Editing, managing, conceptualising 

I have worked as a branded content editor and commercial copy editor for Time Out, TCO, and Auddy, while leading editorial for woo's in-house creative agency, and also leading editorial and creative for the regenerative flour brand (and so much more) Wildfarmed. This work spans print, digital publishing, social media, podcasts, packaging, and OOH. 

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Here are some examples: 

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woo x popworks (pepsi co). This campaign is all about original thinking, we wanted to leverage our sensibility with gen-z and to employ our thought-leadership and unique insights in this demographic to inspire popworks' existing audience and to show a new cohort of people about their position as an energetic brand full of pleasure, self expression, and playfulness. This campaign included video and editorial work which also rolled out across socials, examples of the work includes video content in which we tasked creatives (casted by me) to use popworks' chips as creative stimuli. Here's two examples: one with a make-up artist ; another with a musician. 

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woo x New Balance. This campaign was a series of mini-documentaries with fifteen accompanying editorial articles, all focussed around talent from subcultures who use running as a means of wellness, grounding their mental health and as a foundation of their lifestyle at large. It wasn't about being the fastest, but movement. Here's an example of a video distributed to social. 

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woo x Hæckels. This is a brand profile I worked on in collaboration with the brand. It involved popping down to margate and interviewing much of the team. We also directed a social-first video alongside the piece.  A similar brand case study with Nike which I scripted did very well on TikTok. 

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I also helped to strategise in which areas woo could best offer whitepaper services. 

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At Wildfarmed, work included overseeing tone of voice and devising new ideas for content to promote the cause of regenerative agriculture but in a fun and exciting way for average (food curious) consumers. Imagine if Palace's whole thing was about improving soil health, that was the sort of mission. There's a lot of work from this time, but here's a few docs that provide a sense of how the social following grew x6 during my tenure there, visuals and captions are mine. 

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Informative Content 

Humour 

Community Content (this includes a lot of brand profiles, people profiles, case studies, etc etc. of Wildfarmed's friends, suppliers, and more)