From emerging tech startups, to rarified luxury icons, to the most venerated British armed force, I have designed plans and written words for a wide strata of brands and organisations for over a decade, including: Demystifying the work of DeepMind through concept development and applied storytelling.Envisioning the value of emerging technologies for Rolls-Royce Motor Cars.Amplifying community values for Unilever through research, insights and expression.Evolving… Show more From emerging tech startups, to rarified luxury icons, to the most venerated British armed force, I have designed plans and written words for a wide strata of brands and organisations for over a decade, including: Demystifying the work of DeepMind through concept development and applied storytelling.Envisioning the value of emerging technologies for Rolls-Royce Motor Cars.Amplifying community values for Unilever through research, insights and expression.Evolving the story of Velvet Badger by devising the framework for brand development.Building a community for JCB through tone of voice and engagement strategies.Defining the future of luxury culture for Haberdashery.Translating brand values into music for Norwegian Group.Leveraging audience diversity to define a common cause for the Royal Navy. Show less

Haberdashery is a small business with sizeable ambitions. We met at a point of transition, where the company was looking to stake a cultural claim and lead the evolution of their market by example, by championing the benefits and importance of emotional engagement through their unique approach and products.Through a series of workshops and thought experiments, initially with the whole team then a focused group of stakeholders, we zeroed-in on their inherent values and unique approach to… Show more Haberdashery is a small business with sizeable ambitions. We met at a point of transition, where the company was looking to stake a cultural claim and lead the evolution of their market by example, by championing the benefits and importance of emotional engagement through their unique approach and products.Through a series of workshops and thought experiments, initially with the whole team then a focused group of stakeholders, we zeroed-in on their inherent values and unique approach to define their purpose and vision, set in the context of their cultural place now and in the future, ensuring that a rarefied product and brand will always provide tangible value to their customers and wider culture.Having defined their comprehensive brand philosophy, we progressed to distil and interpret their worldview into an effective set of brand beliefs and behaviours. These assets provided guidance to the whole company around their purpose and trajectory, while protecting the personal creative freedoms that are fundamental to the company and products.Furthermore, we developed a tone of voice system to safeguard and consistently reflect their purpose and values in all forms of communication, while still allowing the brand to emphasise different facets of their personality to best fit their momentary needs.The depth and breadth of my own approach has been positively challenged at several points though our time together, testing my own rigour and intuitive depths to ensure that I have provided the best value to the brand and their people, without losing sight of the wider context and influences that inform their values and vision.My work with Haberdashery continues as brand guardian, messaging writer and content curator, guiding the development of assets and brand planning. Show less

Velvet Badger was originally conceived as a content animation studio. Their ambitions quickly outgrew their message and market as they looked to the future, aiming to incorporate emerging technology and innovative storytelling facilities into their arsenal.To sell their work and tell their story, they needed a partnership of brand strategy and messaging approach that would be as compelling for the futurists as it is for current clients and culture; as relevant in a decade as it is at… Show more Velvet Badger was originally conceived as a content animation studio. Their ambitions quickly outgrew their message and market as they looked to the future, aiming to incorporate emerging technology and innovative storytelling facilities into their arsenal.To sell their work and tell their story, they needed a partnership of brand strategy and messaging approach that would be as compelling for the futurists as it is for current clients and culture; as relevant in a decade as it is at any point from now until then.Through workshops, collaboration and brand modelling we defined the purpose and vision to anchor and elevate their ambitions, then extrapolated the values and customer benefits that would position them as pioneering practitioners for ambitious thinkers.Defining a framework that speaks to the heart of their ambitions over time was imperative to combat brand dilution or messaging creep in a swiftly evolving technological landscape. In turn their narrative also needed to flex and develop in parallel, without losing sight of the core ethos that has sustained and elevated them.Creative application of metaphor and storytelling devices were imperative to marry the name with the purpose and the purpose with saleable customer value, combining complex technical considerations with playful approaches to writing and brand expression in relatable and attractive ways.Evolution is never done, so neither are the Badgers and I. I continue to consult for them as guardian for the Velvet Badger brand, while also developing concepts, strategies and expressions for their diverse roster of clients across luxury and fashion, sports and leisure, technology and beyond. Show less

