CLIENT INDEX

Paramount brought Edgar Wright's The Running Man, the Stephen King adaptation, to Irish cinemas on 14 November 2025, and the brief asked for reach and engagement among Irish audiences aged 13+ with a male skew.

At LADbible Ireland my response was a platform called 'Built Different', off one human truth: everyone secretly believes they would be the last one standing. The work turned the film's 30-day chase into social trials anyone could step into. I concepted and produced Last One Standing, 4 mates on 4 treadmills with a game-show host; Catch Merrion If You Can, a live manhunt across Merrion Square; a Swipe to Survive Stories quiz; a premiere competition; and a sit-down interview with Glen Powell and Colman Domingo across release week.

For the Irish Blood Transfusion Service the brief was to turn the lightly daunting stigma of blood donation into something younger Irish people can feel informed and empowered by through educative and genuinely watchable social content.

At LADbible Ireland, we built the campaign around the fact that only 3% of the eligible Irish population gives blood whilst most of the country will need a transfusion at some point in their life. I storyboarded, produced and creative directed a behind-the-scenes carousel walking through exactly what donating is like start to finish, a 'what if only 3% showed up' carousel (also designed by me) to dramatise the shortfall, a World Blood Donor Day vox-pop, and a creator-led day donating with comedian Danny O'Brien.

Bank of Ireland is the country's oldest bank, and the 2025 campaign ran as a paid partnership on LADbible Ireland aimed at a younger audience opening their first personal current account. The thread was money milestones, the small real moments of becoming a proper adult, played for comedy.

I worked across the social: the 'real adult' vox pop on 16 October asking people on the street about the moment they felt grown up, a money-survey carousel and a This-or-That money carousel. The explainer videos paired LADbible's tone with The Remote Bookkeeper, decoding payslips and tax for people who had never had either explained to them properly, and the partnership also ran through the I'm Grand Mam podcast with PJ and Kevin, building spontaneous Big Money Moments around the account.

For Currys' back-to-college push, the 4th year of the New Term partnership, I reframed laptop shopping as a matchmaking exercise with Currys as the wingman. The idea was the Tech Love Language: mapping what a student actually needs onto specific features, so a laptop becomes your longest college relationship.

It ran as 2 vox-pop films, a 'Swipe Right for Your Tech Soulmate' carousel pairing love languages with machines, a 'What's Your Tech Type' quiz and a competition.

For the NFL's first ever game at Croke Park, the Vikings against the Steelers on 28 September 2025, I built the work around one insight: young Irish fans treat the game as a test of social relevance, and intimidation is the real barrier to getting involved.

The platform turned one tap, the Visa payment, into the easiest route from the feed to a seat, running from street quizzes and explainer carousels to The All-Ireland Draft, which redrew Irish counties as NFL franchises.

An ongoing partnership with Sky and NOW across their biggest drama releases, built around giving each premiere its own social moment on LADbible Ireland.

The flagship was The LADS of Us, a Last of Us parody recast in Dublin that took Bronze for Best Use of Content at the 2025 Digital Media Awards, placing the post-apocalyptic premise against very Irish problems. Around it ran title-led social for new releases, from a Last of Us Stories quiz to A Knight of the Seven Kingdoms.

For Heineken's Christmas campaign around the personalised 1.5L Magnum I wrote a platform called 'Make It Theirs', built on the gap between the present you mean to give and the panic buy on the 22nd. The angle I liked best was the name problem: people with unusual spellings never see their name on anything, which gives a built-in reason to personalise and to share.

It ran as a vox-pop film with a LADbible presenter and a QR code that let the public send festive messages onto Heineken's Green Screen at St Stephen's Green in Dublin, plus a live Stories pop-up, a 'My Name on It' competition and interactive question-box Stories.

For the return of the Zinger Double Down, the burger that swaps the bun for 2 spicy fillets, I made a gamified street vox pop around bold choices.

Presenter Ciaran McDonnell put the public on the spot with quick commit-or-bail dilemmas, the 'U up?' ex text, a stolen parking spot, a boss's follow request, and they answered by picking a side of a branded board, Double Down or Dip Out. It shot in Dublin city centre as a single 9:16 video, all within KFC's compliance line of no on-camera eating and no competitor comparisons.

