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Here’s a quick reel showcasing some of my work – hope you enjoy!

Uveal Melanoma is a rare eye cancer. Only 8000 people are diagnosed worldwide each year.

The disease is hard to spot, and in the early stages during routine eye examinations, it’s often missed.

Around 50% of people go on to develop metastatic disease. Not recognising this aggressive cancer in the early stages can be fatal, with an anticipated survival time of only 12 months.

We needed to create something memorable for the rare times an eye specialist sees Uveal Melanoma. An idea that enables professionals to easily recognise a case, and take immediate action.

Credits:
Director - Jonathan Jones - http://emberfilms.co.uk
CD - Sinead Murphy
Copy - Russel Speed

Rimegepant is used for the acute treatment of migraine in adults. It comes in a simple tablet form to dissolve under the tongue and it works uniquely by blocking GCRP receptors. We needed to create an unbranded campaign that would encourage sufferers to explore treatment options with their doctor and drive demand at the point of launch.

People who suffer from migraines are a lively and energised online community, ready and willing to share information and experiences, especially about the weird, wonderful and extreme ways they cope with their migraines. We took some of these home-hack remedies and turned them into fashion-orientated campaign assets, with the campaign designed to drive engagement and action via social channels.

Credits:
Production - Paul Hill Creative
CD - Orrin Pollard
Copy - Ross Keenleyside

BACKGROUND:

CATIOLANZE redefines an established glaucoma solution by combining the proven efficacy of latanoprost with cutting-edge cationic emulsion technology. This innovative blend not only treats glaucoma but also addresses ocular surface disease, delivering a unique dual benefit that
sets it apart in the market.

CHALLENGE:

Position CATIOLANZE as a modern and innovative treatment while navigating the constraints of data sensitivities around the cationic emulsion. The challenge lies in showcasing how the emulsion enhances drug adhesion, allowing it to stay longer and work more effectively, without explicitly stating these technical benefits.

SOLUTION:

To communicate this advanced feature without saying a word, we harness the power of metaphor. The gecko—a symbol of extraordinary grip on even the most challenging surfaces—perfectly embodies CATIOLANZE’s unique benefit. This instantly communicates the product‘s staying power and efficacy, subtly yet powerfully highlighting the innovation without breaching any communication barriers.

Credits:
Production - LightFarm Studios https://www.lightfarm.com/home
CD - Johannes Ottomeyer
Copy - Russel Speed
Account - Daniel Schaefer
Strategy - Ben Theophanous
PM - Lorena Gerbolini

Novo Nordisk and UNICEF have partnered to tackle the growing problem of childhood obesity worldwide.

This video launched our PR campaign, which aims to lobby governments and global institutions to drive meaningful change.

A big thanks to Milana at Nerd Productions for helping us turn this project around in just three weeks.

Credits:
Animation studio - https://nerd.productions
Animator - Robin Whitten
Music - David McAulay
CD - Sinead Murphy
Copy - Jayne Marar

BACKGROUND:

Creativity for Good is part of the PM Society’s initiative to give back. Each year, a chosen charity outlines the support they need and the campaign they hope to run. Agencies then pitch their ideas to help the charity achieve its goals, with the process facilitated by the PM Society.

The winning agency is announced at the following year's PM Society Awards ceremony.

For 2024/2025, the selected charity is Acrodysostosis Support and Research.

Acrodysostosis is a rare congenital malformation syndrome that causes shortening of the knuckles in the legs and hands, and around 90% of affected children also have intellectual disabilities.

CHALLENGE:

Develop a campaign that can work across multiple channels to raise awareness of this rare disease among healthcare professionals (HCPs) and the wider community.

RESULT:

From 21 submissions, we won!!!

Our campaign highlighted a key characteristic of patients with Acrodysostosis – brachydactyly, the underdevelopment of hands.

