Mars – Milky Way Crispy Rolls x Peter Crouch

I led this Milky Way Crispy Rolls relaunch end-to-end as creative lead, writer, director and lead editor. I pitched the nostalgia concept, wrote the treatment, directed Peter Crouch on set and oversaw the full production and post. The campaign ran as a social-first push across TikTok, Instagram and Facebook, supported by sketch-style creator content and a suite of ad-safe cutdowns (multiple hooks, lengths and formats) built specifically for paid social testing.

The Daily Goat - a 400+ day agency vlog

I led the production and editing of a 400+ day consecutive vlog series about life inside The Goat Agency. Every episode was a live testbed for new content ideas, helping shape our culture, attract talent and build the visibility that contributed to Goat’s eventual acquisition by WPP.

My role
Creative lead, director, producer and lead editor across a 400+ day consecutive vlog series.

The idea
Turn the agency itself into a content engine. Instead of the usual polished showreel, we documented the real, messy, interesting parts of building a fast-growth social agency. Every. Single. Weekday.

Each episode mixed behind-the-scenes moments, founder POV, live client work and internal stories. It was a rolling experiment in how far you could push “agency content”

What I did

• Designed the core format and visual language of the series

• Built a repeatable workflow so we could film, cut and ship an episode every day

• Edited the majority of episodes myself, setting the pace, tone and structure

• Constantly tested hooks, titles, thumbnails and narrative angles to see what stuck

• Fed everything we learned back into client campaigns, new business and hiring

…but why?

• Consistency & stamina
  Delivering 400+ consecutive episodes transformed the agency beyond lead gen… it impacted almost every part of the business from talent aquisition to creating a cohesive culture across 30+ markets The Goat Agency operated in.

• A live testing lab
  We treated each vlog as an experiment: different cold opens, narrative arcs, CTAs and formats. That curiosity and iteration underpins how I now approach paid social and branded content.

• Real business impact
  The series helped put Goat on the map, strengthened culture, supported talent acquisition and played a meaningful role in the agency’s visibility with brands and, eventually, WPP.

• Proof of trust
  Being given the keys to document an agency from the inside, genuinely unfiltered but still on-brand, is the kind of responsibility you don’t get unless people trust your creative and your judgement.