Background: Sport 24 is the first and only live sports channel specifically for the airline and cruise line industries.
Challenge: To redesign the current Sport24 website to allow users to plan and schedule their watch schedule during their travels on any device.
Solution: I oversaw the creation of Sport24’s mobile-first website redesign incorporating live scheduling allowing users to plan their viewing itinerary before they travel. The simple design focused on core user-ability issues, including key elements above the fold and fresh, clean, more intuitive interface.
Duration: 2-3 months of planning, design and build.
Deliverables:
‣ Responsive website
Background: IMG was appointed the exclusive sales agent in the UK&I to sell UEFA's Official Hospitality Packages for Euro 2020.
Challenge: Targeting wealthy, affluent individuals and key business decision-makers/stakeholders it was a business objective to generate approx £40million of ticket sales for all Euro 2020 matches happening within the UK&I.
Solution: I strategised, created and delivered a consistent, engaging and intuitive digital campaign and responsive lead-gen website harnessing the excitement, FOMO and scarcity of watching one of the home nation's journey to the Euro 2020 final at Wembley Stadium. The campaign's success was underpinned by planning and delivering for key milestones within an expansive content calendar, ensuring the impact of all organic and paid media executions.
Duration: Initial 2-3 months design and build (Plus on-going iterations in line with overarching Euro 2020 content plan).
Deliverables:
‣ Website (inc CRM & content)
‣ Paid Social (Linkedin, Facebook, Instagram)
‣ DOOH
‣ Email
Background: Dream Team FC is a socially-inspired website content portal connecting News UK's Fantasy Football product with around breaking football news, conversation and culture.
Challenge: Increase reach, engagement and interaction within its parent’s Fantasy Football product while monetising social and website content with external partners.
Solution: I oversaw the digital design direction. The project became a huge success rivalling and outperforming The Guardian, Lad Bible and Unilad. A significant highlight was the production of a viral video which reached 26 million people on Facebook and became a catalyst for the success of the project.
Achievements:
‣ 900% increase in Facebook Page Likes to 1.7m in 12 months
‣ Reached 709m people on social media in 12 months
‣ Record 38m video views in one week
‣ 75m monthly social video views
‣ 34.5m average mins spent on site
‣ 5 million daily social reach
‣ Average of 30 page views per visit
‣ 2 million weekly UVs on the platform
‣ No1 Sports App on iTunes App Store
Deliverables
‣ Website (UI & UX) & Content
‣ Paid Social
‣ Organic Social
‣ Display
‣ Email
Background: The EuroLeague is the top-tier European professional basketball club competition.
Challenge: Emulate and improve upon the success of the NBA social strategy.
Solution: I successfully connected and energised fanatics giving them access to multiple content streams before, during and post-match focusing on data using patented technology, behind the scenes and conversational evergreen content.
Achievements:
‣ Trending number one worldwide on 18 May and 20th May 2018.
‣ 51% audience growth across all platforms.
‣ 216% audience growth on Instagram (35,000 new followers).
‣ 7,877,206 views on Facebook.
‣ Over 1 million engagements on Twitter.
‣ Over 16 million Impressions.
‣ 3.5% interaction rate on IG (NBA had 1.1% rate during the same week).
‣ 0.12% Interaction rate on Twitter (Boston Celtics 0.07%, Cleveland Cavaliers 0.06%).
Duration: 2017-2019.
Deliverables:
‣ Paid Social
‣ Organic Social
‣ Display (Statics/Gifs)
‣ DOOH
‣ Email
‣ Website & Content
Background: UFC Fight Pass is a digital streaming service giving fans access to thousands of hours of content and live events from around the world. FIGHT PASS is available 24/7, 365-days a year and features behind the scenes, exclusive, and original content
Challenge: To reskin the styling of the UFC Fight Pass website inline with the upcoming UFC website brand refresh.
Solution: Working transatlantic with key stakeholders from the US and UK, and across multiple departmental verticals, including technology and sales, I replicated and expanded upon the upcoming brand refresh aligning the simplistic and intuitive styling. The site designs were approved and delivered for build on-time, allowing for leeway for QA.
Duration: 2-3 weeks.
Deliverables:
‣ Website (Mobile and desktop).
Background: Tutankhamun embarked on a ten-year world tour starting in Los Angelas in 2018, before transiting to Paris late 2018-19, London 2019-20 and onto Washington, Japan and Sydney.
