Jo Wallace

These are just some of the brands I’ve worked with over the course of my 20+ year career, creating everything from TVCs and posters, to content films, social campaigns, experiential activations and product ideas.

Good Girls Eat Dinner is a popular, non profit event-series I launched in 2015, with one simple mission: to serve up inspiring female role models across the creative industries.

Good Girls Eat Dinner has been featured in Elle magazine, Courier magazine, The Independent and The Observer.

At the IRL events, 4 incredible speakers share their experience and advice between the courses of a meal.

Feedback suggests it’s the most interesting dinner party you'll ever go to.

In 2022, just before I moved to LA, I launched the ‘take out’ version of Good Girls Eat Dinner, AKA a podcast, serving up inspiration on the go.

In 2023 French Connection approached me to collaborate and host a Good Girls Eat Dinner event for International Women’s Day at the Allbright Club in Mayfair.

In 2024 and 2025 I hosted a Good Girls Eat Breakfast event at the Cannes Lions Festival, and in 2025 I hosted a 10 year anniversary event at the top of the Shard in London.

Having created two successful FOOH’s for HOKA they asked us to create another one to launch their new trail shoe, Mafate X.

Instead, we raised the bar and showed them how we could put the shoe to the test in the heart of the city. By bringing the mountains to Manhattan.

HOKA loved the idea so much they found additional budget to make this IRL social activation happen in NYC, right next to the Flat Iron building.

We spread the word with a teaser and invited the running community to experience the activation by sending them the shoe. The activation attracted huge crowds, PR and measurable impact.

RESULTS:
- 86%+ ROAS
- 128% conversion
- 250,000 organic impressions
- 230,000 IRL visitors

AWARDS:
- 2025, Finalist, The Drum Awards, Activation / Experiential (result TBA)
- 2025, Kinsale Shark Award, Shortlist

Having led and won the pitch for Apple TV just after I joined Jellyfish, we now cover ALL social, title work, awards season, and more.

This Cannes Lion award-winning Severance campaign for the launch of Season 2 is just one example of the work we create. We developed and delivered countless high-performing, engagement-generating assets across all social channels, ensuring that everything we made spoke to a relatable truth of the show.

Part of the wider integrated campaign included the now infamous ‘Severance Cube’ activation in Grand Central Station, NYC.

RESULTS
- The Severance Cube stunt alone generated 100s of articles, worldwide.
- ‘Severance Pop-Up Send the Internet into a Meltdown’, Forbes.
- The Severance Cube in Grand Central Station attracted 500,000 visitors.
- 80,000 Social Mentions.
- Generating 3.5M+ Engagements.
- Season 2 Premiered two days later, becoming the most watched show in Apple TV’s history.
- Season Two of Severance more than doubled season One’s viewership.

AWARDS
- 2025 - Silver, Cannes Lion - Integrated Campaign / Social & Creator.
- 2025 - Grand Clio, Clio Entertainment Awards - Integrated Campaign.
- 2025 - Gold, Clio Entertainment Awards - Integrated Campaign / Fan Engagement: Social.
- 2025 - Shortlist, The One Show.

Domestic violence surges during the World Cup. 26% when England play. 38% if they lose.

This multi-award winning campaign was originally created proactively just before the 2018 World Cup but re-ran for the 2021 Euros after a media company offered to re-run it, including sites at Wembley Stadium.

For both tournaments, with incidents set to spike, it was vital we increased awareness around the issue and - importantly - let victims know help was available from the National Centre for Domestic Violence in the form of a free protective injunction, which can prove life-saving.

As a not-for-profit, the NCDV had no budget. Creativity was our only currency. So we subverted fan-culture and hijacked the most emotive symbol there is. National flags.

Statistics show domestic abuse incidents rise across the world during the World Cup. So we released reimagined flags for Japan, Belgium, France, Switzerland and Germany before the teams played their emotionally charged ‘knock-out’ matches.


RESULTS:
- This local campaign made global news across more than 100 platforms across the world.
- Campaign’s ‘most talked about World Cup Campaign.’
- The campaign was adopted by the Police and National Health Services.
- 1250%+ increase in social awareness for the NCDV.
- 19.6% increase in calls for help.

