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: For the launch of Heinz’s tomato-based range, the objective was to drive recipe inspiration and show the products’ role as essential cooking ingredients. The brand wanted short films that felt aspirational yet accessible, inspiring consumers to reach for Heinz in their everyday meals.
The Challenge: Tomato sauces are often a base ingredient rather than the final hero. The creative challenge was to showcase appetizing, recognizable dishes while still ensuring the Heinz product remained centre stage.
The Challenge: Tomato sauces are often a base ingredient rather than the final hero. The creative challenge was to showcase appetizing, recognizable dishes while still ensuring the Heinz product remained centre stage.
The idea: “Heinz – Secret Sauce” positioned the range as the chef’s shortcut to delicious meals. Working with director Rob Streeter, we produced six short films, each split into two three-second segments. The first captured the sauce being added during the cooking process — the ‘secret’ moment that unlocks flavour. The second revealed the finished dish, beautifully plated and irresistible, delivering the taste-driven payoff.
The films combined crave appeal with a gourmet, high-quality aesthetic, shot in a food-porn–esque style that elevated Heinz’s tomato sauces beyond everyday cooking. This premium look helped reinforce the sauces as essential ingredients for creating dishes worth sharing.
The films combined crave appeal with a gourmet, high-quality aesthetic, shot in a food-porn–esque style that elevated Heinz’s tomato sauces beyond everyday cooking. This premium look helped reinforce the sauces as essential ingredients for creating dishes worth sharing.
