Creative Director | UNILEVER

Giles is an astute and strategic Creative Director with a mix of operational and creative deployment. With over a decade of industry experience with capabilities developed from working around the globe with premium retail, fashion and beauty brands. With experience and knowledge gained from working for both agency and brand side for some of the worlds most recognised brands. Giles operates comfortably between conceptual ideation, campaign communication, shoots, design and brand driven projects. His mantra – Always ensure brand strategy and craft underpins commercially-driven projects, engagement campaigns, design, content and experiences.


What was your very first job?

I started as a junior designer at a record label, concepting pop videos, shoots and designing CD sleeves. Looking back it was so free and we had so much time to design a simple square.

Please describe, in your own words, what your job is and what work it entails.

Creative Director with Dove at Unilever. Crafting Dove’s creative communication with the brand team and bringing to life the brands unique point of view.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery?

I’ve always loved creative and brand communication, especially for brands that have purpose and a cultural point of difference. I remember as a child growing up around creative people and ( now famous ) musicians knowing I wanted to do something creative and try to change the world! Connecting, travel and learning for people much better than me has helped get me to where I am today. We all have our part to play and help each other.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Innovation and relevance is everywhere, but taking inspiration from culture and making it brand and commercially ownable is the challenge. The world is becoming so homogenised it’s easy for brands to loose stand out. Stand out is about bringing to life purpose and a brands USP using wonder and not advertising. Innovation should create wonder. Inspiration for me comes from travel, nature, people and space to think and dream.

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

Selfridges, ‘Hello Beautiful’ campaign ( A team effort of course … )


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