My work: Mitsubishi Pencil Co UK

I was initially asked by the company to present some tutorial videos and conduct practical workshops. This went so well that our relationship grew into me being freelance creative consultant/director for the UK division of the Japanese pen brand.

The primary function of my role was to educate the consumer about POSCA and uni-ball pen brands in a creative and inspiring way. During my time with the company I have worked on the following… 

  • Promoting a range of uni-ball pens to the Gen Z audience, which became our On Point campaign, leading to heightened brand engagement

  • Devising a collection of informative, creative videos for POSCA, uni-ball Eye, uni-Chalk Markers and B2B film for the company’s plastic-free packaging

  • Creating a collection of ‘storytelling’ images

  • The redesign and re-alignment uni-PIN pack range 

  • Working with artists on live artwork and demos for events and shows

  • Devised field marketing strategy and resources for Mitsubishi European trade partners

  • Recruitment and bedding-in of a new social media agency, working with them on overall strategy and improving our instagram and TikTok presence and tone of voice 

  • Revising product copy across the ranges to highlight key strengths and USPs 

Artist Danny Chiverton on POSCA promotional video by BOX RIVER

POSCA Educational Campaign

The brief was to create an information-led film, primarily for POSCA’s Amazon store front communicating the product’s strengths and USPs. I worked with photography and film agency Box River on look and feel, development, messaging and tone of voice as well as writing the text for the film and sourcing artist Danny Chiverton. The associated film won Best Promotional Film for Royal Television Society East awards. Click on the images for a link to the films.
Link to video on uni-ball's plastic free packaging
Eye Ocean Care stock-motion video
Eye Ocean Care insta reel

uni-ball Sustainability Comms

I was briefed to communicate uni-ball’s various green initiatives namely plastic free packaging and its Eye Ocean Care pen. I briefed and commissioned each reel and worked with creative teams on pace, content and tone of voice. I wrote the script for both Ocean Care videos.  Click on the images for a pop-up link to each film. Agency credits, top: CPL ONE, middle: Box River, bottom: Highlands Digital.

uni-ball When It Matters Campaign

I was asked to come up with a set of display and advertising imagery that placed uni-ball within a lifestyle context. After devising the concept and look, I briefed the creative agency, selected the models and art directed the shoot. Images by Box River

Student enjoying life and using uni-ball pens
Social media campaign for OnPoint, uni-ball

uni-ball OnPoint Campaign

I developed the uni-ball OnPoint campaign aimed at a GenZ audience. This campaign elevated uni-ball product visibility and led to increased engagement rates. We created in-store display imagery, product packaging and digital content. I briefed and commissioned TikTok and YouTube reels with the agency Box River as well as still shoots and establishing one of voice and visual identity. I also devised packaging and product copy for associated products.
Click on the images above for links to the reels.

Killa Kela and POSCA street art battle partnership
POSCA and artist roots collaboration
From POSCA with love campaign

Social Media Strategy

Part of my social media strategy was to place the POSCA brand within the contemporary discourse and associate the pens with trends and artists that aligned with the brand. I worked with social media and creative agencies on pace, content, visual identity and tone of voice.

Click on the images above for links to the reels.