Like a diagnostic indicator, we see patients gesturing to the audience to "Take 5" – to learn about the disease, hear patient stories, understand the steps for a correct diagnosis, and discover how a £5 donation can support a patient.

This simple, adaptable concept, combined with a media plan that capitalised on earned media, secured our win. The campaign will now move into production and implementation.

Credits:
Account Service – Joe Mills
Strategy – Imogen Coupe
Digital Consultant – Ayesha Hussain
PR Lead – Rob Jones
Creatives – Florence Holland, Andrew Musumeci
Design – Paul Oddy, Lee Lemon
Presentation – Sherine Barnes
PM – Kiran Malhotra

CHALLENGE:

Patients often think they only need one area of their face treating. What they don’t appreciate is that to maintain facial balance, treating all 3 areas simultaneously is recommended to achieve high satisfaction and emotional benefit. 

BOTOX® is a brand built on compelling clinical evidence; however, some HCPs also need convincing that they are not over-treating patients with BOTOX® and that patient outcomes will look ‘natural’. 

SOLUTION:

EMBRACE THEIR FULL PICTURE highlights the transformative impact of treating all three facial areas simultaneously, completing the patient’s full picture and achieving a harmonious, balanced appearance.

Understanding what happens beneath the skin is crucial for achieving visible patient outcomes. The campaign is supported by facial musculature diagrams that illustrate the interconnected nature of facial muscles and their impact on external facial balance, which is essential for emotional expression.

The executional style of the campaign reflects how many healthcare professionals (HCPs) view their role—as aesthetic artists—emphasising the artistry involved in their work.

Credits:
Photographer - PEROU - https://www.perou.co.uk/
Representation - https://www.jsragency.com/
Music - David McAulay
Copy - Russel Speed

THE AIM:

Raise awareness of the inconsistencies in treatment and care for those living with a rare disease.

CORE MESSAGE:

Navigating diagnosis and care for rare diseases often lacks a clear path. While one individual might experience a smooth journey to diagnosis and receive the appropriate care, another may face misdiagnosis, inconsistent information, and be passed between various specialists and departments without clear guidance.

EXECUTION:

We immerse the viewer in the patient’s perspective, allowing them to experience the daunting reality of this journey. The campaign presents the full story through the lens of one individual, simultaneously showcasing both positive and negative aspects of their diagnosis and care. The two narratives overlap—one story concludes as the other begins, illustrating the element of chance.

VISUALS:

A blend of point-of-view shots from the individual’s perspective, pragmatic scenes depicting their journey, and metaphorical scenes representing the feeling of losing control. Jittery effects in the animation convey distress, and the music and audio are carefully crafted to seamlessly transition between the two stories.

Credits:
Animator - Robin Whitten
Illustration - Agni Szuba
Music - David McAulay
CD - Orrin Pollard
Copy - Russell Speed
Producer - Kiran Malhotra

CHALLENGE:

BOTOX® is facing competition like never. The challenge was to further drive the ‘Why BOTOX®?’ value proposition to drive brand differentiation and reinforce to practitioners why BOTOX® should still be their first choice of toxin.

And to shift the tone, combining messaging from brand re-launch with a more confident stance – positioning BOTOX® as the superior choice. 

SOLUTION:

THE ONE AND ONLY BOTOX® programme is about reclaiming their swagger. The original. The first. The toxin that all others are trying to emulate. Confidence, bottled, with over 30 years of clinical experience.

So, we unashamedly take our place, alongside brand icons likes CHANEL and MERCEDES-BENZ, with a visual identity that embodies confidence and depicts premium quality.

Elegant silhouettes in film and still photography. Beautiful executions of the vial, emulating high-end perfume photography – dynamic camera angles rotate around the vial with beautiful lighting, reflections and grading. We travel into the vial to discover the innovative technology and manufacturing processes that ensures every vial performs to the highest standard.

All content was crafted into modules so reps can cement the messages over time, with a mix of materials, all made available for markets to adapt around the world.

