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Portfolio
Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more about what I do.
Rafat & Jaiye collections
The luxury lingerie brand, built on skin tone underwear, was venturing into colour with their signature nude tones! The brief outlined the campaign was to be fun, striking and highlight the bright/soft colours.
Rafat was intended to embody softness, femininity, but also be vivid, with a classic feel akin to a Renaissance painting.
Jaiye was all about being fun, flirty, and bold, speaking for itself as a statement.
Rafat was intended to embody softness, femininity, but also be vivid, with a classic feel akin to a Renaissance painting.
Jaiye was all about being fun, flirty, and bold, speaking for itself as a statement.
What Does Being Black Mean to You?
Mayor Of London x TFL Ad Campaign
Brands challenged to develop adverts featuring authentic portrayals of Black, Asian and minority ethnic communities
The winning campaign would receive £500,000-worth of advertising space across the TfL network – one of the most valuable advertising estates in the UK. The advertising space had been provided by TfL, working with its advertising partners, JCDecaux UK and Global.
As the Head of Marketing, I provided creative leadership throughout the entire campaign, guaranteeing a cohesive and impactful execution.
Creative Vision:
The overarching vision was to craft mini-advertisements that vividly capture the essence of embracing one's authentic self. Centred around Nubian Skin products, meticulously designed to seamlessly match and complement black skin tones, the question 'What does being Black mean to you?' prompts the audience to reflect on the pride and various positive attributes associated with their identity. Implicitly, the narrative suggests that wearing Nubian Skin is an embodiment of these empowering qualities – a subtle extension of strength, beauty, confidence, and power.
The deliberate choice of neutral backgrounds serves as a powerful visual metaphor, emphasizing that nothing more is required to evoke these feelings. The skin itself, adorned with our product, is the sole catalyst for a profound impact, a testament to the transformative experience that Nubian Skin offers.
Result:
The Nubian Skin storyboard won and was awarded the £500,000-worth of advertising space across the TfL network – one of the most valuable advertising estates in the UK. As with last year, the advertising space has been provided by TfL, working with its advertising partners, JCDecaux UK and Global.
Launching in Canary Wharf, in a unique opportunity, I personally curated the selection of stations for optimal ad placement, strategically targeting areas frequented by our diverse customer base, leveraging cultural hotspots.
Beyond this, the campaign sparked significant growth across social media, surging email sign-ups, and fostering brand loyalty that translated into increased sales.
Notably, the success extended beyond the digital realm, earning features in esteemed physical publications and online platforms such as British Vogue, Campaign Magazine, Marketing Week, The Drum, and Retail Week.
Brands challenged to develop adverts featuring authentic portrayals of Black, Asian and minority ethnic communities
The winning campaign would receive £500,000-worth of advertising space across the TfL network – one of the most valuable advertising estates in the UK. The advertising space had been provided by TfL, working with its advertising partners, JCDecaux UK and Global.
As the Head of Marketing, I provided creative leadership throughout the entire campaign, guaranteeing a cohesive and impactful execution.
Creative Vision:
The overarching vision was to craft mini-advertisements that vividly capture the essence of embracing one's authentic self. Centred around Nubian Skin products, meticulously designed to seamlessly match and complement black skin tones, the question 'What does being Black mean to you?' prompts the audience to reflect on the pride and various positive attributes associated with their identity. Implicitly, the narrative suggests that wearing Nubian Skin is an embodiment of these empowering qualities – a subtle extension of strength, beauty, confidence, and power.
The deliberate choice of neutral backgrounds serves as a powerful visual metaphor, emphasizing that nothing more is required to evoke these feelings. The skin itself, adorned with our product, is the sole catalyst for a profound impact, a testament to the transformative experience that Nubian Skin offers.
Result:
The Nubian Skin storyboard won and was awarded the £500,000-worth of advertising space across the TfL network – one of the most valuable advertising estates in the UK. As with last year, the advertising space has been provided by TfL, working with its advertising partners, JCDecaux UK and Global.
Launching in Canary Wharf, in a unique opportunity, I personally curated the selection of stations for optimal ad placement, strategically targeting areas frequented by our diverse customer base, leveraging cultural hotspots.
Beyond this, the campaign sparked significant growth across social media, surging email sign-ups, and fostering brand loyalty that translated into increased sales.
Notably, the success extended beyond the digital realm, earning features in esteemed physical publications and online platforms such as British Vogue, Campaign Magazine, Marketing Week, The Drum, and Retail Week.
Ms Ambrose Home
The brand was in need of striking, professional imagery to elevate its presence. As a small business, its initial setup primarily featured basic product images that lacked the polish and creativity necessary to captivate a wider audience. These images, functional but uninspiring, did not fully convey the brand’s potential or resonate with its target market.
I aimed to transform these generic product listings into carefully curated snapshots that brought the products to life. Each image was designed to evoke a sense of realism, helping the audience envision MAH items as a natural part of their own homes. This approach moved away from perfectionism, instead embracing the charm of lived-in spaces and authentic usage.
To achieve this, I created visuals that showcased each product's versatility, incorporating everyday items like jars filled with lemons, rice, or cereal—staples of the target audience’s lifestyle. Thoughtfully styled setups, such as lit candles in candleholders paired with complementary decor, replaced the generic standalone product shots. These vibrant and curated images enriched the brand's identity, transforming the online shopping experience into something more engaging and visually appealing. The result was a seamless blend of artistry and functionality, inspiring customers and elevating the brand's overall impact.
I aimed to transform these generic product listings into carefully curated snapshots that brought the products to life. Each image was designed to evoke a sense of realism, helping the audience envision MAH items as a natural part of their own homes. This approach moved away from perfectionism, instead embracing the charm of lived-in spaces and authentic usage.
