Attention opens the door. Participation carries it forward.
Selected perspectives on culture, creators and the systems that help good ideas travel. Open a thought to explore it.
01 / Culture is something people do+
A brand can create endless content and still not create culture. The useful question is whether people take the idea into their own world: share it, adapt it, discuss it, or act on it.
Build for participation from the start. Give people something they can use, reinterpret or carry forward.
02 / The creator attention contract+
A creator brings a relationship, not just reach. The work needs to respect the creator's story, the audience's expectations, the platform context and the brand's job.
A viral moment on social is a spike. Sustained momentum needs direction, creators and communities, usable assets and a way to learn.
Keep the brand's point of view clear. Give creators room to interpret it. Use participation and response to decide what should happen next.
Hugh Reinbolt / London, UK
About
Clear direction. Work people want to be part of.
I'm Hugh Reinbolt, a Strategy Director specialising in social, creators and content.
I connect audience insight, cultural understanding and commercial priorities, then turn them into positioning, content strategies, creative direction and systems teams can use.
My work spans global brands, agencies and an independent strategy practice. The common thread is making a clear strategic idea useful in the real world.
Brand & audience strategy / Social & content systems Creator strategy / Campaign planning / Commercial growth
Social & CommunityCreator & InfluencerContent & Platforms
The challenge
International sellers rarely sought Amazon Ads education on its own channels. Their needs also differed by market maturity: some needed the confidence to start, while others needed practical help to improve performance.
The idea
Show the value, then show how. Use relatable business and creator stories to make advertising's commercial value tangible, then practical walkthroughs to make the next action clear.
My contribution
I led social and creator strategy across EMEA and the Americas, defining audience priorities, content formats, creator briefs and measurement. I built shared systems, enabled wider teams across the UK and New York, and managed and developed a junior strategist through shared reporting.
Founder stories make the commercial problem recognisable. Practical tutorials and accessible analogies then turn attention into a useful next action.
02 / Strategic Approach
Make good work repeatable.
I developed briefing workflows, creator-facing strategy and scripting tools, and supported teams across EMEA and the Americas with shared direction, training and measurable content standards.
A better system for the work
Quality
44% → 85%
Content approved on first submission, supported by briefing tools and creator guidance.
Efficiency
75% less
Brief-creation time through AI-supported workflows.
Pace
9% less
Less content-review time, helping the programme move faster.
Community insight
Solving problems in public
I led a separate Amazon Ads Reddit creator pilot, combining community insights with discovery testing across AI platforms. Early engagement reached 2x the pilot benchmark.
What I brought to the work
Programme strategyLed audience, creator and content direction across EMEA and the Americas.
Programme tools & team enablementBuilt shared systems and trained a wider agency team of approximately 15 across the UK and New York, supporting independent regional delivery.
People developmentManaged and developed a junior strategist through shared reporting.
Measurement and improvementUsed programme evidence to refine creator briefs, content formats and operational ways of working.
What this demonstrates
B2B education becomes more useful when people can recognise the commercial problem, understand the next action and hear it in a credible voice. A strong strategic idea needs an operating system that allows that quality to travel across markets.
Influencer
Lynx Fine Fragrance.
Premium scent. Familiar humour.
Social & CommunityCreator & InfluencerBrand & Growth
The challenge
Lynx needed to make premium fragrance credible to Gen Z without losing its familiar irreverence. The challenge was to build belief in scent quality while keeping the entertainment people expected from the brand.
The idea
Make scent credibility entertaining. Use perfume-ad parody to earn attention, blind scent tests and fragrance expertise to make quality believable. Design longer creator films to supply short paid edits that extend the strongest ideas.
My contribution
Developed the creator strategy, defining complementary roles for humour, scent credibility and paid amplification. Translated that direction into formats and briefing guidance, connecting longer creator ideas with shorter paid edits.
Perfume-ad parody could earn attention without asking Lynx to abandon its character. Blind scent tests and fragrance expertise gave that entertainment a product purpose: making quality believable.