Centra is part of everyday Irish life, and this was a 6-month platform to build relevance with 18 to 34s. The idea was a county-by-county portrait of Irish life told through Centra: every county has one, and no two are the same.

The flagship was The Centra Circuit, a 3-episode mockumentary travel show in an Anthony Bourdain register fronted by comedian Darren Conway, touring the most characterful Centras in the country, with Seasonal Slice debates, Feed the Feed polls and a competition strand underneath.

For the Irish Food Board I made a national taste test with a personal touch, built on the fact that everyone is certain their own way with a spud is the right one.

The audience built Ireland's ultimate potato from the ground up, variety, method and toppings, through interactive Stories, a ranked 'Top of the Taters' carousel and a 'Fry It Your Way' competition with an air fryer as the prize, with Bord Bia hosting the argument.

For the New York Style frozen pizza range I wrote 'takes the hassle out, brings the good in', positioning the pizza as the easy win in a week of small annoyances. The lead options were 'Top of the Troubles', a street vox pop blind-ranking life's irritations, and 'Bake Time, Me Time', a sketch with a creator working through self-improvement tasks in the time the pizza takes to bake.

For Subway's festive menu I connected the brand's build-it-your-way ethos to Christmas: everyone celebrates their own way, so Subway became the escape from rigid Christmas food rules. It ran as a 'Holiday Hot Takes IRL' vox pop, a 'Sub-Conscious Christmas Personalities' carousel matching subs to holiday types, a gift-card competition and interactive hot-take polls.

Celebrating Carling's FA Cup partnership, I made a gamified vox pop built on friendship and football, which kept it inside drinks-marketing compliance. Pairs of mates answered questions about each other across 3 rounds, revealed at the same time, with the winning pair handed a gold envelope of FA Cup tickets.

A recurring weekly Stories game tied to freshness, where the audience guesses an answer in under 5 seconds from emoji clues. I wrote the rounds, Countries (a whale for Wales, 'I ran' for Iran) and Songs (emoji puzzles for Umbrella, Sweet Caroline, Eye of the Tiger), as a light, repeatable interactive format.

An interactive Stories series testing whether household hacks actually work, fact-or-fiction voting that fitted the brand's energy-and-home-efficiency territory. I wrote 10 myth-style polls, from the walnut on scratched wood and toothpaste as wall filler to vinegar on a shower head and salt in shoes for smell.

For the Road Safety Authority's festive drug-driving campaign I anchored the work in storytelling: the Irish love the tale from a night out, and drug driving is the one mistake with no funny story after it.

The work made planning the journey home the first conversation of the night, from a 'Know Your Limits' street vox pop and a physical Fear Meter to a 'Designated Legend' competition with prepaid taxi vouchers.

A pair of fan-first launches for Disney+.

For Percy Jackson season 2 I presented the release the way the audience already talks about the shows they follow, with carousels linking the quest to the real Greek myths and a spoiler-safe recap. For the Lilo & Stitch live-action remake I wrote 'Stitch Bits', a 9-frame lore carousel rewinding to the 2002 original to build streams, off the nostalgia of a film that raised a generation on Elvis and ohana.

For TU Dublin I built a platform on the idea that careers can start from day one, aimed at CAO-deadline school leavers who want proof a course connects to real work.

Concepts included Campus Hustlers, following a student running a startup while studying, a Guess the Grad game on notable alumni, and a School of Hard Knocks vox pop on the skills people wish college had taught them.

An editorial and social partnership around the Gladiator II release, run on LADbible Ireland's channels through the film's launch window.

Social content around the Wicked film release, built for LADbible Ireland's audience.

Reactive launch content for the return of the McSpicy to the McDonald's menu, framed around the fiery-favourite fandom.

A summer carousel for Corona counting down Ireland's top 8 beaches, from Keem Bay to Curracloe, off the line that the beaches, like the beer, never seem to get old.

Summer content for High Noon, including a trip to meet Carlow Weather and an Irish-staycation competition.

Christmas content with comedians reading Dublin's Christmas Craicers and launching the Rockshore Christmas Craicer app.

Branded social content for Cadbury on LADbible Ireland's channels.

Branded social content for HelloFresh on LADbible Ireland's channels.

Branded social content for Budweiser on LADbible Ireland's channels.

Travel-safety content with the Department of Foreign Affairs' Travelwise, aimed at students heading off backpacking for the summer.

