MY WORK
Bord Gais Energy - The GIF Library
The Brief:
Bord Gáis wanted what all brands crave - engage and resonate with all the hip young kids and get them talking about hurling again.
So, we created an integrated campaign that captured our audiences attention and got them to create their own hurling story. We created, the worlds first ever Hurling Sticker & GIF library. I conceptualised and wrote copy for over 200+ GIFs and Stickers to be used on social media and private messaging apps. We seeded 'County' GIF packs out to our brand ambassadors and featured teams to spread awareness within key communities.
We used green screen and pre-recorded footage to create dramatic, epic and hyper-reactive social content that was posted moments after the final whistle and performed 45% better than traditional video.
The Results: Winner of Best Integrated Campaign at The Kinsale Sharks, 33 million+ GIF views in one season, over 600k video views on Facebook.
Key Skills: Creative Strategy, Content Creation, Copywriting.
LIFESTYLE SPORTS - Building Community from the Boots Up
The Brief:
To promote the new Lifestyle Sports Bootroom and Nike Predator collaboration to 18-25 year old sport fans.
The Idea:
Instead of trying to bring the community to the boot-room, let’s bring the bootroom to the community, literally. We devised and designed a Lifestyle Sports branded 5-A-Side tournament that put the brand and product of the heart of the community it was trying to connect with. Recruiting directly from the LADbible Ireland audience, we turned our community into the campaign.
Every detail was designed to make it feel like a tournament players genuinely wanted to be part of, from bespoke branding and custom kits to DJs, prizes and special guests. The event generated multiple content opportunities throughout the day, extending the campaign beyond the pitch and strengthening the connection between our audience and Life Style Sports.
The Results: 150% of Campaign Delivery, Over 300+ 5 A Side Sign Ups, and nominations for Best Use Of Social and Best Collaboration.
Key Skills: Creative Strategy, Content Creation, Talent Management, Brand Strategy
Orchard Thieves - Obey Your Instincts
The Brief: Make Orchard Thieves synonymous with Gen Z culture and help make the ‘Obey Your Instincts' plaftorm culturally relevant.
The Idea: Rather than centring the product, the creative strategy focused on the behaviours the brand wanted to champion: spontaneity, curiosity and acting on impulse.
The campaign transformed the brand platform into a series of real-world moments that rewarded instinctive decision-making. From street activations and reactive social content to increasingly ambitious public stunts, every touchpoint encouraged people to trust their gut. This built towards a city-wide treasure hunt for Electric Picnic tickets before culminating at the festival itself, where a hidden-camera activation invited attendees to answer a ringing vintage phone and discover what happened when they followed their instincts.
Designed for social-first storytelling, the campaign unfolded across Reels, carousels, Stories and in-feed content, using participation rather than product messaging to bring the brand to life. By rooting the creative in culture and behaviour, we created a campaign that felt authentic to the audience while remaining unmistakably Orchard Thieves.
Key Skills: Creative Strategy, Content Creation, Brand Strategy
The Brief:
Betfair wanted to create a documentary series that excites their consumers and highlights the achievements of their brand ambassadors.
The Idea:
It is one thing to win, but to win again and again? That's a different skill entirely. We wanted to create a documentary focused on Serial Winners, and how our Betfair Ambassadors have achieved serial success.
Through research and development, we uncovered industry experts, quants, and sport scientists to dig deeper and uncover some of the incredible insights surrounding our Betfair Ambassadors. Through script and copywriting, we built pace and emotion. Through our storyboarding and characters we weaved a story that gave Betfair bettors a once in a lifetime look behind one of Horse Racings best, Paul Nicholls.
The Results: Episode one, Paul Nicholls, reached over 1.5 million views across all social channels.
Skills: Creative Strategy, Research & Development, Scripwriting, Talent Management and Creative Producing
BetFair - Serial Winners
LADbible Ireland - Becoming Ireland’s #1 Publisher
The Brief: As the Senior Creative and Content Manager, I was instrumental in growing the commercial output of LADbible Ireland. From production, creative strategy, ideation, pitching and presenting, our team managed to achieve some massive results in my time there.
A major part of my role was developing our video production and creative output, including commercial and original formats. I worked closely with Talent Agencies and Creators direclty to create social first campaigns that connected across brands such as Spotify, Heineken, Guinness, Red Bull and more.
We also increased our live content output reporting live from Red Carpets, Premiers and Events across the country as well as working closely with Irish labels to promote big names.
The Results:
We became the biggest Irish publisher on TikTok
Our local brand LADbible Ireland grew it's followers by over 70% to over 1.2 million people
Delivered over 25m engagements and almost 100m video views in my first year
Grew our collective Irish following across LADbible Group to over 3.4million
Won Best Brand, Best Newcomer and Best Video in the Digital Media Awards
Key Skills: Creative Strategy, Content Creation, Video Editing, Creative Producing, Commercial Strategy
