The brief was two-fold: make people feel pride in the NHS. And recruit much needed nurses.

We shot in hospitals over an intense 72-hour period which included the live birth of a baby for the first time in a TV ad.

We launched during the England v Colombia World Cup game - a good moment to engage with viewers on an emotional level.

We followed this with shorter format 10’s, also from Toby Dye.

Plus social films on Facebook, Twitter and Snapchat from Adam Hinton who also covered the stills appearing on digital screens and 6 sheet sites up and down the country.

The spike in searches for ‘nursing careers’ was an encouraging start.

The Ultra Low Emission Zone (ULEZ) is coming to London early next year. It's essentially a new charge that'll be levied at gas guzzlers and vehicles with high levels of emissions. Our job was to show drivers the bigger picture and dramatise the negative effects of their vehicles' emissions on the people that really matter to the future of London...

Gail’s nipples interrupting a House of Commons debate. Police racing across the bridge. The threat of arrest.

The next day every newspaper featured it. My father-in-law thought it was ‘despicable’. And they sold a million copies for the first time ever.

Job done.

A poster campaign to launch Golden Wonder's new range of Golden Skins crisps. Shot by William Seldon, it won a yellow pencil for photography.

Every director we spoke to was going to shoot it POV. Then Simon Ratigan made a test film of him walking round his flat with a camera strapped upsidown to a tripod to give the effect of filming at boot level and we were on.

I worked as creative director and co-writer on this emotively charged subject, bringing to life the idea of giving ex-offenders a second chance. The digital execution ‘Skip Ad’ was a media first, winning over 70 awards.

The Territorial Army had a problem. Everyone thought they were just weekend soldiers. More Dad’s Army than the regular Army.

The truth was the TA fight right next to the regular Army. Same guns, same uniform, same pride in protecting their country.

So we decided to show just that.

With 'Live' broadcasts from Afghanistan.

Recruitment numbers went up 40% and the campaign won the Grand Prix at Media Week Awards.

The Co-op account was a monster at times. But it was a brilliant challenge.

I Creative Directed every part of the business from TV, OOH, press, in-store, digital and social, even getting involved in re-labelling products and starting a school's food initiative.

First ever HSBC ad, first time shooting with Traktor, first drink with Lemmy from Motorhead.

A year prior to this campaign, Frank Budgen was meant to shoot an FHM TV ad for us. The night before the shoot it got pulled.

We were devastated. But Frank said if you ever get a job involving photography he’d do it as a favour as he was a keen snapper in his spare time. So naturally when we came up with the orgasms campaign for Coco de Mer there was only one person we called.

I was joint Creative Director on this project set by JCDeceaux to launch their new motion screen at Waterloo. 

#helpgetthemhome was the winner.

A live digital and social campaign that won a D&AD yellow pencil.

But more importantly helped get 6 prisoners get home.

The night the clocks went back we tried to persuade hard-working Londoners to take a break with this stunt in and around the City.

I’d always wondered what was behind the incredible new business machine that is VCCP.

This was my chance to find out (and get my very own Julian Opie inspired profile pic) In quick succession I ran and won the Suzuki and eBay pitches. Suzuki was fun - a new angle to launch a hot hatch in a massively crowded market. eBay didn't quite work out, with the American campaign running instead of our's. 

A controversial campaign that became part of the 'yob advertising' debate' and helped get us our first job at BBH.

Part of the 'Keep Walking' campaign

A parody of the key-party scene from the film The Ice Storm. One of the most complained about ads of 2003.

A pro-active idea that JCDecauux and Grand Visual helped bring to life for NCDV at Euston Station.

Together with Matt & Jess - the brilliant creative team - and Carley Reynolds - the equally awesome producer - we made this happen, after repeatedly being told it couldn’t happen. We launched our very own radio station for a week with the help of a 200ft aerial in Scotland. A long story, but hugely worth it, with 2 Silver Lions as a reward and a first in radio broadcasting. No surprise Matt & Jess have gone onto bigger and even better things at Mother.

We ran and won this £40m global pitch, spending two years dedicated to lusciousness and lips.

A cinema only spot in the Crunchy Nut Campaign.

It was a labour of love for Danny Kleinman who insisted the whole crew shot in wardrobe of the period. 

A viral film for MTV. Thank you again Tony Barry for getting these performances without a drop of alcohol.

At BBH I used to do an impression of John Hegarty’s PA who had a very distinctive voice.

One day I got caught doing it.

The League of Gentlemen re-enacted it and we had an ad that won its fair share of awards. And listeners of LBC rang up and asked for it to be played. Apologies to Peter Wardle, who I think saw the funny side of it.

I messed my back up at 18.

A few years ago I took up swimming to help. And I got into it.

Fancy goggles. Speedos. Circular breathing.

The works.

Then I started doing fundraising Swimathons.

And met Duncan Goodhew, creating one of the worst puns of all time.

I once swam a pool a day for a month and wrote about it.

It’s here if you fancy a read.

I have written for Campaign, Creative Review and shots magazines, as well having the occasional cathartic moment on my personal blog here.

I also recently had a short story published here on Popshot Magazine, which has encouraged me to write a longer story about my Mum, which I hope to finish around 2050..