The first question everyone asks after watching this ad is: "How did you get Cher?" Well, we ignored the voice of so-called common sense. We ignored everyone who said "she'll never do it." We picked up the phone and asked her anyway. And she said yes. Sometimes the biggest creative swings come down to nerve — and the willingness to ask a question that everyone around you thinks is ridiculous. This was one of those moments, and it's the kind of thinking that resulted in a campaign that really got people talking. The lesson? Always ask the question. Because sometimes, you get exactly the right answer.

U — The Rebrand In broadcast, a channel rebrand is never far away. But this was something else entirely. Rebranding all of the network channels and UKTV Play simultaneously was not just a creative challenge — it was a monumental undertaking. The kind of project that tests every part of a team, requires a clear creative focus across every touchpoint, and leaves very little room for error. The kind that if it works delivers a real impact. It worked. In the 12 months following the complete rebrand, the results spoke for themselves: 15% year-on-year increase in viewing 23% uplift in monthly active users

Reboots are a tricky business. When a show has genuine cultural history behind it, you can't ignore the past — but you can't be held hostage by it either. The challenge was striking that balance: honouring what made Bergerac beloved while signalling that something fresh and exciting was on the way. The result was a campaign that respected the legacy without being trapped by it — and one that earned its place on the Piccadilly Lights. For any creative, seeing your work on one of the world's most iconic advertising spaces was a really special moment for the whole team.

The first question everyone asks after watching this ad is: "How did you get Cher?" Well, we ignored the voice of so-called common sense. We ignored everyone who said "she'll never do it." We picked up the phone and asked her anyway. And she said yes. Sometimes the biggest creative swings come down to nerve — and the willingness to ask a question that everyone around you thinks is ridiculous. This was one of those moments, and it's the kind of thinking that resulted in a campaign that really got people talking. The lesson? Always ask the question. Because sometimes, you get exactly the right answer.

Every show has a personality — and this one was really distinct. For Bookish, we wanted the campaign to feel like an extension of the show itself, not just a promotional wrapper around it. To achieve that, we brought in the show's own composer to create the music for the trails, giving the whole campaign a tonal authenticity and energy that a generic track simply couldn't have delivered. The result felt distinctive, characterful, and unmistakably Bookish. And working alongside Mark Gatiss in the process? An absolute pleasure from start to finish.

The research revealed a clear challenge: audiences loved Alibi, but they only knew half the story. When prompted, viewers could recall a handful of familiar titles — but an entire world of shows and talent was sitting just beneath their radar. The creative solution was as simple as it was fitting. A digital OOH campaign that via engaging copy — showcased the full breadth of Alibi's programming & talent while landing a message that felt tailor-made for a crime drama channel: there's more than meets the eye.

The Mitford sisters are one of history's most extraordinary, contradictory and compelling families — and the ambition was a campaign that reflected that. The creative challenge was twofold: capture the distinct personality of each sister while simultaneously doing justice to the glamour, fashion and era they inhabited. A single, uniform visual approach simply wasn't going to be enough. This story demanded texture, individuality and a genuine sense of period. On shoot day, the team went further than key art alone. Alongside the hero images, we captured bespoke motion assets for each sister — footage that was later woven into clip-based executions, giving the campaign an additional layer of depth and versatility across platforms. The result was a campaign as surprising, elegant and full of character as the women it portrayed.

A successful launch is one thing. The real test is how do you follow it? Year two brought a new challenge: now that people know the brand how do you land the content offering in a way that only U could? The brief called for a campaign flexible enough to stretch across multiple TV genres and moods — capturing the full diversity of what U had to offer without losing the personality that made the platform distinctive in the first place. The answer was a playful, characterful campaign built around a simple but elastic idea — one that could shift tone, genre and feel across executions while remaining unmistakably itself. And at the heart of it all? The incomparable Bill Nighy, bringing his singular charm to a campaign that was as full of personality as the platform it represented and requiring a national treasure to say the letter U a thousand different ways.

A super rewarding brief — and one that came with real responsibility. Food waste in the UK is a massive problem, but the last thing we wanted was to make people feel guilty. Instead, we led with humour, using two campaigns to plant a simple question in the minds of shoppers: will you actually consume everything in that trolley? It was a light touch with a serious intention — and it worked. Post-campaign research confirmed what we'd hoped: the work drove real, measurable behavioural change in consumers.