Beyond the Brief is my point of view on culture, creativity and what two decades in the creative industry has taught me about people, brands and the world.
Directing a Campaign in the World’s Youngest Country
Three days, ten portraits, no traditional casting and a country still finding its feet. What happens when an international brand meets a production in South Sudan, where almost nothing goes to plan?
The Thinking Nobody Sees
A single big idea can look obvious once you’ve found it. In reality, it usually comes after a lot of questioning, digging, doubting and joining the dots.
Unfolding Campaigns
The strongest campaigns are no longer built around a series of brand assets. They are designed to unfold through experiences, creators and communities.
The Wimbledon Effect
Wimbledon doesn't hide its constraints, it protects them. And they’ve proved constraint isn't a limitation. It's one of the strongest assets a brand can have.
Are we all Exhausted by Aspiration?
We're sold better versions of ourselves at every turn. Disney sells something else: permission to feel like a younger you.
The Other World Cup
Every World Cup brings us the same thing: national pride, rivalry, us against them. But the brands that stood out brought us something else: the moment, not the football.
The Art of Paying Attention
Every brief deserves curiosity before certainty. The quickest way to miss an insight is to arrive with one.