[
  {
    "client": "GWI",
    "title": "AI, meet everyone",
    "year": "2026",
    "role": "Senior Creative Strategist",
    "discipline": "Repositioning, launch campaign",
    "file": "case-carousel.html#GWI",
    "copy": [
      "GWI was known as a dataset people log into. As AI moved into every marketing and insights team, it needed to become something bigger: the human data layer that anchors every AI-driven decision. Three product launches had to land in the same month, under one new brand idea.",
      "I led content and creative strategy for the repositioning. I built the campaign architecture that kept three launches telling one story, wrote the brand film and the launch film, and set the language rules every brief followed. The insight was simple: teams are acting on AI answers they can't check.",
      "I worked as a co-author with Product Marketing and Growth. With PMM, that meant building creative on their go-to-market plays. With Growth, it meant auditing live ads, fixing how we measured them, and merging the brand and SEO plans into one.",
      "Result: API queries up 600% year on year · AI customers from ~40 to 300 · Creative effectiveness 22%, targeting 32% · Brand sentiment baseline ~53%"
    ],
    "images": [
      {
        "src": "./media/gwi/ai-meet-everyone.webp",
        "width": 1200,
        "height": 1500,
        "alt": "AI, meet everyone — ask your AI about your audience again"
      },
      {
        "src": "./media/gwi/a-new-gwi.webp",
        "width": 1200,
        "height": 1500,
        "alt": "A new GWI. Inside the AI you already use."
      },
      {
        "src": "./media/gwi/pitch-ready-narrative.webp",
        "width": 1200,
        "height": 1200,
        "alt": "Get a pitch-ready narrative in the tools you already use."
      },
      {
        "src": "./media/gwi/human-intelligence.webp",
        "width": 1200,
        "height": 1200,
        "alt": "Human intelligence plugged into your artificial one."
      },
      {
        "src": "./media/gwi/answers-with-sources.webp",
        "width": 1200,
        "height": 1500,
        "alt": "Answers inside Claude, ChatGPT and Copilot, with sources."
      },
      {
        "type": "video",
        "src": "./media/gwi/brand-showcase.mp4",
        "poster": "./media/gwi/brand-showcase.jpg",
        "width": 1920,
        "height": 1080,
        "alt": "GWI brand showcase film"
      },
      {
        "src": "./media/gwi/launch-email.webp",
        "width": 600,
        "height": 1086,
        "alt": "GWI launch email: The human intelligence underneath your AI."
      },
      {
        "src": "./media/gwi/self-serve.webp",
        "width": 1200,
        "height": 1200,
        "alt": "Self-serve for sellers, without losing control."
      },
      {
        "src": "./media/gwi/something-real.webp",
        "width": 1200,
        "height": 1500,
        "alt": "Give your AI something real."
      },
      {
        "type": "video",
        "src": "./media/optimized/agentic-portfolio.mp4",
        "poster": "./media/optimized/agentic-portfolio.jpg",
        "width": 1920,
        "height": 1080,
        "alt": "GWI agentic portfolio film"
      },
      {
        "src": "./media/gwi/client-brief.webp",
        "width": 1200,
        "height": 1200,
        "alt": "From client brief to pitch-ready story, in minutes."
      },
      {
        "type": "video",
        "src": "./media/gwi/logo-animation.mp4",
        "poster": "./media/gwi/logo-animation.jpg",
        "width": 1080,
        "height": 1080,
        "alt": "GWI animated brand identity"
      },
      {
        "src": "./media/gwi/audience-platform.webp",
        "width": 1200,
        "height": 1200,
        "alt": "One place to build and analyze your audience."
      },
      {
        "src": "./media/gwi/real-human-data.webp",
        "width": 1200,
        "height": 1200,
        "alt": "Real human data inside the tools you already have open."
      }
    ]
  },
  {
    "client": "Birmingham City University",
    "title": "A brand built for 2030",
    "year": "2025",
    "role": "Lead Creative Strategist",
    "discipline": "Brand and visual identity",
    "file": "Case - Birmingham City University.dc.html",
    "copy": [
      "BCU had no consistent brand positioning. Campaigns had become the brand, leaving it fragmented, rational and easy to forget. It needed a unified, future-focused identity that matched its 2030 strategy and Birmingham's spirit as a city of makers and pioneers.",
      "As Creative Lead, I developed the insights that unlocked the new positioning, wrote the brand narrative and creative framework, and led a team of designers, editors and artworkers. I co-ran workshops with BCU's design, content and marketing teams, and presented the brand story to the Vice-Chancellor and senior leadership."
