Global Executive Creative Director. Brand transformer. Builder of brilliant teams.
innocent
Making Smoothies Super | ATL Campaign & Packaging
In 2018, innocent partnered with Mother to launch a major European campaign for Super Smoothies, introducing the new 'On the Bright Side' positioning at scale. The campaign translated the energy of the range into a bigger, braver take on innocent, one that could travel confidently across markets without losing what makes the brand distinctive. I worked side by side with Mother to define and protect what felt truly innocent, ensuring the new positioning carried confidently across European markets. Beyond TV, I led the in-house team in bringing the concept to life through OOH and additional formats, delivering a cohesive multi-market rollout that balanced ambition with brand integrity.
