A culturally connected, conceptual creative, director, copywriter, and strategist having worked at some of the biggest creative and PR agencies on a global level for over 15 years. Hugely passionate about crafting empowering campaigns, representing diversity and body positivity. My strategic background helps to develop ideas rooted in strong insights and culture, delivering campaigns that provoke attention and create action. An anything's possible attitude to creativity. Optimistic, radical, and culturally connected, producing conceptual, channel-agnostic big ideas that travel and get talked about.
Collaborative, fun but focused and a highly driven leader, working with the team from interns and designers to art directors to the client to motivate everyone around me to create courageous plans. I truly believe that anyone can have the BIG IDEA … and it’s great to see inspiration spark in a room. Constantly question a brief, work with the team to push client thinking, and can project manage and lead a team from pitch to execution. A senior, client-facing creative and pitch winner, proficient in delivery and management.
SIDE HUSTLES:
PHOTOGRAPHY
Shooting underground raves, drag shows, graffiti artists, music and culture. From album art work to releases to documenting the underground scene. Meeting some interesting characters and connections along the way. Getting into spaces, green rooms and jumping over fences that your usual shooter can’t reach.
MOVEMENT DIRECTOR
Blending experience as a yoga/dance teacher to transition into a movement director, and part-time photographer. Specialising in getting bodies to move and capturing the magic between poses, creating energy and creativity in fashion photography. Also a part-time photo assistant for established photographers on editorial shoots.
Core skills:
Creative Direction
Creative Strategy
Creative/digital/social strategy
Art direction
Copywriting
Social media planning
Influencer plans
Conceptual ideas
Pitch leading
Content strategy
Omnichannel/ channel-agnostic idea formation
PR strategies
Photography
CREATIVE TEAM:
CAT & RICH
Partnered together at McCann, they teamed up to lead projects for Nurofen (soon to air), TV and radio for Just Eat UK, pushing cheeky proactive work for Durex, creating radio ads for Wimbledon and led the Peroni pitch win. They’re creative leads from pitching ideas, to conceptualisation, defining art direction, tonal work, brand books, heading productions, guiding teams, leading shoots. Having both CD’d in the past, they know what it means to be hands on creatives. Cat and Rich are a safe pair of hands with a naughty streak, feet firmly rooted in modern culture and making work that actually works. Catherine’s a photographer capturing the club scene and a yoga teacher in between. Rich has mild pub banter.
PREVIOUS
Catherine and Frazer . A male/female duo immersed in contrasting subcultures, from the dance and drag scene to the underground graffiti and rave movement. You will not get a more connected, unique combination. catherineandfrazer.com
Core markets and clients: FMCG, TECH, PHARMA, ALCOHOL BRANDS Huawei, Red Bull, Dove, Coke, Nike, Beer Moretti, Smartwater, Cadburys, Adobe, adidas, Toblerone, Bacardi, Patron, Unilever, Persil, Nature Valley, Heineken.
Agency list: McCann, Southpaw, Havas, Poke, Doner, Space, Golin, Ogilvy, Geometry, Wunderman, Frank, Edelman, We are social, Exposure, Digitas LBI, Mr President, EDC Dare, All Conditions Media....
Contact me at prycie@me.com 07540439055