Will Adam

With 30+ million views and a Gold and Silver Effie, this was P&G’s most successful online product launch, resulting in sold out product in Germany and France.

All for a razor that shaves everywhere but a man’s face. A man’s chest, head, legs, back and/or crack is uncomfortable to talk about shaving. So we dug into Gillette’s history to show how this was just another male grooming trend. Man changes with the times and Gillette changes with man.

Targeted global online campaign supported by social, imedia banners, ecomm and PR.

How do you relaunch a frozen pizza brand that’s made in Ireland, named after a classic American Movie and sold in the U.K.?

By creating our own Matriarchal Mafioso Mobster… The Godmother. She oversees production, distribution and, in all likelihood, consumption at gunpoint.

Supported with press, social and tactical SEO, this campaign pulled the brand out of the ‘ehh ohhh’ Italian-American stereotypes and gave it a campaignable character that will take down the competition in The Godmother II and III.

My lockdown project. I wrote, directed, produced, acted in, styled, edited, mixed and distributed this over three days in April.

By May it had over 90k hits, was featured on several comedy websites (Lad Bible, etc.) and then went viral over Whatsapp groups in over 28 countries, picking up an estimated 55 million views.

I’d like to thank Masterclass for inundating my pre-roll with their videos for the last two years.

Dollar Shave Club. Harry’s. Bulldog. Gillette was a wee bit late to the online subscription party.

So we channelled our inner Pesci and created a crime syndicate where this sick steel was being trafficked.

Gorgeous press, intriguing social and innovative digital and ecomm rounded out the campaign.

I actually got all the way through this brief without ever knowing what ISA stood for. Impossible Saxophone Accumulation? Investment Savings Advert? I See Albania? We’ll never know.

We took saving for a wedding or the trip of a lifetime one step further. Make Your One Day Happen. Like the lottery, but with hard work.

TV, press and social toolkit.

The razor with 10 lives!! One more than a cat. Nine more than a human. It can’t be killed. It won’t be stopped. Voted “Scariest Razor Ad” by my mom.

Sponsorships are hard. Here, do something with 45 years of highlight reels and you have 36 seconds to film something with George North. Go! Go! Go! We weaved an iconic speech from Jim Telford in there and made something inspiring.

Chicken Dippers. Chicken Chargrills. Chicken Shop Chicken. The holy trinity of easy parenting. Don’t beat yourself up. Dinnertime should actually be fun once in a while. Winner Winner Chicken for Dinner.

This was my favourite piece to write and make. We created a fictional soap opera town, Brighten Bay, where everyone looks their best and brightest with Cheer (Daz in the U.K.).

This was also a not-so-subtle nod to the fact that P&G invented the soap opera in 1933. With the help of a real-life soap star, Cameron Mathison from All My Children, we filmed 10 episodes that revolved around a woman in a coma.

We also wrote 4 scripts and asked fans to audition for the role of a walk-on part on As the World Turns. The PR was incredible, the responses overwhelming and, luckily, no one fell tragically down an elevator shaft into a pool of back-stabbing socialites.

Sausage fingers… meet fish fingers. Jamie and BirdsEye teamed up to spout about the frigid benefits of frozen food. No products, no recipes, just Jamie as a talking head sermonising from Mount Frozen.

Supported in digital and print, this campaign helped tackle sustainability, nutrient loss and seasonality.

Every once in a while you get to do a campaign that’s actually good for the world. In this long and far reaching campaign we got to tell the world that there’s a really simple way to eat healthily.

All you have to do is look down at your plate. If you see lots of colours, you’re doing well. If you see beige, finish your pint and get out of Wetherspoons.

We created singing vegetables to help the educational message go down. And with a print, social, tactical and pr campaign, we got the entire of western Europe humming this infectious little ditty.

Red Bull and Gillette teamed up in the 2016 F1 season. We did social posts after each race that tracked the team’s success. We also came up with the idea of creating the most precision engineered razor the world has ever seen. How? By building it like an F1 car, from an F1 car.

A shave so smooth absolutely no one, not even a baby, can compete with how it feels.

Global campaign we shot 3 times with different talent. Press, OOH, digital, social and PR.

A collection of press ads that I like. To Beard… or Not to Beard being my favourite line for a specific media placement.