Staffordshire Police.
Tech that just works
II led the creative and art direction of a national campaign for Virgin Media O2 Business, designed to reshape how the police are perceived within the justice sector.
I directed and photographed a three day portrait series with officers from multiple forces, capturing authentic human emotion within the reality of the role, not outside of it. The aim was to move beyond stereotypes and present a more honest, relatable view of officers in uniform.
Through this process, I uncovered a key insight: officers need technology that simply works. Ongoing frustrations with unreliable systems directly impact their ability to respond in high-pressure situations.
I translated this into a clear campaign narrative, positioning reliable connectivity as essential to operational performance. The work was showcased at a justice sector event at the Excel, where it received strong feedback for its authenticity and relevance.
This project went on to be Nominated at the Drum Awards 2025
Impact & Approach
Directed collaboration between internal stakeholders, creative teams and production partners to deliver a sensitive, high-impact campaign, aligning groups with very different priorities. Built on real human insight into how officers experience technology in their day-to-day roles, the work translated into a clear and relatable narrative that resonated across forces. Design helped shape the strategic direction of the campaign, balancing emotional storytelling with a credible and practical message. Delivered as a digital-first ecosystem across multiple channels, the campaign was coherent, accessible and impactful wherever it was encountered.
