A selection of work
for Paramount+
A 9-month freelance stint at Paramount+, where I creatively directed campaigns, social, and activations across their IP.
MobLand
MobLand is a Guy Ritchie, London-set crime drama series starring Tom Hardy as Harry Da Souza, a street-smart fixer navigating an all-out war between powerful criminal families, the Harrigans (Helen Mirren & Pierce Brosnan) and the Stevensons (Geoff Bell & Annie Cooper).
To launch the show in the UK, we tapped into a real-world cultural flashpoint: the long-standing Eubank vs Benn rivalry. We partnered with DAZN to blur the lines between fiction and reality, using the boxing match as a narrative extension of MobLand’s family feud.
Lore of the MobLand
In addition to this partnership, I was asked for a launch event idea. I found out Guy Ritchie owned a pub in Soho, conveniently called Lore of the Land. Thus, ‘Lore of the MobLand’ was born.
We rebranded the pub signage and interior, oil paintings of the family, branded coasters, beer taps, signage, and crafted a bespoke gangster-themed food and drink menu.
We even had the florist from the TV series provide extravagant flowers & vases.
We had a meet & greet with actors from the show, a cast of waiters and bouncers in character, personalised signet rings, quotes from the series written on the chalkboards, an Irish trad band, and Yard Act, who appear on the soundtrack, performing live as headliners.
We had plenty of photo opportunities throughout, ensuring the event spread on social.
Listen Up
Influencers were invited to a 3-course meal via a burner phone sent directly to their home address, with voicemail and texts leading up to the event. Proper gangster.
“MobLand, has officially broken records to become Paramount+ UK’s biggest series launch ever”
— IMDB
Dexter: Original Sin
Dexter: Original Sin, follows a young Dexter Morgan in 1991 Miami, fifteen years before the original show. It depicts his transition from a student with dark urges into an avenging serial killer, learning to apply "The Code" of his foster father, Harry.
Paramount+ wanted a simple social activation to announce the return of the character in the UK. As it was an entirely new cast, they wanted to lean into the iconic visuals.
Faux OOH was the in-thing on social at the time, with CGI becoming so good that people were commenting asking ‘did that really happen?’ and ‘is that real?’
Working with The Berry, we wrapped Tower Bridge in the iconic plastic that Dexter uses to keep his murders clean. We stained it in blood with the show title and turned the Thames blood red. We filmed it from a boat on the Thames, Dexter’s ‘The Slice of Life’, which he uses to dump bodies in the ocean.
To get people really questioning if it was real, I wanted to have a second asset from a different location. We worked with influencer Ali Woods and had him ‘sumbling’ upon it.
Yellowstone
Yellowstone was a major hit, and Paramount+ had an acquisition strategy to make it a stratospheric success. They planned to sell the first few seasons to Netflix, whilst keeping back later seasons. This would drive new subscribers as they subscribed to P+ for their Yellowstone fix.
For this to work, people would need to know that Paramount+ was the only place that had every single season of Yellowstone and the spin-off shows from the Yellowstone Universe.
We needed a social campaign to round up the herd, so we turned dramatic scenes from the show into a whole load of memes (around 30).
Platform Native
I wanted them to be as native as possible to the platforms, so we made different templates for Facebook, Instagram, and TikTok, in 1×1 and 9:16.
We even used the native A.I. voice that sounded closest to the Montana accents heard in the show.
“Our best performing paid social campaign ever”
— Paramount+ UK
