CONCEPT * COPY * CREATIVE DIRECTION

*

CONCEPT * COPY * CREATIVE DIRECTION *

MERCEDES-BENZ * TIME WELL SPENT

*

MERCEDES-BENZ * TIME WELL SPENT *

We spend around two years of our lives inside a car. That’s a long time, so it makes sense that the car you drive is designed for quality time.

This was the message behind the 2025 Mercedes-Benz campaign ‘Time Well Spent’, which aimed to tell emotional and authentic stories, and show just a few of the many ways people spend time in their electric Mercedes-Benz.

Creative Strategy
Copywriting
Social Content
Creative Direction

HYUNDAI * ROBOTAXI DRIVER’S LICENSE

*

HYUNDAI * ROBOTAXI DRIVER’S LICENSE *

People still don’t trust autonomous driving. But Hyundai has created one of the most advanced self-driving cars in the world: the IONIQ 5 Robotaxi. And to show just how advanced it is, they made it pass a driving text.

With over 20 million views online, the film shows what happens when a driverless car takes a driving test in one of the world’s busiest cities: Las Vegas — and shows the life-changing potential of autonomous cars.

Awards:

nivea * melanoma plaster

*

nivea * melanoma plaster *

Melanoma is the deadliest form of skin cancer. Not because it’s incurable, but because not enough people check their skin for early signs – so it spreads.

Working with Nivea, we transformed simple, everyday plasters into a powerful reminder for people to check their skin, complete with a specially designed box, that guides through the different symptoms.

Awards:

hyundai * trained by the unexpected

*

hyundai * trained by the unexpected *

Hyundai’s groundbreaking robotaxi doesn’t just navigate the chaotic, unpredictable streets of Las Vegas – it learns from them too. And if it can handle Vegas, then surely it’s ready for anything.

The first awareness campaign for Hyundai’s autnomous EV uses the colourful characters and wild reputation of Vegas to showcase the robotaxi’s technology – with no complex jargon or images of the car itself. The aim was to make a campaign that anyone can understand, whether they know about driveless tech or not.

Awards:

Mad Stars | 1 x Gold
Clio Awards | 4 x Bronze
Spokes Asia | 2 x Shortlist
Lürzer’s Archive | Issue 226

hyundai pony * the ad that should have been

*

hyundai pony * the ad that should have been *

Designed in the 1970s by Giorgetto Giugiaro, the Hyundai Pony Coupe Concept was instantly iconic. Then it got lost. Unil now.

Bacause in 2023, Hyundai remade it, with design legend Giugiaro once again at the drawing board. To celebrate, we gave it the print ad it never got in the 1970s. This is The Ad That Should Have Been.

Carefully crafted to replicate the golden age of automotive print advertising, The Ad That Should Have Been ran in international newspapers and magazines, introducing the Coupe Concept to a new audience and serving up a dose of nostalgia in the meantime.

Awards:

iF Design Award 2024 | WINNER
ADC Germany | 1 x Silver
Red Dot Awards | Best of the Best

hyundai pony * the next chapter

*

hyundai pony * the next chapter *

As part of Hyundai’s Heritage month, we created a documentary film that takes viewers right back to Hyundai’s beginnings. From there, we travel to the present, to show how the first car they created, the Pony, grew into an icon, shaped South Korea and influenced Hyundai’s modern-day models.

Filmed in Seoul and Italy, the documentary features interviews with automotive design maestro, Giorgetto Giugiaro, and USA CEO, Jose Muñoz, as well as footage from Hyundai and South Korean historical archives.

Copywriting
Creative Direction
Production

thomas cook airlines * manchester pride

*

thomas cook airlines * manchester pride *

Working on themes of inclusion and diversity, I wrote this citywide out of home campaign for Thomas Cook Airlines, who were the principal sponsor for Manchester Pride 2018.

It's not the most beautiful or groundbreaking work, but I am still immensely proud of it.

hyundai * nature in charge

*

hyundai * nature in charge *

We took the all-electric Hyundai IONIQ 5 on a road trip around Iceland, to take in the breath-taking scenery and find out how the country's unique geography makes it one of the most sustainable places on Earth.

The film launch was accompanied by a multi-channel social media campaign.

Fun fact:

After developing the concept and script, the client wanted me to narrate the final film. So the voice you hear is mine.

hyundai * kulture stories

*

hyundai * kulture stories *

K-Dramas, K-Pop. K-Beauty... South Korean culture has firmly established itself on the global stage. But there are many sides to modern-day Korean culture that are less visible on streaming services and social media — like the growing trend of young Koreans connecting with their traditional roots.

With Hyundai, a brand rooted in Korean culture, we travelled to Seoul to document this meeting of old and new — with the joyful interactions immortalised by famed South Korean photographer, Min Hyunwoo.

more ideas…

I thought I would include some of the ideas that were loved but sadly never made – to show my thinking and the kinds of creative projects I’d like to have a chance to work on in the future.

Who knows, maybe there’s life in them yet.