A note on gold
In 2021. the WGC came to us with a challenge: turn the volume up on gold. In 2021/2 (after the largest Miro board you've ever seen) we made the statement: gold has robust, strategic advantages. In 2022/3 we democratised gold investment, making it retail friendly. In 2023/4 we doubled down on retail. Across my portfolio, you'll see three stops along my journey.
World Gold Council
Follow the golden thread
2021-2022, Copywriter
Problem
Gold investment had a perception problem. The retail audience thought buying gold meant storing dusty bullion in a safe.
Insight
If gold disappeared tomorrow the world would stop. Meaning gold’s demand is guaranteed by its uses. Its unique combination of properties lends itself to innovations everyone knows, but didn't know used gold.
Idea
A 'show, don't tell' documentary series
The five-episode series traces gold’s ubiquitous presence in our past, present and future. It showcases gold uses in technology, space, medicine, culture and more with a look and feel for a global retail audience. Hosted by math genius and ever so personable presenter, Dr. Hannah Fry.
Execution
Five-part documentary series
Youtube ads
Digital ads
BTS asset development and copy
Work
Documentary series: Concept and script development with Paul Ostryzniuk, Rachel Taylor, Samantha Small, and Laura Beretti.
Episode 1:
The Next Frontier
Episode 2:
Unlocking the Extraordinary
Episode 3:
Making Meaning
Episode 4:
Transforming Life
Episode 5:
The Spark
Social: Copy, episode cutdown development
6" example
15" example
30" example
BTS & Bonus content: Developed expert interviews and web copy for a range of assets.
Web: Website concept development and web copy
Results
YouTube views: 17.2M
Audience engagement: 20.2%
Traffic to client site: 92%
YT subscribers: 10.8X
Team
Agency: AKQA
Group Creative Director: Paul Ostryzniuk
Writer: Rachel Taylor
Copywriter: Nat Sequeira (as Nathaneal Campbell)
Senior Art Director: Laura Beretti
Disclaimer
All work shown was produced during my time at various agencies. Creative work is a team sport and the work shown here is meant for explaining my contributions as part of a team. All rights belong to the respective agencies and clients. While this portfolio proudly showcases the brands and people I've worked with, I am not affiliated with or in any legal relationship with any featured party. Displayed for self-promotion purposes only.
*The current form for the website https://thegoldenthread.gold.org is under new creative control, however my contributions are still live in Season One and Season Two. If you would like to read more, our project story is available on AKQA.com
Let's make something unforgettable.
Disclaimer
All work shown was produced during my time at various agencies. All rights belong to the respective agencies and clients. While this portfolio proudly showcases the brands and people I've worked with, I am not affiliated with or in any legal relationship with any featured party. Displayed for self-promotion purposes only.