Biofinity Energys is a premium contact lens specially developed by Coopervision to deal with the stress put on our eyes by extended digital screen use. Although aimed mainly at millennials, the lenses are designed for all our digital lives.

This was a truly massive integrated campaign with hundreds of elements, online and offline, aimed at both patients and eye care professionals (ECPs).

My involvement in this campaign is quite typical in that I created the master graphics for both patients and ECP facing material (see top two graphics) and then oversaw the rollout over many months ensuring consistency of design and messaging.

I even had the opportunity to design a couple of parallax websites, video content, an iPad app plus getting involved with ideas for in-house ‘theatre’ tools.

Stagecoach Performing Arts Schools are a worldwide network of franchisees offering children aged 6 to 18 classes in singing, dancing and acting. But it doesn’t stop there. They also teach children important life skills which help them fulfil their potential and wellbeing.

Stagecoach already had a new positioning and strapline, ‘Creative Courage for Life’, but didn’t have a way of visualising a child’s thoughts, dreams, concerns and aspirations.

Until we came up with the doodles concept.

Once Stagecoach had chosen the doodles route (from a choice of three) I led the campaign, establishing the look and feel, drawing many of the doodles and art directing the rest and writing many of the headlines too. I selected and created the master photography artworks and thereafter ensured a consistent brand and delivery on time. For both online and offline assets. This included guidelines for their global franchise network.

Denplan are the UK’s leading private dental care payment plan provider. A bit like BUPA for teeth. Most of their comms are B2B aimed at Dental Care Professionals (rather than patients) offering support for their business, marketing and dental regulation. Basically admin rather than actual healthcare.

So why ninjas?

Denplan are ruthlessly efficient admin ninjas. Operating seamlessly in the background, dentists don’t even realise they are there, ensuring their practice is efficient, accurate and fit for purpose.

And of course this is massively disruptive in a sector which is basically about insurance.

Once we’d come up with the ninja concept (and Denplan was brave enough to go with it) I was fortunate to be the lead creative coming up with new concepts (see scamps) for campaigns and executions and ensuring the idea of ruthless efficiency was never lost.

I art directed the photo shoots which was particular fun and the campaign rolled out mainly in trade press and DM but also iPad apps and some nice video content. I miss these guys.

Biofinity Energys is a premium contact lens aimed at helping combat the eye strain caused by staring at digital devices for too long. So it was a bit of a surprise when CooperVison suggested a virtual reality movie which would of course mean promoting further digital device use.

The first suggestion was a typical ‘day-in-the-life’ of a typical millennial device user but I suggested we could do better. And why use virtual reality to show actual reality?

The budget was limited but my concept was to show a sci-fi Biofinity Energys lab fronted by an optician robot. This seemed a tall order but I managed to find downloadable 3D space station sets and a spherical robot.

Once dressed with campaign graphics we created a slick virtual lab and a guided tour led by OpticBot 4.

The pics show some of my moodboard visuals and video stills plus a movie link. To see it in VR you’d need to load it onto a phone and watch in a headset.

clariti® 1 day contact lenses are a middle of the range lens made for busy people who want a healthy but affordable lens.

Previously it had been marketed as a generic catch-all lens but my concept was to reposition clariti® as a healthy daily habit similar to brushing teeth, exercising and healthy eating.

It would have been boring imagery as photography so I commissioned and briefed a top illustrator to produce the work which would be sympathetic with the clariti® packaging.

From there I oversaw production and roll-out across on and offline media plus the concept and design for Eye Care Practitioner tools such as the toric lens flip chart comparison tool.

Westquay in Southampton is the south coast’s premier shopping centre and their brief was to be a real ‘destination’. Somewhere people go for more than just shopping.

So what better way to depict a destination than show the ‘Land of Westquay’ created from items and products that can be found there. You can see how the first campaigns go from autumn to winter and I’ve shown my initial mood board presented to Westquay to win the account and prove the concept.

I oversaw the rollout and while the examples shown are mainly OOH (because they show the imagery in all its glory) there were other items like Mall Guides and banner ads plus of course a TV ad which I got to work on too.

The campaign evolved for every season and I’ve shown some more of my mood boards and creative for a Christmas campaign done on a smaller budget.

The Oracle Shopping Centre in Reading has over 80 stylish stores and is a real destination for fashionistas. I came up with the master eye catching image concepts for the campaign which started off with stylish high heels and evolved later on.

I directed the rollouts over multiple medias ensuring consistency and standout.

MyDay® daily disposable contact lenses are a premium product designed for busy people who demand the best and are prepared to pay for it.

The key insight for the MyDay® campaign was to think of the lens in the same way as a high performance sports brand – redefining the product completely.

I came up with the overall uncompromising tone of the campaign and the imagery chosen reflects this as does the strong green blocks.

This was another massive campaign I oversaw with dozens of deliverables offline and on including front-of-house ‘theatre’ tools and content videos for both trade and consumers.

This deceptively simple campaign for CooperVision sprung from a sudden insight – the majority of contact lens patients say they are happy with their lenses but are willing to put up with some discomfort, if only at the end of the day.

If we could get them to realise that they aren’t really that happy with their current lens we could get them to try an alternative, better, CooperVision lens.

So, the 100% Happy Challenge was born.

After my buddy Neil and I came up with the original concept I directed this extensive campaign which had multiple touch points throughout the patient journey from annual check-up reminder letters to in-house iPad surveys and emails reminding patients how they weren’t 100% happy with their current lenses. We even designed emails that would arrive at the optimum time in the evening when contact lenses typically become uncomfortable.

Every touch point was intended to get the patient to re-evaluate their lens comfort and ultimately try a new lens. This was a massively successful campaign that was rolled out globally.

The Fire Service College is the world’s first and best training centre for the UK’s and International fire and rescue services. It has been on its present site at Moreton-in-Marsh since 1959 and over the years the brand identity had become disjointed and inconsistent.

As well as training, the college also offers services such as fire risk assessments. And who better to offer fire risk assessments than the people who train fire and rescue service professionals and know the real risks. The problem was that their marketing was getting no cut-through.

My first job was to break everything down to the basics and establish a more contemporary logo and brand look and feel. Once that was established and guidelines set up I could move the marketing on with more aggressively eye-catching concepts and graphics which proved very successful.

I believe I have a bit of a unique skill set when it comes to logo design, corporate identity and brand guidelines.

Not only can I design the logo and art direct the brand look and feel, I can also take the project right through to rationalising the creative, writing and designing the guidelines, delivering as an interactive PDF plus even outputting the brand assets to the technically correct files standards and also artworking brand templates in InDesign, Illustrator, Photoshop, Word, Powerpoint and Excel if necessary.

Beginning to end. Job done.

A particular love of mine is to work on direct mail, coming up with unusual, attention-grabbing concepts. They say a DM only has eight seconds to grab someone’s imagination and curiosity so I like to make them as ‘sticky’ as possible using unusual paper cuts or actual 3D objects. I’ve found that people rarely immediately bin something they consider ‘clever’ or tactile.