Nike needed a good name for a 10-day running challenge in Dubai. The insight? People in the Middle East need to wake early and run before it gets too hot…

When Cowboy launched a freakishly smart e-bike with soft-as-butter suspension, I was tasked with writing all comms, including pithy headlines and this PDP.

In my first of three campaigns for On, I led the copy from start to finish. From social to web to an email campaign that broke company records.

Nike needed to connect with sneakerheads. So we decided to dive into the sub-cultures that matter to them.

Cowboy wanted to tell the world about its revolutionary new power delivery system. It was so seamless, it felt like you had superpowers.

VISA had bagged Joanna Lumley and Brian Blessed to tell the world about Contactless. All I had to do was write a script. And direct two national treasures…

Nike needed stories for each of their teams at 2022 World Cup. I wrote ‘em all (after nailing down the strategy) and briefed the players on the shoots. In three languages.

A last-minute request for a social-first campaign. So last-minute, in fact, that I not only wrote the scripts, but hopped in the booth to record them myself.

I may be a word nerd, but art is in my bones. I ran this magazine with a few friends and eventually grew it to be the biggest of its kind in Europe.

Nike’s main revenue drivers are their sales around Back To School, Black Friday and Xmas. I was their go-to copy guy for half a decade, smashing targets year after year.