Portfolio Deepdive

Task

Build a cultural strategy for a popular escape room game that extends their brand beyond the festive period.

Insight

Screens have a tendency to isolate people; but Wolf games uses them to build connection.

Strategic Work

Identify the game’s key cultural tensions (rituals, invisible labour, universal nostalgia etc), how their gameplay builds connection, and where potential marketing opportunities are present.

Execution

A 10-slide strategy deck for a platform with 400,000+ players and a 4.9 Trustpilot rating: featuring a cultural landscape analysis, key tensions to explore, multiple campaign angles, and a persona-led casting guide for the brand's US activation.

Link

Task

Help John Lewis develop a distinct, sister identity for their new Build to Rent (BTR) brand.

Insight

Renting feels broken. It’s overpriced, under-regulated and seldom a pleasant experience for residents. 

Strategic Work

Speak to (and support) a new generation of tenants in the midst of a housing crisis; while honouring JLP's premium brand heritage.

Execution

A comprehensive brand strategy (positioning, messaging, brand identity, TOV etc) and a 2026 GTM roadmap that shapes the customer journey from discovery to move-in.

Currently Under NDA

Task

Build a tech-enabled stationery platform (and challenger brand) that allows users to design their own journal page-by-page and have it delivered to their door.

Insight

Stationery hasn’t evolved. Demand is growing, but customers are frustrated by generic templates, online-only options and limited customisation.

Strategic Work

With zero funding, develop the brand’s foundations (brand identity, visual identity, brand mission and messaging hierarchy); in addition to a GTM roadmap and product launch strategy. 

Execution

A comprehensive brand strategy (positioning, messaging, brand identity, TOV etc) and pending 2026 product launch.

Link

Task

AI was surging, but trust in AI wasn’t.

Insight

Behind every business is a person trying their best and Gemini is here to support them. However, a human approach is needed: customers need more than technical specs and fancy language to believe in AI and adopt Gemini.

Strategic Work

Leverage Google reputation to reposition Gemini around the real-world impact it’s had on current business customers. Shift the narrative from unfamiliar tech products to human-aided innovations designed to support businesses. 

Execution

Rolled out human-centred success stories across leadership moments and digital touchpoints for Gemini; as part of the broader strategy behind Gemini's scale to 900M+ monthly active users in 2026, up from 400M the year prior.

Challenge

With new video entrants in the market, senior advertisers were informed but not inspired by the YouTube brand. Premium perception was holding, but cultural relevance was eroding.

Insight

In this digital age, belief shifts through experience, not explanation.  

Strategic Work

Reignited trust and desire in YouTube by leveraging our established reputation. Shift our brand strategy from a product-led marketing strategy, to a culture-led, top-funnel approach - anchored in one narrative: There’s Only One YouTube. 

Execution

An invite-only activation centering creators and conversation at the center. Drove 161% attendance vs. target and unlocking £10M+ in revenue pipeline.

Showreel

Challenge

Launch Google’s first foldable phone in a ultra-premium market dominated by Samsung.

Insight

Premium audiences buy perception, not hardware. They don’t just want innovation; they want status, productivity and seamless ecosystem power. 

Strategic Work

Elevate Pixel Fold into a flagship category moment, centuring it’s unique passport shape, productivity capabilities and Google ecosystem advantage.

Execution

Refined and redeveloped the US product strategy for the UK; and executed it as an omni-channel GTM campaign (email, social media and the official Pixel website). Positioned Pixel's foldable functionality as a premium lifestyle tool, driving 211–304% pre-orders against forecast and unlocking £1.8k average unit value.

Campaign Video

Challenge

Launched Google’s first home tablet in a crowded tablet market.

Insight

The Pixel ecosystem needed a larger screen, but research found that every tablet ended up out of battery in a drawer somewhere. 

Strategic Work

Positioned the Pixel Tablet as a stylish, digital anchor for the home, by highlighting it’s USPs: Google Home integration, stylish speaker/charging hub solution, and larger screen size for home product.  

Execution

Refined and deployed UK GTM messaging for the Pixel Tablet, centring Google’s smart home integration and all other USPs to justify premium placement. Drove pre-orders to 211–304% against forecast, as part of the combined Pixel Fold & Tablet launch.

Campaign Video

Challenge

One of the UK's most-loved promotions needed a sharper narrative - one that could cut through, drive footfall, and rebuild public trust.

Insight

People don't just play Monopoly for the prizes. They play for the ritual, the hope, and the feeling that they might actually win. We needed to tap into that emotional truth.

Strategic Work

Supported development of campaign messaging and product narratives for the Gold Card, ensuring every touchpoint laddered back to one truth: McDonald's Monopoly is here!

Execution

A storytelling-led push across PR, social, and in-store. Drove 16.5M impressions and unlocking 9M reach pre-lockdown.