What’s funnier than a fruit joke? A fruit telling a fruit joke. I created an animated TV campaign, using characters to support the launch of a new ice cream, Fruttare, which was made with real fruit. I was responsible for concepts, copywriting, voiceovers and overseeing the animation process.  

Sunlight Liquid

Sunlight Liquid washes more plates and cuts through grease faster than its closest competitor. Working within the international Talking Plates creative format, I wrote an ad demonstrating these propositions at the Great South African Braai Festival! Head to head, the two brands clashed! I was the copywriter on the job as well as oversaw cast, production, voice-overs and direction.  


Doritos launched in the Middle East. To play on one of the crisps defining characteristics, its “crunch”, I wrote and helped produce this television commercial.

Gillette Vector Plus

Gillette’s new razor, Vector Plus, offered shavers the ultimate shave. This TV commercial, which ran throughout the Middle East and North Africa, put it to the test in a place you need a perfect shave: the army. I was the copywriter on the job.