Longer creator films supplied the material for shorter paid edits, allowing strong ideas to work across different moments of attention.
What I brought to the work
Creator strategyDefined how familiar humour and credible scent proof could make premium fragrance believable.
Creative directionShaped complementary creator formats, from perfume-ad parody to blind scent tests and expertise.
Amplification planningConnected longer creator films with short paid edits to extend the strongest ideas.
What this demonstrates
A premium shift works better when people can still recognise the brand. Connect entertainment with credible product proof, then give each format a defined job in the journey.
Influencer
Sure Maximum Protection.
Less sweat anxiety. More proof.
Creator & InfluencerBrand & Growth
The challenge
Sweat anxiety and ineffective hacks left heavy and excessive sweaters unsure whether stronger protection was worth paying more for. This high-need group represented 17% of the UK population.
The idea
Make the worry relatable, then prove the product works. Pair candid creator stories with demanding demonstrations and expert voices that challenge ineffective sweat hacks.
My contribution
I developed the creator strategy for premium trade-up, shaping complementary roles for relatable stories, product demonstrations and expert advice for the following campaign cycle.
The strategy recognised the difference between an everyday deodorant need and the anxiety experienced by heavy and excessive sweaters. A premium product needed a credible answer to that specific problem.
Relatable stories could establish recognition. Fitness demonstrations could make performance tangible. Expert content could challenge ineffective habits. Each creator role had a different job in building the case for stronger protection.
What I brought to the work
Audience and commercial opportunityConnected heavy sweaters' high-need state with a credible reason to trade up.
Creator rolesDefined complementary roles for relatable stories, demanding demonstrations and expert voices.
Briefing and implementationTranslated the strategic direction into creator guidance and practical content formats.
What this demonstrates
Creator strategy becomes sharper when different voices have different persuasive jobs. Recognition earns attention; demonstrations and expertise give that attention a practical reason to influence a purchase decision.
WePlay
Global Champions.
From an elite sport to an open invitation.
Social & CommunityContent & PlatformsBrand & Growth
The challenge
Young, diverse crowds came to the events. Online, show-jumping still looked exclusive. Global Champions needed to welcome people beyond the sport's established fans.
The idea
Make Global Champions a lifestyle destination. Bring people, places and access into the story, alongside the thrill of live competition.
My contribution
I developed the brand positioning, social strategy and publishing guidelines, giving the event team actionable direction across a 16-event international season.
“I've seen a lot of strategy presentations, but what we really liked about yours was how actionable it was. We loved the thought into the brand that guided the content. And the execution at event by event level. Really top.”
Jorge Cunha Chief Brand Officer, Global Champions
Strategic Approach
Open up the world around the sport.
World-class competition, distinctive destinations and rider personalities gave dedicated show-jumping fans reasons to care. Backstage access, accessible education and lifestyle stories opened the same world to wider audiences.
Live coverage earned attention in the moment. Original Social Content and teasers for GCTV - Global Champions' owned streaming platform - gave people reasons to stay between events.
Inside the Strategic Thinking
GCTV / Owned streaming platform
Stay for the story.
Global Champions’ owned streaming platform connects live competition with a world of on-demand stories.
The challenge
Live-event interest did not automatically translate into sustained streaming subscriptions.
The idea
Connect live competition and rider-led on-demand stories with audience-specific reasons to return and subscribe.
My contribution
I developed GCTV’s marketing and communications strategy, audience messaging, CRM approach and measurement framework with client and agency teams.
Positioning and audience judgementDefined the lifestyle opportunity and audience framework, and presented the strategic direction to the Chief Brand Officer.
Publishing and event-team guidanceTurned the strategy into social and publishing guidelines the event team could use across the season.
GCTV communicationsRefined audience personas, messaging and the omnichannel acquisition, CRM and retention approach.
Client and agency collaborationWorked with the Chief Brand Officer, Marketing and Social Managers, agency Managing Director and media, creative and content teams.
