Creative Strategy & Development

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I work closely with clients to develop the creative strategy behind campaigns, helping define the right approach before production begins. This can involve research and development for immersive experiences, or shaping the digital and social content that supports and amplifies a wider campaign.

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My role often spans the full process, from developing ideas and writing concepts through to directing and producing the final content, ensuring the original strategy carries through every stage of the project.

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​I also work with platform strategy, particularly for YouTube. At WWF-UK I used the Hub, Hero, Hygiene model to overhaul their channel from the ground up, developing and producing a weekly film series and building a content strategy that balanced high-impact hero moments with regular audience-building content.

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That included developing and directing hero content series for key campaigns, scripting and producing supporting content for the Our Planet series with David Attenborough in collaboration with Netflix and Silverback Films.

We grew the subscriber base by 50% and hit yearly targets within the first three months.

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A big part of that was understanding that every platform has its own audience and its own rules. Reformatting a hero film and pushing it out across channels rarely works. Each piece of content needs to be conceived for where it lives, who's watching, and why they're there. I work with brands to think that through properly, from the hero film down to the content that keeps audiences coming back.

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Development is central to how I work. I enjoy being brought in at the idea stage, shaping what a series needs to be, working out who it's for and how each piece connects to the bigger picture. That thinking carries all the way through to delivery.

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If you're working on something in development and need a producer who can think across the full arc from concept to delivery, I'd love to have a chat.