Vodafone

For over two years, I worked hand-in-hand with Vodafone and their in-house agency, Team Red, becoming a core part of the brand’s creative team and directing every piece of content and television work that came out of the business during that time.

Together, we tackled everything from national TV campaigns to agile social content, building a body of work that gave Vodafone a fresh, human voice. I helped shape Gutsy is Calling, launching with Steve Smith’s first appearance after the ball-tampering scandal—a spot that sparked millions of views and significant press. We dove into short documentaries with athletes across the country, capturing raw stories of ambition and resilience.

One of my favourite projects was a campaign shot in Taiwan, capturing the chaos of travelling with kids and the universal desperation of hunting for free Wi-Fi. We staged scenes of a family stranded in dingy cafés, kids glued to screens, and Dad valiantly asking for the “wúxiàn wǎngluò mìmǎ,” before bursting into vibrant sequences of the family roaming Taiwan’s bustling streets, temples and markets, showcasing the freedom of Vodafone’s $5 Roaming.

Beyond these hero pieces, I collaborated on multiple campaigns exploring Vodafone’s expanding network, family bundle options, and everyday human stories that made the tech feel invisible yet essential. Across TV, digital and social, my role blended directing with strategic partnership, helping keep Vodafone’s storytelling authentic, relatable and consistently full of life.