A selection of creative work and campaigns developed during my Advertising & Communications degree at Northumbria University.
University Projects
Hey Girls...
Raising awareness of period poverty through digital content and brand-led messaging.
Dissertation
Analysing the emotional impact and brand-building power of the John Lewis Christmas campaigns.
White Claw
Creating short-form video content tailored to Gen Z audiences and social media trends.
Hey Girls...
As part of a university brief focused on social enterprise, I led the creative and strategic development of a campaign for Hey Girls, an award-winning brand fighting period poverty in the UK. My challenge was to raise awareness of period inequality in Hertfordshire schools and inspire local action. I developed a multi-platform campaign targeting both educational institutions and female-led businesses, aiming to reframe menstruation as an issue of dignity, not discomfort.
Describe your image
Describe your image
Describe your image
Describe your image
Key deliverables included:​
​
-
A campaign microsite with original content, including a press release, infographic, and blog post.
-
A persuasive speech and outreach strategy aimed at securing support from the Hertfordshire Chamber of Commerce.
-
A proposed brand partnership initiative to increase donations of period products to schools.
_edited.png)
Dissertation
For my final-year dissertation, I analysed how John Lewis uses storytelling in its iconic Christmas adverts to build emotional connection, brand loyalty, and cultural relevance. These campaigns consistently stand out not just for their creativity, but for how they drive engagement across platforms and boost long-term brand value.
Through this project, I developed a strong understanding of how narrative, emotion, and brand consistency work together to create campaigns that resonate. It also sharpened my skills in campaign analysis, audience insight, and identifying what makes branded content genuinely memorable - all of which I’m now keen to apply in a creative or strategic marketing role.
White Claw
As part of a digital marketing module, I created a 30-second Instagram Reel concept for White Claw. The brief challenged me to think like a content creator working to real brand guidelines. I built the idea around a summer beach day to reflect White Claw’s social, upbeat identity, using Canva to edit fast-paced clips with trending audio and text to suit Gen Z styles. I applied trend research and platform best practices to keep the content authentic and engaging.
​
The project sharpened my skills in short-form video and brand storytelling, and gave me a real appreciation for creating content that’s both strategic and creative — something I’m excited to keep exploring in my career.
