What are you thinking?
Human intelligence in an AI-obsessed world.
Keep it simple, stupid!
Four tests to see if your brand is a radiator or a drain.
Stories that STICK
The secret to becoming more persuasive (and interesting).
Build trust by helping, not hyping
The most persuasive content is the most useful.
The Differentiation Matrix
Because reach without clarity is just noise at scale.
How to stand out
Check in on your differentiation
Gold Guide
Challenge:
“Jack, we need you to make a viral that shows how surprisingly practical the new Gullwing is, can you make a quick film that shows it looking aspirational and also, crucially, how easy it is for tall people to get in and out of the SLS.”
Idea:
Instead of watching the car drive around in circles, let’s make the world come to the car – and use it to tell a love story.
Result:
"The Scenic Route. A life in the day of the SLS AMG Gullwing."
Turning the creative norm on its head, we made cut-out, “hand-made” sets, and put the car at the centre of its universe. Aside from when it parks in the studio in the first scene, the wheels don’t turn once.
Released on Valentine’s Day 2012, directed by Nick Jones, with cinematography by top car man Tim Green and sets by illustrator Emma Rios, the film features a cameo appearance by British star Emilia Fox, as well as other friends and family.
Interviews and features for Dunhill's 2013 publications, "Travel Broadens The Mind" and "Home Is Where The Heart Is".
Alfred Dunhill's voice campaign concentrates on listening to what men have to say. Their content always has a very distinct tone, one that includes and appreciation for simplicity with quality, provenance with appeal.
Bringing in their ethos of simple beauty matched with great quality, I wrote up a series of beautifully illustrated interviews with...how would you describe 'Dunhill Men'? The sort of people who make you want to say 'man, I wish I'd done that', 'man, I wish I had your life', or sometimes just 'man, I wish I had your cojones'.
Entrepreneurs, adventurers, designers, photographers, editors...some highlights below. I enjoy working with teams who appreciate the written word, and it's always a treat to have an excuse to meet interesting people.
Dare is an award-winning marketing agency for the digital age. It uses creativity to build modern brands across comms, publishing and platforms. We worked on site and direct with clients, producing a high volume of technical work to tight deadlines.
Editorial director / senior copywriter for EDC / Legal & General on pensions and case studies.
Copy writing for Dare / EE on customer service and communication.