Campaigns
From ideating creative concepts to planning, execution and analysis, I pride myself on campaigns that are original and memorable. I know how to interpret briefs for multichannel delivery – whether that’s in visual merchandising as part of a window display or a full suite of digital marketing assets.
I led content strategy for Fortnum & Mason’s ‘Gather Together’, ‘Set Summer Free’ and ‘Choose Joy’ campaigns , and all copywriting and storytelling for Fortnum’s Platinum Jubilee celebrations. More recently I have worked across campaigns for Loaf, including its ‘Spring Into Inaction’ and ‘Comfortably Ever After’.
Comfortably Ever After
In 2025 working with Loaf, we launched ‘Comfortably ever after’ campaign – reinforcing the brand’s core messages of comfort and durability across every one of its channels, including web, CRM, paid social and printed brochure.
Choose Joy
Riffing on wellness mantras, this January campaign for Fortnum’s celebrated the joys of self-gifting. It was packaged up in a series of empowering slogans that appeared in the famous windows, and provided the framework for the digital campaign roll-out, from CRM to social.
Set Summer Free
A celebration of British picnic culture through local photographers showcasing products in hidden UK spots. I led creative and editorial across digital, paid, PPC and in-store, with location guides and shoppable edits. A customer-led competition boosted engagement, delivering double year-on-year sales growth.
Welcome to Jinan, City of Springs
In 2018, Cathay Pacific launched a business route from Hong Kong into the city of Jinan, Shandong province. We supported with a full-scale digital consumer campaign, extolling its beauty as a tourist destination.