Credits:
Production/film/CGI - Curious Productions
https://www.curious-productions.co.uk
Music - David McAulay
Copy - Russel Speed, Asa Bailey
Animator - Romulo Gomes

This pre-approval campaign aims to raise awareness among neurologists about new research and development into the treatment of ‘off episodes’ for Parkinson’s patients.

The treatment will target a novel pathway not typically addressed by current therapies. It focuses on specific receptors that control movement, particularly the ability to stop motion, thereby allowing patients to experience improved movement with fewer adverse effects.

Credits:
Production - https://nerd.productions
Music - David McAulay
CD - Sinead Murphy
Copy - Russell Speed

BACKGROUND:

LC-Mass Spectrometry is a high precision technology, but limited in its use. There’s an unmet need to make it accessible and easy to use across all types of analytical labs. The diagnostic community crave simplification, automation, faster turnaround speed, optimised workflow, consistent results and broader testing capabilities, rolled into one instrument.

Many have tried and failed, until now.

CHALLENGE:

All the greatest lab diagnostic minds were to gather at EuroMedLab. This was the moment of revealing the new instrument for the very first time. We needed to disrupt the usual innovation talk and push our customers’ imagination beyond their wildest dreams. Make them believe a future that will change what they’re able to achieve is coming.

SOLUTION:

A NEW DIMENSION OF ANALYTICAL POWER marked the grand unveiling of the cobas® Mass Spec, positioning the instrument as an entirely new dimension in laboratory technology."

Reimagining the presentation format, we journeyed through a portal of discovery, exploring past obstacles and the near-unimaginable analytical potential of the future. A 20-minute non-stop video performance allowed speakers to sell the dream without a single PPT click. Bespoke CGI, seamless video editing, and fully composed audio engaged all senses – flawlessly executed across two immersive stages.

The technology of the future was represented by abstract wonder, sparking the audience’s imagination, and challenging their ambition, because near-unfathomable analytical possibilities has arrived.

Credits:
Johannes Ottomeyer – Creative Director
Andrew Musumeci – Associate Creative Director – Art
Russell Speed – Head of copy
Yvonne Jackson – Head of Strategy  
Scott Balaban – Account Director
Florence Holland – Junior Art Director
Valerie Wellge – Producer
Kiran Malhotra – Production Director
Imogen Scott – Account Manager
Dirk Bruwer – Animation
David McAulay – Music Composer
Roman Sysiak – Head of Artwork
Martin Villard – Proofreader

Botulinum toxin is known as BOTOX®. The brand established the aesthetic category and has become synonymous with it. However, after 30 years, competition from newer toxins threatens the dominance of BOTOX®.

Our global campaign aims to reposition BOTOX®, emphasising its strengths—meticulous attention to detail, 30 years of clinical trials, experience, performance, and rigorous production processes.

The new brand narrative shifts BOTOX® from a ‘ruler’ to a ‘hero’ archetype. Think of it as the Michael Jordan of the aesthetic world—striving for excellence, with a relentless desire to train and improve. It embodies that never-give-up attitude where every detail is scrutinised repeatedly.

The campaign has been rolled out as a global toolkit, adaptable for markets around the world. This includes a collection of model photography, footage, multimedia master templates, sales aids, internal launch videos, and a brand book.

Credits launch:
Photographer - PEROU - https://www.perou.co.uk/
Representation - https://www.jsragency.com/
Music - David McAulay
CD - Sinead Murphy
Copy - Russel Speed / Jayne Marar

Credits extension:
Photographer/Director - Badstar - https://www.badstar.studio
Music - David McAulay
CD - Orrin Pollard
Copy - Russel Speed, Asa Bailey
Animation - BoldSky

Nouryant – a treatment for “off” episodes in Parkinson’s disease (PD), works like releasing a brake in a car, helping to restore movement during “off” times.

Dysport aims to persuade aestheticians in Europe, the Middle East, and South America to move away from the market leader in favour of fresher, more natural results.

