Overview of some of the projects I worked on during my time at in-house creative agency Creative X, Meta - CREATIVE ART DIRECTION
2024-2025 Meta
More to come soon.
More to come soon.
Instagram 2025 Moonshot campaign
Production by Untold Fable
‘It’s just a [Share] Away’, Instagram’s consumer campaign across the UK and Germany.
The insight was that a lot of people in their late twenties to fifties use Instagram passively. They watch but don’t share, partly from fear of being judged and partly because they don’t know the features.
So the core idea was ‘You don’t know until you share’: showing how small, everyday creativity leads to unexpected connections. It worked across inspiration, creator-led tutorials and in-app nudges, with a LADbible partnership and creators in both markets.
Production by Untold Fable
‘It’s just a [Share] Away’, Instagram’s consumer campaign across the UK and Germany.
The insight was that a lot of people in their late twenties to fifties use Instagram passively. They watch but don’t share, partly from fear of being judged and partly because they don’t know the features.
So the core idea was ‘You don’t know until you share’: showing how small, everyday creativity leads to unexpected connections. It worked across inspiration, creator-led tutorials and in-app nudges, with a LADbible partnership and creators in both markets.
Instagram 2024 Summer campaign
Creative agency collaboration between Mother London and Creative X
Production by Mother
IG Japan - Friends face merging Instagram filter
