Brendan Staunton

Modern parents were concerned about bringing many cable channels into their homes, which was limiting the growth of Sky TV, a cable TV supplier.

We were tasked to show that Sky TV had several options that gave parents control over the time of day and the channels available to children. We also highlighted their range of educational shows.

In fact, without Sky, TV was a beast that parents had no control over. They just switched on and could see whatever was on at the time.

We created a story about 'The Beast in the Corner,' an old-fashioned TV that didn't have the kids' best interests at heart. We showed how he evolved into a family friend.

The idea really came alive when I started to put the copy in rhyme and created a kind of children's storybook that explained how the beast was tamed.

This required copy-styling skills to mimic the type of storybooks parents were familiar with.

Age Co sells products and services that help people over 50 live on their terms, now and in the future.

The print campaign was based on the concept, 'With age comes wisdom.' and attempted to reframe people's ideas of what it means to be over 50 nowadays.

My role involved creating many copy headline executions to expand the concept and match the striking visuals.

My job was to conduct telephone interviews with a wide range of people in STEM careers, from lab technicians to aerospace test engineers to theatre lighting specialists.

I condensed these into 250-word biographies that captured their story, particularly how they recognized that their skills were more technical than academic. Many were bored by blackboard-style teaching but came alive when they could pick things up and manipulate them.

We showed them that there was a valid career path beyond academia that could give them the qualifications they needed to pursue their passions while also filling the skills gap as 17,000 people in these industries retire each year.

I wrote shorter pieces used in an evening exhibition to launch the campaign.