    ],
    "images": [
      {
        "src": "./media/optimized/ooh-street.webp",
        "alt": "Birmingham City University: Reaching Beyond street campaign",
        "width": 1920,
        "height": 1080
      },
      {
        "src": "./media/optimized/brand-pass.webp",
        "alt": "Birmingham City University green brand pass",
        "width": 1367,
        "height": 2048
      },
      {
        "src": "./media/optimized/brand-book.webp",
        "alt": "Birmingham City University brand book",
        "width": 2048,
        "height": 1366
      },
      {
        "src": "./media/optimized/ooh-colour.webp",
        "alt": "Birmingham City University: Reaching Beyond outdoor campaign",
        "width": 1920,
        "height": 1080
      },
      {
        "src": "./media/optimized/website-laptop.webp",
        "alt": "Birmingham City University website on laptop",
        "width": 2048,
        "height": 1365
      },
      {
        "src": "./media/bcu/open-day-cover.jpg",
        "alt": "Birmingham City University Open Day prospectus cover",
        "width": 1200,
        "height": 1701
      },
      {
        "src": "./media/optimized/tone-of-voice.webp",
        "alt": "Birmingham City University tone of voice guidelines",
        "width": 2048,
        "height": 1366
      },
      {
        "src": "./media/portfolio/figma/original-image-16-1.webp",
        "alt": "Birmingham City University - campaign creative",
        "width": 1500,
        "height": 1200
      },
      {
        "src": "./media/optimized/art-design.webp",
        "alt": "Birmingham City University Art and Design brand application",
        "width": 1598,
        "height": 2048
      },
      {
        "src": "./media/optimized/bcu-film.mp4",
        "poster": "./media/optimized/bcu-film.jpg",
        "type": "video",
        "alt": "Birmingham City University campaign film",
        "width": 1280,
        "height": 720
      },
      {
        "src": "./media/portfolio/figma/original-image-22-2.webp",
        "alt": "Birmingham City University - campaign creative",
        "width": 1993,
        "height": 1329
      },
      {
        "src": "./media/portfolio/figma/original-image-19-3.webp",
        "alt": "Birmingham City University - campaign creative",
        "width": 1280,
        "height": 720
      },
      {
        "src": "./media/portfolio/figma/original-image-16-3.webp",
        "alt": "Birmingham City University campaign",
        "width": 1706,
        "height": 960
      },
      {
        "src": "./media/portfolio/figma/original-image-22-3.webp",
        "alt": "Birmingham City University - campaign creative",
        "width": 830,
        "height": 549
      },
      {
        "src": "./media/portfolio/figma/original-image-16-2.webp",
        "alt": "Birmingham City University - campaign creative",
        "width": 916,
        "height": 1145
      }
    ]
  },
  {
    "client": "The Lost Estate",
    "title": "A story worth stepping into",
    "year": "2025",
    "role": "Lead Creative Strategist",
    "discipline": "Campaigns and immersive experiences",
    "file": "case-carousel.html#The%20Lost%20Estate",
    "copy": [
      "The Lost Estate creates immersive nights out, where the story starts long before the doors open. The challenge was to carry that story into every touchpoint, so guests feel part of the experience from the first ad they see.",
      "As Lead Creative Strategist, I worked with the creative team from first idea to delivery. I built the campaign platform, the concepts and the messaging, and the frameworks that kept one story running across every channel."