To achieve this, I created visuals that showcased each product's versatility, incorporating everyday items like jars filled with lemons, rice, or cereal—staples of the target audience’s lifestyle. Thoughtfully styled setups, such as lit candles in candleholders paired with complementary decor, replaced the generic standalone product shots. These vibrant and curated images enriched the brand's identity, transforming the online shopping experience into something more engaging and visually appealing. The result was a seamless blend of artistry and functionality, inspiring customers and elevating the brand's overall impact.
Nude Love
The Nude Love campaign served as the dual-purpose launch for Nubian Skin's latest collection and the designated Valentine's Campaign for 2021. As Valentine's Day holds substantial significance as one of the top two holidays for a lingerie company, this campaign was strategically designed to captivate, engage, and celebrate love.
As the Head of Marketing, I provided creative leadership throughout the entire campaign, ensuring a cohesive and impactful execution.
The campaign included both a short film/Ad and photoshoot.
Creative Vision:
I aimed to portray various manifestations of love, mirroring the multifaceted reality of Valentine's Day. The content seamlessly captures expressions of self-love, platonic connections, and romantic relationships. Remaining steadfast to Nubian Skin's brand narrative and core values, I opted to exemplify the concept of 'Black Love,' incorporating intimate moments like shared hair care routines. This specific form of intimacy was strategically chosen to resonate with our target audience.
Result:
Prioritising inclusivity and diversity, I intentionally focused on a plus size darker skinned male to be the main love interest as—a departure from the conventional choices prevalent in advertising at that time. This choice had been noted by the audience and praised in Instagram comments as there was another featured model who would’ve been the popular and ‘obvious’ choice.
This meticulous attention to detail, coupled with a clear understanding of the brand's existing and target audience, played a pivotal role in the campaign's success on social media and in email marketing.
As the Head of Marketing, I provided creative leadership throughout the entire campaign, ensuring a cohesive and impactful execution.
The campaign included both a short film/Ad and photoshoot.
Creative Vision:
I aimed to portray various manifestations of love, mirroring the multifaceted reality of Valentine's Day. The content seamlessly captures expressions of self-love, platonic connections, and romantic relationships. Remaining steadfast to Nubian Skin's brand narrative and core values, I opted to exemplify the concept of 'Black Love,' incorporating intimate moments like shared hair care routines. This specific form of intimacy was strategically chosen to resonate with our target audience.
Result:
Prioritising inclusivity and diversity, I intentionally focused on a plus size darker skinned male to be the main love interest as—a departure from the conventional choices prevalent in advertising at that time. This choice had been noted by the audience and praised in Instagram comments as there was another featured model who would’ve been the popular and ‘obvious’ choice.
This meticulous attention to detail, coupled with a clear understanding of the brand's existing and target audience, played a pivotal role in the campaign's success on social media and in email marketing.
Chanel Boateng.com
The Rebirth Campaign for Chanel Boateng
The Rebirth campaign for content creator CB was a multifaceted project that included a teaser video, a photoshoot, a strategic social media rollout, a YouTube video and interview, and the launch of a brand-new website.
With a substantial following of 525k, CB had built her brand as a plus-size family woman. Following weight loss surgery and a divorce, she entered a transformative period in her personal and professional life. This reintroduction was a pivotal moment, requiring a carefully crafted campaign to transition her audience to her new identity. The challenge was to minimize potential follower loss while maximizing impact and maintaining engagement with her core audience.
My creative vision for the campaign was rooted in contrast: **Classy vs. Sexy**. Inspired by the empowered and reborn energy of a "crown queen" persona—akin to Beyoncé—I sought to highlight CB's fun, flirty, and confident spirit, showing her new body with poise and strength.
Applying the "show, don’t tell" principle, the campaign leaned into evocative imagery and subtext, allowing feelings and emotions to shine through rather than relying on overt explanations. Every visual was intentionally selected to speak volumes, portraying empowerment and self-reclamation with striking subtlety. This approach ensured the audience felt her transformation rather than being told about it, creating a deeper and more meaningful connection.
The result was a campaign that successfully celebrated CB's evolution, resonating with her audience while ushering in a bold, fresh chapter for her brand.
The video had the second-highest viewership in the entirety of 2022 on her YouTube channel.
The Rebirth campaign for content creator CB was a multifaceted project that included a teaser video, a photoshoot, a strategic social media rollout, a YouTube video and interview, and the launch of a brand-new website.
With a substantial following of 525k, CB had built her brand as a plus-size family woman. Following weight loss surgery and a divorce, she entered a transformative period in her personal and professional life. This reintroduction was a pivotal moment, requiring a carefully crafted campaign to transition her audience to her new identity. The challenge was to minimize potential follower loss while maximizing impact and maintaining engagement with her core audience.
My creative vision for the campaign was rooted in contrast: **Classy vs. Sexy**. Inspired by the empowered and reborn energy of a "crown queen" persona—akin to Beyoncé—I sought to highlight CB's fun, flirty, and confident spirit, showing her new body with poise and strength.
Applying the "show, don’t tell" principle, the campaign leaned into evocative imagery and subtext, allowing feelings and emotions to shine through rather than relying on overt explanations. Every visual was intentionally selected to speak volumes, portraying empowerment and self-reclamation with striking subtlety. This approach ensured the audience felt her transformation rather than being told about it, creating a deeper and more meaningful connection.
The result was a campaign that successfully celebrated CB's evolution, resonating with her audience while ushering in a bold, fresh chapter for her brand.
The video had the second-highest viewership in the entirety of 2022 on her YouTube channel.
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