Concepting, writing and art directing TV adverts are a lot of fun. But they’re incredibly hard too.

They need to authentically represent your brand on the biggest scale. Get it wrong and you create huge disconnect with your audience. But get it right, and you’ll have people talking, sharing and buying.

Fashion is where I’ve gained most of my TV experience, take a look…

The awesome BGN agency got me involved in writing some fun scripts for Total Fitness’ social campaign.

‘Celebrate Every Win’ is all about the unique goals of every member. A celebration of community and empowering their diverse members to find motivation and enjoyment in their gym experience.

Concept: BGN Agency

Wejo’s in-car data technology is set to improve the future of driving. But how can we make the need for this technology resonate with the everyday person, and grab their attention? The answer: a humorous social campaign that highlights the big benefits without a car in sight.

Script writing credit: Abi Davison & Julian Gratton.

Concept and creative direction credit: Julian Gratton.

Production credit: Glued Films.

I’d usually use this space to tell you about the project and Absolute, but as that’s the whole point of the brand film, I’ll just let you watch.

BTW they’re an awesome agency. Check them out: https://absolute.agency

Script writing: Abi Davison

Concept and creative direction: Absolute Agency

Production: Sitcom Soldiers

The Brief:

To create a new positioning for, and raise awareness and corporate sponsorship of the UK’s oldest Mounted Police Section to ensure they can continue to operate in the communities of Merseyside.

The Answer: Stand Tall

http://merseysidepolicemounted.uk/

We had to get to the heart of what the Mounted Police Section means to Merseyside Police, Businesses and the Communities of Merseyside. This involved understanding the key objections and motivations in order to help us build a positioning and identity that everyone could be proud of and would perfectly encapsulate what the Mounted Section stand for.

Our identity needed to be truly owned by the Mounted Section, therefore its building blocks were borne from the elements of Merseyside – streets, communities, the river and of course the famous Liver Bird as well as the horses themselves. Our supporting marketing materials needed to have a gravitas to them so the various audiences could feel the sense of pride that the horses and officers have in serving the people. The imagery was created using extensive retouching and photography days at the stable and around Merseyside.

From fund raising brochures to a new website and other supporting marketing materials, we delivered the entire campaign on time and within a tight budget. Plus, our logo design was turned into a lapel pin that is to be worn with pride by all who support the campaign, and will become a source of revenue to help ensure the future of one of the UK’s oldest Mounted Sections.

The world is building incredible resistance to antibiotics. It means that soon, they won’t be able to cure or protect us when they need to. So how can the NHS convince families that antibiotics aren’t the answer for everyday illnesses?

With a straight-talking, targeted social campaign…

Writing scripts and visualising video content is up there with my favourite ways to spend my days. I’ve written hundreds over the years, and hope to write hundreds more.

Need to put your ideas into motion? Then gimme!

How can the NHS cut through confusing weaning advice to position the NHS & Start4Life as a trusted authority when it comes to healthy weaning?

I had a couple of ideas…

Here’s how I brought Nuffield Health’s new ‘Built Around You’ proposition to life across every channel possible.

Two simple but effective ways to launch the RAC's new Connected device to customers.

The brief: develop an internal campaign that encourages employees to report any safety concerns to the relevant people.

The brief:

Raise awareness to the fact that Philips’ Lumify portable ultrasound now comes with React connectivity. Enabling users access to other ultrasound experts, facilitating connectedness and collaboration.

The answer:

See better together

See better is the simplest way of expressing the main feature of the partnership. With the addition of Reacts software, ultrasounds through Lumify can be seen by more healthcare professionals. Not only does it make visibility of those ultrasounds better, but also the patient care that follows.

Together works on two levels. It addresses each of the technologies coming together to create something innovative in healthcare. It also works as reference to the benefit of bringing experts within the field together. Working collaboratively for better patient outcomes.

The visual concept puts the target audience up front and in possession of the technology. Behind them, we see an endless sea of healthcare professionals and industry experts who are able to connect and collaborate using Lumify- Reacts, clearly illustrating the core benefit of the technology.