What this demonstrates
A specialist brand can reach beyond its core audience without losing what makes it distinctive. Find the wider human reasons to care, then give teams a system that makes those reasons visible.
Said Differently
NRG.
Ready, whatever the weather.
Content & PlatformsBrand & Growth
The challenge
Energy buyers faced volatile prices and extreme weather. NRG could neither compete simply on price nor promise uninterrupted supply, and its expertise needed to matter across industries with very different risks.
The idea
Sell the value of being prepared. Translate regional, seasonal and industry-specific risks into useful guidance on cost, resilience and sustainability.
My contribution
I developed NRG's positioning, messaging framework, regional campaign matrix and creative briefs, reporting to the agency Group Account Director and consulting NRG's Regional Marketing Manager through delivery and implementation.
Conversion and customer satisfaction in lead nurture
Wider lead-nurture programme
25 states
Expanded presence
NRG’s wider geographical footprint
Strategic Approach
Make expertise useful at the point of decision.
The same energy issue can mean different things to different businesses. The strategy connected those differences to messages that could be adapted by region, industry and season.
Editorial guidance and lead-nurture content gave expertise a practical role in the buying journey: helping customers understand what to prepare for and why NRG's experience could matter.
B2B positioning and insightAnalysed commercial, audience and market evidence to establish value beyond price.
Messaging and creative directionCreated the positioning, regional messaging matrix and creative briefs used by NRG copywriters and designers.
Agency and client collaborationReported to the agency Group Account Director and consulted NRG's Regional Marketing Manager in the delivery and implementation of the strategy.
What this demonstrates
A complex B2B proposition becomes more persuasive when expertise is translated into a useful decision. The strategic system made a single brand position adaptable without asking every market to start again.
Barclays.
Making money work for you.
Social & CommunityCreator & InfluencerContent & PlatformsBrand & Growth
The challenge
Rising living costs put younger customers' ambitions under pressure. Traditional product-led bank advice struggled to feel relevant or earn attention in their social feeds.
The idea
Put people's ambitions before banking products. Use #FinTok and #LearnWithTikTok to make everyday money dilemmas entertaining, practical and easier to act on.
My contribution
I researched Gen Z, Millennials and social behaviour, developed the platform and content strategy, shaped the cultural approach, identified market opportunities and briefed the creative agency.
A meal, a holiday or a savings habit creates a more recognisable starting point than a banking product. Those everyday situations made financial guidance useful in a social-native format.
The strategy connected education with humour, familiar creator behaviour and cultural relevance. It sought to help younger audiences make progress without losing the things they cared about.
Inside the Strategic Thinking
What I brought to the work
Audience and cultural insightIdentified the gap between younger consumers' financial concerns and product-led bank advice.
Platform and content strategyDeveloped the approach around practical, culturally relevant financial guidance, with TikTok as the lead platform.
Creative-agency briefingTranslated the research into strategic direction and briefed the creative agency.
What this demonstrates
Useful financial content starts with the life someone wants to lead. Platform strategy can connect that ambition to practical guidance without making every interaction begin with a product.
C&A.
Turn discovery into desire.
Content & PlatformsBrand & Growth
The challenge
C&A was losing online revenue and fashion relevance as discovery moved between social, editorial and ecommerce. Shoppers needed inspiration and guidance as well as a product catalogue.
The idea
Make inspiration part of the purchase. Bring the discovery of in-store shopping online through curated stories, styled looks and relevant recommendations.
My contribution
I developed the ecommerce content strategy, editorial framework, site and navigation architecture and customer journey, drawing on competitor analysis, retail trends and existing brand and customer research.
Examples of editorial and product-module recommendations.
Strategic recommendationEnlarge image ↗
The Results
~51%
Growth in online transactions
~66%
Growth in ecommerce revenue
Strategic Approach
Give editorial a job in the shopping journey.
Campaign stories, modular content and product recommendations could help people discover a look, understand a benefit and find a useful route onwards. The strategy treated inspiration and utility as connected parts of the same experience.
