Writer Portfolio


Conceptual / Idea Territories 

Idea Territory | BMW M Series

The BMW M driver lives in a faster world. His competitive spirit and instinct to win is a way of life. Designed for the racetrack, the experience in the driver’s seat is part car – part superhuman. It’s everything you are, in everything you do.

It’s the M Track Mind.

BMW M Track MindBMW Popular MechanicsBMW Excellence is a habit

NIVEA | Care is Beautiful

In response to the brief from NIVEA to create a campaign that would celebrate the genuine, good-natured generosity of people, we proposed a concept for communication that would carry the message – and the brand – through the spirit of an each-one-reach-one, pay it forward mechanic. A single act of care would grow exponentially into ongoing gifts of complimentary goodwill that would start at home, but have the potential to travel the globe – each step measured and documented digitally.

To support the presentation to client, and rather than ask them to sit through a routine rationale, I created a track that would use audio rather than copy to tell the story that would set the scene – a la rationale/manifesto –  while still remaining true to the core selling-point of the idea.

*this project was pushed out a year due to client budget and so was not finalised before my leaving Gloo. It has since become this digitally-led campaign, executed for ATL as this TVC for Nivea.

Next page – Naming Convention / Origination