Photography, Film & Moving Image
Joy Division Orchestrated
A mini-documentary filmed at the Royal Albert Hall to celebrate the 40th anniversary of the seminal album Unknown Pleasures. This film documents the unique collaboration between original member Peter Hook and the Manchester Camerata, capturing the transition of Joy Division’s work into an immersive orchestral experience.
Originally created as a promotional asset, the film helped launch the project onto the international stage for a worldwide tour.
Performers: Peter Hook & Manchester Camerata
Guest Vocalists: Bastien Marshall, Mica Millar, Natalie Findlay
Venue: Royal Albert Hall, London
Additional Camera: Alex Grace
AO | 5 Steps
The Context
A series of instructional "How-To" videos created for the AO website to support customers through the TV purchase journey.
The Challenge
Common hurdles (like measuring wall space, TV positioning, how to set up a TV) often make TV shopping more stressful than it needs to be.
The Solution
I created a series of high-clarity films using a simple 5-step format. By stripping away the jargon and focusing on practical "How-To" advice – from measuring up to final setup – we transformed a confusing process into a straightforward, user-friendly experience that empowered the customer.
FYNE Clothing
Creative direction, shooting and production for the launch of a Manchester streetwear brand. Given a free role creatively, I developed a series of short-form films shot entirely at night to emulate a night out in the city. The resulting content provided a distinct visual launchpad for the brand, balancing urban grit with a streetwear aesthetic.
Moovin Festival
I have partnered with Moovin Festival for several years, capturing the unique energy of this event as it evolved from a small barn party into one of the UK’s best-loved boutique festivals.
I produce a post-event film designed for engagement across social media, which is then repurposed into a suite of short-form promotional content. This consistent visual storytelling has played a key role in the festival's organic growth – helping them reach over 35,000 followers and ensuring the event sells out year after year.
AO | "Out With The Old" New Year Campaign
The Context
A multi-channel social media campaign launched during the post-Christmas period to capitalise on the "New Year Resolution" mindset.
The Challenge
The "New Year, New You" space is incredibly crowded and often feels cliché. The challenge was to promote AO’s range of appliances in a way that felt relevant to the season but remained grounded and relatable to the audience.
The Solution
I developed a dual-track creative strategy. For large appliances like TVs and washing machines, we used a direct "Out with the old, in with the new" visual juxtaposition. For kitchen appliances, we took a more humorous approach by subverting the typical resolution tropes. By pairing healthy foods with guilty pleasures, we landed on the campaign line: “New you. Same you.” – a self-aware nod to the reality of New Year resolutions that drove high engagement across social channels.
AO x Sale Sharks | Sponsorship Activation
My work with Sale Sharks focused on maximising AO’s sponsorship through strategic brand integration and storytelling.
A key highlight was the "Are you AO-K?" initiative – an award-winning mental health and well-being program developed for local schools that demonstrated the tangible impact of the partnership.
To balance the serious community work, we also produced a series of light-hearted social campaigns, such as the "Scrumptious Challenge." These films placed elite athletes in relatable situations involving AO appliances, successfully bridging the gap between professional sports and everyday home life to drive fan engagement.
Fifi Rong
My collaboration with Chinese-British Avant-Pop artist Fifi Rong began with a chance meeting in the south of Spain. I was on a motorcycle trip through Málaga, and we found ourselves staying in the same remote accommodation, high in the heart of a quartz crystal mountain.
We collaborated on a suite of film and photography to support her new album. For the track Distance, we created a music and lyric video that reflects Fifi’s signature blend of emotional vulnerability and cultural heritage – a visual extension of the spellbinding energy she has brought to collaborations with artists like Tricky and Skepta.
Saascoms | Explainer Video Series
The Context
Saascoms is a leading UK specialist in digital engagement, providing complex multi-channel communication platforms, AI chatbots, and software solutions.
The Challenge
A common hurdle for software companies is the "curse of knowledge" – being so close to the product that it becomes difficult to explain it simply to outsiders. Without a physical product to show, the intangible nature of SaaS often leads to communication that creates confusion rather than clarity.
The Solution
I was tasked with acting as the bridge between Saascoms’ technical expertise and their customers’ needs. I produced a series of high-clarity explainer videos that stripped away the complexity. By focusing on who they are and what they solve, I created a suite of brand and product-specific films that transformed intangible software into a clear, relatable, and compelling value proposition.
AO | Lifestyle Photography Strategy
The Context
To enhance the TV buying journey on the AO website, we needed to move away from isolated product shots and show the units in situ across a diverse range of realistic customer homes.
The Challenge
The initial brief was logistically daunting and high-cost: transport hundreds of high-value TVs from the Crewe warehouse to a studio in Leeds, build multiple room sets for each customer profile, and shoot them all in person, in camera. The timeline and budget required a more intelligent approach to production.
The Solution
I developed a split-production workflow to maximise efficiency. We shot the TV units in the Crewe warehouse and the lifestyle backplates on location in Leeds. By mathematically defining the focal lengths, camera heights, and lighting angles to ensure they were identical in both locations, we were able to seamlessly marry the two in post-production. This strategy delivered high-end lifestyle imagery at a fraction of the traditional cost and logistical risk.
AO | Everyday Epic – Annual Results Film
The Context
For the annual shareholder presentation, AO moved away from traditional static decks in favour of a cinematic film that captured the scale and ambition of the business.
The Challenge
Shareholder presentations can often feel dry or purely data-driven. The challenge was to translate AO’s commercial growth and massive logistics network into a compelling, emotional narrative that would excite investors and stakeholders.
The Solution
I developed the creative concept "Everyday Epic." The film juxtaposed the intimate "moments of joy" that the AO products facilitate – like a family Sunday dinner or the drama of a football match – with the sheer scale of the AO operation. By combining high-speed FPV drone shots of the warehouses with macro-photography and light trails, we illustrated how the AO network makes those everyday moments possible. The result was a high-impact, cinematic piece that placed shareholders at the heart of the AO world.
FPV footage by Andrew Lawrence.
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Further Projects
Here are some additional projects from my archive. If you want to discuss a new brief or project, please get in touch.
