Copywriting
Randox Health
Digital Poetry at FutureLab
Under the proposition of “Extend your life”, Randox Health offers predictive healthcare, allowing people to foresee health risks before they can manifest as illnesses
To articulate this promise, I wrote a poetic consideration of health and time entitled Tick Tock. Voiced by Steven Berkoff, this piece formed the centrepiece of a digital stand at Future Lab, within a gravity-defying LED structure with gorgeous interactive walls.
Randox
Immersive live theatre experience
To bring the Randox proposition to life at Goodwood Revival, I scripted an imagined radio interview, set in 1953, featuring Watson, Crick, Franklin and Wilkins, telling the story of their joint discovery of the DNA double helix.
The piece was called Futurology ‘53 and performed as an immersive theatrical recounting of one of history’s biggest moments – with hints of how this 1950s breakthrough would allow Randox to benefit public healthcare in the decades to come.
This hugely engaging live-action drama involved a breadth of custom props, a dramatic troop of 10 actors and the manufacture of a facsimile of Watson and Crick’s DNA model, currently housed at the Science Museum.
Futurology ‘53, the imagined radio broadcast, even had its own companion magazine.
The intricate details and deeply researched script brought a fascinating story to life and was a treat for festival goers.
Impact:
11,830 total visitors.
980 returned guests.
10% of passers-by stepped into the story and watched the show.
BAT
Internal film
I wrote and conceived this internal film for the Innovations department at BAT, a specialist section devoted to non-tobacco products, such as vapes.
The film was developed to help senior execs at the organisation understand how anti-smoking stigma and legislation has made smokers into social pariahs.
The objective of the piece was to put senior execs at BAT into the shoes of smokers, to truly appreciate the pressure an individual feels around their smoking habit and the growing desire to find credible alternatives to cigarettes.
Co-operative Bank
Long copy press ad
With a simple switching message, this 'Dear John letter' created a humorous and disruptive way to say "Chuck your old bank", cheekily filled with references to past slogans of other banks.
Guide Dogs
Long copy press ad
Unicef
Soccer Aid Direct Mail
This two-part direct mail campaign for UNICEF focused on their Soccer Aid activity with Robbie WIlliams.
Viewers kind enough to text a donation during the match received a 'thank you' piece and then a subsequent regular donor request.
Creatively, we kept it all strictly football, with the underpinning thought of "We want to sign you onto our team".
First mailer - sent to text donors post-match
Second mailer - requesting regular donations
UNICEF had found that donors often liked to know what their money would be spent on. So we took that idea one step further and gave people a choice of five UNICEF activities to support - an entirely new experiment.
Panini-style donation stickers
Donors could choose where their money went by selecting one of five Panini-style stickers, each with a different celebrity backing the same cause they'd made a film about for the previous Sport Aid event. By placing the relevant sticker over their cause of choice on the DM piece, the donor could determine where their donation would be channelled.
Unicef
Direct Mail
This piece of fundraising direct mail went out to existing UNICEF donors, asking them to increase their monthly gift to support children in Africa, like eight-year old, Maurice.
