BRITISH CYCLING

One of my career highlights so far - working in the content team at British Cycling. Meeting many of my cycling heroes (all friendly) proved to be a bonus, as did holding several Olympic gold medals (theirs, not mine - although I did ride off with one in my shorts pocket once).



The work itself was full of purpose and creative stretching. Akin to the 'secret squirrel' track bike development, but with a little less sweating, I made a significant contribution to the data-driven creative content testing and learning.



The core mandate was to spread the appeal of cycling as a recreational activity, and all the content I produced was towards that aim.

Challenge
To encourage millions to get on a bike and take part in one of the British Cycling programmes

Every piece of content began with the purpose of growing the awareness of cycling as a fun, healthy and efficient means of recreation/transport, and more specifically, building awareness and trust of British Cycling.

Backed by quite literally a well-spent youth on two wheels, I applied my academic research skills to building marketing personas for our key audiences, and built creative work upon these insights.

Always keen to bring a fresh perspective to creative output and methodology, I worked with a great director who allowed me to experiment with concepts and content that pushed us forward in the race with no end - getting more people hooked on riding bikes.

Marginal gains for track and road race performance, finding that 1% incremental improvement too, for the next social post, blog article or promotional video.
01.
Communication
02.
Research
03.
Creativity
04.
Insight

Much of the creativity activity centred around the promotion of the City Ride events, where whole city centres would be cleared of traffic to make way for thousands of smiling cyclists. Great for families, great for communities, and great for me in gaining experience of promoting and producing large-scale participation events.


Great for families, great for communities, and great for me in gaining experience of promoting and producing large-scale participation events.

Of course, it helped that everything was about the bike for this role, but what really captivated me was the scope I had to grow and flex my creative muscles across the disciplines.


Just as I love to switch from the mud and knobbly tires to the stealth and slickness of a road bike, I enjoyed the variety of project work, from social strategy to video work and article writing.

COPYWRITING
As a member of the British Cycling content team, I penned a ream of cycling articles cycling covering a wide range of topics - all geared towards making riding bikes more accessible.

SOCIAL

Posts made on IG + FB

Five tips for bike maintenance

Great places to ride MTB in the UK

Ten tips for getting into BMX

Easy ways to customise your bicycle

AMERICA

America 2020

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

Germany

Germany 2021

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

UK

Jimmy Hughes 2022

Location

And if it rains, a closed car at four. And we shall play a game of chess, pressing lidless eyes and waiting for a knock upon the door.

Material

At the violet hour, when the eyes and back, turn upward from the desk, when the human engine waits.

Curiosity

Look beyond the obvious

2023

Setting

At the violet hour, when the eyes and back turn upward from the desk, when the human engine waits.

Location

April is the cruellest month, breeding lilacs out of the dead land, mixing memory and desire, stirring dull roots with spring rain.

Simplicity

Keep it simple, stupid (KISS)

2023

Setting

Madame sosostris, famous clairvoyante, had a bad cold, nevertheless is known to be the wisest woman in europe.

Location

Winter kept us warm, covering earth in forgetful snow, feeding a little life with dried tubers.

Growth

Nocturne

2023

Setting

The chair she sat in, like a burnished throne, glowed on the marble, where the glass.

Location

Doubled the flames of sevenbranched candelabra reflecting light upon the table as the glitter of her jewels rose to meet it.