I am proud of...
Being appointed Creative Lead at McCann London.
Finding a way to do make-up tutorials about concealing, contouring, colour correcting and strobing in an ownable way for Maybelline. Few women knew about the many face perfecting products Maybelline has to offer. Our idea, #IMAKEUPLIKETHIS, tapped into the zeitgeist referencing #iwokeuplikethis, inspired by Beyoncé’s lyrics on “Flawless”.
Creating a No.1 lip launch called #VAVAVIVID for Maybelline’s Vivid Matte Liquid at London Fashion Week and beyond. Our oversized lip cuts where all over Instagram during Fashion Week and the #VAVAVIVID swag bags with our “lipstickers” in all the shades of Vivid Matte Liquid became fashionista must haves.
Coming up with the unifying line for the True Match foundation launch - #YoursTruly. This was the first time L’Oreal Paris told 23 stories about 23 shades of foundation using influencers and celebrities in a truly authentic way for a foundation range that matched 98% of UK skin tones. The campaign got a lot of PR attention and was lauded for advertising effectiveness.
Positioning Maybelline’s foundations as real contenders in the #NEVERSETTLE campaign. Our creative addressed the insight that the majority of women were still settling for a foundation that just wasn’t quite right for them. The campaign enticed them to be uncompromising when they choose foundation.
Working on the etail site build and launch of tkmaxx.com and defining the Tone of Voice.
Being brave enough to use a hazard sign to launch a mascara in the “WARNING: APPLY RESPONSIBLY” campaign we created for Maybelline’s Push Up Drama mascara. We even put our hazard sign creative on the Birmingham Eye digital out of home site. Eye-shaped Out of Home for a mascara launch? It just had to be done!
Writing the Tone of Voice guidelines for harrods.com.
Becoming a Digital Creative Director at Ripe (South Africa)
Being part of the Ripe team when it was appointed as the digital agency to adidas South Africa.
Being part of the Ripe team that won a Loerie Digital Craft Award for the House of Krone website.
Earning the position of Integrated Creative Director and a Member of the Board at BBDO (Cape Town).
Being part of the Loerie Grand Prix winning team on Musica at The Jupiter Drawing Room (Cape Town) at the very start of my creative career!
Having the Cape Pears print ads featured in Lurzer’s Archive.
Ensuring the integrated team received Loerie Special Mentions for Nederburg packaging and the Triumph “second skin” campaign.
Being part of the creative team that won a Silver Loerie for Design for Lucky Strike at Bates 141 (South Africa) and a global best practice award for BAT.