Challenge: To drive digital creative direction across different markets and regions. Build a social following for each tour stop, while exploring innovative, creative approaches to build engagement, interaction and anticipation of the tour leading to ticket sales.
‣ Target sales of 735,000 tickets (London only). Target revenue of £14m (London only)
Solution: I oversaw the entire digital output for the event, directing UK, US and global teams on the digital customer journey.
My team and I have focussed on developing an immersive digital narrative through each channel, whether it’s an App, Social, Game or Motion. We provide the user with a unique, consistent experience as the brand strategy transitions to different regions and markets.
With multiple global and country-specific stakeholders, ongoing engagement is a complex and large-scale worldwide undertaking.
Duration: Early 2018 to present (Plus on-going website iterations in line with overarching world tour content plan).
Deliverables:
‣ Website (Multi-lingual)
‣ App (US only)
‣ Paid Social
‣ Organic Social
‣ Display (HTML5)
‣ Email
‣ DOOH
‣ Mobile game (Proof of concept)
‣ Rich-media Display (Proof of concept)
Background: Endeavor Streaming is a white-label live streaming and a Video-on-Demand Platform, offering external clients the tools to manage a full content lifecycle - from management to playback, commercial experimentation, content activation, data insights, to monetisation.
Challenge: To collaborate directly with senior stakeholders across multiple departmental vertical to conceptualise and iterate upon the platforms UI and UX to assist in the sales prospecting process.
Solution: I aided the delivery of successful pitches to Rugby World Cup, Serie A, La Liga, Jamie Oliver, FEI, Miramax and FIVB.
Duration: Project depending.
Deliverables
‣ UI & UX iterations
‣ Website Mockups
‣ Proof of concepts
Background: Hyde Park Winter Wonderland has become the UK’s number one Christmas destination, attracting more than three million visitors each year.
Challenge: Focus on IMG-owned pre-bookable events to drive growth: Ice Rink, Magical Ice Kingdom, Bar Ice and the Giant Wheel. Even though overall revenue is increasing year on year, purchases for pre-bookable demand is stagnating. Concentrate on increasing the growth, reach, engagement and interaction on all social channels.
Solution: I oversaw the digital creative direction and product development of a ticketing app to streamline pain points during the checkout process. It was crucial to implement a mobile-first mindset using a simple framework created around intuitiveness and accessibility.
Discussions were on-going with senior stakeholders regarding extending the capability of the app towards a content strategy to increase engagement and interactions.
Achievements:
‣ Total ticket sales 2018 increase by 13.7%
‣ Paid Social Campaign 2018 – 29x ROAS
‣ A 70% increase in video views across Instagram and Facebook
‣ 31% growth on all social media channels from 2017 to 678K
Duration: On-going.
Deliverables:
‣ App and Website (Ticketing)
‣ Paid Social
‣ Organic Social
‣ Display (HTML5)
‣ Email
‣ DOOH
Background: Endeavor, formerly WME | IMG, is a global leader in sports, entertainment and fashion. Endeavor specialises in talent representation and management; brand strategy, activation and licensing; media sales and distribution; and event management.
Challenge: Create an internal social-first initiative to activate and leverage Endeavor’s extensive network of talent, influencers, production and properties to improve corporate reputation, overarching strategies, achievements, culture and collaboration.
Solution: I oversaw the US creative team who established a consistent visual direction, and narrative on Instagram with the mindset to expand onto Facebook. The team looked to explore further content pillars and deliver a combination of curated and original content ranging from short and long-form formats.
Duration: On-going.
Deliverables
‣ Paid Social
‣ Organic Social
Challenge: No7 Christmas gifting has collaborated Warner Bros' Wizard of Oz and has produced a series of skin and cosmetic ranges. The focus is to create a striking, enchanting and festive social campaign to ensure the audience are captivated by the nostalgic story of the classic film inline with the product ranges.
Solution: My role was to conceptualise the look and feel of the social campaign. Inspired by the classic story, I conceptualised multiple creative routes exploring the adventure through colour, texture, user interaction, characters and the plot, for example, 'follow the yellow brick road'.
Deliverables:
Facebook, Instagram, Stories, Pinterest, banners, MPU
Challenge: Create a bold, impactful and festive social campaign to support and elevate No7 Gifting over the festive period, allowing for a consistent, global look and feel which connects with the key demographic by incorporating personality with the use of gift tags and postcards.
