Bill Dunn
Creative Content Director
"Shit that travels at the speed of light is still shit when it gets there."
David Abbott
I Owe it to Oats
Porridge isn't exciting. But we just won a YouTubeWorks award for our data-driven, time-relevant, precisely-targeted campaign for Quaker.
So if you received a video of an old man on a bike eating oats at 6am, I'm truly sorry.
G-Women
Mercedes-Benz wanted to emphasise their presence at London Fashion Week, and raise awareness of their halo model, the G-Class. All in an inclusive way that would attract the attention of people with only a passing interest in fashion. I created content with four influencers – Vogue’s Sarah Harris, singer Ella Eyre, Maya Jama and presenter and Instagrammer Laura Jackson – that really chimed with our audience.
Photographs by Jack Lawson
Styling by Tanja Martin
Live Style
INTERACTIVE FACEBOOK LIVE
I devised something special and engaging for London Fashion Week Men. Using two social influencers – Ollie Proudlock and Jim Chapman, plus Facebook Live – we asked our audience to style their own fashion shoot, choosing the car and the clothes for each personality. Once each influencer had been styled, we did an actual fashion shoot with them, creating more content for Mercedes-Benz's Instagram channel.
Photographs by Jack Lawson
Daisy x Tinie x G-Class
I got Daisy Lowe to style Tinie Tempah, and Tinie to style Daisy. A successful and fun day in the studio.
Photographs by Jack Lawson
Benedict was into Grunge
Mercedes came to us with a nice problem to have. Benedict Cumberbatch would give us two hours of his time… but it had to be tomorrow.
In 24 hours, I organised a fashion shoot for Instagram and Facebook and researched questions for an interview for video content that would appear on YouTube. Two days later, we delivered the images and the finished film – all in time for London Fashion Week.
Interviewing skills were vital. Who knew Benedict was into grunge?
Photographs by Andrew Shaylor
Live Coverage
I used social platforms to give Mercedes-Benz fans something extra. A real behind-the-scenes, all-access pass to their big events – Silverstone and Goodwood Festival of Speed.
I planned and directed all event coverage – choosing pictures for Instagram, short videos and soundbites for Instagram Stories and Facebook, and writing all copy on the move.
Our content's effectiveness surpassed our (and Mercedes') expectations. In total, our Goodwood Festival of Speed coverage received 2.5 million views, with an astonishing 50% view-through (the benchmark was 10%).
Silverstone had a 7.5 million paid reach, 200,000 organic reach and 71,000 Facebook views. Proving we provided exactly what our audience wanted.
Captain Jack
For London Fashion Week Men we shot Jack Guinness – model, presenter, DJ and all-round charming man – in a variety of clothes and locations symbolising the four pillars of the iconic G-Class.
Photographs by Jack Lawson
Success Stories
Gratifying to have my work as an example on Instagram's Business Success Stories. We made some vertical videos for Mercedes-Benz, using the old French nouvelle vague split screen tip. Worked a treat…
Burning Questions
Mercedes-Benz had a problem – they invest heavily in London Fashion Week, and supply a fleet of amazing cars to ferry influencers and journalists between the shows. But no one (outside of the industry) knows. And how do you engage people at home? I developed a neat content stream for London Fashion Week (Burning Questions) that got people looking at the Maybach limousine and its passengers.
Organised Chaos
GOING LIVE WITH PADDY
To celebrate Walkers' new sandwich flavour crisps, they opened a pop-up, speakeasy style crisp sandwich café. I was asked to do something novel to promote it before it opened.
So I did a Facebook Live with Paddy McGuinness as host. He was to explore the various attractions of the café before hosting a sandwich making competition. I wrote a script and Paddy added to it. The clients were white with fear when we went live. But they needn't have worried. Paddy was a pro and we got simple, silly entertainment that was totally in keeping with this fun brand.
I learned two important Facebook Live lessons from the afternoon:
1) Don't believe it when someone says they've got "great wifi". Check and check again.
2) A Facebook Live is only as good as the presenter and the script.