The framework considered the site from both directions: the overall navigation and customer journey, and the content modules a person encounters while browsing. Social and eCRM helped connect those entry points.
Inside the Strategic Thinking
What I brought to the work
Retail and customer insightCombined competitor benchmarks, existing marketing research and digital-team insight.
Editorial and customer-journey strategyDeveloped the editorial framework, navigation architecture and content plan linking ecommerce, social and eCRM.
Senior collaboration and briefingReported to and briefed the Content Director and Marketing Director, translating recommendations into practical direction.
What this demonstrates
Content can be part of the shopping experience itself. A clear editorial system helps a retailer connect inspiration, orientation and product discovery instead of treating them as separate campaigns.
20TEN
VELO / McLaren.
A place for fans on the grid.
Social & CommunityCreator & InfluencerContent & Platforms
The challenge
F1 and gaming fans shared a passion for competition but experienced these worlds separately. VELO needed a compelling way to connect both communities through its McLaren partnership.
The idea
Give fans the chance to race their heroes. A creator-led esports series connected racing, entertainment and participation through bootcamps, masterclasses and open qualifiers.
My contribution
I developed content and engagement strategy alongside the Strategy Director and creative team, co-developing the content strategy and media plan and translating creative concepts into a campaign ecosystem and channel-specific plans.
YouTube culture made the series entertainment worth following, rather than a sponsorship announcement. Rory Reid, Craig David and Supercar Blondie brought distinctive voices to racing challenges, bootcamps and masterclasses; open qualifiers gave fans a way to join them.
The engagement strategy connected these moments across channels so the series could move from anticipation to active participation. It was developed collaboratively with strategy and creative colleagues.
Inside the Strategic Thinking
What I brought to the work
Strategy and YouTube cultureCo-developed the content and engagement strategy, joining F1, gaming and YouTube culture in a shared fan experience.
Participation ecosystemConnected Rory Reid, Craig David, Supercar Blondie and open qualifiers through bootcamps, masterclasses and Beat Your Heroes.
Agency collaboration and briefingReported to the Strategy Director, briefed the creative team and translated the campaign into channel-specific plans.
What this demonstrates
A sponsorship becomes more distinctive when the audience has a role inside it. Creator entertainment and a genuine participation route can make the partnership useful to two related communities.
Gung Ho
ellesse.
Looks that move people.
Social & CommunityContent & PlatformsBrand & Growth
The challenge
ellesse needed to evolve beyond its traditional sportswear image and earn consideration as a premium fashion choice across international markets.
The idea
Make effortless style worth sharing. Connect fashion with the artists, creators and communities shaping personal identity; turn that relevance into participation and shoppable social experiences.
My contribution
I developed the global social brand strategy, communications platform, publishing ecosystem and content guidelines, and reported directly to Gung Ho’s Managing Director during the engagement.
The brand needed a consistent positioning and editorial system rather than a series of disconnected posts. Audience and cultural analysis shaped clear content principles, platform roles and local adaptation guidance.
02 / Strategic Approach
Connect culture to commerce.
The global platform, content guidelines and channel roles gave market teams a shared direction while leaving room for locally relevant implementation.
What I brought to the work
Audience and brand strategyUsed consumer, fashion and social research to refresh the brand's positioning and audience opportunity.
Global publishing systemCreated the communications strategy, channel ecosystem and content/editorial guidelines for global and local adoption.
Agency leadership and implementationReported directly to Gung Ho's Managing Director and supported market teams in applying the strategy.
What this demonstrates
A global publishing system can align brand identity and commercial purpose while allowing markets and creators enough room to make content culturally relevant.
Adidas.
Individual expression. Collective impact.
Content & PlatformsBrand & Growth
The challenge
Consumers increasingly wanted brands to reflect their identity and values. Adidas needed to connect those expectations across a complex digital ecosystem, giving each channel a meaningful role.
