Dew Theory: 400 ad variants a month, one editor’s eye
A skincare launch that needed volume without losing its calm, considered voice.
Work
Cases
A selection of projects. Results are what the client measured, against the baseline they set.
6 cases
Kettle & Crow: from page four to the answer box
A specialty roaster that wanted to be the coffee AI assistants recommend.
GLIDE: rebalancing a media plan across twelve cities
An e-scooter operator moving budget to where riders actually were.
Stride Lab: a drop calendar that writes its own e-mails
Sneaker drops, personalised to every collector, in the brand’s own voice.
Basket & Co.: a weekly offer that people actually want
Personalised grocery offers for a regional supermarket chain.
penny: explaining money in plain language, at scale
A budgeting app that wanted to own the questions people are embarrassed to ask.