I’ve helped iconic brands break into culture.
I cut my teeth getting famous brands to ditch the script, stir the culture, and make work that hit. Those campaigns didn’t just land—they lingered. The story here? I’ve done the big work with big brands.
Now the world is messier, faster, louder—and we’ve got sharper tools and a deeper cultural compass.
Let’s get more brands into culture.
Breaking Into Culture is by Being Intentional in Culture
Decode Culture
Spot the cultural tension, shift, or subculture your brand should own. Find your place & appropriate language.
Build the Story
Shape a compelling narrative that connects emotionally—and sets your brand apart.
Activate in Culture
Design bold expressions, experiences, moments & moves that embed your brand into culture.
Five Years. One Radical Transformation.
A Culture Shift That Redefined an Agency.
As Co-Innovation Director at AMV/BBDO, I didn’t just shape campaigns—I helped rewire the UK’s biggest agency from the inside out. By launching new departments, building bold partnerships, and evolving the creative culture, we changed how AMV worked, won major integrated business, and raised the agency’s reputation across the industry.
Breaking Brands Into Culture:
Some highlights.
Gorilla
How a Gorilla became a cultural icon.
The FALLON team dreamed up the iconic idea. Client nerves delayed it for MONTHS & nearly killed it.
I helped shift the mindset—framing it as Cadbury’s future as digital storyteller & content brand (workshops galore!), which finally gave the green light. Sometimes strategy’s job is to help creativity survive.
Escape the Map
Mercedes switches from TV to interactive.
As part of launching AMV’s innovation drive, I helped Mercedes-Benz move from standard TV ads into interactive storytelling. Escape the Map” was one of the UK’s first long-form, cross-platform brand experiences—set in a dystopian world where users could drive the narrative.It connected with a younger audience, earned a 1.15:1 payback in 5 months, and paved the way for an era of immersive brand content.
You Are The Big Picture
We turned people into the message—literally.
As part of Aviva’s global repositioning, this interactive campaign invited people to upload their photos, which were projected onto iconic landmarks from London to Singapore.
It sparked nearly 2M visits across 87 countries, brand consideration up by 14 pts, and shifted perception with a 17% increase in positive sentiment.
Plus, it raised €200,000 for Save the Children—putting purpose at the heart of the brand.
#YOUDRIVE
TV met Twitter—& the audience took the wheel.
In a UK-first, we launched an interactive TV campaign where viewers used Twitter to control the storyline of a high-speed Mercedes-Benz chase.
#YouDrive reached 15M people, generated over 100,000 tweets in just 2 nights, and drove a 140% increase in visits to the Mercedes-Benz A-Class site.
More than just a media moment—it proved Mercedes could play (and win) in real-time culture.
Adam & Jane
Turning a ‘standard’ telecoms ad into Britain’s favourite soap—and making it interactive.
We took BT’s long-running Adam & Jane storyline and handed key life moments to the public—letting millions vote on the proposal, pregnancy reveal, and wedding.
480,000 people helped plan the big day, transforming passive viewers into active participants and giving BT a rare emotional foothold in British culture.
The result? A more social brand—and a seamless transition into a new era of comms.
Airport Trucks
Keeping the joy alive—and turning Cadbury into a content brand.
After Gorilla reset the tone, Airport Trucks carried it forward—signaling a bold shift from old-school confectionery to a brand with attitude.
We invited digital creators to remix the film, fuelling millions of views and transforming Cadbury’s online presence into a joyful, shareable content engine.
Changing Places
A bold move for accessibility—and a challenge to the industry.
We helped Tesco back the Changing Places movement, installing 100+ fully accessible toilet facilities across UK stores—something no other major retailer had done.
The campaign generated 4.1M impressions, 608K engagements, and a +77 sentiment score.
Our provocation? Challenge other supermarkets to step up—and turn inclusion into action.
Iconic Brands Testimonials
