Bank of Ireland went to All Together Now Festival to Celebrate REAL.

Bank of Ireland’s difference in the emerging Neo market is its strength. It’s a REAL bank; It is not a faceless institution, with a Chatbot helpline three continents away, but a real local, reliable, person with a face who cares about your financial needs.

We created The Bank of Ireland Carnival Quarter.

A unique festival destination where customers could unlock real rewards and celebrate your REAL self. We demonstrated our digital strength through our card tap, encouraging consumers to Unlock Real rewards when they tapped their Bank of Ireland Visa Debit Card

The Carnival Quarter was beautifully designed as a town square, dressed for a festival. It was a destination area for festival goers that stood out from the crowd with its Mardi Gras atmosphere. Each element of the Quarter was built on our REAL foundation.

Our activity at the Carnival Quarter was promoted in advance with a digital campaign as well as entertaining, hilarious content featuring our host James Patrice. We ran a takeover of the All Together Now App for 2 months before the festival driving awareness and pre-bookings. The Carnival Quarter was a celebration of colour and personality and while it highlighted the benefits of dealing with a ‘REAL’ bank it encouraged our audience to see Bank of Ireland in a new light by answering their needs in a way that suits them as individuals.

I was delighted to work with The Muff Liquor Company on the launch of their new Brand Home located in Muff, Co Donegal in 2024.
I worked across the experience concept, curation and production of each space, bringing to life the story of a truly unique brand. This experience was realised through an interactive home of history, storytelling, method and process. An extremely tight deadline meant we had to work quickly and efficiently to bring it to life in a memorable way and thanks to our production partners at  Make and Share it was a great experience. I also worked with Bottle, production to bring the history of the local area and its relationship to alcohol to life in a 5-minute video piece that visitors could watch during the tour.
It was nice to see a few (very!) familiar famous faces at the launch.

Challenge: With a limited budget, but with large ambition, Orchard Thieves wanted to stand out in the oversaturated On-trade space during the Halloween period.

Solution: We transformed Orchard Thieves to “Tortured Thieves” and embraced the holiday weekend like no other brand. Just like everyone else at Halloween, Orchard Thieves dressed up for the weekend. From the bottles themselves to the brand ambassadors, to bar visibility and proximity OOH, Orchard Thieves took back Halloween in a Bold way.

In March of 2024, Ireland were on the cusp of something incredible happening in Irish Ruby. 

Since the inception of the 6 Nations, no team has ever won successive Grand Slams, yet Ireland were 2 matches away from claiming this piece of history. Against the backdrop of bitter disappointment in the Rugby World Cup, the team continued to challenge themselves to be better, and to achieve more; they are the embodiment of Never Stop Competing.  

Bank of Ireland’s sponsorship is all about celebrating rugby in Ireland from grassroots to Green Shirts. There is no Irish team without the provincial players and we wanted to showcase this special relationship.    

As tension mounted throughout the Nation we wanted to show our unwavering support for the team, in a daring way that would capture the imagination. In the days leading into the Grand Slam decider, we were going to identify 4 branches (1 per province) and overnight, change one important detail – the name.

The following morning, passers-by would notice the iconic Bank of Ireland logo had changed to reflect where the bank’s heart lies. 

Unfortunately, the successive back-to-back Grand Slam dream was ended by a narrow one-point defeat to England and this idea never saw the light of day.

Challenge: The Denny brand has been associated with meat products for over 200 years. We were tasked with raising awareness and driving trial of the new Denny Meat Free range. Our aim was to get our target audience to seek it out and give it a try when they are looking for ways to eat less meat.

Solution: Our brand platform, “Unbelievable”, really captured the overwhelmingly positive reaction Denny had to their new meat-free range and actually leaned into the fact that people are genuinely pleasantly surprised, if not a little shocked, at how good the product tastes! The campaign was brought to life across social media, digital advertising and proximity Out-Of-Home, helping Denny become the fastest-growing meat free brand in the country.

