Ocean Generation

In 2015, I worked with the United Nations on the development and establishment of Ocean Generation, a new environmental charity focused on driving global ocean advocacy. As part of the senior leadership team, I led creative strategy and brand development, with a focus on engaging youth culture through music, arts, and community-led initiatives.

Our objective was to position Ocean Generation as a globally recognised movement rather than a traditional charity. This involved forging strategic partnerships with organisations including H&M, Angry Birds, Vans, and Sony Music, alongside artists such as Joss Stone and collaborators connected to the Vans Warped Tour.

Key outcomes included generating over 5 million impressions for the #NoToStraws campaign, delivering a presentation at the UN General Assembly for World Oceans Day, and hosting a fundraising event in partnership with YouTube, raising over £15,000 for Haiti tsunami relief efforts.

This experience strengthened my ability to apply brand strategy, creative direction, and youth engagement to deliver purpose-led campaigns with global reach and measurable impact.

Following this, I was engaged to advise and support the development of Kind Community, a next-generation agency working with ethical founders and startups focused on building commercially viable, impact-driven businesses.