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
Invest in tomorrow,
today
2023-2024, Copywriter, conceptual
Problem
WGC had a perception problem shared by audiences globally. People saw gold as being something you could only invest in once you were a certain age, or had a certain level of wealth.
Insight
The earlier the better. Gold’s has centuries of robust, long-term performance in good and bad economic times.
Idea
A 'life in a day' of a gold investor
Working with the super talented Lucy Soares (AD) we developed a time-jumping story for our protagonist—whose investment in gold protects a life decades in the making from the threat of a moment of global chaos.
Work
Global TVC campaign
Bespoke music brief and selection
Media cutdowns and copy
Digital ads
Editorial layout for WGC's invest.gold website
Work
Concept, characters, script development, direction, regional audio direction.
TVC
Social
6"
Easter egg lockup
15"
Results
YouTube views: 55M
Team
Agency: AKQA
Creative Director: Natalie Vosloo
Creative Team: Lucy Soares (AD), Nat Sequeira (CW)
Director: Edward Pagiton (Iconoclast)
Stills Photography: Nicky Hamilton
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.
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.