Andrex

Britain has a quiet case of social constipation. Nearly half of us will not poo at work, while millions avoid public toilets altogether. We created Get Comfortable, a new platform that treated intimate wellness more like skincare than a sanitary product. Every idea was built around a human truth usually considered too awkward to say out loud. I led the visual direction and stayed hands-on across the platform, campaigns and brand world. Three masterbrand campaigns followed, helping Andrex achieve £51m in year-on-year sales growth and a record 34.5% market share. The UK look and feel was later adopted globally by Kimberly-Clark.