The disastrous one
Hiscox - Most Disastrous Campaign Ever
When I was first told I'd be leading the pitch for Hiscox business insurance, I didn't think it would be much of a creative opportunity. But then we stumbled on a killer idea, and discovered excellent clients who saw the potential right away.
Every part of the campaign has received awards recognition, from out-of-home, to press, to special builds, to radio, even the web banners.
In March 2025, Contagious magazine published an interview with me and Hiscox's head of brand marketing, Ed Birth, about "how a UK insurer reinvented B2B insurance."
The curriculum vitAI
A tactical campaign targeting recruitment consultants. In addition to a direct mail campaign where we speculatively sent AI-generated CVs full of lies to recruiters, we also ran full page ads in Recruiter magazine - highlighting the emerging risk that LLMs pose to recruiters.
In a series of ads filled with easter egg gags, perhaps the most nerdy one is the fact that the names for each candidates are anagrams that reveal the truth.
Stella H Lisisi = This is all lies
Katie F Vachiess = This is a fake CV
Pierce F Tandcated = The perfect candidate
Craig E E Devant = AI generated CV
Wine-stained DM
Our first work for Hiscox home insurance was a direct mail campaign, targeting high net worth homes. After one of the recipients shared a photo on LinkedIn, it quickly became one of the most shared bits of work we've ever done on the account.