Student-travel content with Dublin Bus, on getting around the city for less.

Student-travel content with Bus Éireann's Expressway: the cheap day trips a bus ride away under So Many Spots, a 50% off student-fares push and a heavy-vehicle mechanic apprenticeship strand.

Beer-garden summer content for Coors on LADbible Ireland's channels.

Street content and a Cheetle etiquette guide for the new Cheetos flavour range.

Life Style Sports is the home of European football style in Ireland, and SUBCULTURE was a one-day in-store takeover of the Mary Street flagship, turning the shop floor into a locker room and barbershop in one, where football, fashion and music sat side by side.

I helped build the day around 4 strands: The Cuts, live barber chairs with Gilligan O'Farrell and Izzy; The Sound, DJ sets through the afternoon; The Shots, branded Polaroids and full event photography by Arran McCormack; and The Hype, in-store games and a blind ranking of people's favourite jerseys, all captured for LADbible Ireland's channels. Around it ran the jersey-culture social, from the retro kits to the third-kit launch.

I ran social creative and community management for Greggs across Instagram, TikTok and Twitter through That Lot, who hold the account. Greggs has one of the most watched brand accounts in the country, built on a dry, terminally online voice, so the job was reading the room every day and matching it.

I made reactive pieces, short video I shot and edited myself, and carousels including the Minecraft and Sims crossover, a Freshers crawl and the December city roundup.

Social creative for Amazon Alexa UK at We Are Social: producing, editing and running community management across the always-on content calendar through the Alexa+ launch period.

I made reactive posts that placed Alexa inside the week's cultural moments: a World Book Day 'costume panic' POV, a 'keep swiping until' carousel for the Harry Styles album, a Mother's Day card carousel casting Alexa as the family's support system, and a crowd-shot piece from Dave's run at The O2. Alongside these I built the recurring formats, Text to Speech, Pick a Number, Comment Box and Plussing Up Pet Day, with Easter and Amazon Music edits.

Social content for Amazon Music alongside the Alexa account.

An 8-week freelance stint as social creative for Hovis at VCCP Blue. Hovis had lost ground and was being written off as an ultra-processed food, so the work had to reconnect and reframe, with the new sourdough (6 ingredients, a 24-hour ferment, hand-finished) as the proof.

Working from the 'Everyday Wisdom' platform, I built out the content system: 3 pillars, Read the Room, Enbreaded in Culture and The Good Loaf Guide, with a 'Stronger Together' support strand. The tentpole ideas were mine: Good News of the Week, a WIRED-style creator film on gut health and cutting carbs, Name the Five Ingredients as a comment challenge, and 'Everyone Knows a Nan Like Hers'.

I worked as a freelance Social Creative on the social workstream of VCCP's winning pitch for Just Eat's global account, a 4-way contest that VCCP took.

My side was the social, the organic treatments and the supporting briefs, all built around the existing 'Did Somebody Say' platform.

I am the lead creator and content lead for BOOST across the island of Ireland, covering the Republic, Northern Ireland and the London Irish audience. I pitched the account net new and run the full monthly calendars, working to a positioning as the functional everyday drink, sitting in its own lane beside Red Bull's aspirational extreme and Monster's gaming aggression.

The formats hang off real all-island moments, the GAA Championship, the Leaving Cert, festivals and the 3 o'clock slump, so the brand turns up inside conversations people are already having.

I art-directed and made UGC-style product content for Waterpik, framed through trends the audience already follows. The 2 pieces I am known for on the account are 'AirPods Aesthetic', a clean aspirational styling of the product, and 'Mega Fan', the most worked-on piece in the plan, which I took through 4 versions across the feedback rounds.

For Revlon I handled art direction, UGC production and SEO copywriting, mostly product-led beauty content, with the Lip Swatch series at the front of the plan, swatch demos showing the product in use.

Art direction and UGC product content for Shark Beauty.

Branded social work on the Pubity x Popeyes account.

Branded social and creative work on the Pubity x Adobe Express account.

The Nitto ATP Finals is the men's season finale and the largest indoor tennis tournament in the world. For the 2023 edition in Turin, I worked on executing the creative direction alongside one other creative and the Wasserman graphic design team, delivering the tournament's messaging: 'Where Champions Become Champion'.

