Durex had never sold directly to consumers online. When they decided to change that, I led the creative side of the work.

I set the visual direction, built a creative department from scratch, hired and led the design team, and art-directed everything from the e-commerce platform to launch campaigns across the UK and US markets.

The job covered site design, advertising, social media, email, and display advertising. Every touchpoint had to feel like Durex while doing something the brand had never done before: close a sale.

Since launch, the work has driven year-on-year growth and new customer acquisition. What started as a research exercise became a thriving direct-to-consumer business, and the creative foundation I built is still the backbone of it.