The Electric Ride |
Nudgestock 2022
At Nudgestock, the world’s biggest behavioural science festival, I spearheaded an in-house project bringing Rory Sutherland together with clients from Ford and ŠKODA to tackle one of the thorniest psychological barriers to EV adoption: range anxiety. Rather than treating this as an engineering problem, we treated it as a human one. I shaped and produced a film that gave Rory the stage to show how reframing, design, and subtle nudges can calm irrational fears about running out of charge. The session combined heavyweight thought leadership with practical client insights, elevating both Ford and ŠKODA as credible voices in the behavioural science conversation.
Gaming & Creativity
I wrote this article for Ogilvy UK’s blog, exploring what the gaming industry can teach us about creativity. It’s a piece that looks at how risk-taking, play, and imaginative design in games can inspire bolder work in marketing.
Turning Safety into a Nudge That Sticks
When COVID-19 hit, the need for safe office behaviours was urgent. Working with Ogilvy’s Behavioural Science team, I designed an in-house series that weaponised humour, social proof, and salience to turn stair safety into something unforgettable.
“The Lift That Came Too Late” tapped the availability heuristic, making the risk of crowded lifts vividly memorable by dramatizing it as horror. “Let’s Boogie to the Stairway” harnessed the affect heuristic, pairing safe behaviour with fun cultural cues. “Keep taking those stairs for the sake of your derrière” leveraged ego-motivation and loss aversion, reframing stairs not as sacrifice but as a gain in health and vanity.
These posters were field experiments in applied behavioural design. By swapping sterile instruction for narrative, humour, and identity triggers, we created interventions that cut through habituation, nudged hundreds of staff into safer defaults, and demonstrated how behavioural science can make even the most mundane choices stick.
