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SOCIAL MEDIA +
CASE STUDIES
In my current role as Midweight Social Creative at Ogilvy London, I craft, write and pitch short-form social media content for Samsung UK's retainer division. I lead and excute social media campaigns from brief through to shooting and post-production, and ensure that my video and post ideas are always directly in line with key flagship product launches and the UK's biggest cultural moments. So far, I've created collaborative content for the launch of the Devil Wears Prada 2 and the World Cup season. These videos have amassed over 50K+ impressions since their launch and have led to a rise in engagement and follower retention with the 18-44 market. I believe that combining entertainment with premium product value is helping Samsung solidify its household reach with the tech-savy new generation.
Case Study: Launching "Summer Cooling"-A Samsung UK Campaign For The SpaceMax Series6 Fridge
In July 2026, I led Samsung UK’s “Summer Cooling” campaign for the SpaceMax Series6 fridge, using the summer BBQ season and heatwave as a cultural moment to position the fridge as a must-have for hosting. I researched audience insights and identified the tension around keeping drinks, food and BBQ essentials chilled during extreme heat, then developed a range of social-first concepts across Instagram and TikTok, including “Kinda Chic”, gamified reality and ASMR ice-restocking content. I presented the ideas to the client, led pre-production, oversaw the shoot and creatively directed the editors through post-production to ensure the final assets delivered against the creative idea and platform behaviours.
The campaign was designed to make the SpaceMax Series6 feel less like a traditional appliance and more like an essential part of summer hosting culture. The creative tapped into recognisable social formats and trends while demonstrating the fridge’s large storage capacity in entertaining, platform-native ways, helping audiences imagine how it could solve a real hosting problem during the heatwave.
The content was launched across Samsung UK’s Instagram and TikTok channels and, based on the results available to me, generated 30K+ impressions over a 4 week period and contributed to a reported 60% uplift in visibility and awareness for the SpaceMax Series6 fridge. The project gave me end-to-end ownership across insight, creative development, client presentation, production and post, while balancing Samsung’s product messaging with culturally relevant social storytelling.
Case Study: Reviving Compare The Market For The 16-34 Generation
I was brought into the Compare the Market team to help uplift brand awareness and visibility among the 16–34 audience and reinvigorate interest in its iconic Meerkat characters on TikTok. Working with the social team, I helped develop a reactive social strategy rooted in social listening, using emerging conversations, cultural moments and community feedback to identify opportunities for the brand to participate in culture in a way that felt native to the platform. Rather than relying on polished advertising, we created lo-fi comedic skits that responded quickly to what audiences were already talking about, from Bella Hadid’s viral spray-on dress at Paris Fashion Week to seasonal TikTok formats and broader celebrity and pop culture moments.
I helped concept, script and shoot the content, working collaboratively with the team to turn live cultural insights into quick-turn social ideas. We also closely monitored comments and audience reactions, using community feedback to inform follow-up content and continually evolve the format. This created a more conversational relationship between the brand and its audience, while positioning the Meerkats as characters that could genuinely participate in internet culture rather than simply appear in traditional advertising.
The approach generated 15M+ unique impressions, with posts averaging 2M+ views, alongside thousands of comments and likes, and contributed to an 80% uplift in brand awareness among the 16–34 audience. The work also received earned media traction from Little Black Book, demonstrating how a reactive, community-led approach could turn a heritage brand into a highly visible and culturally relevant presence on TikTok.
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This a digital short-form style newsletter that I was tasked to create by Caviar, in order to drive user traffic to our main website from our prospective clients. The objective was to promote our director's newest work in a highly visual and creative way that could be sent out via email and, in turn, establish our company as the top Production Company to use for their upcoming shoots and projects. After conducting an audit of our competitor's email communications and analysing our best-performing work on our Social Media platforms for that month, I opted to create a highlight-reel-style newsletter that showcased the top 3 most successful projects from that month. I then created my own GIFs of each of the projects and added looping effects so the GIFs would constantly play as they read through the newsletter. Finally, I also added traffic-driving links that would take the viewers through to watch the projects in full on our website, enabling us to boost our monthly website visits and also encourage the users to check out the work of our other directors once they were on our site.
For this project, I was tasked by Caviar to find a new way to display our behind-the-scenes (BTS) content which would often get sent over from shoots as a big folder of images that were often low in quality and without much context or creative styling. After doing some research to investigate how other directors and production companies displayed their BTS content on Social Media, I started to play around with the BTS images using the medium of photo collaging at first, but later combined the collage with my video editing skills to create short social films set to royalty free music, where the photos appeared more stylised and dynamically presented.
The following social media posts are a collection of slogans, calls to action, and brand activation marketing copy that I was asked to create while working as a Social Media Manager for the luxury E-Commerce Tech App Inflyter. My objective was to help the company build a loyal community of worldwide app users who would be called to actively use the app to connect with each other and shop for their favourite Duty-Free items online when travelling at the airport. The copy was originally self-written/researched by me, and I worked with two external graphic designers to design the artwork in line with the company's brand colours and style guidelines. I have also image-researched and curated all non-designed artwork.
Key Social Performance Metrics Achieved:
-Increased user following by 80%
-Increased app downloads by 60%
-Average post impressions of 200+ across platforms
-Successfully launched Inflyter's Instagram platform
-Successfully launched brand partnership with the digital community 'Switzerland Travel Guide' (265,000+ members)
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During my vocational Film and Media Production course at the BRIT School For Performing Arts and Technology (2015-2017), I was tasked with producing a documentary for a local business of my choice, and I chose to shoot one about my local cinema, The Ritzy in Brixton. The Ritzy is a historic hub of rich cinematic culture, which has steadily been suffering from a decline in viewership due to the rise of global streaming services like Netflix and Amazon Prime. As a result, I was impassioned to help restore interest and excitement in the cinema with my local community. To do this, I wrote and directed an in-depth interview with their Marketing Manager about the art of cinema and documented how the Ritzy champions a world-class viewing experience that can't be compared with streaming films at home. The entire documentary was researched, directed and edited by me using Adobe Premiere Pro, and what transpired was a heartwarming story of hope, Brixton's legacy and community.
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