Human+

The start of lockdown 2020, and I was directing a new creative campaign for Refinitiv’s flagship product, Workspace. It was amazing working back with the London Superunion folks and bringing to life a vision I had for so long about connecting financial professionals to data in a vibrant and emotive way. This creative is still alive and evolving today, five years on from its conception. We knew this work would not just live in advertising, so we created a ‘functional’ toolkit that used flat graphical elements, making it easier and quicker for the in-house creative team to create content.

I use this example in talks about what creativity is and how we should all notice more. I saw a basketball ad two years before this brief came in, took a screenshot, and it became the inspiration for this work. Keep your eyes peeled; you never know what image or copy might spark your next campaign.

*Some of the images below are for illustration purposes only and not published content.