Selected integrated work
A selection of integrated platforms and activation work referenced in my CV.
Role, scope and results outlined within each case.
Cadbury FC
Creative Lead | 7 Years | UK, EMEA & Global Licensing
I helped build Cadbury FC from the ground up into a long-term activation platform.
Structured around tent-pole activations timed to major football moments, the platform spanned social, retail, mobile mechanics, experiential, CRM and OOH.
Over seven years we partnered with 14 top-tier clubs and talent including Harry Kane, Leah Williamson and Virgil van Dijk.
Recognised with 14 effectiveness awards during my tenure and delivered +5% ROI with multi-million pack sales growth.
Platform Lock Ups
The platform ran as a series of annual tent-pole activations linked to major football moments, delivered with leading talent and retail partners across UK and international markets.growth.
UK Platform Delivery
Integrated delivery across pack, retail and mobile mechanics, stadium OOH, talent partnerships, consumer prize experiences and shoot production.
International Scaling
Platform adapted for Germany, Nordics and US markets across Milka, Oreo and Chips Ahoy, tailored to local sports cultures and retail environments.
Impact
14 effectiveness awards
+5% ROI
Multi-million pack sales growth
Scaled across multiple international markets
Diageo – Let’s Cocktail
Senior Creative | Pan-European Campaign
Created Diageo’s first pan-European spirits platform designed to make cocktail making accessible to a mass audience.
The campaign centred around a simple idea: shake up everyday moments with easy-to-make cocktails. At its heart was the “Cocktail Crashers” social series, supported by a branded “Shake It Up” jam jar glass used consistently across social, press, retail and live events.
Rolled out across multiple European territories with a social-first approach backed by serve-led print, POS and experiential activation.
The idea
Cocktails don’t belong in specialist bars. They belong in everyday life.
The Cocktail Crashers disrupted ordinary occasions by introducing simple serves in unexpected moments, making the category feel accessible rather than intimidating.
Delivery
Cocktail Crashers social content series
Serve-led press and retail assets
Jam jar glass activation across shelf and POS
Large-scale experiential rollout from festivals to cocktail nights
Pan-European implementation across multiple markets
Budweiser – Nightmare Circus
Creative Lead | Live Event + Social
Concepted a ticketed consumer Halloween event for Budweiser titled Nightmare Circus, with access driven through social engagement on a first come first served basis.
I led the creative concept and worked with an event agency on delivery, building a social layer directly into the experience. This included a live scare booth designed for reactive content capture, feeding social throughout the night.
Created the pre, live and post social content system around the event.
Delivery
Ticketing mechanic driven through social
Live experience concept and creative direction
Integrated social capture moments within the event
End-to-end social content rollout
Oreo x Lewis Capaldi
Creative Lead | Social + Charity Activation
A social-first activation designed to drive awareness and purchase of Oreo among 18–45 year olds, built around the brand’s core ritual: twist, lick, dunk.
Partnering with Lewis Capaldi, we leaned into his playful, irreverent tone. He twisted, licked and dunked a pack of Oreos individually, sealed them in a frame and released the one-off piece to auction, with fans bidding in support of Nordoff Robbins.
The hero film ran across Twitter and Capaldi’s own social channels, supported by PR and media amplification.
Delivery
Talent partnership and concept development
Hero social film (directed by Adam Wimpenny)
Auction mechanic driving competitive bidding
Charity partner: Nordoff Robbins
Paid, earned and talent-led social rollout