Can social media sound the drum for a radical, optimistic vision for society?
Here’s how bold ideas can land on social in 2025
Social media moves fast. What was an exciting creative concept last week is a tired trope today.
Staying at the forefront of social media takes constant innovation and authenticity. For over 5 years, I strategised, stretched and drove the Tony Blair Institute’s creative approach to social.
Here is a selection of key projects that I creatively ideated and led the production of:
What Makes You Proud?
Attracting top talent requires showcasing the heart of an organisation - its people.
“What Makes You Proud?” is a video series that assembles raw, authentic conversations with a diverse group of TBI’s employees into short films for social, centred around a single question; what makes you proud?
Passion and authenticity shone through, and the series contributed to an overall 300% increase in job applicants.
Profiles of the Future
What if you didn’t just tell people about a vision for the future, but allowed them to step into it?
This series combines selections of the Institute’s policy ideas into cohesive stories set in 2030 Britain, visualised with cutting edge generative AI.
This project established the Institute as one of the first organisations to utilise Midjourney’s ‘V5’ model for a social purpose.
Short-form Video
How do you take an organisation of policy specialists, and make their complex thoughts land on social?
I developed a suite of short-form video formats, designed to appeal present and future political leaders, and authentically place the Institute in the 2025 media landscape.
TBI’s 900+ employees became able to convey their ideas succinctly and effectively across social media.
Work samples