The idea tied the craft, elegance and beauty of Italy to the craft and dedication of tennis, carrying the legacy of the sport through to the players on court. I worked across the show: the screen and jumbotron content, the dancers' costumes, the in-bowl films and the scripts, including the script for the presenter. Copy ran across the English, French and Italian teams.

Creative for adidas Summer Jam and the wider Summer of Sport programme, the brand's summer basketball and street-sport activation, covering event branding and the social assets that carried it online.

Set design, art direction and production for BMW at the Frieze Art Fair with artist Nikita Gale, taken from concept routes through to the final build, alongside the BMW photoshoot moodboard work.

The BMW activation at Frieze Art Fair with artist Nikita Gale: final build, installation details and press imagery from the guest-facing environment.

Art direction and activation execution for LEGO Dreamzzz and the 'All Aboard!' Hogwarts Express, which was nominated for a Campaign Experience Award in 2023.

International Fan Zone activations and race-activation game design proposals for Formula 1.

Graphics and art direction for Foot Locker Summer Jam across the English and French markets, plus the 'Raise the Game' and NBA Paris copy.

Copy, design and UX for the Lenovo Formula 1 partnership comms and website.

Copy and art direction across Aston Martin's luxury and motorsport activations.

Creative intern at Studio Island, Universal Music Group, supporting The Streets. I shot the album cover for 'None Of Us Are Getting Out Of This Life Alive', the chain wrapped around a lighter, edited and designed by Alex Joseph. Hak Baker features on the record, on 'Falling Down'.

Campaign visuals, artwork and merchandise for Disclosure as part of the Studio Island creative team.

Campaign visuals and assets for Dizzee Rascal across the Studio Island roster.

Campaign visuals and assets for Ella Eyre across the Studio Island roster.

Campaign and video content for Unknown T, including the WW2 music video, at Island Records.

I worked on 'Telephones 4 Eyes', the Hak Baker video directed by Hugh Mulhern at RiffRaff Films, built from stop-motion, found footage and live action to match Hak's east London storytelling. Separately, through Artists' Way PR, I handled press for Hak Baker around the World's End FM media pack.

Press for Sigrid's 'Mirror' campaign, securing placements including the NME cover interview, DIY, Dork and Far Out.

Press for Holly Humberstone's 'The Walls Are Way Too Thin' EP, securing a British Vogue feature alongside Elle, Hot Press, Dork and NME.

Editorial placements and campaign press for Glass Animals through Artists' Way PR.

Editorial placements and campaign press for BENEE through Artists' Way PR.

Editorial placements and campaign press for Masego through Artists' Way PR.

Festival press and campaign work for Barn on the Farm, pairing editorial placement with brand collaboration.

The British Vogue feature secured for Holly Humberstone, the biggest placement of the Artists' Way roster.

Two years as Fashion Editor: setting the editorial voice, commissioning and editing rolling fashion-week and campaign coverage across web, social and video, and turning features into short-form video for Instagram and TikTok.

I produced the District Music feature 'Meet the Irish Artist Fusing Japanese Film Inspired Aesthetics With Nostalgic Y2K', profiling EFÉ (kawaii.mom) ahead of her Dublin headliner at the Academy Greenroom in November 2024, with writing by Rachel Mae Hannon and cover photography by @daisychainsphotos.

Senior Creative on commercial partnerships across the Daily Mail, building multi-platform branded content between the editorial desk and the commercial side.

Features and interviews on fashion, culture and design as a contributing writer.

Features and interviews for 1 Granary, the Central Saint Martins publication.

Brand and creative work for Chanel.

Creative intern at Boogaloo Radio, across music, events and press.

Artist liaison at Parklife Festival, working across the live programme.

Production and press runner across Wireless Festival.

Production and press work at GALA Festival in south London.

Overheard in the Pub, a returning vox-pop series with Guinness Ireland filmed in real beer gardens around the country. This one took us to The Beach House in Greystones for an ode to the beer garden: summer plans, weather chat and a few dodgy Oasis impressions.

To mark 90 years of Bulmers, the Clonmel Concierge went out surprising everyday legends with a toast they would not forget, from a fresh fade in the barber chair to a mariachi band turning up mid-trim.

A Movember piece on a fundraiser that needed no growing involved: a group of women at Heritage Credit Union did their bit for men's health by dressing as lads for the day, raising money and the tone in equal measure.