    ],
    "images": [
      {
        "src": "./media/lost-estate/cast-posters.webp",
        "width": 1800,
        "height": 1200,
        "alt": "Chat Noir cast campaign on street posters"
      },
      {
        "src": "./media/lost-estate/cabaret-experience.webp",
        "width": 1012,
        "height": 1800,
        "alt": "Chat Noir — London’s secret Parisian cabaret experience"
      },
      {
        "type": "video",
        "src": "./media/lost-estate/official-trailer.mp4",
        "poster": "./media/lost-estate/official-trailer.jpg",
        "width": 1920,
        "height": 1080,
        "alt": "Chat Noir official teaser trailer"
      },
      {
        "src": "./media/lost-estate/secret-sale.webp",
        "width": 1080,
        "height": 1080,
        "alt": "Chat Noir secret sale — red sealed envelope"
      },
      {
        "src": "./media/lost-estate/host-billboard.webp",
        "width": 1201,
        "height": 1800,
        "alt": "Chat Noir host on an outdoor digital billboard"
      },
      {
        "src": "./media/lost-estate/invitation.webp",
        "width": 1012,
        "height": 1800,
        "alt": "An invitation to Le Chat Noir"
      },
      {
        "type": "video",
        "src": "./media/lost-estate/behind-the-scenes.mp4",
        "poster": "./media/lost-estate/behind-the-scenes.jpg",
        "width": 1280,
        "height": 720,
        "alt": "Chat Noir behind the scenes"
      },
      {
        "src": "./media/lost-estate/discover-paris.webp",
        "width": 1012,
        "height": 1800,
        "alt": "Discover a door to the streets of 1890s Paris"
      },
      {
        "src": "./media/lost-estate/muse-poster.webp",
        "width": 1201,
        "height": 1800,
        "alt": "Chat Noir muse poster in an underground station"
      },
      {
        "src": "./media/lost-estate/must-see.webp",
        "width": 1012,
        "height": 1800,
        "alt": "Chat Noir — London’s must-see experience of 2026"
      },
      {
        "type": "video",
        "src": "./media/lost-estate/meet-the-cast-joe.mp4",
        "poster": "./media/lost-estate/meet-the-cast-joe.jpg",
        "width": 1280,
        "height": 720,
        "alt": "Chat Noir — meet the cast: Joe"
      },
      {
        "src": "./media/lost-estate/mime-billboard.webp",
        "width": 1800,
        "height": 1202,
        "alt": "Chat Noir mime campaign on an underground billboard"
      }
    ]
  },
  {
    "client": "Birkbeck, University of London",
    "title": "For students who do more",
    "year": "2024",
    "role": "Lead Creative Strategist",
    "discipline": "Brand repositioning, campaign",
    "file": "Case - Birkbeck.dc.html",
    "copy": [
      "After 200 years, Birkbeck needed to win over 18-year-old undergraduates, the fastest-growing and most competitive group in UK higher education. Its story leaned on evening study, which worked for working professionals but not for younger students looking for flexibility and purpose.",
      "As Creative Lead, I developed the strategy and wrote the creative platform. I led cross-team workshops, built the Prestige, Place, Possibilities messaging matrix, and unified the story across marketing, digital, PR, social and events.",
      "The insight: education should fit life, not interrupt it.",
      "Result: 26% more undergraduate applications (350 extra), 150% of the Open Day registration target, and 38% more engagement across TikTok, Meta and Snapchat."
    ],
    "images": [
      {
        "src": "./media/birkbeck/raghav-walk-up.mp4",
        "type": "video",
        "poster": "./media/birkbeck/raghav-walk-up.jpg",
        "width": 1280,
        "height": 720,
        "alt": "Birkbeck: Raghav Walk up 16_9"
      },
      {
        "src": "./media/optimized/tube-poster.webp",
        "alt": "Birkbeck campaign tube poster",
        "width": 2048,
        "height": 1365
      },
      {
        "src": "./media/optimized/carmen-day-in-life.mp4",
        "type": "video",
        "poster": "./media/optimized/carmen-day-in-life.jpg",
        "width": 720,
        "height": 1280,
        "alt": "Birkbeck: Carmen Day in Life"
      },
      {
        "src": "./media/portfolio/figma/original-image-15-1.webp",
        "alt": "Birkbeck - campaign creative",
        "width": 2388,
        "height": 1345
      },
      {
        "src": "./media/optimized/raghav-day-in-life.mp4",
        "type": "video",
        "poster": "./media/optimized/raghav-day-in-life.jpg",
        "width": 720,
        "height": 1280,
        "alt": "Birkbeck: Raghav Day in Life"
      },
      {
        "src": "./media/portfolio/figma/original-image-15-3.webp",
        "alt": "Birkbeck - campaign creative",
        "width": 1010,
        "height": 844
      },
      {
        "src": "./media/optimized/stephan-day-in-life.mp4",
        "type": "video",
        "poster": "./media/optimized/stephan-day-in-life.jpg",
        "width": 720,
        "height": 1280,
        "alt": "Birkbeck: Stephan Day in Life"
      },
      {
        "src": "./media/optimized/tube-poster.webp",
        "alt": "Birkbeck campaign tube poster",
        "width": 2048,
        "height": 1365
      },
      {
        "src": "./media/optimized/thatto-day-in-life.mp4",
        "type": "video",
        "poster": "./media/optimized/thatto-day-in-life.jpg",
        "width": 720,
        "height": 1280,
        "alt": "Birkbeck: Thatto Day in Life"
      },
      {
        "src": "./media/portfolio/figma/original-image-15-1.webp",
        "alt": "Birkbeck - campaign creative",
        "width": 2388,
        "height": 1345
      },
      {
        "src": "./media/birkbeck/student-experience.mp4",
        "type": "video",
        "poster": "./media/birkbeck/student-experience.jpg",
        "width": 720,
        "height": 1280,
        "alt": "Birkbeck: student experience film"
      },
      {
        "src": "./media/portfolio/figma/original-image-15-3.webp",
        "alt": "Birkbeck - campaign creative",
        "width": 1010,
        "height": 844
      }
    ]
  },
  {
    "client": "Logitech",
    "title": "Logitech for Creators",
    "year": "2021",
    "role": "Creative, Designer",
    "discipline": "Brand identity, research",
    "file": "Case - Logitech.dc.html",
    "copy": [
      "I helped develop a brand for emerging content creators, building on the momentum of Logitech's gaming brand. I worked on the market research and customer profiles, then with the in-house design team on a visual language that felt creator-first. I also worked with the product team so the design direction matched the roadmap."
