As part of my first semester in Advertising at LCC, I co-developed Green Cookies, a conceptual campaign addressing gluten intolerance through a mobile app. Our research identified key challenges faced by coeliac and gluten-intolerant individuals, leading us to design an app combining features of CityMapper and TripAdvisor. It offered users curated listings of gluten-free venues in London, with options to rate, review, save favourites, access recipes, promotions, and engage in a supportive social network.

I served as head creative, overseeing branding, layout, and user journey—always through collaborative decision-making.

The campaign’s promotional strategy centered on personifying the brand with a character, G.I.P. (Gluten Intolerant Person), inspired by British pop culture. We produced a digital/TV commercial, designed outdoor visuals for the London Underground and city centre, and extended G.I.P.’s presence to social media. Additional merchandise and expansion strategies were also developed to envision scalability beyond London.