Storytelling
Gok Wan
Online feature
Using the information I gathered during customer focus groups in a campaign I ghost wrote for Gok Wan, we discovered customers wanted his help with self-confidence, not just fashion advice.
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I wrote copy that celebrated different body types, providing tailored advice and outfit options that could be added to customers' baskets as they read.
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The campaign won Cosmopolitan’s Best Online Celebrity Fashion Campaign.
Lloyds TSB
Customer magazine
Money is a boring topic that nobody wants to read about...or so the conventional wisdom goes.
But people kill for money.
And although this might sound a bit dramatic (or darn right morbid) once you adjust the lens through which you view it, suddenly money, and financial products like home insurance become interesting.
So, instead of focusing on the technical details of home insurance, this piece talks about the emotional difference Lloyds TSB made to their customers during terrible floods.
French Connection
Online feature
I came up with this idea when French Connection asked me to devise a fun way of presenting a variety of different offers during the crucial Christmas period.
Each day revealed a different, time-sensitive offer.
