In the run up to the Commonwealth Heads of Government Meeting in 2018, Malaria No More UK collaborated with globally acclaimed creative agency R/GA to develop an award-winning campaign that would drive public awareness and mobilise global leadership to commit resources to accelerate the end of malaria.
The campaign went from strength to strength providing the reward and cover needed for leaders to take bold action. Leading on content strategy and production, I produced three films in collaboration with David Beckham and Ridley Scott Associates (as well as producing and directing associated BTS films and a multi-talent film starring Hugh Laurie, Emili Sandé and Ncuti Gatwa to name a few); secured a partnership with Meta unlocking Creative Shop resource including AR filter development and digital advertising; led on creative for out-of-home media across key geographical locations including New York City during the 2019 UN General Assembly; developed a mobile voice petition application with R/GA; secured and managed partnerships with Hollywood's leading VFX agencies and AI developers.
During its three-year course, the campaign tallied up 1.93 billion impressions and helped secure a commitment to halve malaria in the Commonwealth by 2023.
Role/ In-house creative, digital lead and producer for campaign for Malaria No More UK, director and producer of behind-the-scenes films.
Collaborators/ R/GA, Facebook, Ridley Scott Associates (RSA films), David Beckham (DB Ventures Ltd / Authentic Group), Digital Domain, Synthesia AI, dentsu, Wave Studios, Powster and Framework Productions.
Stakeholders/ United Nations secretariat for malaria (RBM Partnership to End Malaria)
Phase 1/ Campaign launch: Digital and marketing lead, creative director for Global Malaria Summit
Phase 2/ The Power of The Voice: Digital and content lead the launch of the world's first ever voice petition developed with R/GA and AR filter developed with Meta. Producer for lifesize AR filter stunt and associated events and promotional moments in New York at the UN General Assembly. Producer and in-house creative lead on AI film with David Beckham and multi-talent Power of The Voice film. Producer and director for behind-the-scenes film
Phase 3/ A World Without Malaria: Creative lead working with Ridley Scott Films, creative direction across ad assets, producer and director for behind-the-scenes film.
Creative Partnerships: Secured creative and communications partnerships with Meta, Digital Domain, Blink, ClearChannel, JC Decaux, Ocean Outdoor and cultivated partnerships with R/GA, Ridley Scott Creative Group and Synthesia AI (discovered by R/GA and received Unicorn status and floated on the stockmarket following this partnership).
