Real business problems. Worked through in public.
I don't have an agency's account list yet. What I do have is a habit of taking real brands and thinking through them the way a performance marketer would on day one: customer, offer, copy, page, funnel, numbers. Read any file and you'll see how I'd approach yours.
What if the ad wasn't trying to motivate anyone?
"Become the person your future requires."
A speculative build with no client and no budget behind it, run through the same sequence I'd use on a paying account. Psychology, positioning, paid acquisition, lifecycle and conversion, all pointed at one idea: people don't buy motivation, they buy a version of themselves.
A Dublin gym with great coaches and a broken booking funnel.
Team KF is a real club in Dublin: strong coaching, 4.9 star reviews, almost no path from "interested" to "booked". I built the campaign as a mock, not a live account, working from 100+ Google reviews and beginner threads on Reddit to a search plan, a trial-class landing page and the measurement that would tell you if it worked.
People already cared about Pieta House. They just weren't donating.
This one ran for real, with no media budget behind it. Everyone we spoke to supported the cause; almost nobody had given money to it. That gap is not an awareness problem, it is a friction and trust problem, so we treated it like one. The campaign was built as an organic funnel: familiar faces to earn attention, visible community proof to make giving feel normal, and one short, obvious path to the donation page. Every stage had a number attached so we could see where people stopped.
Building the website a 30-year-old grocer never had.
Evergreen has three decades of regulars and, until this project, nothing online worth sending them to. I built the site, the local search visibility and the GA4 layer underneath it, so every other channel finally had somewhere to land.
An academic brief for Optimum Nutrition: what if "gold standard" stopped meaning perfect?
"Real gold isn't flawless. It's earned."
Primary research with young gym-goers kept surfacing the same thing: body-image pressure, a sense of not being welcome, and some strange beliefs about what protein actually does. The campaign moves the brand's own word away from perfection and towards earned progress. Built as coursework, then pressure-tested with feedback from TBWA Ireland.
I built a supplement brand that doesn't exist, end to end.
"The hour between waking and rest."
No client, no product, no revenue. Positioning, buying psychology, copy, creative direction, landing page, packaging and launch campaign, all carried by one organising idea and translated into every touchpoint.
This project wasn't created to demonstrate what I know. It was created to demonstrate how I think. Every asset exists to solve a business problem, shift customer perception or increase conversion, rather than simply look impressive.
A single film. Slow cuts. The pace of the product itself.
Paid social built to interrupt without shouting.
Search intent, answered on the brand's own terms.
A welcome sequence that earns the sale before it asks.
Next in the drawer: a lifecycle email teardown and a landing page experiment log, both written up the same way once they're finished.
You've now seen how I read six businesses. The seventh could be yours.
Let's talk growth