Each case study follows the same structure: the brief I was given, the tension beneath it, what the evidence revealed, and the reframing that changed the direction of the work.
Reframing Value
Reframing a deals campaign around the emotional value of access.
The Brief
Prime needed a campaign for a new European deals event, developed at speed after the original agency route was rejected.
The Tension
Awareness of Prime deals was already high. The problem was that the communication remained functional and interchangeable — products, prices and urgency, without a distinctive emotional role for the brand.
What the Evidence Revealed
Brand tracking showed strong awareness but weaker emotional engagement. Customers understood that Prime offered deals, but the work wasn't giving those deals a meaning beyond saving money.
The problem was not whether customers noticed the deals. It was whether access to them made Prime feel valuable.
The Strategic Principle
A great deal does more than save money. It makes the customer feel like they have access to something others don't.
The Platform
"Feel Like a Big Deal" reframed Prime's sales events as a customer-value platform. Instead of focusing only on products and discounts, the campaign made the emotional experience of access the organising idea.
My Role
Results
What Became Possible
The platform gave Prime a distinctive way to talk about deals that could flex across events, products and markets without losing its central meaning — becoming the default construct for every major deals event since.
Clarifying Complexity
Turning two Prime benefits into one clearer membership story.
The Brief
Develop campaigns connecting major Prime Video titles with Prime's delivery benefit across European markets.
The Tension
Prime Video needed to build anticipation for entertainment titles. Prime marketing needed to demonstrate the wider value of membership. The two organisations had related goals, but different priorities and different ways of communicating.
What the Evidence Revealed
Brand-lift research showed high recognition of Prime but weaker understanding of how its benefits worked together. Audiences recognised the brand, but did not always comprehend the full value of membership.
The problem was not recognition. It was comprehension.
The Strategic Principle
Prime becomes more valuable when entertainment and delivery are presented as one connected membership experience rather than separate benefits.
The Platform
I developed a modular narrative framework that used the entertainment title to earn attention, then revealed the delivery benefit as part of the same Prime proposition.
My Role
Results
What Became Possible
The framework created a shared language for two parts of the business and a repeatable system that could adapt to different titles, formats and market needs.
Improving Through Evidence
Using attention and localisation signals to rebuild the campaign before launch.
The Brief
Develop a pan-European campaign for a major retail event under tight production and localisation timelines.
The Tension
Previous work had delivered commercially, but attention and recall signals suggested the creative was losing audiences early. At the same time, the campaign needed to adapt across markets with very different visual and cultural requirements.
What the Evidence Revealed
The opening lacked immediate visual disruption, and social executions behaved too much like shortened versions of the main film. Localisation risks were also being identified too late in production.
The campaign didn't need more content. It needed to earn attention earlier and resolve localisation risks sooner.
The Strategic Principle
Creative work should earn attention immediately and be designed for each platform and market from the beginning, rather than adapted after the main campaign is complete.
The Platform
The opening was rebuilt to establish scale and disruption earlier. Social formats were redesigned around platform behaviour. AI tools were used before production to sense-check whether ideas would travel across EU markets — now standard practice on my team.
My Role
Results
What Became Possible
The campaign created a more proactive way of connecting creative development, platform behaviour and localisation before production decisions became expensive to change.