Bill Hibbins: Extended Portfolio
Here are a number of key examples of the work I reference in my CV that build on from my main portfolio of work. For ease and speed I have chosen snippets from full campaigns to show the diverse range and scope of my thinking, experience and approach. Hopefully you get a good feel for the Bill vibe. Enjoy.
Cadbury FC - Winning Activations
I helped build and develop Cadbury FC from the ground up. Over seven years, we created a market-leading activation platform that consistently outperformed previous campaigns and outpaced all competitors. We partnered with 14 top-tier clubs and a roster of superstar talent — from Harry Kane and Leah Williamson to Virgil van Dijk — enabling us to engage a broad, often non-football audience. Together, we brought Cadbury’s generosity to life authentically across social, digital, in-store, ECRM and OOH, creating meaningful moments that brought fans closer to their heroes.
The success of this platform has seen it scaled across the wider Mondelēz portfolio and multiple global markets — from Milka’s partnership with the Bundesliga in Germany, to campaigns across the Nordics, and most recently Oreo and Chips Ahoy in the US — each time adapting the approach to local sports cultures and audiences.
Meticulous craft
I’m as much a hands-on Art Director as I am a leader. I work closely with dedicated design and motion teams to visualise ideas in ways that connect with people on an emotional level. While AI is bringing an entirely new and exciting dimension to design and production, the ability to apply craft, shape a vision, and build distinctive, imaginative worlds will always remain essential.
Frontier TV - Animated storytelling
A launch video for an ethical and sustainable online TV channel. The legend David Soul even lent us his voice, as he was a fan of the channel.
UCG Cinemas - Fantastical characters
It’s not every day you get the chance to rebrand seven European cinema chains — and create the entire pre-show idents that introduce the trailers and ads. We imagined a full Odeon team of fantastical characters who guide you through the cinema experience, developing everything from their personalities and behaviour to their costumes and the world they live in. And with Taron Egerton adding his pensive, distinctive tone, the brand gained a unique and memorable voice that elevated the entire experience.
DAREylea - A Whimsical World of Cheese
Entirely handmade from paper, we built a cheesy, imaginative world for the DAREylea campaign - inspired solely by the packaging of those little triangles of gooey goodness. The tactile, paper-crafted universe gave the campaign a vibrant, playful aesthetic that amplified its silliness, warmth, and emotional appeal.
Bringing joy to people’s feeds
Here’s a snapshot of the attention-grabbing social work for Cadbury. Nationwide seasonal campaigns like Cadvent, Playful use of new platform technology to drive mass participation with the Twitter Snowball Fight and Flavourites live Twitter game. We also ran an online contest to find The Next Milk Tray Man, made London commutes a little more joyful, and even created a pair of Joy Shoes that played sounds when you danced and jumped around.
Socially savvy
Across organic, earned and paid, I have extensive experience in socially led campaigns across all major platforms. I’m genuinely interested in social strategy and how, with the right balance of brand and platform-native thinking, you can create work that feels truly authentic and compelling to audiences.
Smart selling
I’m a big believer in showing clients what they’re going to get before they buy into it — and as we move deeper into an AI-driven future, that expectation is only going to grow. Prototyping, visualising and now AI-assisted storyboarding have become essential steps in the creative process. They don’t just bring an idea to life earlier; they give us more room to experiment, solve problems before production, and secure senior client buy-in with far more confidence.
Bird & Blend – Channel 4 B Corp Competition
A playful song celebrating inclusivity for the Bird & Blend Tea brand, created for the Channel 4 B Corp competition. To stress-test the concept, I dressed pedal bins as tea cans and performed a Muppet-style sing-along for the client, bringing the idea to life in a fun and memorable way. This was just before the AI video boom — but the charm of handmade puppets perfectly reinforced the brand’s friendly, approachable personality.
The Joy Fills Snackapult
Snackapult was a 3D-printed device that let your mates catapult snacks from one side of the room straight into your mouth. Needless to say the client signed it off right there and then.
Makaido – Snacks for Streaming
Makaido wanted to be the ultimate box-set snack, so we created a series of entertaining skits to run before films on streaming platforms. The client loved the test run so much that it was rolled out across the full campaign.