I’ve worked as a copywriter CD or ECD on some of the world’s largest and most successful brands, including Virgin, Microsoft, Disney, Mondelez, Vodafone, RBS, Sport England, Ford and GSK. I am currently Executive Creative Director at GOOD, an independent, purpose driven creative agency.
I consider myself to be a true ‘nose to tail’ creative, in that I recognise the critical roles played by all aspects of a brand’s communications. I also believe that when smart, funny and relevant ideas meet new technology, channels and innovation it results in campaigns that change behaviour, challenge conventional wisdom and most importantly, have a positive effect on people’s lives.
I’ve been fortunate enough to pick up quite a few awards for multiple clients across multiple channels, but my most successful and awarded campaign to date is This Girl Can for Sport England, which has become a culturally significant campaign around the world. One year on from launch, research showed it helped get almost 3 million women in the UK up and running (or jumping, or lifting…).
Here are a few things I’m proud of:
Creative Director on This Girl Can. I creatively ran the winning pitch to Sport England and subsequently oversaw every aspect of the campaign. This included the creation of over 30 films (from the 90 second cinema to additional TVCs, behind the scenes and content), outdoor (48 and 6 sheet, digital billboards), TGC logo design, website design and all social activity.
Worked closely with the McLaren Mercedes F1 team for Vodafone. Writing scripts & dialogue for Lewis Hamilton and Jenson Button, as well as personally conducting interviews with the drivers and directing content.
Created Britain's first ever braille national newspaper cover for RNIB.
Directed several TV commercials, including a Cannes finalist spot for Wizz Air (my directorial debut).
Created a beer brand called ‘Responsibly’, of which 2000 bottles were produced, along with collateral such as beermats, bar signage, bar towels & T-Shirts. The campaign is in the Chip Shop Hall of Fame.
Helped change government policy on the movement of children in care for the British Association for Adoption and Fostering.
Created work that took Virgin Media from the 80th most popular brand in the UK to the 3rd.
Named the ‘Chewitsaurus’ the ‘Chewitsaurus’.
Created over 100 TV commercials in one year for B&Q, helping them post their best results for 5 years.
Contributed to the ‘Change The World For A Fiver’ book.
Keen writer of stories for children and screenplays for grown-ups.
On a personal level, I’m married with 3 kids, support the world’s oldest professional football club, and my low centre of gravity makes me an excellent table tennis player.
For a more detailed view of my career path to date, have a look at my LinkedIn account:
Contact: attewelluk@gmail.com
07957483325
