ROE & CO | Create a Cocktail of Connection
A social-first campaign for Roe & Co, reimagining Irish whiskey through connection, collaboration, and contemporary culture.
The concept centred on co-creation - bringing people, cocktails, and unconventional partnerships together to create fresh, social-led brand moments.
ROLE | Art Director
Developed the visual approach in collaboration with the Creative Lead, shaping narrative moments, set design, lighting, props, and styling. Art directed on set and worked closely with production partners and the client to ensure the creative vision was realised throughout delivery.
FEVER-TREE | Versatility
A multi-market social campaign for Fever-Tree showcasing versatility across its mixers. Built around five messaging routes and 70+ assets in three formats, the work explores how different cocktails can be created through product range and simplicity, while highlighting the premium quality of Fever-Tree.
ROLE | Art Director
Collaborated with the Creative Lead and Designer to translate the concept into a scalable visual system, developing storyboards and shaping video mechanics, including post-production design elements.
Led art direction across look and feel, lighting, set styling, and visual execution. As the primary creative lead on set, I directed composition, framing, and styling while partnering closely with production and client teams to deliver a cohesive campaign across multiple markets and formats.
DIAGEO | The Magic of Moderate Drinking | The Hosting Handbook
ROLE | Visual Direction & Photography
Contributed to the visual development of the campaign through visual references, look and feel, composition, photography, and final image treatment. Created imagery across lifestyle and still-life scenarios, balancing crafted image-making with authentic moments captured during live production.
SMIRNOFF | ICE Shorties
A vibrant suite of culturally resonant assets for Smirnoff Shorties, using bold typography and forced perspective to place the product firmly in the spotlight. Set in a corner shop environment, the content felt authentic to both the product and the surrounding culture.
ROLE | Art Director & Photographer
Collaborated on creative development, helping shape the campaign concept and scenarios. Defined the visual world through set design, props, styling, and composition, presenting and refining the creative direction with the client throughout development.
Art directed and photographed the shoot, shaping lighting, talent direction, and overall visual tone while working closely with the wider production team to bring the concept to life.
SEEDLIP | Toolkit
ROLE | Visual Direction & Photography
Developed the visual treatment and collaborated closely with the Art Director to shape the campaign's look and feel, styling, and overall visual approach. Captured photography and led final image treatment across campaign assets.
MALTS | Special Releases ’24
ROLE | Art Director & Photographer
Developed the creative concept and visual narrative, leading art direction across moodboarding, locations, props, and styling. Presented the creative direction to the client and refined the approach throughout development.
Art directed and photographed the shoots, shaping composition and visual tone while collaborating with the wider production team to bring the concept to life.
SUSHI DAILY | Product content creation
ROLE | Art Director & Photographer
Developed visual concepts and references for each brief, presenting creative approaches directly to the client. Art directed and photographed shoots independently, shaping styling, composition, lighting, and final imagery from concept through to delivery.
SMIRNOFF | Must Be Smirnoff Cocktails
A social-first content suite for Smirnoff’s global Must Be Smirnoff campaign, designed to elevate each serve through mouth-watering close-ups, dynamic camera movement, and character-led styling that brought personality and energy to every shot.
ROLE | Art Director
Developed and led the visual direction for the campaign, defining the look and feel through set design, props, styling, and colour palette. Art directed on set throughout production, working closely with the wider team to ensure the creative vision was realised consistently across all video assets.
BTS THROUGH MY LENS
GUINNESS | EE
ROLE | Visual Direction & Photography
Captured campaign imagery across key moments of the story, shaping composition, visual storytelling, and final image treatment from shoot through to delivery.
UBER EATS| World Cup ’22
ROLE | Visual Direction & Photography
Captured campaign imagery across multiple market-specific scenarios, balancing food, product, and lifestyle storytelling. Directed talent on set, shaped composition and narrative moments, and developed final image treatment from capture through to delivery.
GUINNESS | 6 Nations ’22 x The Kings Cross Steelers
ROLE | Visual Direction & Photography
Captured campaign imagery across key moments of the story, shaping composition, visual storytelling, and final image treatment from shoot through to delivery.