The idea
Give personal expression a shared purpose. Connect self-expression, participation and belonging through Make Your Impact, with clear roles for content and channels.
My contribution
Led publishing ecosystem, channel and creative strategy, translating audience research, platform trends and customer-journey analysis into strategic recommendations and editorial direction.
Start with the person, then connect the ecosystem.
The research connected consumer needs for identity, belonging, trust and simplicity with the platforms and journeys through which people encountered the brand.
The strategic task was to give channels distinct jobs while making the overall experience feel connected. Editorial direction translated those roles into clearer recommendations for content and publishing.
Inside the Strategic Thinking
What I brought to the work
Audience and cultural insightInterpreted consumer research, platform shifts and cultural trends to identify the role of self-expression and belonging.
Publishing ecosystem strategyAudited channel roles and audience journeys, translating performance analysis into publishing and editorial recommendations.
Stakeholder collaborationWorked with Vertical Managers and reported to the Head of Strategy; assisted stakeholder interviews and workshops.
What this demonstrates
An ecosystem earns its value through the connection between its parts. Audience insight should explain what each channel contributes and how those contributions add up to a coherent brand experience.
Communicator
The Uncommon.
A taste for local discovery.
Social & CommunityCreator & InfluencerBrand & Growth
The challenge
The Uncommon needed to make premium canned English wine relevant to more occasions. Convenience alone did not explain its quality, personality or place in people's lives.
The idea
Make local discovery part of the brand. Connect the wine to exceptional outdoor spaces, hospitality and cultural experiences, brought to life through founders and creators.
My contribution
I analysed drinking culture, audiences and competitors, developed customer personas and targeting, and created the social strategy, content strategy and messaging framework. I guided the client in turning that direction into content planning.
Quality, sustainability and spontaneity gave the brand a wider story than convenience alone. Local places and experiences helped show how the product could fit naturally into an occasion.
The proposed owned and earned approach used heritage, sustainability and a celebratory personality as connected content themes, with founders and creators as credible ways into the story.
For a premium canned wine, the commercial task was to make the format desirable in the right occasions, not simply convenient. The strategy connected audience understanding with a useful content and targeting plan.
Inside the Strategic Thinking
What I brought to the work
Audience and cultural researchAnalysed market, competitor and drinking-culture evidence to shape personas and targeting.
Brand and content strategyDeveloped the social/content strategy and messaging framework around local discovery, quality and spontaneity.
Client implementation guidanceGuided the client in creating content plans and assets that connected the proposition with conversation and purchase intent.
What this demonstrates
A useful brand platform connects a product benefit with the occasions and communities that make it meaningful. Here, local discovery gave the content a clear editorial job beyond showing the pack.
Genesis needed to earn consideration in a European luxury market dominated by established brands. Progressive buyers wanted personal expression and exceptional service as well as design and performance.
The idea
Make design the invitation and personal service the difference. Connect high-impact launch moments and credible reviews to concierge services, home test drives and digital and city-studio experiences.
My contribution
I co-created communications strategy and developed digital, social, influencer and omnichannel media plans for the European launch. I jointly managed the whole €15m campaign budget alongside a Client Services Director and managed a Junior Planner.
Connect the launch moment to the ownership promise.
High-impact news could create attention, but the service experience gave a challenger brand a practical reason to be considered. The plan connected those roles across the journey rather than treating launch awareness as the whole job.
The strategy used news moments, reviews and opportunities to experience the brand, with digital and city-studio touchpoints supporting the move from interest to trial.
Inside the Strategic Thinking
What I brought to the work
European launch strategyCo-created communications strategy and developed the digital, social, influencer and omnichannel media plan.
Client and agency reportingReported directly to the Genesis CEO, Marketing Directors for APAC and Europe, and the agency Managing Director and Account Director.
Joint commercial responsibilityJointly managed the overall €15m campaign budget alongside a Client Services Director.
People developmentManaged a Junior Planner to support integrated launch planning and execution.
