MY WORK
MiCROSOFT Surface- Beneath the surface
Proposition: The creative power within everyone offers limitless possibilities.
Using Microsoft Surface technology, Beneath The Surface harnesses the creative power within the people of London to generate enough clean and efficient energy to help power The London Underground.
This campaign starts a new conversation as to how modern cities can reduce their impact on the environment.
Oh, and it helps to sell a few more laptops than the other tech giant down the road. But we wont name names.
Nomination
LARRY THE CAT
View project in the wild
The ‘Larry for Leader’ campaign was born during the Conservative Party leadership race—because, frankly, we figured a cat could do a better job. And not just any cat: Larry the Cat, the beloved ‘Chief Mouser’ of 10 Downing Street.
While the country tried to choose between Liz Truss and Rishi Sunak, we made a case for a whiskered alternative. Larry has loyally outlasted four Tory prime ministers, has a razor-sharp Twitter game (well, his parody account does), and is arguably more trusted than most politicians.
Teaming up with Build Hollywood, we plastered Larry’s face across London—on billboards, fly posters, and more—all pointing to his official campaign microsite, complete with a very serious meow-festo.
The internet did not disappoint. In just one week, Larry clawed his way into 70+ international press articles, racked up 47,000 interactions on #Larry4Leader, and drew 15,000 curious humans to his website.
Because when the options are Truss, Sunak, or a cat with better instincts... you vote cat.
HEALTH EQUALS
Health Equals wanted to launch a campaign with a powerful statement on the stark and often-overlooked health inequalities across the UK.
The result was ‘Lives Cut Short’, a data-driven campaign built around a sobering and shocking truth: depending on where you live in the UK, your life expectancy can differ by as much as 16 years.
As a junior creative, I helped craft this campaign that made this statistic impossible to ignore. We designed location-specific billboards displaying the average life expectancy in that area — turning familiar streets into confronting reminders of a national crisis. Mostly, I worked on the geo-targeted social campaign that drove users to a platform where they could enter their postcode and see how much geography can determine your destiny.
It was a campaign driven by data and designed to make people stop, reflect, and demand change.
CHARLES BEXFIELD 
I’ve been running social media for Charles Bexfield LTD — and yes, the surname’s a bit of a giveaway. As social media manager, I’ve overseen content creation, grown his digital community, and helped shape a consistent, engaging brand voice across all platforms. It’s been a great mix of creative thinking, strategic planning, and hands-on results — all while keeping it (mostly) professional with my brother.
ticketmasterUs brits love our music festivals. Every summer, thousands of us pack out muddy fields to celebrate our music culture and stand up for equality and diversity.
So why is the engrained sexism within the music industry ignored?
For the 2019 music season we wanted to shine a big, fat, unignorably large spotlight onto rebalancing the male dominant landscape.
Dont panic CBD Feeling a little more than stressed out by the state of the world?
At Don't Panic ad agency, they know a thing or two about keeping calm, so we created their very own "Calm Before Disaster - CBD Oil! Now you can chill out with one of our three flavours: "Nuclear War-termelon", "Custard Living Crisis", and "Enviro-menthol Meltdown"
CORNETTO
‘Share the Love’ — and maybe even the best bit.
Everyone knows the real magic of a Cornetto is the chocolatey tip at the end. It’s the part we all secretly (or not-so-secretly) save for last.
This campaign flips that on its head — challenging people to share the most sacred part of life: the chocolatey end of their Cornetto. Because true love is about sacrifice… even when it’s sweet, crunchy, and dipped in chocolate.
Go on. Share the love. If you dare.
PRINGLESPringles has been a beloved snack and household icon for decades, with a moustachioed logo that’s instantly recognisable and widely adored.
But during lockdown—when many of us were giving ourselves questionable haircuts—Pringles quietly gave Mr. P a makeover of his own. Out went the signature floofy hair, and in came a slick, bald new look. The rebrand was sudden, unexpected, and, let’s just say… not everyone was a fan.
So, we said it was time for a comeback and he should #RegrowTheRebrand.
If Mr. P shaved it all off during lockdown like the rest of us, now’s the perfect moment to grow it back—just like we all did when the hairdressers finally reopened.
Nomination
Work ExperienceWilly Nilly, 2021- 2025
I secured a 4-month internship at Don’t Panic London and during my employment, I worked on briefs for UNHCR, Trussel Trust, Birda, and more. Alongside the team, I also curated and designed the Larry4Leader campaign which within one week had over 70 international press features, 47k interactions with #Larry4Leader, and 15k visits to the microsite.
Day to day, I mostly created social, print, and OOH content aligning with the campaign strategy and or content calendar to tight deadlines. Don’t Panic then asked me to return as a freelancer.
I stumbled across the world of tufting during lockdown, which inspired me to pursue my own business in decorative rug-making. In the years since, I’ve gained over 10k followers and 3 million views across my socials on my @willyniilly account, and even filmed as a feature for BBC Show Make it at Market. I’ve involved myself in the craft communities in London and enjoyed being surrounded by creatives who executed their creativity in different mediums to my own. I still feel very inspired to create and design, and I aim to continue pursuing this passion alongside a career in advertising.
Don’t Panic, 2022 + 2023
McCann
Hospitality Manager 2020-2022
Havas Helia