Competitive Positioning

To convey the competitive positioning and the uncompromising standards of Skoda, I wanted to create an image that reflected this. So the scissors had to look like a precision tool that had itself been highly engineered. This pair looked the part, particularly when set on a distressed, industrial, metal surface. Getting the lighting right wasn’t easy but the result is exactly what I was aiming for: simple, clean and precise.

 

Purina

Purina is a premium brand of pet food that caters for pretty much every kind of cat. So this is the simple fact I wanted this ad to convey in the most eye-catching way.

Shooting a real leopard isn’t my idea of fun. Fortunately, this one was, in the words of its owner, “a real pussycat.”

 

 

Visit Britain

To get more people living in Britain to holiday in Britain was the brief behind this ad that makes the point that you don’t need to travel thousands of miles when it’s all here on our doorstep. I chose Whitstable for the location. 
 
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To get more people living in Britain to holiday in Britain was the brief behind this ad that makes the point that you don’t need to travel thousands of miles when it’s all here on our doorstep. I chose Whitstable for the location.

 

Cruel Sports

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I care passionately about the welfare of animals and am totally against cruel sports. So I thought I’d use this photograph …

I care passionately about the welfare of animals and am totally against cruel sports. So I thought I’d use this photograph for this particular charity to create a greater awareness of this barbaric sport. I wanted to give the piece an almost photojournalistic feel of authenticity.

 

Jordan

These press ads promoted Jordan as a tourist destination by featuring the country’s geographical and archaeological highlights (Wadi Rum and Petra) that make it one of the genuine wonders of the world.  Capturing this stunning sunset in the blindingly hot desert and cold temperatures of dusk was certainly not the easiest of tasks.

 

China Daily Campaign

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These 48 sheet posters were designed for China Daily, the Chinese newspaper that is now being distributed for free in London. As part of a general awareness campaign, China Daily wanted to gently remind readers that while most of the world’s iconic brands are manufactured in China, one of China’s most popular daily newspapers was being read in the UK. The newspaper has serious plans for Europe and has already invested in an English speaking editorial team here in London.

Diabetes UK Campaign

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These pieces formed the front and reverse of a DM piece, along with the cover to a welcome pack, which sat inside. Diabetes UK is the largest charity devoted to Diabetes in the country, and its network of over 300,000 individuals who campaign, help and provide services for all those directly affected by the disease, forms the core of the charity. Diabetes UK raises more than £7 million every year for research and wanted its marketing to reflect the serious nature of this contribution. Until now the charity had relied on a variety of photo library shots. So here was an opportunity to raise the bar and provide a consistent and professional look across all its marketing material.

Sleeping with the Blackbirds

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Original photograph

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This is the front cover I photographed for Alex Pearl’s teen novel, Sleeping with the Blackbirds’. The book is a dark, comic tale that comes with a hefty dose of magic realism, so I wanted to create a stylish and moody cover that conveyed something of the fantastical, dream-like nature of the narrative. The shot was taken on Hampstead Heath, which features in the story. I also arranged and oversaw the design of the typography, which was hand drawn by Lyndon Povey. The book is published by Indepenpress and was launched at Waterstones.