The start of something new. The chance to build better through insight, craft and creative strategy.Rising from the ashes of the pandemic, The Mighty Fuel is a strategic consultancy with the aspiration to bring the head and the heart together for businesses, brands and audiences.I worked with The Mighty Fuel to develop their embryonic brand story into a comprehensive brand framework and saleable offering, inspired by the original brand idea of engagement being the journey from… Show more The start of something new. The chance to build better through insight, craft and creative strategy.Rising from the ashes of the pandemic, The Mighty Fuel is a strategic consultancy with the aspiration to bring the head and the heart together for businesses, brands and audiences.I worked with The Mighty Fuel to develop their embryonic brand story into a comprehensive brand framework and saleable offering, inspired by the original brand idea of engagement being the journey from the head to the heart, from brand awareness to affinity. I devised a compelling proposition and set of values to align the principles with working practice, alongside a modular suite of strategic and creative services, encompassing a comprehensive offering qualified by approach, rate cards and timescales.I also developed and produced the initial brand awareness campaign, encompassing a suite of touchpoints from social media to a boutique brand launch event, while leading strategic investigations and ideation projects for clients in the finance, energy provision, pharmaceutical and FMCG sectors. Show less

I was engaged by this nascent Web3 startup to help define the strategic approach to effective storytelling and communications for NFT experiences and brand projects.The investigations centred around the opportunities and issues posed by brands and agencies entering decentralised online communities, aiming to devise a trustworthy and engaging voice for the brand. I researched and explored ideas around reciprocal and equitable value exchanges between the rights holder and the fan… Show more I was engaged by this nascent Web3 startup to help define the strategic approach to effective storytelling and communications for NFT experiences and brand projects.The investigations centred around the opportunities and issues posed by brands and agencies entering decentralised online communities, aiming to devise a trustworthy and engaging voice for the brand. I researched and explored ideas around reciprocal and equitable value exchanges between the rights holder and the fan, informing the conception of the initial brand purpose and vision for the brand. The resulting assets became the basis for investor materials and pitch approaches. Show less

Identity was successfully navigating a period of exponential growth for the company in public sector events, while harbouring ambitions to gain more projects and relationships with global brands. They needed to evaluate and refocus their priorities and people in order to realise their commercial brand ambitions.I devised and ran a programme of development work, aiming to empower the creative team and wider company through the benefits of strategic and creative approaches to commercial… Show more Identity was successfully navigating a period of exponential growth for the company in public sector events, while harbouring ambitions to gain more projects and relationships with global brands. They needed to evaluate and refocus their priorities and people in order to realise their commercial brand ambitions.I devised and ran a programme of development work, aiming to empower the creative team and wider company through the benefits of strategic and creative approaches to commercial projects, proving by doing the validity of a creative-first approach for a logistically focused business.In parallel I realigned the brand positioning, bringing company values together with creative practice to develop messaging that would be resonant and attractive to major global brands. Centred around three key brand claims, these pillars became markers of purpose and approach that would honour and elevate the brand ambitions.The creative development process was inclusive to everyone. Exercises and thought experiments were conducted on both theoretical and live briefs, in order to allow us to explore while anchoring the work in the realities of client requirements and commercial aims.I mentored members of the creative team and beyond, applying the approach to different business functions, in order to help fully align the business while providing personal value.After a six-month development process the agency was winning more commercial projects and pitches for significant global brands, as a result of both the revitalised creative worth the team projected through their work, and the renewed depth and focus of the messaging that served to tell a better creative story for the business. Show less

DeepMind is at the cutting edge of the development and real-world application of Artificial Intelligence.AI has an image problem. The seemingly limitless possibilities for improvements to prospects and lives are often buried, under justifiable concerns about everything from job security through to the overthrow of humanity.DeepMind’s work across fields such as healthcare innovation and the climate crisis are explicitly designed to create better for humanity and beyond. However, they… Show more DeepMind is at the cutting edge of the development and real-world application of Artificial Intelligence.AI has an image problem. The seemingly limitless possibilities for improvements to prospects and lives are often buried, under justifiable concerns about everything from job security through to the overthrow of humanity.DeepMind’s work across fields such as healthcare innovation and the climate crisis are explicitly designed to create better for humanity and beyond. However, they were in need of a translator to build a messaging strategy that would cut through apprehension, deliver their messaging successfully, and inspire understanding and affinity.My role was two-fold. Firstly, I developed a consistent and engaging approach to messaging and storytelling. A formula to translate complex processes and data science into compelling and digestible narratives, capturing viewers without losing accuracy or impact.Secondly, I led a creative team as ideation specialist and content curator, developing ideas for public and stakeholder engagements that would achieve advocacy through understanding and emotional engagement.Applied storytelling and depth of understanding were pivotal to the successful generation of concepts and narratives, facilitating experiences with the resonance to capture imaginations and quell fears about the role of AI for humanity.DeepMind now has a process-driven yet highly flexible approach to their public engagement programme that is eminently tailored to them, while being resonant enough to build trust and affinity with any audience they wish to engage. Show less

