The
work.

The Role

At TSB I was Senior Brand Copywriter — owning the brand voice across every customer-facing channel and developing campaigns across TV, OOH, digital, CRM, social, in-branch, and in-product copy. But the most significant contribution was helping evolve TSB's brand character.

The Pink Elephant

TSB's pink elephant began as a physical puppet. I partnered with a 3D artist to transform it into a fully owned CGI character — giving TSB complete creative control across all channels and executions without the limitations of a physical prop. This unlocked an entirely new level of creative flexibility for the brand.

Campaigns

Across five years at TSB, the elephant became the connective thread across every campaign — from award-winning TV to partnership activations with Mastercard and Visa.

Santander Acquisition

Led consumer communications for TSB's acquisition by Santander — developing the welcome journey copy for TSB customers navigating a major bank rebrand. Translating complex regulatory and product change messaging into clear, reassuring copy at scale.

Educational Film

TSB — educational brand film

BCW Global was engaged by AstraZeneca in May 2021 to manage global communications for Vaxzevria. Public confidence was fragmenting at the exact moment the world needed it most.

Media listening, sentiment tracking, and copy that had to be medically precise and robust under the most intense scrutiny simultaneously. Every word had to earn its place.

RSV is the leading cause of infant hospitalisation globally, yet most parents had never heard of it. The brief: introduce a serious disease into public consciousness and motivate action — without tipping into alarm.

Symptom education, prevention messaging, HCP communications, and partnership activations. The campaign continues to run today.

Shift public perception of one of the world's largest pharma companies — from cold and corporate to compassionate. Grounded in a simple truth: 96% of dog owners report a positive daily impact from their pet.

Real patient stories. Real animals. Real feeling. Contributed to ongoing execution and materials as the campaign extended across international markets.

A Unique Bond — Boehringer Ingelheim global campaign film

Growth disorders are frequently underdiagnosed because parents don't have the tools to spot them. Make a clinical subject feel accessible without losing urgency.

In partnership with Roger Hargreaves and the Mr. Men IP — a personalised avatar and growth infographic families actually wanted to engage with. The strategy won BCW the Novo Nordisk account.

Statistics about child hunger don't move people. Aldi needed a campaign that would cut through and convert awareness into real food donations.

Give hunger a face. The Hunger Monster — illustrated by Lisa Stickley, narrated by Marcus Rashford — made going hungry as a child vivid and impossible to dismiss. Rashford's involvement gave it an authenticity no paid media could replicate.

The Hunger Monster — narrated by Marcus Rashford, illustrated by Lisa Stickley

Cancer screening collapsed. Diagnostics stalled. Over one million cancer cases estimated to have been missed across Europe. The message: Don't let Covid-19 stop you from tackling cancer.

Time To Act — campaign film

Translated into 30 languages. Activated through 12 national launches with Health Ministers and MEPs. A bespoke Data Navigator built the evidential backbone for ongoing advocacy.

Everyone thinks they'd spot a scam. HSBC wanted to prove them wrong.

HBSC UK — the misspelling hiding in plain sight

A short film documents the stunt. A second concept — the HSBC Scanner — lets users check suspicious messages against a verified database, instantly flagging fraud. HSBC shares the patent, owns the thought leadership.

The fraud brief — educate, protect, intervene, empower

Two pitch concepts for one of the UK's largest banks — both asking the same question: how do you make people care about their financial future?

Concept one drew on "The 100-Year Life" — an animation showing how no two financial paths are the same, and how Lloyds supports all of them. Concept two mapped every financial touchpoint in a single day: 64% of people regret spending on short-term pleasures. How many nudges to spend did you ignore today?