Hello! I’m Dan, a Creative Lead in London with over 13 years experience and a passion for compelling imagery, story telling, and bold ideas that become a part of culture. My experience spans Creative Concepting, Copywriting, Art Direction, and Graphic Design of Advertising Campaigns with a focus on Digital Activations, Social Content, and Integrated Brand Experience for Global brands.
Experience:
Agency: Wieden & Kennedy, Dept, Ogilvy, VMLY&R, Havas, Impero, Hogarth Worldwide
Inhouse: Estee Lauder Companies, KraftHeinz, Unilever, Itsu, Wilhelmina Models, Alexander McQueen.
🏆 Awards:
-D&AD Wooden Pencil 2020
-Grocer Top Talent 2019
-Leonardo Da Vinci Grant 2013
Copywriting︎︎︎
Art Direction︎︎︎
Graphic Design︎︎︎
Illustration︎︎︎
Experience:
Agency: Wieden & Kennedy, Dept, Ogilvy, VMLY&R, Havas, Impero, Hogarth Worldwide
Inhouse: Estee Lauder Companies, KraftHeinz, Unilever, Itsu, Wilhelmina Models, Alexander McQueen.
🏆 Awards:
-D&AD Wooden Pencil 2020
-Grocer Top Talent 2019
-Leonardo Da Vinci Grant 2013
Copywriting︎︎︎
Art Direction︎︎︎
Graphic Design︎︎︎
Illustration︎︎︎
The Brief: FibreOne offers 90-calorie dessert treats, including brownies, donuts, and birthday cake bars. With the tagline “Have What You Crave”, they needed a campaign that celebrated guilt-free indulgence.
The Idea: We created a TV ad, written by our CD Al Mills, that celebrated Fibre One’s indulgent community through The Crave Club—a playful, not-so-secret space where everyone is welcome. Filled with delectable treats, it became the perfect destination to give in to cravings without guilt.
Experiential: The Fibre One Crave Club House was brought to life as a playful, immersive space designed to banish January blues. Visitors were invited to embrace indulgence in every form — from sampling sweet treats like Fibre One brownies, to sharing moments with friends, to enjoying unexpected touches such as complimentary hand massages.
Bright, welcoming, and unapologetically fun, the experience encouraged guests to say yes to the little things that make life enjoyable. By positioning Fibre One brownies at the heart of the activation, the Club House reframed them as the perfect symbol of “permissible indulgence” — proof that cravings can be embraced, not denied.
Shopper and Retail: Alongside the experiential activation, I art directed the shopper and retail key visual to carry The Crave Club into stores. Shot by Rob Streeter, the image featured a woman’s hand — styled with a metallic gold sleeve and immaculate manicure — bursting triumphantly through a dramatic chocolate splash while holding a box of Fibre One brownies.
The visual directly referenced the TVC, creating a seamless link across channels and amplifying the idea of indulgence in a bold, celebratory way. Rolled out across retail touchpoints, it ensured Fibre One’s message of “permissible indulgence” felt just as striking in-store as it did on-screen.
Always-On Social Content: To extend the campaign beyond the TVC and retail, we transformed Fibre One’s social channels into The Crave Club. The feeds became a playful, indulgent space filled with relatable content and crave-worthy food imagery, all designed to reinforce the idea of “permissible indulgence.”
Alongside recipe videos and product inspiration, user-generated content was curated to celebrate real fans and their everyday cravings. This mix of aspirational and authentic storytelling helped position Fibre One’s platforms as more than just brand channels — they became the digital home of The Crave Club.
EXECUTIVE CREATIVE DIRECTOR: Michael Scantlebury
CREATIVE DIRECTOR: Al Mills
SENIOR CREATIVE: Daniel Whitelegge O’Higgins
PRODUCER: Clare Thomas