I was commissioned to lead the development of the digital programme of works for the JLR 19-20 year Motor Show circuit, including the international launch of the new model Defender, a major milestone and talisman for the Land Rover brand. Working with an extensive team across Production, Technology, UX and Creative I developed the working practices and oversaw an extensive programme of works, including award-winning VR experiences, film production, immersive interactive experiences and… Show more I was commissioned to lead the development of the digital programme of works for the JLR 19-20 year Motor Show circuit, including the international launch of the new model Defender, a major milestone and talisman for the Land Rover brand. Working with an extensive team across Production, Technology, UX and Creative I developed the working practices and oversaw an extensive programme of works, including award-winning VR experiences, film production, immersive interactive experiences and touchscreen infographic applications. I led the digital delivery of the shows in Frankfurt and Los Angeles, alongside a team of twenty-four dedicated digital team members onsite in Frankfurt. Show less

Brand Strategy & Positioning, Research, Audit & Analysis, Brand Report Writing for a German-region television channel collective offering. Partnered with Pitch & Sync to deliver the audio branding for this project.

Giant International is an experience agency with history and heritage, a family business with a new generation hungry to innovate and push forward into the future, who were in need of a strong brand message to herald their evolution. I was tasked to help Giant to realise a clear definition of their brand and services, deliver an effective brand framework and create a suite of brand expressions. Through a series of workshops with the partners I gathered the knowledge to define the brand model… Show more Giant International is an experience agency with history and heritage, a family business with a new generation hungry to innovate and push forward into the future, who were in need of a strong brand message to herald their evolution. I was tasked to help Giant to realise a clear definition of their brand and services, deliver an effective brand framework and create a suite of brand expressions. Through a series of workshops with the partners I gathered the knowledge to define the brand model, focused around their ethos, experience and heritage. I developed the brand strategy and master brand story, covering all forms of expression from agency mission statements to social media bylines and marketing material. By refocusing and streamlining their message I provided the tools for Giant to think and talk about themselves with renewed confidence and vigour.“Phil is a very talented storyteller and copywriter.”Tony Cozzi, MD, Giant International Show less

I was engaged on behalf of Ford of Europe to realise the interactive and content elements of an ambitious launch campaign for the 2018 Focus edition. This was a fascinating project, marrying emerging technology with human nuance. The brief was to teach AI the art of conversation and create emotional connections with individual people.Through tone of voice development and narrative mapping, I devised branching conversational routes for FOCI, Ford’s interactive AI personality, to… Show more I was engaged on behalf of Ford of Europe to realise the interactive and content elements of an ambitious launch campaign for the 2018 Focus edition. This was a fascinating project, marrying emerging technology with human nuance. The brief was to teach AI the art of conversation and create emotional connections with individual people.Through tone of voice development and narrative mapping, I devised branching conversational routes for FOCI, Ford’s interactive AI personality, to teach it how to react, interact and direct conversations with individuals at a touring launch event for the 2018 Focus model.By creating narratives and story arcs that focused on the user's interests, the AI was able to build individual profiles and serve the user conversation and content that would be engaging for each visitor.The tone of voice system and written prompt scripts for FOCI provided the central interactive model to connect with each user in a convincingly ‘human’ manner. Show less

I was engaged by the Jack Morton team in London to help expand their capabilities in content and digital experiences, modernise their offering, and create the roadmap to enhance the perception of the agency in digital innovation. My approach involved researching past and current projects, reviewing new business processes, qualitative research across all disciplines and levels of the agency, roles and team evaluation, strategic modelling, live and internal trials of projects. The culmination of… Show more I was engaged by the Jack Morton team in London to help expand their capabilities in content and digital experiences, modernise their offering, and create the roadmap to enhance the perception of the agency in digital innovation. My approach involved researching past and current projects, reviewing new business processes, qualitative research across all disciplines and levels of the agency, roles and team evaluation, strategic modelling, live and internal trials of projects. The culmination of this work gave rise to a triple-faceted approach, tackling the process, structure and brand positioning of the offering in parallel to determine the key roles, disciplines and necessary working practices to deliver a framework for innovation within a robust new Digital Operations Strategy. Show less

