WHAT I DO 👇🏻
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ART DIRECTION
I’m currently having a fabulous time leading the creative direction for organic and paid content for @harrodsrestaurants, as well as restaurant-led content for Harrods.com and Harrods Magazine, since I joined as Creative Lead in 2024.
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ORIGINAL CONTENT
In my previous role as a Directing Producer, I created over 150 pieces of original content for Tastemade and Buzzfeed, earning over 1.5Bn views. This has led to branded deals and winning awards including (my favourite) Best Food Porn by Food Film.
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SHOOT PRODUCTION
From my 5 years as a Producer, I have produced successful and visually striking campaigns end-to-end for brands including M&S, Castello and L'Oréal, winning Drum awards, securing repeat business and earning over 50M views.
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VIDEO DIRECTION
As a Director, I love the buzz of storyboarding ideas and delivering beautiful end results. I have directed many shoots for my favourite brands, from set kitchens in studios for Baileys to the edge of a cliff in the Orkney Islands for Highland Park.
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CREATIVE STRATEGY
I am full of ideas, passion and love for social-first content. As part of a team, I have nearly a decade of experience testing successful variables and trends, and using audience engagement to create viral content and make each video stronger.
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LEADERSHIP & TEAMWORK
I have built a strong contact book of exceptionally talented creatives who I am lucky to work with on a weekly basis. I love feeling challenged and learning from others, and I feel privileged to share everything I’ve learnt as a mentor and direct report in a team.
ART DIRECTION
Art Directing and Creative Direction play huge parts in my role as Creative Lead at Harrods.
I transform top line marketing visions into a big campaign moments for Harrods Restaurants.
My favourite example is the grand reopening of The Georgian, previously known as Harrods Tea Rooms.
As part of a strong team, I successfully positioned The Georgian as an iconic dining institution, strengthening Harrods’ authority in the market as the ‘World’s finest Afternoon Tea’.
The creative included:
6 ORGANIC AND PAID SOCIAL VIDEOS
for @harrods and Harrods Screen Network in store
28 STILLS
for press, Harrods Magazine and Harrods.com
8 SOCIAL VIDEOS
for @harrodsrestaurants as part of an 11 day social takeover, including paid content with William Hanson, Emily English and Ollie Proudlock
I love these images I art directed as part of The Georgian campaign.
My favourite images to create are ones that spark curiosity and ideas.
I like to think about how each shot will look as a thumbnail, and a thumbnail should be an icon showing what it represents.
To me, you shouldn’t have to work hard to figure out what’s going on in a picture, which part to focus on and which part to ignore.
Above all, I want content to be a pleasure to look at.
Highlights:
Directing and art directing Castello’s ‘Feed Your Senses’ 2019 which accumulated over 15M views; won Best Branded Content Series, Digiday Awards 2020, and secured lucrative repeat business the following year (2019-21)
Art directing stylised scenes and art producing for a documentary with filming in Nigeria, New Delhi and Malta (2023-24)
Head of Art Department as Art Director for a TV Commercial for King Arthur Baking (2023)
ORIGINAL CONTENT
How to Make
In my previous role as a Directing Producer for Tastemade, I developed, produced and directed the editorial series ‘How to Make’ featuring new chefs, including Philip Khoury and Nokx Majozi.
The series accumulated over 25M views and led to a branded video with Dominique Ansel (2019-21)
Secrets of the Factory
I then developed, produced and directed the editorial series ‘Secrets Of The Factory’, accumulating over 10M views and winning Best Food Porn by Food Film (2020).
How to Butcher
The same year, I developed, produced and directed Tastemade UK’s first International Women’s Day-related content: ‘How To Butcher’ by Jessica Wragg and what it’s like being 1 of 10 female butchers in the UK (2020).
Ideation
My early experience as a Junior Reporter, passionate in finding interesting and new angles on a story, have honed my skills in ideating original content today.
I’m genuinely interested in people and new voices, and drawing in an audience with eye-grabbing visuals to create a dialogue.
I love the buzz of a good brainstorm, developing ideas and delivering beautiful end results as a team.
Highlights:
Guest Judge for a BBC cooking competition show on BBC3, judging recipes and food original content ideas with Stacey Dooley (2022)
Ideating 4 British recipes for Tastemade’s Tiny Kitchen, leading to a 3 page interview in The Telegraph (2020)
SHOOT PRODUCTION
Directing Producer
In 2018 I was headhunted by Tastemade to become their first in-house Producer and Director in the UK.
I was hired initially to lead the creative for 26 Unilever Asia branded videos for 5 months.
I stayed on, having a brilliant time producing and directing Tastemade UK's branded content for 5 years.
