We flip the script on weight loss this new year by empowering men and women everywhere to kick food noise - AKA Buffet Boy - to the curb and achieve their goals with structure and support via Numan Health in a national out-of-home campaign..

Part of an integrated campaign including TV, social, radio.

Photographer: Sam Wright

Art Director & Copywriter: Emma Castagno & Laurie Lee for Numan

London has more statues of men and animals than it does of women. To launch Adidas' most inclusive collection of sports bras, I worked with Hyperactive to help create a campaign to adjust the imbalance in representation of women in London - creating eight statues of female change makers to celebrate women who are breaking boundaries in the worlds of sport, fashion and culture, and placed them outside City Hall

As an artist, I was proud to be asked by creatives Amy Fasey, Jacob Hallstrom and Nathalie Gordon to contribute a new work for their campaign for the Vagina Museum. I couldn’t resist combining my design aesthetic with knowing how to make a great advertising poster - and so managed to be one of the few creatives out there to sneakily get the word ‘c*nt’, loud and proud, on a massive billboard in the leafy streets of West London.

Defined and led the development of a new global creative platform for Bvlgari at a point of brand fatigue, re-establishing narrative depth through cinematic storytelling (“Magnificence Never Ends”) across a suite of 360 campaigns.

Here’s Serpenti, “Infinite Tales,” the first in a trilogy of films that explore the many sides of the Bvlgari woman and B Zero1 “New Beginnings.”

Launching Wreck, a new Gen Z LGBTQIA+ horror slash comedy slash slasher TV show for BBC in social and outdoor.

Despite being the world’s number one jewellery brand, Pandora was also being lampooned on SNL for being a lazy and transactional gift. Our task was to change hearts and minds: to recast Pandora as a more meaningful present that would put our extensive array of charms at the top of every millennial’s wishlist. To do this, we celebrated the liberation that only happens inside a relationship; that once in a lifetime front row to someone else’s version of crazy. In other words, love makes no sense… unless you’re in love. A universal truth that could live in myriad ways across culture - with TV being a key asset that could be broken up in 6” social films, all to feature gifting and product. We worked with the wonderful Zak and team at Merman and sealed the deal with B side soul track that upped the emotional ante.

From TV trails to OOH, plus a PR hamper for influencers containing a range of delightful luxury jungle products (fermented trout candle, anyone?), we marketed I’m A Celeb as the ultimate luxury retreat for pampered celebrities.

Creatives : Alexandra Bailey & Joaquín Olascoaga Ronald.

For my SS19 Seduce & Destroy collection I didn’t want to simply showcase the clothes in a traditional look book, but instead bring to life the inspiration and purpose behind the designs: to redefine femininity - not as sexual submission, but as sexual empowerment. The forty-page manifesto was handed out as hard copies to guests at London Fashion Week, and was shared using QR codes to provoke debate around the subject of traditional gender sexual stereotypes.

We needed to get the Missing People's new emergency helpline inside everyone's phone. To do this we wrapped a social realist drama, bound for cinemas, around an interactive product demo that invited viewers to phone the ad to discover how the charity helps both the missing and those left behind. In turn, this prompted a text to save the charity's new number accompanied by the message "We hope you never need us."

The campaign worked across film, print, poster, internet cafes and radio. Trevor Beattie also gave it a roar of approval in Campaign. Thanks, Trevor.

Within three weeks of launch, more than 10,000 missing people used the service, while 26 long-term missing reconnected with their families.

The film was both “Pick of the Day” and “Pick of the Week” at Campaign Magazine and won a Silver Kinsale award, too.

Ad-breaks during the World Cup are swamped with brands jumping on the footballing bandwagon; flag-waving and bombast and balls, balls, balls. We persuaded McDonald’s to take a different tack, telling their story of being open 24 hours with simple heart and sentiment, appealing to men and women, footy fans or not. The campaign was so successful that McDonald’s introduced a separate ‘gherkin’ tab on their tills, with over 350,000 separate orders for burger-less gherkins during the three week duration of the campaign.

ASOS turn the walk of shame into the walk of pride this Christmas party season.  Between the hours of 3 and 6 am ASOS will deliver a fresh outfit to any London postcode so you don’t have to walk home in someone else’s clothes. 

The Dorchester Collection is a unique collection of iconic hotels, each based in the heart of one of the greatest cities in the world. To launch the Collection, we commissioned some of the world’s greatest writers to write novellas based in the cities where they live, giving a deeply personal and extraordinary insight into the psychogeography of each ‘Dorchester City.’ The endpapers of the novellas were useful maps of the city in which each story was based, enabling the reader to place the imaginative narrative they experiencing within the real world around them. The stories were uniquely gifted to guests staying in each city, allowing repeat visitors to collect all twelve stories as they travelled throughout the entire Dorchester Collection estate.

Along with the curling range, we also needed to launch an innovative, high-end hair dryer, Aura. Not just any hair dryer, but a vastly superior hair accessory that whispered luxury bouffant hair; it had must-have written all over it. We dramatised the lengths women will go to chuck out their old dryer to make room for the Aura. The campaign worked across cinema, online, in salon, in-store, press and was supported by an exhibition in London that explored seminal moments in beauty.

For the Guardian, we created a nostalgia bomb campaign for the forthcoming festival season that would speak to the muso loving heartstrings. Creating poetic and aspirational illustrative diary-style entries that look like beautiful posters, we captured a summer of music before it even happened. We also invited followers on Twitter to share their favourite memories (6,7,8) and rewarded them with bespoke artworks by Paula Castro. The Guardian loved Castro’s work so much they commissioned her to illustrate the Glastonbury Guide.