CLAIRE WATSON

With an inherently Channel 4 tone of voice, this tactical campaign launched the moment the Olympic Games closing ceremony finished. TV spots ran immediately, with press ads appearing on the front pages of newspapers the next day. A national billboard campaign also launched the next day as part of the Meet the Superhumans campaign.

Code a Cake was created to raise awareness of BT’s commitment to teach the nation digital skill. A digital experience, where parents and kids learn code together by programming cake baking robots - often with messy results.

The idea was to make the intimidating world of coding accessible, through the simple metaphor of baking a cake. A physical kitchen was made, with five custom-built working robots to help children learn the basic concepts of code and connect their choices to real world affects. The site was so successful that it has since been used as a learning tool in schools.

Press: Mashable, Gizmodo, Trusted Reviews, Link of the day

Awards: LOVIE AWARDS: Gold, Silver and People’s Lovie

FWA Site of the day

With the objective of increasing the number of young women going for their smear test, this social film targeted 25-35 year olds, the demographic who are most at risk of developing cervical cancer but have the lowest screening attendance rates. The success of the social campaign lead us to create a spot for cinema using language specifically tailored to the environment.

The audience of Charlie Brooker’s Black Mirror are discerningly dark. To gain the attention of their dystopian eyes, the glossy saccharine world of phone and network advertising was deeply subverted, turning familiar phone advertising into something far more disturbing. Despite numerous complaints from the parents of terrified children, the campaign drew in a huge audience.

The Metaverse promises a world free of physical and societal barriers, yet 60% of people still feel it lacks inclusivity. For Degree Deodorant (Sure in the UK), we partnered with Decentraland to help set a new standard for representation. Alongside Fat Joe and Paralympian Blake Leeper, we launched the Degree Metathon: The world’s first marathon in the Metaverse. I joined the project early as a senior creative, contributing to gameplay concepts and copywriting for the virtual race world and campaign films.

This global brand campaign features the Grouse in his natural habitat of the glorious Highlands. Inviting you into his world with his trademark playful nature, we wanted to demonstrate how, like the whisky, the Famous Grouse is full of character.

In his series ‘The Experiments’, master manipulator Derren Brown performs sociological experiments on unsuspecting members of the public. This spot aimed to plant the unnerving idea that any one of us could be under his spell, we just don’t know it yet.

This concept was created for the launch Fresh Meat, capturing them tentatively getting to know each other. Combined with suitably gaudy art direction, the result was an effective TV and poster campaign to introduce the endearing characters and show. 

To launch what was to be one of the most controversial shows of the year, we created a lovely fuzzy felt advert to bring people’s attention to Frankie Boyle’s Tramadol Nights. Not wanting to shy away from hard work, many hours were spent cutting out fuzzy felt.