Freelance Creative Director + Artist

RADINA
2024-02-01 — Present

Branding future-facing projects in tech including edutech, sextech, fintech and musictech.

From The Online School, an ai-powered tailored learning for kids, DJOID, an ai-powered music management app for DJs, WAX, s*x-positive social dating app from the people who brought you Killing Kittens, JUST LEWDS, a web3 empowering adult content creators platform (I hosted a podcast on this) as well as gig economy tech Workfree, a community-built, used and owned freelance platform. Hello! (I'm part of the co-founding community!)

Brand/Marketing Lead

SO-COL
2021-12-20 — 2023-01-15

Made Socol SO-COOL 😎✌️ by developing the brand from the ground up, with the founding team and design team.

Created a strong brand, worked on brand awareness and engagement campaigns and created loyal fans. Also helped in shaping the look and feel and user journey of the product.

More specifically:
- Refined logo and developed brand identity including tone of voice and content style
- Created playful brand elements used across all communications
- Designed and posted Instagram content and grew the Instagram page organically from 400 to 4000+
- Created designs for OOH materials for industry tradeshows
- Lead marketing team fully remotely
- Oversaw product design and development from a brand point of view and language that speaks to our audience
- Created branded IG filters for creators
- Created fun internal/corporate comms items like Telegram stickers and T-shirts
- Designed and animated bite-sized Reels content
- Created brand storytelling pieces with influencers
- Designed the art for different NFT collections
- Designed website from scratch (including copy and wireframes)

Senior Creative

Media Bounty
2018-11-11 — 2021-10-30

Ideating and leading creative on campaigns and social strategy for global and UK-based FMCG brands through the lens of conscious and ethical advertising, with a social-first approach. Also hired and managed a completely new creative team in-house.

Some of the notable household name brands I pitched and creatively-led social campaigns and content strategy for: KIND snacks, RoC Skincare, Palmer's, Terry's Chocolate Orange, Plenty, Cushelle, Heinz Baby, Lee Kum Kee.

Some highlights:
- Led and presented creative on global social media strategy for KIND snacks (in over 10 markets).
- Led creative on social media relaunch of heritage skincare brand RoC in EMEA markets
- Pitched and shot 3 social media campaigns for Palmer's skincare
- Pitched and won Terry's Chocolate Orange, RoC and Heinz Baby
- Pitched and led integrated campaigns (digital + OOH) for Lee Kum Kee (as seen in London tube stations)
- Remotely-directed a lifestyle shoot with everyday people for KIND's global social channels during lockdown which was used on channels around the world

Awards:
During my time as a lead creative we won Social Media Agency of the Year, Corporate Social Responsibility and Grand Prix at the DRUM Business Awards 2019

I learned:
The need for sustainable products and conscious advertising. A small example, and one of my favourite pieces of work for the business, is the seeded-paper business cards I designed (only printed for the few people that really needed them) which grew into wildflowers when planted 🌿

Art Director

CSM
2016-04-20 — 2018-11-11

I was brought on to build the creative offering in-house and lead creative and art direction on global / EMEA sport sponsorship campaigns for brands like Bose & HSBC. I helped build a new in-house creative department in London HQ after the global company merge and also remotely-led the design team in the US on various projects.

Highlights:
- Creatively-led a B2B campaign for BOSE in the biggest electronic retailers across 12+ markets
- Art directed an HSBC film in Wimbledon (shot on-site) for a social campaign I devised called The Journey of the Resale Ticket
- Creatively-led a half-a-million-pound shoot for the global launch of the Formula E racing team, Faraday Future. Shooting 3 days on-site during test days at the world-famous race track Silverstone,UK.

I'll never forget:
- Getting to watch a cricket match at Lord's in the company box on a perfect sunny day, watching a confused fox run across the field.
- Going to the US office and landing on the day Trump first got elected and working on sports sponsorship campaigns from the office in Indianapolis, home of the Indy 500.

Creative Design Lead

Socialize
2011-09-11 — 2016-03-30

I joined the agency as a Junior Designer and left as a Creative Design Lead in under 4 years. Worked on the biggest FMCG and electronic global brands on EMEA campaigns and social media content, in Arabic and English. Worked on award-winning social media and integrated campaigns.

Highlights:
- Art directed for social-first integrated campaigns for Kraft, Phillips & Huawei
- Created thumbstopping content for EMEA market social channels in English and Arabic
- Directed numerous in-house photo and video shoots for EMEA campaigns
- Part of the lead pitch team and helped in winning clients like Clorox, Glad, Huawei and Kraft with creative ideas and visual storytelling
- Won 3 awards including Effie and MENA Digital Awards for social-first integrated campaigns for Huawei and Glad (Clorox)

At this job I learned how to:
- Work independently and as part of a creative team with a copywriter
- Work closely with the founder and Managing Director on new business pitches
- Creating mentorship programmes for junior designers and helping them grow