    ],
    "images": [
      {
        "src": "./media/logitech/together-we-create.jpg",
        "alt": "Logitech for Creators: Together We Create creator montage",
        "width": 1200,
        "height": 630,
        "source": "Supplied creator montage"
      },
      {
        "src": "./media/optimized/identity.webp",
        "alt": "Logitech for Creators identity on signature orange",
        "width": 2400,
        "height": 1350,
        "source": "LogiC Basic Elements, page 1"
      },
      {
        "src": "./media/logitech/creator-voice.gif",
        "alt": "Logitech for Creators: creator speaking to camera",
        "width": 800,
        "height": 445
      },
      {
        "src": "./media/optimized/creator-applications.webp",
        "alt": "Creator campaign concepts with GIRLI, StreamCam and Erik Pascarelli",
        "width": 2048,
        "height": 1061,
        "source": "Logitech for Creators Definition deck, embedded image4.png"
      },
      {
        "src": "./media/optimized/colour-palette.webp",
        "alt": "Logitech for Creators core colours, bright accents and neutrals",
        "width": 2400,
        "height": 1350,
        "source": "LogiC Basic Elements, page 6"
      },
      {
        "src": "./media/logitech/creator-setup.gif",
        "alt": "Logitech for Creators: home recording setup",
        "width": 800,
        "height": 445
      },
      {
        "src": "./media/logitech/creator-research.jpg",
        "alt": "Expressionist creator segment: motivations, platforms and content habits",
        "width": 2500,
        "height": 1667,
        "source": "Logitech for Creators Definition deck, embedded image30.jpg"
      },
      {
        "src": "./media/optimized/first-stream.webp",
        "alt": "From first stream to mainstream: microphone brand application",
        "width": 1782,
        "height": 874,
        "source": "Logitech for Creators Definition deck, embedded image13.png"
      },
      {
        "src": "./media/optimized/typography.webp",
        "alt": "Brown Stencil typography in the Logitech for Creators brand system",
        "width": 2400,
        "height": 1350,
        "source": "LogiC Basic Elements, page 11"
      },
      {
        "src": "./media/optimized/creator-web-concept.webp",
        "alt": "Creator website concept featuring Yvette Young",
        "width": 1442,
        "height": 892,
        "source": "Logitech for Creators Definition deck, embedded image23.png"
      },
      {
        "src": "./media/logitech/brand-applications.jpg",
        "alt": "Logitech for Creators campaign and website application concepts",
        "width": 1320,
        "height": 742,
        "source": "LogiC Basic Elements, page 25 embedded artwork"
      }
    ]
  },
  {
    "client": "Starling Bank",
    "title": "Hello Starling",
    "year": "2021",
    "role": "Creative",
    "discipline": "Campaign creative, film",
    "file": "Case - Starling Bank.dc.html",
    "copy": [
      "Starling wanted to win customers by showing how simple its account setup is. Working with Starling's verification team, we found that people were opening accounts in all sorts of unexpected places.",
      "That insight drove the campaign: 10 and 30-second online ads, an out-of-home poster and a radio ad. I worked with Starling's product and brand teams on the scripts, and on the cutdowns that fitted each ad to its placement.",
      "Result: Ad awareness up 3%, familiarity up 4% and brand trust up 4%."
