While much of my work focuses on leading large-scale campaigns and cross-functional teams, I still love getting hands-on with the craft. This collection showcases a series of smaller projects where I played a direct role in concepting and delivering the work.

Whether it's refining tone of voice, shaping layout, directing a single shoot, or designing brand assets, these are moments where attention to detail and love for craft make all the difference.

The ballot

For the 2024 campaign, I played with the idea of beating the odds, using some of the most remarkable moments from the previous Championships to remind people that unlikely things happen at Wimbledon all the time. A simple way to turn the frustration of long odds into a reason to believe.

For Andy Murray’s farewell, I created a simple but emotional tribute that was shared online and across screens throughout the Grounds.

The 2023 champions, celebrating their victories in similar fashion and bringing Always Like Never Before to life.

Using the same concept as 2023 to bring consistency into the campaign.

Wimbledon Park Project

I created this OOH campaign in-house to build awareness and local support for the proposed transformation of Wimbledon Park Golf Course into a new public park.

The idea was to make it feel close to home, quite literally. I managed the media buy and tailored the creative to each location, updating the copy to reflect the actual distance from each site to the proposed park. It made every placement relevant to the people passing by, giving local residents a reason to find out more and get behind the project.

IBM X Wimbledon

Data and AI have become a huge part of how fans experience Wimbledon, but explaining the technology behind it isn't always straightforward. Working with Witness Studios, we created a campaign that showed what IBM's technology actually brought to the Championships, from AI commentary to match insights, turning something quite technical into a story anyone could connect with.

Creative Partner: Witness Studios

The Hill in New York

The Hill brought the Wimbledon experience to New York, giving fans a chance to watch the Championships together without crossing the Atlantic.

I created the key visuals for the 2023 and 2024 editions, working with our agency partners to take them across everything from event signage to digital communications, giving a little piece of SW19 a home in Manhattan.

Hospitality

Working with Keith Prowse, Wimbledon's official hospitality partner, I led the creative development of a new hero film and photography suite, capturing a different side of the Championships and giving the team a set of assets to support their marketing throughout the year.

Retail

Alongside the annual Wimbledon Collection campaign, I worked with the in-house team on everything from new product launches and retail displays to email campaigns and promotional creative.