To land the concept of it being ‘unbelievable’, it was important for Denny to work with talent outside of the category norms – we didn’t want this to be seen as products that only resonated with internet ‘foodies’, but rather something that was so surprisingly tasty it transcended that world and showed up in surprising scenarios too!

The audience were clearly going to be situated heavily online during the ‘Veganuary’ period and thus an influencer lead approach was the chosen route. This meant we could also explore outside traditional AV which the brand has been best known for through the years. It was imperative that the content be entertaining and engaging given the platform we were live on and the talent we were engaged with, while also making sure that the product was at the heart of the messaging.

As the tagline ‘Unbelievable’ was the main focus of this campaign, we wanted this to transcend on screen by having two high profile Irish faces that wouldn’t normally cross paths, come together. From the acting world we had Derry Girl’s Jamie Lee O’Donnell and from the Influencer scene we had James Kavanagh – who come together in a “behind the scenes” style comedy skit that captures the interaction between these two very different people, while having Denny’s meat free range at the core of the piece.

Fox Marks The Spot

Challenge: Orchard Thieves was a huge success in the Irish market, so much so that Heineken wanted to launch the brand globally in 2020. I was tasked with creating an On-trade and Off-trade platform that supported the Global TV campaign.

Solution: “Fox Marks the Spot” encouraged our audience to Explore the Extraordinary wherever they are. Because when they do, they are always rewarded. Wherever the Orchard Thieves fox is found, Orchard Thieves will be there to unlock extraordinary in that space - through experiences, promotions, prizes and of course, the drink itself.

Despite a tight budget, I wanted to execute the new brand campaign for Member First, a local credit union in a way that keeps them rooted in community and connected to the local people. Traditionally people would use the credit union for smaller loans such as the purchase of cars and holidays etc. However, for 2023, we wanted to change this and reach people who are in the market for higher-value items such as larger Home Improvements, Mortgages and Green Loans. The idea was “We’re Big on Loans” and I created bespoke drone imagery of each of the north Dublin locations that showed Member First as a vital part of these small communities.

Challenge: To refresh the Mytaxi brand communications across all of its social platforms, with a focus on safety, reliability, convenience and on being the largest taxi app on the market.

Solution: I created a suite of animated ads that reflected Mytaxi’s fun, upbeat and quirky tone of voice that would engage the target audience. The content could be targeted and reactive depending on the time of day, location or weather.

Challenge: Following a new brand platform for 2021 "Spread the Goodness", a brand refresh was required to bring the idea alive in all of Dairygold's communications.

Solution: While dairy as a category may be steeped in tradition, Dairygold and its platform “Spread the Goodness” is modern and contemporary, urban and rural, sophisticated with a dash of country charm. The brand refresh reflected this new attitude and ensured that it was communicated at every consumer touchpoint.

Challenge: To activate Desperados in club venues across the country in a fun and engaging way that would connect with the young target audience.

Solution: Desperados is the party starter, the spark that ignites people’s party spirit, DIY style. It is the entry into the pure party moment. Under the brand platform “Epic Parties Imagined by You” we allowed revellers to play our unique “Laser Music Maker”. This simple, fun and engaging activation allowed people to make music using the movement of their body. All they had to do was touch the lasers to make their very own beats.

Laser harp construction - Nervous Squirrel

Challenge: We launched White Claw in the US market as the alcoholic sparkling water category was about to explode. The above-the-line execution set it apart from other hard seltzers by focusing on the product’s unique selling point - purity. Alongside the black and white treatment the stunning wave became the brand’s most recognisable icon. I was tasked with supporting this platform of Purity across the Off-trade in the US market.

Solution: I worked on bringing the brand alive at the most important point of purchase, In-store. “Pure Refreshment” highlighted the product’s taste differentiator, and the executions brought the White Claw wave to life in an engaging and visual way.

