[Advertising and Creativity Masters - Tu Dublin:2025-26]

Selected illustrative, copywriting and art-direction work developed across the MSc in Advertising & Creativity at TU Dublin.

The work focused on turning consumer insight into simple creative ideas that could live across print, OOH, social and film.

Projects were developed from research and rough sketches through copy, digital illustration, visual systems, storyboards and final campaign executions.

The approach was both copy-led and visually led, with each campaign built around a clear proposition and a repeatable creative structure rather than art direction as styling alone.

Across the work, I explored how one core idea could scale across 48-sheet, 6-sheet, social, digital and video formats.

Hand-drawn and digital illustrations were used throughout the development process, with AI used selectively to refine or clarify some executions after the core concept and visual direction had already been established.

The Irish Times — Art & copy Direction / Ai storyboard
Whiskas — Art Direction/ OOH
Round Lab — Art Direction / OOH / Social
Ziploc — Art Direction

Insight: A simple household product has few obvious emotional benefits, so its functional advantage needs to be made visually distinctive. Idea: Elevate the Triple-Seal as the product hero, while also exploring the consequences of seal failure throug
48Sheet2 (1).jpg
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Insight: In a crowded news environment, strong journalism has to give people a reason to stop, look and think rather than simply compete for attention. Idea: Use sharp copy and illustration to turn complex stories into simple, memorable visual statem
Insight: In a crowded news environment, strong journalism has to give people a reason to stop, look and think rather than simply compete for attention. Idea: Use sharp copy and illustration to turn complex stories into simple, memorable visual statem
Insight: A simple household product has few obvious emotional benefits, so its functional advantage needs to be made visually distinctive. Idea: Elevate the Triple-Seal as the product hero, while also exploring the consequences of seal failure throug
Creme Egg Activation-2.jpg
Insight: Sunscreen is often treated as a holiday product in Ireland rather than part of an everyday skincare routine. Idea: Use cloudy weather itself as the visual barrier hiding UV risk. Execution: A campaign spanning 48-sheet, 6-sheet and social, i
Insight: Sunscreen is often treated as a holiday product in Ireland rather than part of an everyday skincare routine. Idea: Use cloudy weather itself as the visual barrier hiding UV risk. Execution: A campaign spanning 48-sheet, 6-sheet and social, i
Insight: Sunscreen is often treated as a holiday product in Ireland rather than part of an everyday skincare routine. Idea: Use cloudy weather itself as the visual barrier hiding UV risk. Execution: A campaign spanning 48-sheet, 6-sheet and social, i
Insight: Sunscreen is often treated as a holiday product in Ireland rather than part of an everyday skincare routine. Idea: Use cloudy weather itself as the visual barrier hiding UV risk. Execution: A campaign spanning 48-sheet, 6-sheet and social, i
Insight: Sunscreen is often treated as a holiday product in Ireland rather than part of an everyday skincare routine. Idea: Use cloudy weather itself as the visual barrier hiding UV risk. Execution: A campaign spanning 48-sheet, 6-sheet and social, i
Insight: Sunscreen is often treated as a holiday product in Ireland rather than part of an everyday skincare routine. Idea: Use cloudy weather itself as the visual barrier hiding UV risk. Execution: A campaign spanning 48-sheet, 6-sheet and social, i
Insight: When people worry about their pet’s health or longevity, they respond more strongly to emotional proof than clinical reassurance. Idea: Show a cat and owner growing older together through the major “firsts” of adult life. Execution: “Still H
Insight: When people worry about their pet’s health or longevity, they respond more strongly to emotional proof than clinical reassurance. Idea: Show a cat and owner growing older together through the major “firsts” of adult life. Execution: “Still H