What this demonstrates
A challenger can make service part of its positioning, not just a detail after purchase. The strategic job is to connect the visible launch promise to the experience that makes it credible.
ORM
Valley Bank.
Why wait?
Content & PlatformsBrand & Growth
The challenge
Property managers needed more efficient banking, but established relationships made switching difficult. Valley had to demonstrate that its digital services were secure, useful and worth changing banks for.
The idea
Turn time saved into a reason to switch. Contrast familiar banking friction with simpler digital services, then use customer stories, demonstrations and a guided assessment to build confidence.
My contribution
I developed the communications framework, creative briefs, GTM media strategy and measurement guidance, translating the product roadmap into practical campaign actions presented directly to the client.
The audience needed reassurance as well as a promise of speed. The communications platform connected everyday property-management problems to a clear service benefit, with different creative routes for customer stories, assessment and the Why Wait? idea.
The work translated a technical product roadmap into decisions customers could understand: why this is useful, why it can be trusted and what to do next.
02 / Strategic Approach
Connect the message to the journey.
A year-long plan linked education, consideration and conversion. Media, content and measurement had defined roles across the journey rather than operating as separate activity lists.
My delivery included practical instructions, an asset inventory, tool guidance and a KPI framework so the strategy could move into campaign execution.
Inside the Strategic Thinking
What I brought to the work
Communications strategyTurned the brand strategy and product roadmap into the Why Wait? communications platform.
Creative and go-to-market planningWrote the creative briefs and media plan, connecting education, consideration and conversion.
Implementation guidanceCreated actions, asset inventory, tool guidance and KPI framework; the approach was adapted across multiple business units.
What this demonstrates
When the barrier is confidence, communication must do more than announce a better product. It needs to make the benefit understandable, the switch credible and the next step easy to take.
Seismic
BD Healthcare.
Not in our hospital?
Social & CommunityContent & Platforms
The challenge
Hospital drug theft was recognised as a national problem, but many healthcare professionals did not see the risk in their own workplace. Prevention could feel like somebody else's responsibility.
The idea
Make a hidden crisis harder to dismiss. Bring national research closer to home through clinical voices and evidence of patient risk, then give hospital decision-makers practical information.
My contribution
I led digital strategy and planning for the US PR team, developed the visual-asset plan with a Creative Director, and managed creative design and delivery.
Stakeholders reached across influencers, associations, policymakers and journalists
Strategic Approach
Connect recognition with responsibility.
The campaign linked the national report, practical guidance and digital advocacy so the problem could feel relevant to the people in a position to respond.
The visual-asset plan helped research and clinical evidence work across different communication needs, from the headline risk to deeper explanation and practical guidance.
Selected Executions / Research creative
Research-led creative
Campaign research creative: a historical perception gap makes the communications task clear.
Historical research findingEnlarge image ↗
Research-led creative
Campaign social creative: a historical research finding about pressure on healthcare workers.
Historical research findingEnlarge image ↗
What I brought to the work
Research-led digital strategyLed digital planning for the US PR team, connecting national research with stakeholder concerns.
Creative partnershipWorked with a Creative Director to translate the strategy into a visual-asset plan.
Team and delivery leadershipReported to the Marketing Director and managed the creative team through design and delivery.
What this demonstrates
Complex awareness work needs a bridge between a national issue and a local decision. Strategic clarity helps research become communication that the right people can recognise and use.
Seismic
Warner Bros. LEGO. DC.
The next villain is you.
Social & CommunityCreator & InfluencerContent & PlatformsBrand & Growth
The challenge
LEGO DC Super-Villains, a global AAA game, needed to bring LEGO, DC and gaming fans together while relaunching a franchise. Its character creator offered a distinctive way to make players part of the story.
The idea
Make character creation the reason to participate. Use #ItsGoodToBeBad to turn fandom into an invitation to become a Super-Villain, supported by interactive formats, creators and event activity.