End-to-end shoot production skills:
Research, development, treatments, presenting to stakeholders
Booking kit, crewing up, screening talent, shoot schedules
Storyboards, shot lists, moodboards, art directing
Risk assessments, NDAs, location releases
Client management, client feedback, time management
Edit producing, reviewing first edits both in person with the editor and reviewing remotely, understanding edit process, running multiple edits to final delivery including voiceovers and grades
Storyboarding
Supervising Producer
I later became a Supervising Directing Producer for Tastemade’s branded campaigns.
These included Stella Artois “The Life of Artois” (2020), the Gousto Twist campaign (2020), the launch of Smirnoff Raspberry Crush (2021) and recipe challenges for Disney’s Magic Bake Off on Disney+ (2021).
When I storyboard an idea, I think:
Will this location work practically?
How can we maximise these shots to generate more assets?
What shots are going to make or break this video?
Do I care about this idea? If not, how can I expect anyone else to?
Who should be the talent? Who should be telling this story?
How much time is needed for each shot?
What stylist, DoP or editor would be perfect for the project?
Highlights:
Training a production team in Mumbai for the launch of Tastemade India (2019)
Producing and directing Tastemade’s branded content (including Subway, Stella Artois and V8) remotely during the pandemic leading to an interview in Metro UK (2020)
VIDEO DIRECTION
Director
I have directed video shoots both as Director and Art Director since 2018. I started winning commissions as a Director outside of Tastemade in 2022.
I love to make content look as beautiful as possible, and I’m a bit of a perfectionist, which makes directing the perfect role for me.
I’m a collaborative and open communicator.
My wins come from returning clients and the great feedback I frequently receive from crew. I’m known for being calm on set with a clear vision of what I need from each shot.
Rebrand of Harrods’ Studio Frantzén
Coupled with my experience in creative strategy, I also understand how to direct a beautiful video that hits all KPIs and feels relevant and social-first.
In my creative direction for the rebranding of Studio Frantzén and its summer terrace in 2024, I directed and delivered:
1 PAID SOCIAL VIDEO
for @studiofrantzen and @harrodsrestaurants
10 STILLS
for Harrods.com and @studiofrantzen
1.9M IMPRESSIONS
+53% above forecast
397 BOOK NOW CLICKS
+12% above forecast
Highlights:
Winning a commission directing 3 videos for the launch of Baileys Mint Shaketail for St. Patrick’s Day, and Baileys Original for Mother’s Day and Valentine’s Day 2023
Directing 8 videos for the ‘Gousto Twist’ campaign earning over 2M views in 2020
Directing and editing 203 food and drinks videos accumulating over 1.5Bn views on Facebook alone from 2016 to 2018
CREATIVE STRATEGY
Buzzfeed
I joined Buzzfeed as a Junior Video Producer in 2016, moving to Tastemade in 2018.
Highlights:
During my time at Buzzfeed, I discovered quickly how to test successful variables and trends and how we can use data and audience engagement to make each video stronger.
By the time I left, nearly 2 years later, the 203 videos I had ideated, self-shot and edited at Buzzfeed had accumulated over 1.5 billion views.
Harrods Restaurants
Today, I have achieved the following results with the social and creative teams over a period of 2 months for @harrodsrestaurants:
230% growth rate for followers
154% increase in total impressions
+71% increase in average reach per post
+441% uplift in saves
+754% increase of shares
+97% increase of comments
With every video I create in a team today, I will ask surface-level questions:
Is it worth it?
Does it solve a problem?
Does it look good?
Why should I care?
And in my first year, I achieved the following results with the social and creative teams compared to 2023 for @harrodsrestaurants:
+513% on shares
+445% on saves
+490% on total engagements
+1106% on industry average engagement rate
LEADERSHIP & TEAMWORK
I’ve had the chance to work alongside many incredibly talented people over the years, some of whom I’m lucky to call my closest friends.
I love feeling challenged and learning from others, and I feel privileged to share everything I’ve learnt as a mentor and direct report for junior members of a team.
Highlights:
Team Member for Women’s Voices 2025
for International Women’s Day with Media Trust. Partnered with Furnishing Futures, a charity that creates healing homes for women and children who have escaped domestic abuse and been placed in empty social housing
Team Lead for Women’s Voices 2024
for International Women’s Day with Media Trust. I led a team of 5 creating a series of video briefs for MicroLoan Foundation, a charity that provides funding and training for women to enable them to work their own way out of poverty
Mentor for working class media charities
including Arts Emergency and Working Class Creatives in 2023
Direct report for Junior, Assistant, and Shoot Producers
as Supervising Producer for branded deals from 2021. Supervised branded shoots including Grey Goose, Highland Park and Pinterest TV