    ],
    "images": [
      {
        "src": "./media/optimized/original-image-32-1.mp4",
        "alt": "Starling Bank campaign",
        "width": 800,
        "height": 436,
        "type": "video",
        "poster": "./media/optimized/original-image-32-1.jpg"
      },
      {
        "src": "./media/portfolio/figma/original-image-32-2.webp",
        "alt": "Starling Bank - campaign creative",
        "width": 1636,
        "height": 917
      },
      {
        "src": "./media/portfolio/figma/original-image-32-3.webp",
        "alt": "Starling Bank - campaign creative",
        "width": 1642,
        "height": 917
      },
      {
        "src": "./media/optimized/starling-film.mp4",
        "poster": "./media/optimized/starling-film.jpg",
        "type": "video",
        "alt": "Starling Bank campaign film",
        "width": 1280,
        "height": 720
      },
      {
        "src": "./media/portfolio/figma/original-image-33-4.webp",
        "alt": "Starling Bank - campaign creative",
        "width": 872,
        "height": 480
      }
    ]
  },
  {
    "client": "ASUS",
    "title": "Zenbook Series",
    "year": "2022",
    "role": "Creative",
    "discipline": "Film, campaign creative",
    "file": "Case - ASUS.dc.html",
    "copy": [
      "For the ASUS Zenbook Series, I led the creative on a set of films that moved beyond product demos to show how the laptop fits into real lives.",
      "We told three stories, each about a different person: a yoga enthusiast, a teenage entrepreneur and a creative professional. Each one was intimate, unexpected and designed to challenge stereotypes, positioning the Zenbook as a companion for self-expression.",
      "Result: Brand awareness 4 points higher among people who saw the films than among a control group."
    ],
    "images": [
      {
        "src": "./media/portfolio/figma/original-image-30-2.webp",
        "alt": "ASUS campaign",
        "width": 1627,
        "height": 915
      },
      {
        "src": "./media/portfolio/asus-film.mp4",
        "poster": "./media/portfolio/asus-poster.jpg",
        "type": "video",
        "alt": "ASUS campaign film",
        "width": 1280,
        "height": 720
      },
      {
        "src": "./media/portfolio/figma/original-image-31-3.webp",
        "alt": "ASUS - campaign creative",
        "width": 1920,
        "height": 1080
      },
      {
        "src": "./media/optimized/original-image-30-3.mp4",
        "alt": "ASUS - campaign creative",
        "width": 800,
        "height": 445,
        "type": "video",
        "poster": "./media/optimized/original-image-30-3.jpg"
      },
      {
        "src": "./media/portfolio/figma/original-image-31-4.webp",
        "alt": "ASUS - campaign creative",
        "width": 2400,
        "height": 1349
      }
    ]
  },
  {
    "client": "SOAS University of London",
    "title": "The World's University",
    "year": "2022",
    "role": "Creative Lead",
    "discipline": "Brand strategy, campaign",
    "file": "Case - SOAS.dc.html",
    "copy": [
      "I led the strategic and creative transformation of the SOAS brand, aligning it with the university's strategy and repositioning it with clarity and conviction.",
      "We started with mystery shopping and stakeholder interviews, then used strategic frameworks to build a new proposition: The World's University. The Executive Board approved it unanimously, and it launched through two hero films shot on campus, with student-led social content running alongside.",
      "Result: Awareness up 4%, consideration up 6% and preference up 2% in the brand study."
    ],
    "images": [
      {
        "src": "./media/portfolio/figma/original-image-27-1.webp",
        "alt": "SOAS campaign",
        "width": 1629,
        "height": 913
      },
      {
        "src": "./media/portfolio/figma/original-image-27-2.webp",
        "alt": "SOAS - campaign creative",
        "width": 1644,
        "height": 915
      },
      {
        "src": "./media/portfolio/figma/original-image-28-4.webp",
        "alt": "SOAS - campaign creative",
        "width": 857,
        "height": 480
      },
      {
        "src": "./media/optimized/soas-film.mp4",
        "poster": "./media/optimized/soas-film.jpg",
        "type": "video",
        "alt": "SOAS University of London campaign film",
        "width": 1280,
        "height": 720
      },
      {
        "src": "./media/optimized/image-27-3.webp",
        "alt": "SOAS - campaign creative",
        "width": 813,
        "height": 437
      }
    ]
  }
]