Selected integrated work
A tighter edit of the work that feels most relevant here.
Not everything I’ve done, just the bits that best show how I work: building ideas into systems, worlds and things people can actually experience.
We DAREylea You
Turning a snack into something families could actually play with
We put silly dares inside every Dairylea triangle, then built an entire cardboard world around them to bring that behaviour to life. The point wasn’t just to advertise fun, it was to make play feel easy, physical and a bit daft again.
Cadbury FC
Building a football platform people could actually belong to
Cadbury FC started as a way into football and grew into a full system of promotions, partnerships and socially led storytelling. The important bit wasn’t just scale, it was making support feel human and letting real people see themselves in the world we built.
Odeon
Making the cinema experience feel like a world, not just a service
We built a cast of characters to bring different parts of the cinema experience to life, from guiding people through the journey to making the whole thing feel more fantastical. It worked across pre-show, in-venue and digital, and had to flex across UGC cinemas and different market identities without losing the core idea.
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Making Things
Stuff I’ve built to test ideas, push them on, or just see if they work in real life
This is the bit that sits underneath everything else. Quick builds, rough prototypes and physical experiments that help me think properly. Some came from real projects, some from messing about, but all of them show the same instinct: make it, then see what it can become.
Cadbury Joy Shoes
Built shoes that make different sounds depending on how you move. The more you jump around, the more music you create. Idea was to get free runners, gymnasts and anyone who moves a lot to turn it into tracks.
Snackapult
Built a thing that fires snacks at people. More fun than handing them over.
Human Fruit Machine
Turned people into a fruit machine. Made it in the office. It actually worked.
Choc Grabber
Simple grabber build to make grabbing a bar of chocolate more interactive
Bird & Blend Singing Tin
Made a tin sing. Used a simple pedal and lever setup to turn it into a puppet, then paired it with a song about inclusivity for the Channel 4 B Corp competition.
Angel projection build
Built, lit and projected to create something more atmospheric than polished. More installation than campaign, but still part of the same making instinct.
