THE ONE ON HALLOWED TURF.
As part of Greene King’s sponsorship of The Rugby Championship – officially the Greene King IPA Championship – I developed a campaign that put fans and the league’s brilliantly down-to-earth spirit at the centre. The concept, 'The Supporter’s Supporter', included IPA-sponsored fan zones packed with experiences, activities and (crucially) discounted pints, giving supporters a proper reason to choose Greene King IPA on game day.
I art directed the Captains Day launch at Twickenham Stadium, creating a suite of images for the social rollout. Because the players weren’t full-time professionals, they also worked trades and full-time jobs, I styled the shoot to playfully acknowledge that reality. Think rallying, tongue-in-cheek, almost communist-poster energy. Proud, bold and self-aware. It celebrated the charm of a league built on grit, graft and proper character… with a hammer in hand instead of a pint of IPA, naturally.
I’m a rugby fan myself and thoroughly enjoyed this project. I certainly did not hug the walls of the players’ tunnel or do a small dance of excitement when walking out onto the pitch.
As part of the same winning pitch, I created Pub Pundit – an activation born from a universal truth. supporters don’t just watch sport, they broadcast it, loudly, and usually from the comfort of a barstool. We love them. We are them. And we’ve all heard them... more opinionated than Brian Moore, without the trophies (or lung capacity) to back it up.
I wanted to hand the mic over, literally. Pub Pundit would have given supporters the chance to become the unmistakable voice of their local team, commentating live from their local pub to the rest of the community. Fully synced with TV/online and radio coverage, it would turn every game into a grassroots broadcast moment and every regular into a would-be pundit with a pint of Greene King IPA.
Sadly, this part of the activation never kicked off (that one was too good to resist!).
The one that should’ve been made (and I’m still not over it).
'The Irregulars' was the hero brand idea from a Greene King IPA pitch, the one that helped win the whole thing… and then cruelly never saw the light of day. A tragedy, frankly, because it’s still one of my all-time favourites.
The concept flipped the classic pub-regular stereotype on its head. Instead of the usual “bloke at the bar”, I wanted to celebrate the wonderfully unexpected people who frequent pubs – the dad who does ballet, the granny biker or cross-stitching rugby fan hiding in plain sight. Ordinary people with extraordinary stories, quirks and idiosyncrasies you’d never spot at first glance.
Through hero and supporting content, the idea showed that the most interesting characters (and the best pints) aren’t always the obvious choices. It championed individuality, community and that deeply British blend of charm, honesty and slightly eccentric brilliance.
Local, warm, characterful and proudly 'irregular'. Still waiting for someone to sign off it so I can finally move on.
The one where ale got a botanical upgrade.
Craft beer meets craft gin – the kind of crossover episode you didn’t know you needed. I was asked to develop product ideas and concepts for the Greene King Award Winning Beers Festival's headline limited-edition beer. Inspired by their relationship with Copper Rivet Distillery in Kent who produce Dockyard Gin, I created two collaborations.
Originale
A contemporary, gender-balanced design, because gin is no longer just for “the girls,” and ale isn’t just for “the lads.” Copper accents nod to gin distillation while clean typography cleverly spotlights the “gin” and “ale” in Originale. A pattern of juniper and hops ties the whole story together, with the option to collaborate with a well-known illustrator to elevate the craft credentials even further. Classic beer cues in the bottle and fount styling keep it unmistakably a pale ale… just a particularly fancy one.
A contemporary, gender-balanced design, because gin is no longer just for “the girls,” and ale isn’t just for “the lads.” Copper accents nod to gin distillation while clean typography cleverly spotlights the “gin” and “ale” in Originale. A pattern of juniper and hops ties the whole story together, with the option to collaborate with a well-known illustrator to elevate the craft credentials even further. Classic beer cues in the bottle and fount styling keep it unmistakably a pale ale… just a particularly fancy one.
The Distiller
This route borrows the Dockyard Gin colour palette to signal a true meeting of brewery and distillery. A subtle hops-and-juniper pattern and crafted label language position it as the perfect hybrid. The fount was designed to mimic a gin bottle, guaranteed to stand out in a sea of predictable chrome tap handles. With room to expand into a limited-edition gin infused with ale botanicals, this territory opened the door to a true two-way collaboration.
This route borrows the Dockyard Gin colour palette to signal a true meeting of brewery and distillery. A subtle hops-and-juniper pattern and crafted label language position it as the perfect hybrid. The fount was designed to mimic a gin bottle, guaranteed to stand out in a sea of predictable chrome tap handles. With room to expand into a limited-edition gin infused with ale botanicals, this territory opened the door to a true two-way collaboration.
Alas, it never saw the inside of a brewery due to the festival being cancelled. Which is a shame, because I’d have happily drunk both versions and quietly pocketed the glassware on my way out.
The One Where A Challenger Bank Challenged.
Aldermore – one of the original challenger banks and trusted by over 250,000 customers – wanted an awareness campaign to nudge the government into giving SMEs and start-ups a fighting chance. So I created Support More Entrepreneurs (highlighting the SME), a platform that put real founders and their real struggles front and centre.
Through #StartUpStories and #StepUpYourStartUp, we highlighted business owners who’d had to borrow from family or scrape together funds the hard way and showed how ESA savings accounts and other government-backed support could have made all the difference. A smart, human-first way to make policymakers listen, driven by the very people they needed to help.
The One Where GE Took a Step Forward Instead of Just Counting Them.
The brief was to create a single, year-round strategy for the next evolution of GE’s internal 'HealthAhead' programme. My proposal – Move Ahead – put mental and physical health on completely equal footing, which was a pretty radical shift for them at the time. The idea landed, and GE went on to implement a slightly narrower, mindfulness-focused version of it in 2018.
I still think the art direction is beautiful years later.
Warm, balanced, striking and definitely ageing better than I am.
Warm, balanced, striking and definitely ageing better than I am.
The one that spiked national news with a lower-ABV beer.
I was brought in to support the UK launch of Foster’s Radler, a lower-ABV, lemonade-flavoured beer aimed at tempting new drinkers into the mainstream lager category. To bring the brand’s “refreshingly different” proposition to life, I helped turn Covent Garden Piazza into a full beach volleyball court, complete with 60 tonnes of sand and GB stars Zara Dampney and Lucy Boulton.
The stunt echoed the Radler ad campaign, where Brad and Dan take on two women at beach volleyball, and gave a great hook to spark interviews by campaigning for the sport’s inclusion in the 2018 Commonwealth Games.
The results were strong: 28 pieces of lifestyle coverage (HuffPost, Evening Standard, AOL, Yahoo), seven national radio hits and key TV spots on Sky Sunrise, BBC London and Sky Sports News.
(Left hand image is the concept photoshop mock up and the right image is the reality!)
The one where we engineered a little humanity.
United Technologies wanted a brand platform that could show the human side of all their very serious, very clever technology – the bit where it actually makes people’s lives, families, friendships and work–life balance better. My solution ' Human Connections' created an overarching platform with room to grow, plus two neat little “sub-wrappers”: one celebrating their work inspiring kids and young adults into STEM careers, and another designed to house the events they run around the world. A proper, people-first story that let the tech take a well-earned step back, just enough for the humans to shine.
