created the world’s first 24-door advent calendar made of ice counting down to the opening of Hyde Park Winter Wonderland. Behind each door were prizes ranging from hotel stays to free show tickets.

In support of the brand’s creative platform “a lifelong Japanese tradition” I created a UK first in the form of the OSU Onsen. Mineral-rich baths were set to a balmy 25 degrees with views looking out over the tranquil lake, surrounded by sakura blossoms and bamboo divides. Guests were served up OSU apple cider vinegar, from an onsite bar. As Onsen are usually enjoyed naked in Japan, a scattering of cheeky no-clothes-allowed bathing sessions were laid on. Every national media outlet covered the activity and hundreds sampled the product first hand, leading to a spike in brand awareness.

The Movement for Good Awards see £1million gifted to charitable causes across the UK, with the public being encouraged to nominate a charity to receive a donation. My response was to pay homage to the hundreds of thousands of people who have nominated charities over the last three years by saying ‘thank you’ from the 1,500 causes that have benefitted. Huge ‘urban meadows’ featuring 1,500 bunches of hand-carved wooden tulips appeared in five cities around the UK, each bunch representing a ‘thank you’ from a charity to the people who voted. Hundreds of pieces of coverage, hundreds of thousands of fresh nominations.

Showcasing the wedding spaces at the Sheraton Grand on Park Lane I playfully leveraged a royal wedding, finding a real couple also named Harry and Meghan, and marrying them at the hotel in a no-expenses-spared celebration. Their story was told from engagement to wedding and it captivated the world, two weeks ahead of the actual royal wedding. The campaign landed coverage around the globe reaching 1.9 billion people.

Conceived to drive footfall to T2’s Shoreditch store, I brought tea to the London Coffee Festival for the first time. The deal with the show, which takes place around the corner from the store, included stands, multiple demo sessions, a presence on the live stage and in the VIP suite, creating a genuine festival talking point and a new dialogue with the coffee crowd. Sign-up to T2’s loyalty scheme rose by 61%, web traffic jumped by almost 200% and footfall to the store was us 89%.

Helped The Royal British Legion encourage the UK population to say “thank you” to the WWI generation by launching their Thank You campaign. My solution was to tour a giant thanks-gathering THANK YOU installation. The front of the installation featured an artist’s interpretation of key themes from the war, while the sides and back were left blank so that members of the public could leave messages of thanks and sign their name directly onto the installation itself. The installation was toured to Plymouth, Birmingham, Dundee, Belfast, Liverpool and Swansea, and begun its journey in London, which became our major news moment and delivered coverage across almost every major news outlet in the UK. The launch generated a reach in excess of 94 million and the nationwide tour gathered over 10,000 messages of thanks.

When Aussie doughnut brand Doughnut Time needed a hand launching in the UK, I came up with something fun to help them arrive in style. The timing coincided with London Fashion Week so we created three special limited edition doughnuts, inspired by famous catwalk models – the Kate Floss, the Naomi Crumble and the Caramel Delevigne were born. We shot each of the creations using lookalike models, styled on a catwalk, recreating signature pouts, looks and poses. In tandem we partnered with three different LFW parties to gift doughnuts. Big on coverage, bigger on queues to the store.

Moonpig asked for help to keep their massive range of greetings cards front of mind with the great British public. Leveraging the return of the Great British Bake Off, I created a brand new range of birthday cards that were both edible and flavoured just like British classic cakes. A birthday card AND cake rolled into one. A batch made in heaven, you might say. Lemon Drizzle for that slightly bitter in-law? Check. Victoria Sponge for the Queen in the family? We got you.

Betway was after some catchy social content for their blog around the 2022 World Cup in Qatar. So tapping into the greatest player of all time (G.O.A.T) debate, I decided the best to clear it up once and for all, is have goats choose the G.O.A.T. Yes, you read that right. The goats nipped, chewed and butted their way around our players before settling on Maradona. Mad stuff. But sharable as hell.

For this piece of work I turned the clock back to the roaring 20s to drive footfall to the art-deco masterpiece that is the hotel’s Palm Court Lounge. The stunning space has been the beating heart of the hotel since the 1920s, providing guests with a fine spot to eat, drink and unwind, against a back drop steeped in history. I turned back the clock to create a real spectacle - at exactly 19:20 every Wednesday evening the lights dim and mood changes, as the Palm Court is bathed in all the decadence of the Roaring 20’s, for a single - and very glamorous - hour.Under a single spotlight a singer performs classic 20’s hits, dancers work their way between the tables, the bar staff step out of their Sheraton uniforms and into era-specific garb and classic cocktails are served in 20’s glassware. Importantly, the idea led to a 27% increase in footfall, while bar spend was up by almost 50% on the previous year.