on request – culture-led badge identity for extra edge.

Why this mattered: it created two viable commercial futures without diluting the core brand.

Brand creation Packaging system Two routes Full case study

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AJ Products All Your Workplace Needs campaign billboard creative.

AJ Products – B2B workplace furniture

The BIG IDEA that hit 250,000+ views in four weeks

Integrated awareness campaign built around AJ the ant and the UK strap line “All Your Workplace Needs”.

Fully integrated campaign across video, outdoor, bus and press.
Distinctive character and strap line that travel everywhere.
Quarter of a million YouTube views in four weeks.

Why this mattered: it turned marketing into a repeatable system – not a constant reinvention cycle.

Campaign platform Character creation Research Full case study

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Volvic Touch of Fruit – FMCG

From launch to category leader

BIG IDEA launch platform “More Taste. Still Water.”

Clear, memorable four word idea with built in reassurance.
Outdoor, bus sides and in store activity aligned around one line.
Helped Volvic Touch of Fruit become the category leader.

Why this mattered: it created memory and distinction in a market full of sameness – and made the choice feel easy.

Launch platform Outdoor Retail Full case study

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Slayer Energy – Challenger brand

The hype free hit

Anti advertising outdoor campaign for an anti advertising drink.

Street smart headlines that call out advertising.
High impact billboards seeded into communities.
Built cult brand energy and conversation.

Why this mattered: it proved the brand had conviction – and conviction creates loyalty, not “nice design”.

Outdoor Brand platform Challenger thinking Full case study

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Brisks

Brand clarity built for recognition

A modern identity and messaging system designed to remove confusion and make the offer easier to choose.

Positioning and identity designed to be understood fast.
Distinctive cues that travel across every touchpoint.
A system your team can execute consistently.

Why this mattered: it replaced “looking good” with being understood – and understanding converts.

Rebrand Identity system Website styling Full case study

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Mip Phillips Creative Marketing

KEEP UP

A creative platform that turns AI adoption into a clear decision: keep up, or fall behind.

Metaphor-led creative built for attention and recall.
Art-directed AI imagery that holds a premium standard.
A platform idea that scales across content, web, and video.

Why this mattered: it frames AI as a strategic decision, not a trend – keep up, or get left behind.

AI campaign Brand advert

See the AI work

Campaigns

BIG IDEAS that travel across every channel

This is supporting evidence – a curated set of extra campaigns showing how the same standards translate across sectors, budgets and formats.

HABILIS UK – Advertising agency launch

For the bold

A launch film created to introduce HABILIS UK – and make the agency instantly feel bold, modern, and memorable.

Built to signal confidence and credibility from day one.
A clear positioning story in under a minute – designed for sharing.
Made to work across website, LinkedIn, pitch decks, and outreach.

Brand refresh Campaign platform Press

leasing.com – automotive

Lease happy

Brand platform and campaign built around optimism and simplicity.

Brand refresh and campaign platform.
Outdoor, digital and video creative.
Made leasing feel friendly and easy.

Automotive Rebrand Campaign

Guinness Draft In Bottles

Have you got the bottle?

Trade and bar launch idea turning bottle caps into currency.

Staff engagement built around playful competition.
Posters, website, T shirts and prize materials.
Encouraged bar staff to champion the product.

On trade launch Staff engagement

The Transformationalist campaign thumbnail.

The Transformationalist – Leadership brand

Release your inner extraordinary

Digital campaign across video, landing pages and social.

Television style video and landing page.
Clear, emotive language for ambitious leaders.
Client’s most successful campaign to date.

Digital campaign Landing page Social

ASAP Safety – B2B

Brand creation and launch

New brand identity, messaging and rollout for a safety business.

Name, logo and brand story.
Website styling and sales assets.
Launch messaging built for trust.

Brand creation Messaging Website

Heads Up Photography

L Plate Guides – conversion-first

Landing page and messaging designed to make the offer easier to choose.

Sharper positioning and product clarity.
New page structure for conversion.
Stronger SEO and buyer intent alignment.

Conversion SEO Landing page

RED Co

Dyna and Mo

Character-led concept built to make complex services memorable.

Ownable characters with a simple story.
Made the service feel human and clear.
Built for content, web, and sales.

Character creation Content platform

Dunkin Donuts

Roll with the hole

Spec brand concept built around a simple, memorable truth.

Outdoor and social execution.
Strong, repeatable line.
This concept is speculative and not endorsed by the brand.

Spec RNLI and Dunkin life preserver doughnut creative.

RNLI x Dunkin Donuts

Roll with the hole – life preserver edition

Spec charity collaboration concept to drive donations.

Bespoke life preserver doughnut built around the RNLI role.
Outdoor, press and digital creative.
This concept is speculative and not endorsed by the brands.

AI & hyper real

AI as a creative multiplier – not a shortcut

Modern craft, art direction, and restraint – so AI work sits at the same premium level as live action and brand design.

Mip Phillips Creative Marketing

KEEP UP

AI powered brand advert anchoring the KEEP UP platform.

AI imagery art directed to brand guidelines.
Threads through video, social and website.
Metaphor for modernising marketing.

Why this mattered: it frames AI as a strategic decision, not a trend – keep up, or get left behind.

AI campaign Brand advert

Confidential beauty brand

Hyper realistic AI generated Gen Z influencer.

AI influencer designed to sell a range of beauty products.

Ultra realistic character generation across multiple looks.
Built to live across Instagram and e-commerce.
Gives the brand a distinctive, ownable face from day one.

AI influencer Beauty E-commerce

All work index

Every project on this page

A quick index of the campaigns, brands and concepts above. Every project is represented visually.

KEEP UP · Hyper real beauty influencer · Slayer Energy – The Hype Free Hit · HABILIS UK – For The Bold · AJ Products – All Your Workplace Needs · i-intro – Science + Simplicity · AI image creation · Brisks – Rebrand and conversion system · Heads Up Photography – L Plate Guides · RED Co – Dyna and Mo · Dunkin Donuts – Roll With The Hole · Volvic Touch of Fruit – More Taste. Still Water. · RNLI x Dunkin – Life Preserver Edition · The Transformationalist – Release Your Inner Extraordinary · leasing.com – Lease Happy · ASAP Safety – Brand creation and launch · Guinness Draft In Bottles – Have You Got The Bottle? · Pure Pom – Two Brand Territories

Work with me

You’ve seen the work. You know what a BIG IDEA does. Ready to build yours? Let’s talk.

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