Ella-A modern day fairytale

There are so many reasons I loved creating Ella: A Modern Day Fairytale.

Firstly because it was a real labour of love. From the first conversations with the FA, Disney & Nike about how we could reimagine an iconic story to highlight the barriers many girls face when trying to play football, to the incredible kindness of Alex Scott & Leah Williamson helping me turn a simple idea into a reality.

Secondly, because this was also a personal project. I have my own version of Ella, my daughter Emilia, who experienced a similar story but never gave up on her love for the sport. Helping me craft and edit the scenarios.

And lastly because it’s not often you get to work on a project like this. With a copy of the book going to every school in the country, a bespoke Instagram Bedtime stories post, 1 million social impressions and the amazing work FA and Disney are doing with the Shooting Stars project to change perceptions in the playground, I’ve seen with my own eyes what a difference it can make.

Sometimes wishes do come true.

Kappa x Aston Villa

In the spring of 2019 Aston Villa signed a new kit partnership with Kappa, but the question was, how to let the fans know about it?

Over the course of one day in May we created numerous pieces of street art throughout the city. Each one took the iconic Kappa ‘Banda’ pose of a man and women sitting back to back, but replicated them with famous Villa players and coaches of the past, present and future.

Posted throughout the day the social buzz grew until we unveiled our hero piece right next to Villa Park.

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Next was the task to launch the kit itself. We created a new visual identity to target a growing lifestyle demographic. The identity ran through every piece of collateral. From social films to the Villa store itself.

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The Betfair Rug

The Betfair exchange allows customers to bet against each other rather than a traditional bookmaker. Allowing for the one thing all punters want. Better odds. 

The trouble is most people don’t know about it. So to change that we created the Betfair rug.

A rug that was placed on all the horses in the winners enclosure that showed the odds you would have got if you had used the Betfair exchange.

Launched at five of the biggest race meetings in the National hunt racing season, Newcastle, Haydock, Sandown, Newbury and Ascot the rug proved an instant hit. Layers enclosures were also created to explain the details to the interested customers

With a 200% increase of traffic to the exchange and increase brand visibility throughout the season the Betfair rug proved to be a real winner.