Challenge: Facebook acquired Beat Games, a company at the forefront of VR gaming around the world. Our task was to highlight Beat Games to young game developers and bring the exciting career opportunities available there to the attention of gaming professionals.

Solution: Beat Games is a recognised and dynamic player within the gaming industry. Our international digital campaign, "Be At..." capitalised on the iconic name, logo and Beat Sabre gameplay to highlight the benefits of working with Beat Games. With its innovative studios and exciting projects, Beat Games offers young gaming professionals a chance to be part of gaming history.

As a new name in the Irish fuel market, WillowWarm wanted to tell its brand story from its conception through to its production. By creating a carbon-neutral and 100% natural briquette, WillowWarm aims to help Ireland transition to renewable heat by providing sustainable, efficient, economical products for everyday use.

We teamed up with Ireland’s favourite architect and sustainable living advocate, Dermot Bannon. His natural curiosity, enthusiasm and warmth ensured that the viewer understood and discovered all that the brand had to offer. These two long-form videos were housed on the WillowWarm website and lived on their social channels.

Global In-store playbook for Mars Foods.

Challenge: Mars Global wanted a new strategic platform for the Twix brand that could be rolled out globally - one that paired the iconic chocolate bar with a larger category or usage occasion.

Solution: Do you prefer Twix with your coffee or coffee with your Twix? The “Twix & Coffee” campaign followed the brand’s way of seeing things, from two sides - left and right. Simple Joy Twice. It was rolled out in-stores across the globe and our brand playbook ensured that the fun and whimsy of the brand was consistent in every market. The on-pack heat activated promotion was the first of its kind for Mars Food and helped reinforce Twix and Coffee as the perfect combination.

Challenge: To activate Orchard Thieves in the On-trade under the brand platform of “Be Bold”. These summer activations had to be scalable across 300 accounts, promote trial, ensure bar staff engagement and have social leverage.

Solution: Life’s a little more serious at 28 and with more responsibilities sometimes you can’t stay out and be bold.
The idea was “Bold excuses”. Whether it’s getting out of your great aunt’s funeral or ditching that dodgy tinder date, Orchard Thieves will give you the excuse to avoid your responsibilities for the night in the pursuit of enjoyment.

Our interactive “Bold Booth” travelled to pubs nationwide. With a number of special features, it offered people an opportunity to stay out for one more drink, including backdrops, soundscapes and lists of bold excuses for inspiration. Need some background traffic noise to make that awkward call? No problem. Our bold sound buttons ranged from practical & credible to the boldly bizarre to suit every story.

Challenge: To activate Orchard Thieves under the brand platform “Fox It” in bars across the country in a fun and engaging way that would bring the Fox It philosophy to life.

Solution: “Fox It Ink” - Ireland’s first travelling tattoo studio.
Our scalable activation allowed customers to embrace the moment and create their own mark of boldness. We collaborated with top tattoo artists to create a series of designs inspired by the Orchard Thieves Fox It philosophy.
How it worked was simple, a pair of mates got to pick a tattoo for each other from our bank of designs. But there was a catch - the tattoo was not revealed until it was on their skin. Orchard Thieves rewarded customers with a Free Pint with their tattoo. Fox It Ink travelled around the country letting Curiosity Reign.

Branding for a new child friendly café in the heart of Dublin city

Challenge: Gas Network Ireland wanted to target customers in rural towns across the country who were recently connected to the national gas grid. Door-to-door sales representatives required a supporting campaign to help raise awareness and advertise the switch & save offer available to new customers.

Solution: The “Open your door” campaign was shot locally in each town, ensuring that each location was recognisable to the local community. By opening their door to the sales force, not only could they avail of the one-time special offer, but they would also receive all the benefits that natural gas can bring to their home or business.

