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Creative leadership





Type of Work

Brand guardian


Graphic design

RAF100 celebrated the centenary of the Royal Air Force and was the biggest campaign in Defence history. I led the design studio’s work on RAF100 and created new ways of storytelling across the campaign.


I earmarked one project to be the social media showpiece of the whole campaign.


Inspired by the need to tell the story behind the one hundred aircraft flypast over Buckingham Palace - the climax of the celebrations – my team created this beautifully simple animation.


The spaghetti of the flightpaths told the story of the aircrew, the engineers, the air traffic controllers, the flight planners, the logisticians, and many others, that made that flypast go like clockwork, timed to the second, and fill the skies over The Mall.

The RAF100 campaign won a bronze award at the Public Service Communications Excellence Awards. It also won the Chartered Institute of Marketing’s Marketing Excellence Award for Innovation Not-For-Profit/Public Sector and was a finalist for the Marketing Campaign of the Year.

The campaign stretched across six months and stories of commemoration, celebration, and inspiration engaged audiences at live events and on social media. Our approach to briefs took on a new direction as the studio brought these stories to life through design.

If you like the look of this, get in touch.

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