Creative Strategist

Find the gap.

It Starts With An Observation

Fragrance brands rely heavily on visual metaphor to communicate scent. This speculative campaign explores what happens when a brand embraces that limitation instead. View the case study here.
Fitness brands view failure as an obstacle to get past, rather than a necessary part of progression and something that shouldn't be avoided. View the case study here.
Banks spend a lot of time trying to prompt action from their users, rather than recognising that people actually want to spend less time thinking about money. View the case study here.
Suitcase advertising tends to focus on the small portion of time they're actively used, instead of the time they spend being used for storage at home. View the case study here.

And Ends With An Idea

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I'm Macauley...

I'm a creative strategist who helps brands find opportunities hiding in plain sight. Using language, research and speculative thinking, I uncover overlooked strategic gaps and turn them into distinctive creative platforms.

I'm currently looking for opportunities in creative strategy and copywriting.

Contact

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07464704912

hortonmacauley@gmail.com