Challenge: To develop a creative platform that builds the Employer Brand of ESB and to address the perceived barriers that exist for new employees. ESB is a great employer with great benefits and wanted to attract the types of candidates across all departments that will help transform the business as they work towards a low-carbon future. 


Solution: We created a recruitment campaign that highlighted ESB as the place where you can thrive and create a "Brighter Future" for yourself and also be part of creating a "Brighter Future" for all of us. The creative focussed on connecting with the type of people who want to innovate and help build this low-carbon future with ESB. 

Challenge: The Orchard Thieves “Be Bold” platform was a huge success for the brand and after a number of years it was time for a refresh.
Our “FOX IT” campaign encouraged consumers to enjoy unplanned social adventures with friends. “FOX IT” became the philosophical attitude of the brand. It is about making the most of your social occasions with friends and grabbing those rare and fleeting moments when they arise.

Solution: The FOX IT code was brought to life through our integrated campaign - Live by the code. Say “FOX IT”. See what happens. I brought the idea alive in the On-trade and Off-trade across all touch points with the “Follow the Fox” trade campaign. I also designed the brand guidelines and oversaw their implementation. Follow the Fox was used throughout the trade to reward those who lived the brand attitude.

Challenge: We were tasked with launching Heineken’s brand-new cider onto the Irish market. “The Joy in Simple” campaign introduced Appleman’s Cider to people through TV and outdoor. I was tasked with launching the brand across the On-trade and Off-trade.

Solution: “Pick an Appleman’s” was a direct call to action campaign that drove trial and the engaging and visual P.O.S. ensured that Appleman’s stood out in a very crowded space.

Heineken has a proud and rich history and heritage with rugby around the globe, and especially in Ireland. They were the official Worldwide Partner of the most prestigious and important rugby tournament in the world, Rugby World Cup™ 2019, Japan.
The campaign featured a number of international rugby legends including former Irish captain Keith Wood and aimed to celebrate the broad appeal of Rugby World Cup.

The campaign saw comprehensive trade support in both the On and Off-trade with promotions, competitions and a number of pubs around the country were transformed into official Rugby World Cup™ 2019 venues for fans. Consumers also got the chance to win exclusive Rugby World Cup2019, Japan merchandise and official jerseys in over 800 pubs around the country.

Global In-store campaign for Mars Foods

Here are a number of projects that i have worked on with ESB and Electric Ireland. The work includes campaign art direction, brand book graphic design, TV and digital design.

Healthy Ireland is a national health initiative by the Irish government, aimed at improving the health and wellbeing of the nation by making it a national priority. A healthy population is a major asset for society. This initiative seeks to involve all sectors of Irish society and government to pro-actively achieve this.

I designed a new logo and branding, including the design of the framework document, a launch video and brand guidelines.

The logo expresses the desire for a more open way of working, that promotes dialogue and communication through all aspects of society ranging from mental health issues and education to general fitness. For this initiative to work people needed to be encouraged to talk about the issues and this conversation could begin with a simple "Hi".

Heineken Expression was a live UV art and music event, that embraced and expressed the thought “Live every last drop” through the medium of art and music. Heineken hosted three events in Dublin, Cork and Galway. Each night featured live UV illustrations, DJs, video artists and a print exhibition of illustrators’ interpretations of “Live every last drop”.

We promoted these events with a fully integrated campaign. In-pub promotions targeted relevant consumers with interactive UV mechanics and UV POS. UV outdoor specials brought the art to life by transforming regular 48” sheets into illustrated pieces of UV art every evening. While 4-sheets inhabited the music space, press ads sought out new audiences, the Facebook group built a community of fans and the interactive microsite supplied information, inspiration and most importantly tickets.


Illustration | Bren B | Steve Simpson
Website development and 3d | CKSK

My first solo photography exhibition which was a series of images taken on Inis Mór in the Aran Islands.

“The Nature of a Place” attempted to uncover the fragile relationship between man/animal and this unforgiving, remote outpost on the edge of the western world.