ilikemyquality

To tease the imminent arrival of French award-winning plant-based bacon in Britain, we questioned the marketing decision to advertise a product that’s not available to buy.

The stars aligned when La Vie was crowned Britain’s best “fake” bacon, just as a certain someone got grilled for all his porkies.

My favourite ever headline written by me.

Mo is the nicest guy in the world. For the London Marathon, we juxtaposed Mo with a boxing-style fight promo that portrays him as a ruthless, blood-thirsty athlete, co-starring Michael Dapaah.

We then used the same over-the-top theme to promote the Hackney 5K. Arguments between Dapaah and various athletes played out over Instagram Stories.

When the best players get the ball instinct takes over.

We teamed with artists from different disciplines to visualise the instinctual play of Mbappé, Sané and Rashford.

The campaign was made for Instagram Stories first, with the scenes unfolding in 5 second chunks.

Booking Now is an app that books you a hotel room nearby in just two taps. We decided it would be fun to play with "The right room, right Booking Now." Get it?!

So in film it became about finding fun reasons for why people might need a room right booking now. Interview appeals to the business user, Karate to families, and Deadbed... well to anyone who has ever visited an elderly person. With posters and online we were able to be incredibly contextual. So people walking on the beach are served one message, while people searching for gig tickets are served another. 

There is more of the campaign to come, so I will update as and when.

Credits: Art Director, Riccardo Rachello; Director, Aaron Stoller, Biscuit Filmworks; Editor, Rich Orrick, Work; Music, Mad Planet.

For a bank, first direct aren’t very banky. You could say that they’re the platypus of the financial world. Well, that’s what we said. Very fond of the tone of voice we developed for the brand, particularly in press, where it all started. 

I was never a Boy Scout, but their motto, ‘Always Be Prepared’ must’ve rubbed off on me somehow.

We had a stills shoot scheduled with Mbappé before the 2018 World Cup. Beforehand I wrote a really simple script about his unstoppable, record breaking rise through the ranks of junior, professional and national football.

It was a film that was never going to happen and wouldn’t have happened had we not had the script in our back pocket. Thankfully, Mbappé had some extra time and was willing to make it happen.

Heineken made a huge ad aboard a boat. It featured 20 talented castaways. When the doubting trolls online started rearing their disgusting heads, I wrote a response campaign to put their doubts to rest (or not). 

First up was a fake/real/fake/real PR response. Then we released fake/real/fake/real casting sessions for each guy.

We had a lot of fun with the audience and left everyone scratching their heads as to what on earth Heineken were trying to prove. Or not prove. 

Football is the world’s greatest drama. And FIFA 15 puts you centre stage. The campaign shows gamers becoming so immersed in the action that they experience everything that the players on the pitch feel.

Istanbul is a city of fanatical fans, but they'd rather watch than take part. To change this we tapped into their admiration for professionals. So we built a Human Printing Press to capture the movement of the world's greatest athletes and turn it into a series of rad posters.

Over summer,  challenges issued via an online hub and Nike’s social channels threw down the gauntlet: If people proved they had the moves, they could earn one of the ‘Made by Movement’ posters, signed by the athletes who made them. And it worked, please check out the case study film for my sexy voice over and the results.

It's great when things work better than expected, whether that's a teapot that pours a drip-free cuppa, or a mobile network that doesn't give you any nasty surprises. In a very simple campaign, we tried to get people to expect better. In each scenario an individual is expecting the absolute worst, but in the end it all turns out fine. In fact it turns out better than expected, which is exactly how it feels to be with Tesco Mobile.

Credits: Art Director, Jordi Luna; Director, Siri Bunford, Knucklehead; Editor, Xavier Perkins; Sound, Alex at Wave; Music, Sizzer.

This Cannes Young Lions winner is still one of my favourite pieces of work. And it has nothing to do with scoffing five crackers in a minute (you don't want to know how many takes it took). Half a million hits with no budget. Picked up by buzzfeed. Made in my kitchen. In 48 hours.