FEATURED WORK
Growing three insurance brands by 30K+ — on one team and one budget
The brief
Staysure Group needed three distinct brands — Staysure, Avanti and Petsure — to grow simultaneously without blurring into each other. Same team, same budget, three different audiences.
The insight
Insurance is a low-interest category. People don't follow insurance brands — they follow travel, pets, and lifestyle. So each brand got its own positioning, tone and content world built around what its audience actually cared about, not the product.
The work
I designed and ran differentiated social roadmaps per brand — distinct visual identity, tone of voice and platform mix — while directing a multidisciplinary team of five across organic and paid.
- 30K+ organic audience growth across Instagram, Facebook, TikTok and Twitter
- £60K budget managed across content, ads, influencers and agencies
- 25% cost-per-engagement reduction through annual optimisation
Staysure — travel-led organic social
Avanti — nostalgia-led organic social for the over-50s traveller
The "nostalgic postcard" series — a deliberate nostalgia play for an audience whose formative travel memories predate the internet. Archive images did the targeting; the audience's own memories did the engagement.
Petsure — creator-led pet content
My role — Social strategy · Team direction (5 people) · Budget ownership · Content approvals · Performance analysis
AI production — hyper-real campaigns and original films, without a crew
The brief
Prove AI video can pass for real production — across brand advertising, character-led campaigns and original short film. Every project here was written, directed and produced entirely solo: no crew, no shoot days, no post house.
The insight
AI video has crossed the quality threshold for brand work — but only in the hands of someone who thinks like a director. Prompting is the new pre-production: character sheets, keyframes and shot-level planning are what separate cinematic results from AI slop.
The work
I develop concepts, write the stories, design characters and worlds, and direct AI-generated productions using Veo, Seedance, Kling and Midjourney — keyframe-first workflows, full character design systems and post-production that hold a consistent, hyper-real aesthetic across every shot.
- 36s broadcast-style ad — produced solo, no crew, no shoot days
- 12-page prompt-level storyboard driving every generated shot
Where the ideas come from
A lot of my ideation and creative direction runs through Night Shift — my AI creative hub, powered by Claude. It's a persistent operating system for creative work: client projects, ideas, references, character sheets and creative rules all live in one connected workspace that the AI can see, so every session starts with full context instead of a blank page — and the more I use it, the sharper it gets.
My role — Concept · Writing · Character design · Prompt design · Generation · Edit · Grade
1M+ reach with micro-influencers — inside insurance compliance rules
The brief
Build brand trust and reach for travel and pet insurance brands in a sector where advertising claims are heavily regulated and audiences are sceptical.
The insight
Micro-influencers in pet and travel niches carry more trust per follower than celebrities — and their content passes compliance more easily because it's experience-led, not claims-led.
The work
I built the selection criteria, briefed creators, and managed the partnerships end to end.
- 1M+ combined reach
- Creator sourcing in partnership with Urban Paws, the UK pet-talent agency
- Six pet micro-creators briefed and managed end to end
Petsure x pet micro-creators — campaign content & reporting
My role — Strategy · Creator selection · Briefing · Budget allocation · Reporting
How social-first content earned national press coverage
The brief
PR campaigns needed cut-through beyond standard press releases.
The insight
Community data and social-first content gave PR stories a proof layer journalists could use — real audience behaviour, not brand claims.
The work
I integrated social content and community insights into national PR campaigns, giving the press team angles and assets built from what audiences were actually saying and sharing.
For The Petsure Games — the world's first "pet Paralympics", created with Borkowski PR at the 2021 Bath & West Show — I was on the ground capturing the social content that ran alongside the national story.
- London Evening Standard"First pet Paralympics welcomes dogs of all shapes and sizes" ↗
- BBC News"Dogs with disabilities put through their paces"
- Borkowski — case study"Creating the first ever pet paralympics" ↗
- The PGA — Staysure PGA Seniors Championship"Championship attracts some of the biggest celebrity names" ↗
- 164 pieces of coverage · 17 nationals · 10 broadcast interviews
- +200% week-on-week comparison transactions · +156% completed quotes
- Features on BBC, ITV's This Morning, and The Telegraph
My role — Social strategy feeding PR · Content production · Community data analysis
Building short-form content systems for creator brands
The brief
Creator-led brands needed consistent, platform-native short-form output without a full production team.
The work
End-to-end: strategy, shooting, editing and platform positioning across TikTok, Reels and Shorts — with streamlined workflows so output stayed sustainable.
Ideated, pitched, filmed and edited by me.
Midjourney
Nano Banana
Claude Code / Cowork
GPT
Google Veo & Omni
Adobe Creative Suite
DaVinci Resolve
Cinematic Storytelling
Canva
Magnific
Runway