Adelphoi were commissioned by Norwegian to create a signature suite of sounds for their group of brands, as part of a comprehensive brand consolidation. I was integrated into the Adelphoi team to build the strategy that would inform and guide the creative process. Due to the parallel progression of the wider rebranding at the time of the project, the necessary first step was to create a brand-level positioning framework in order to facilitate the creation of a successful brand expression. I… Show more Adelphoi were commissioned by Norwegian to create a signature suite of sounds for their group of brands, as part of a comprehensive brand consolidation. I was integrated into the Adelphoi team to build the strategy that would inform and guide the creative process. Due to the parallel progression of the wider rebranding at the time of the project, the necessary first step was to create a brand-level positioning framework in order to facilitate the creation of a successful brand expression. I undertook comprehensive audits of Norwegian themselves alongside both competitor and aspirational brands, defining the space where Norwegian could create the most impact. I also provided Creative Supervision to the composers, guiding them through the successful execution of the creative. I authored a comprehensive strategy report and wrote the guidelines to accompany the suite of assets, ensuring all touchpoints would be covered and the brand sound would achieve its desired impact and longevity.“Phil is a joy to work with. His talents have been instrumental to us successfully delivering powerful brand strategies as well as winning new business for our branding department. He is a trusted partner who brings together a rigorous attention to detail with strong commercial sensibilities and a perpetual appetite for the next challenge.”Max De Lucia, Client Director, Adelphoi Show less

Leading a team of Technologists and Content specialists I executed the digital production for a suite of content-led interactive experiences, to promote the Sky Q service at their permanent exposition at the O2 arena in London.

For the public unveiling of their 103EX “Voyager” concept car, Rolls-Royce were looking for an experience befitting the ambition of the vehicle to be used at the launch event and beyond, so stakeholders and fans of the brand alike could feel involved in this visionary moment.At the time Virtual Reality and immersive 360o filming techniques were on the rise and prominent in the cultural consciousness. Myself and the team at Imagination were approached to conceive and realise an… Show more For the public unveiling of their 103EX “Voyager” concept car, Rolls-Royce were looking for an experience befitting the ambition of the vehicle to be used at the launch event and beyond, so stakeholders and fans of the brand alike could feel involved in this visionary moment.At the time Virtual Reality and immersive 360o filming techniques were on the rise and prominent in the cultural consciousness. Myself and the team at Imagination were approached to conceive and realise an experience making best use of this technology.However, we first needed to prove the validity of the technology as an appropriate vehicle to tell this story for this brand. Many brands were clamouring to use VR in order to claim a slice of the cultural zeitgeist, so above all else we had to prove that this technology provided a medium and quality of experience appropriate to this watchword of luxury brands.I orchestrated and ran a series of strategic workshops, aiming to marry vision and story with technology and execution, bringing brand stakeholders together with elite technology partners and creative practitioners.Operating as brand guardian I led the exploration and interrogation of ideas to ensure the experience would be a natural extension of the vision of the vehicle and Rolls-Royce’s vision for aspirational technology.After a six-month consultation process, characterised by excitement tested by rigorous debate, all parties were confident that VR was a valid creative medium to do justice to the brand and vision.The trust and relationship I had built with the Rolls-Royce team over the preceding two years was at times tested but remained steadfast, and the quality of the end result was a testament to collaboration and clarity of brand purpose. Show less

In this role I was responsible for the creative project management and team leadership of digital activations and programmes of work carried out for automotive brands. Lead Digital Producer for the Rolls-Royce Motor Cars account.Rolls-Royce Motor Cars ‘Voyager’ 360º Animated Film, June 2016This film was Rolls-Royce’s first step into the virtual space and a departure in the use of emerging technologies for the brand. Live film capture, 360º stills, CAD data and CGI animation were… Show more In this role I was responsible for the creative project management and team leadership of digital activations and programmes of work carried out for automotive brands. Lead Digital Producer for the Rolls-Royce Motor Cars account.Rolls-Royce Motor Cars ‘Voyager’ 360º Animated Film, June 2016This film was Rolls-Royce’s first step into the virtual space and a departure in the use of emerging technologies for the brand. Live film capture, 360º stills, CAD data and CGI animation were used to create an immersive experience to tell the story of the vehicle.Rolls-Royce Motor Cars ‘Black Badge’ Press Reveal, Geneva Motorshow, March 2016Bespoke films to reveal the Black Badge range. Created using live captures of manipulated ferrofluids with no additional animation in post-production,enhanced by carefully crafted lighting and music.Jaguar F-PACE ‘Mixed Reality’ Retail Preview Experience, January 2016An integrated Augmented and Virtual Reality preview of the F-PACE vehicle. A virtual guided tour using AR to showcase the physical size of the car, then exploring key design and interior features in a pre-rendered VR environment.Jaguar Land Rover 'Innovation Lab', Frankfurt Autoshow, September 2015I ran a team of five Producers and Creative and Development teams to interpret the technology-focused aspirational brief and create engaging and informative experiences, including touchscreen interactive experiences, interactive 3D animations, film content, and large-scale LED film and animation work.Inside Rolls-Royce Brand Exhibition, 2014 - 2015A major interactive art exhibition for Rolls-Royce. Activations included large-scale physical interactive installations using Kinect technology working with VVVV software and Ableton Live, RFID-driven light and sound interactive environments plus a geo-located smartphone and tablet app. After the flagship London exhibition at the Saatchi Gallery the show toured worldwide in 2015. Show less

