SELECTED
WORK
BRANDED DOCUMENTARIES
OOH
·
Online
·
Social
·
Digital
·
In App
·
OOH · Online · Social · Digital · In App ·
IKEA - ‘EVERYDAY RITUALS’ [Producer/Director]
A five-part branded Everyday Rituals editorial and in-store series, series for IKEA exploring home, identity and ritual, blending intimate storytelling with seamless product integration across a premium digital experience.
Shot across multiple geographies, the series is rooted in a simple but expansive question: how does home change shape over time, and how do we shape it in return?
By creating a process grounded in trust and observation, I was able to capture intimate, everyday moments that reflect the emotional architecture of home.
Led casting, production, direction and delivery across the full series
Developed a narrative approach exploring how life at home shifts across different stages, cultures and lived experiences
Worked with non-actors in real domestic environments to capture natural, unscripted moments
Balanced documentary authenticity with a clear editorial and visual framework aligned to the brand
Integrated product storytelling organically within each home, linking personal stories to a premium digital shopping experience
Featuring Ayesha Koli, a trans artist from the Aravani Art Project, filmed in Mumbai for IKEA
Featuring the Blackistani Family (social creators), filmed in the UK for IKEA
NIKE - ‘RUN FOR NOW’ [Executive Creative Producer]
Featuring Filsan Abdiaman (Nike social creator), filmed in Toronto for Nike
A multi-platform content series for Nike Run Club designed to motivate members to embrace both small victories and setbacks, reframing running as a practice of self-love and presence..
Collaborated with the agency Creative Director to develop and deliver editorial-native content for the NRC app
Produced a series of content designed specifically for digital and in-app engagement
Helped shape storytelling that celebrated running for the moment, rather than performance or outcome
Delivered three distinct content strands focused on the physical, mental and emotional benefits of running
Ensured content aligned with both brand messaging and audience experience within the platform
SMIRNOFF - ‘FREE TO BE’ Creative Producer & Co-Director
‘The Night Shift’ - A branded documentary collaboration with director Lyle Lindgren for LADbible and Smirnoff, focusing on nightlife and gender identity and the characters who make nightlife an inclusive space for everyone.
Signkid is a deaf music artist. He made history by being the first deaf sign song artist to perform on the main stage at Wireless music festival with Big Shaq. This micro doc followed his journey to the stage.
A large-scale cultural high-impact campaign that reached millions and encouraged more open, peer-led conversations around inclusivity, demonstrating the power of culturally intelligent storytelling to drive both engagement and behaviour change.
At a time of increasing social polarisation in the UK, research within LADbible’s millennial audience revealed a widespread disengagement with serious topics, with many unsure how to approach conversations around inclusivity, particularly in relation to gender identity and disability.
Led the development of a long-term, editorial-led campaign designed to make conversations around inclusivity more accessible and relatable
Translated audience insight into storytelling approaches that resonated with LADbible’s millennial audience
Produced and directed content rooted in humour, everyday moments and shared experiences
Worked across teams and external rep’d director to align editorial, creative and campaign objectives
Delivered content across LADbible’s social platforms to maximise reach and engagement
Impact
73M+ reached across LADbible social platforms
339K+ audience engagements
4% increase in conversations around inclusivity (pre/post campaign study)
1000% increase in volunteers for LGBTQ+ support group Village Angels
Contributed to the launch of Soho Angels in London