My contribution
I independently pitched for and won the social account, then led communications, social and content strategy. I partnered with the Creative Director, worked closely with the client Marketing Director, Head of Digital and Content Manager, and directed campaign production with the community, strategy and creative teams.
Character backstories give the audience another way into the world.
Campaign creativeEnlarge image ↗
We want you
A character-led invitation makes participation explicit.
Campaign creativeEnlarge image ↗
Become the villain
Event activity connects the character-creation idea with the physical experience.
Event activationEnlarge image ↗
The Results
70m+
Organic campaign reach
20m+
Organic video views
$5m+
First-week game sales
1m+
Engaged fans
3K+
Super-Villains created at global events
01 / Strategic Approach
Make character creation the invitation.
The game let fans invent their own Super-Villain. #ItsGoodToBeBad translated that product feature into a participatory idea, connecting the worlds of LEGO, DC and gaming.
02 / Strategic Approach
One idea, many ways to join.
Wanted posters, comics, social films, playable challenges, creators and live character-creation experiences turned one idea into many entry points. Briefs and an international toolkit supported local activation and continued campaign content.
Pitch and account winIndependently pitched for and won the social account.
Strategy and client collaborationLed communications, social and content strategy, working with the client's Marketing Director, Head of Digital and Content Manager.
Creative and team leadershipPartnered with the agency Creative Director and managed a Community Manager, Junior Strategist and four-strong creative team.
Production and international activationWrote the campaign calendar and creative briefs, oversaw production and activation, and created the international toolkit.
What this demonstrates
The strongest participation ideas begin with something the product genuinely lets people do. That connection makes the creative idea easier to extend across content, creators, live experiences and an ongoing release programme.
Social & CommunityContent & PlatformsBrand & Growth
The challenge
Bentley's craftsmanship was difficult to communicate through a screen. The Flying Spur needed to turn affluent buyers' curiosity into an experience worth exploring and a reason to contact a dealer.
The idea
Make exploration prove the craftsmanship. Use Dubai's 53-billion-pixel panorama as an invitation to look closer, with designer-led storytelling connecting architectural detail to the car.
My contribution
Developed campaign, content and media plans, managed a six-figure paid social budget and led social production and delivery. Worked closely with Bentley’s Digital Content & Social Media Manager and supported a Junior Strategist and Data Analyst.
The original interactive 53-billion-pixel panorama took people from Dubai's skyline to the Bentley badge. Exploration made the precision of the craftsmanship tangible.
The panoramic image created a reason to explore. The digital journey and designer-led story then connected that exploration to the Flying Spur's material details and design thinking.
Social, paid media and local dealer communications guided interested people towards the experience. The channel plan supported a considered luxury purchase, rather than treating an isolated view as the end of the journey.
Dealer and dealership communications connected the immersive experience with enquiries, giving interested buyers a route from exploration to a personal conversation.
Selected Executions / Creative development
Creative Planning
Channel concepts connect the car, the detail and the journey.
Social and content conceptsEnlarge image ↗
Creative Planning
Craft and design details become a visual story.
Creative storyboardEnlarge image ↗
Campaign Execution
Mobile social placements take the story into the feed.
Social executionsEnlarge image ↗
Campaign recognition
Gold - Internationalist Awards: Innovative Digital Solutions
Shortlist - BIMA: Communications and Content: Craft
Shortlist - DADI: Best Automotive Website, App, Campaign
What I brought to the work
Campaign and paid-media directionCreated the campaign, content and media plans and managed the paid social budget.
Social production and deliveryLed creative briefing, content and media-asset production, working with a Junior Strategist and Data Analyst to optimise delivery.
Client and cross-functional collaborationWorked with Bentley's Digital Content & Social Media Manager and aligned PR, Media, Brand and Creative teams.
Dealership enablementDeveloped social communications that helped local dealership teams extend the campaign through their own networks and WhatsApp.
What this demonstrates
A premium claim becomes more credible when people can experience its proof. The strategy connected an extraordinary creative asset to a useful customer journey and the commercial role of the dealer relationship.