Solution: My role was to conceptualise the look and feel of the social campaign. I created two distinct creative pillars for the skincare and cosmetic ranges incorporating hand-drawn illustrations, textures, colour palettes and typography.
I stitched together an emotional narrative of anticipation and excitement whilst humanising the creative through the use of Christmas inspired traditions, for example, unwrapping, opening and personalisation.
Deliverables:
Facebook, Instagram, IGTV, Stories, Pinterest, banners, MPU
Lucozade Energy is a sports drink manufacturer whose products improve performance, endurance and recovery.
Challenge: To create social assets part of digital-first ‘Find Your Flow’ campaign targeted 13million people at specific key moments in their everyday routine where they could ‘Find their flow’.
Solution: I collaborated with marketing and their in-house video production team to build a selection of animation ready illustrations. The bitesize, attention-grabbing social content resonated and inspired ordinary people’s lifestyles helping Lucozade to successfully target key consumers (Based on a customer survey, 1 in 5 recalled seeing the content).
I also created a storyboard and illustrations for an internal-facing sizzle reel to emphasise to senior stakeholders the impact of investing in digital over traditional media.
Duration: 2016. 2 weeks.
Deliverables:
‣ Paid Social (Graphic design)
‣ Organic Social (Graphic design)
‣ End of campaign sizzle reel video (Internal)
Projekt E showcases electric-powered cars on the same event schedule as traditional World RX Supercars.
I created a social look and feel in line with the racing calendar, including concepts for co-branded content streams.
Background: Taste is a culinary festival which operates in multiple cities across the globe. A celebration of fine dining multi-cultural food hosted by established local chefs, restaurants and artisan producers.
Challenge: To leverage Taste's global reach and resources to build a global food community.
Solution: I set the digital creative, strategic vision for a global food content portal created to build the brands relevance within food culture, community and conversation evolving the brand towards an evergreen content strategy allowing the business to leverage its global reach, influencer network, partnerships and resources.
Duration: 2018 to 2020.
Deliverables:
‣ Website & Content
‣ Paid Social
‣ Organic Social
‣ Email
‣ Display (HTML5)
Background: SpeedMachine is an adrenaline-fuelled motorsports festival which hosts the Great British leg of the FIA World Rally Cross championship at Silverstone. The weekend event also hosts live music, action sports and street food.
Challenge: To create an engaging and interactive website and digital campaign which energises fans of Rally Cross, motorsports and extreme sports encompassing the events key verticals of Rally Cross, motorsports, music and street food.
Solution: Collaborate with key internal and external stakeholders, including in-house branding and marketing teams, Silverstone and partners.
I oversaw the creation and implementation of a modular, user-centric, mobile-first website with a business-first Spotify integration and content strategy unlined by an adrenaline-fuelled narrative.
My team and I also created and delivered a comprehensive digital campaign built around engaging gamification concepts, breaking news, fan conversation and motorsports culture.
Duration: Ongoing from 2018-2019.
Deliverables:
‣ Website & Content
‣ Digital branding (Collab with the in-house brand team)
‣ Paid Social
‣ Organic Social
‣ Email
‣ TV Advert
‣ DOOH
‣ Display (HTML5)
Background: Bleacher Report is a socially inspired platform built around curated sports conversation and sports culture.
Challenge: To explore and create different forms of visual narratives through the use of motion and gamification for all social platforms around breaking sports content.
Solution: I created snackable video content using social best practice. The content was designed and delivered to all social channels within tight timeframes by successfully deploying a content stacking strategy.
Duration: On a project to project bases.
Deliverables:
‣ Organic Social (Facebook, Twitter, Instagram & SnapChat)
Background: The Sun launched a brand new free-to-access political website called Sun Nation. The site aimed to broaden The Sun's influence ahead of the general election.
Challenge: To create creative and humourous political content to ensuring The Sun was at the heart of the political conversation across the country.
Solution: I led the creation of a series of shareable mobile games, videos, quizzes, memes and infographics. I collaborated with the key stakeholders, including the Head of Social, content writers and lead developers to deliver creative to a strict timetable.
Duration: Three months.
Deliverables:
‣ Games and quizzes
‣ Website content
‣ Organic social