Our approach is to associate Dysport with Frenchness—capturing a style and elegance recognised globally.

Supported by its French scientific heritage, Dysport can claim this distinctive territory and become the only aesthetic brand with a touch of je ne sais quoi.

Credits:
Director/Photographer - http://www.richardpariswilson.com
CD - Sinead Murphy
Copy - Russell Speed

Larry is the hero character in my children’s book, The Hair That Went Elsewhere.

The story was inspired by those occasional comments about baldness. My response was always: “I’m not bald, my hair just moved elsewhere.”

If you have kids or know someone who’s bald, grab a copy by searching for The Hair That Went Elsewhere.

A huge thanks to Hatch for helping bring this story to life! https://www.hatch-art.com

CHALLENGE:

Classic before-and-after photography is a useful tool for capturing the physical changes from toxin treatment. However, toxin treatment also provides emotional benefits that go beyond the physical changes alone. The emotional aspect—how people feel—often isn't conveyed through traditional before-and-after sequences.

Moreover, individuals considering toxin treatment frequently worry that the treatment might significantly alter their appearance, making them look less like themselves or causing noticeable changes that friends and family might see negatively.

SOLUTION:

REDEFINE THEIR BEFORE AND AFTER focuses on highlighting the emotional benefits of toxin treatment, in addition to the physical improvements.

We achieved this by using reflections: negative warping reflections to capture concerns about physical changes and positive reflections to illustrate emotional wellbeing.

A coffee shop was recreated twice—once before treatment and again two weeks post-treatment.

Patient interviews were a central part of the narrative, showcasing the emotional benefits of the treatment throughout the campaign.

Credits:
Photographer - PEROU - https://www.perou.co.uk/
Representation - https://www.jsragency.com/
Music - David McAulay
Copy - Russel Speed, Asa Bailey
Animation - Martin Allen

The challenge was to take the established campaign and orchestrate the product’s debut at the EAN Congress event.

To help neurologists fully grasp the debilitating effects of migraines and the implications of over-treatment, we created an immersive experience where they could interact with life-size patient models, hearing firsthand how migraines impact their lives.

Each micro video and patient story was triggered by movement as attendees passed by the screens. A series of videos, including alternative versions for different engagement scenarios, were prepared. These videos were interconnected so that with each interaction, the subsequent video was triggered. A detailed shooting plan was executed to ensure that every possible scenario was accounted for, creating a seamless conversation featuring three patient stories at the booth.

Credits:
CD - Johannes Ottomeyer
Junior Art Director - Florence Holland
Account Director - Scott Balaban

Digital displays and online content to promote home insurance for NatWest bank.

A complete brand relaunch for NatWest and Royal Bank of Scotland. 

New ideas, new campaigns, new tone... New everything!

Credits:
CD - Barney Cockerel
COPY - Briony Hey / Ben Weaver
CREATIVE - Andy Clark
DESIGNERS - James Carol, Laura De Manderies, Ricky Cowley

Informing builders about the risks of asbestos—not only for themselves but also for their family and friends.

We enlisted Tara Moore to highlight the issue of asbestos exposure. All assets were utilised across trade magazines, a campaign website, targeted online ads, and direct response television (DRTV).

Credits:
Photographer - Tara Moore - http://www.taramoore.co.uk/
CD - Chris Martin
COPY - Tim Lines / Becky Hobden

Food poisoning isn’t something you can see—until you’re driving the porcelain bus.

This approach visualises the feeling instantly. And serves as a warning.

I've included this for sentimental reasons...

This product campaign for Sony in Australia, we married the target audience to their product range.  But we were struggling to find an older man to promote the camcorder. 

After many rounds of unsuccessful casting, the frustrations from client and agency was tense. At the last minute, I shared a photo of my father and they absolutely loved him. 

It was amazing to receive telephone calls from family and friends across Australia, saying they’d seen my father on posters and billboards.