Brand story
VIDEO
Photography
How do you make technology feel human?
This was the challenge with EE's Tech for Good campaign – a year-long editorial content partnership designed to move beyond product marketing and demonstrate the real-world impact of connected technology and how this can enhance our lives.
Across twelve films, we explored stories of wellbeing, accessibility, creativity, gaming and nature, showing how technology can empower people in meaningful ways. We took the decision early on to focus the series around women and brining the female voice to the forefront. Published across Future's leading editorial brands: including Marie Claire, T3, Ideal Home, GamesRadar+ and PC Gamer. Every piece of content was carefully crafted to feel native to it's audience while maintaining a cohesive visual identity throughout the campaign.
As Art Director, I led the creative direction across motion and stills, shaping the visual language, storyboards, motion graphics and on-set execution to deliver a premium editorial series that ran throughout the year.
The Challenge
EE wanted to showcase how its products, partner technology and smart devices could make everyday life more efficient, enjoyable and accessible - but without relying on traditional advertising.
The challenge was to create content that audiences would actively choose to engage with. Every story needed to feel authentic to the publication it lived on, delivering genuine value while naturally integrating EE's products into relatable, real-world scenarios.
The Strategy
People don't connect with products - they connect with stories.
Rather than leading with technology, we built each piece of content around a passion, challenge or everyday moment. Whether exploring skincare and wellness with Marie Claire, reconnecting with nature through T3, smarter living with Ideal Home, or enhancing gameplay across GamesRadar+ and PC Gamer, every film was designed to inspire audiences to see technology as an enabler rather than the hero.
A consistent visual language unified the campaign, balancing cinematic imagery with a warm, editorial aesthetic that felt authentic, approachable and premium across every platform.
My Role
As Art Director, I was responsible for defining and maintaining the creative vision across the entire partnership, working with the creative editor, producers and videography team to bring this creative to life.
My responsibilities included:
Creative and visual direction for a year-long branded content series.
Developing concepts, treatments, storyboards and shot lists.
Art directing studio and location shoots alongside external production teams.
Leading the visual direction for both motion and still photography.
Designing and animating all motion graphics, titles and lower thirds.
Ensuring every deliverable aligned with both EE's brand guidelines and Future's editorial standards.
Creating a cohesive visual identity across twelve films published over twelve months.