Intel Media - New Brand DevelopmentIntel Media engaged Pitch & Sync to create the brand sound and positioning for their new interactive television product and service. Working closely with the project team at Intel, I led the creative strategy and management of the project. My role included;- Scoping, budgeting and financial reporting- Timeline and task management- Client relationship management, including leading client presentations- Extensive competitor audit and… Show more Intel Media - New Brand DevelopmentIntel Media engaged Pitch & Sync to create the brand sound and positioning for their new interactive television product and service. Working closely with the project team at Intel, I led the creative strategy and management of the project. My role included;- Scoping, budgeting and financial reporting- Timeline and task management- Client relationship management, including leading client presentations- Extensive competitor audit and analysis, including wider industry standards and best practice- Future trends analysis in digital television services- Research into related fields, primarily music psychology and aesthetics- Strategic positioning for the brand sound, including the practical framework for composition and production- Developed brand guidelines and audio usage rules to safeguard longevity and relevance- Creative team strategic input and inspiration on the music compositionPitch & Sync Strategic Brand DevelopmentI worked alongside the P&S management team to develop their corporate brand positioning, developing new working practices and methodologies to create a more strategically enabled offering to brands and agencies. By updating P&S’ verbal identity and creative brand copywriting style we identified new areas of opportunity to expand the company’s client offering and widen the P&S remit. I undertook;- Workshop planning and facilitation to define opportunities for the P&S business- Future trends analysis, providing the framework to realign the perception of the brand in their marketplace- Developed new business presentations and project processes for strategic project work- Proposed, researched and wrote thought pieces on branding issues to enhance the perception of the new strategic offering;- 'Musical Brands - The future of music and brand partnerships'- 'Psycho Music - The application of music psychology in strategic music positioning for brands' Show less

ResponsibilitiesAccount management and client liaison for projects and accounts; budgeting and financial reporting; new business development and pitching; project scoping and associated documentation, project planning and management; management of internal creative and technical teams; 3rd party supplier liaison and management.Channel 4 Fuel 4 Interactive television commissioning project, exploring emerging congruences and opportunities in digital technology. The project… Show more ResponsibilitiesAccount management and client liaison for projects and accounts; budgeting and financial reporting; new business development and pitching; project scoping and associated documentation, project planning and management; management of internal creative and technical teams; 3rd party supplier liaison and management.Channel 4 Fuel 4 Interactive television commissioning project, exploring emerging congruences and opportunities in digital technology. The project resulted in the commissioning of the BAFTA and Webby award winning interactive programme 'D-Day As It Happens'.Diesel Strategic digital repositioning for the brand, including quantitative and qualitative research, digital brand and visual language evaluation.Philanthropy UK Website relaunch; content evaluation, scoping, asset management, design,development and deployment.Digit R&DCity Peaks Installation-based game; hardware, interface and website development.M&S Plan A Retained Account Management including website maintenance, project development, page and content creation, illustration and data visualisation.Campaign specific development, production and project implementation within the Plan A brand.HSBC Trade ConnectionsLive interactive data visualisation for Trade Connections conference,Hamburg, September 2011.Sound Design and Music CompositionWhile working at Digit I employed my audio skills on various projects,completing all Sound Design and Composition briefs during my time at the agency for brands including; HSBC, The Coca Cola Company and TNS. Show less

One of two Producers delivering digital media to the music and entertainment industries. My roles included; pitching, commissioning, budget planning and management, client liaison, project scheduling and workflow management, creative and technical team coordination (in-house and third-party suppliers), through to the final delivery of product into manufacture and digital implementation.

Between 2007 and 2009 I gained wide production experience working as a freelancer, performing roles including; Music Producer, Audio Consultant, Composer, Sound Recordist and Production Coordinator. Credits included: Music Consultancy for AKQA and BBC, Remedy Productions, 4Music, World Music Awards for Widescreen UK, Led Zeppelin at the 02 for Cheese Films, composition for Lambie-Nairn.

Sole in-house Producer responsible for all writing, arranging and remixing, audio programming and mastering. In addition to producing I contributed session vocals and instrumental performance.Songwriting and Production credits across various releases during my time at this position.