AWARDS & ACCOLADES:
- Cannes Lion, gold. Entertainment for Sport
- Cannes Lion, shortlist. Glass
- Cannes Lion, shortlist. PR
- Campaign UK’s Top 10 of 2018
- Epica Awards, gold
- Kinsale Shark Awards, bronze
- Campaign, featured
- The Drum, featured
- Ad Age editors pick
- Lurzer’s Archive, featured

For the launch of Lupin Part 3, we launched posters for a new collection - right in the heart of Paris Fashion Week.

The posters pretty much stole the show as people noticed the Missing Jewels… Who could have done such a thing?

Lupin, of course.

Our OOH campaign was in vogue as it caught fire across social and press, with the whole world talking about it.

RESULTS:
- 70+ Press Articles.
- 30+ Countries.
- 255 million hours of Lupin watched post campaign.
- Lupin became the No.1 Watched Show on Netflix Top 10.

AWARDS:
Over 30 Awards & Accolades, including….
- Grand Clio
- Gold Clio
- Silver Clio
- 4 x The One Show Shortlist
- Cannes Lions Shortlist
- Gold Epica
See Awards & Accolades for full list.

To celebrate 25 years of the Final Destination franchise, Warner Bros. brought back the horror series with a new film, Final Destination: Bloodlines.

To promote the release we created an OOH stunt as deadly as the film itself, in the heart of Paris.

We conceptualized, produced and captured this activation.

RESULTS:
- More than 18 articles and mentions.
- Extensive social buzz.
- Audiences flocked to see the film. Well, those who survived.

AWARDS:
- 2025, Silver, Clio Entertainment Awards - OOH.
- 2025, Shortlist, Kinsale Sharks - Print/Outdoor.
- More to follow.

Celebrate Your Hair, Your Way #MyHairAMiModo.

This social-first, pitch-winning work for Dove tackles the fact that 9 out of 10 women feel pressured to style their hair according to societal expectations.

Our idea saw us partner with Li Saumet, lead singer of the band Bomba Estéreo, to re-record the band’s iconic song “Soy Yo” (I am me).

But with a new verse, speaking directly to hair self-expression, encouraging all generations to celebrate the unique hair that makes them, them.

The massive campaign kicked off at one of the biggest nights in music – the Latin Billboard Awards with a TV spot featuring Li Saumet behind-the-scenes.

But that was just the start, we also:

- Shot a new video, featuring not only Li Saumet but also Sarai Gonzalez, who featured in the OG ‘Soy Yo’ music video as a young girl, and is now a grown woman who advocates for mental wellness.

- Launched a TikTok challenge which saw Latinas everywhere join the #MyHairAMiModo conversation by sharing their hair story to the reimagined ‘So Yo’ tune.

- Hosted a transformative, deep impact masterclass tailored to hair stylists with actionable tools to address hair stereotypes and spread hair positivity at their own salons and in their communities.

- Took over the red carpet at the Latin Grammy Awards with global superstar, Nathy Peluso, championing hair self-expression.

RESULTS:
- Instant ‘Ad of the day’ The Drum
- 241M+ total impressions
- 25.6M+ views of #myhairamimodo on TikTok
- 7.6% engagement rate on TikTok
- 100% positive sentiment
- 30 earned stories in top Latina publications

AWARDS & ACCOLADES:
- The Drum | Ad of the day
- Grand Prize | Best Multicultural Influencer Marketing Campaign, Association of National Advertisers, 2024
- Category Winner, 2024 | Hispanic-focused marketing campaigns,
- HPRA ¡Bravo! Awards Finalist, 2024

We won the pitch to launch the show Billionaire’s Bunker (or, El Refugio Atómico in Spanish), a Netflix show featuring wealthy individuals who purchase residences in a luxury bunker, to survive the end of the world.

Our idea? Bring Kimera, the real estate agency selling the luxury bunkers in the show, to life in the real world. 

We created a multi-media narrative that evolved parallel to the show - shooting content on the actual set, around the main show shoot.

From (real) real estate agents selling the bunkers, to staged Kimera removal vans outside the homes of the wealthy, to creator content revealing a staged bunker construction site, to ‘testimonials’ from people living inside the luxury bunkers… We did all that, and more.

Model making is a fiddly business, requiring serious dexterity, steady hands and hours of concentration.

If anyone needs a break, a passionate, tongue-sticking-out, model-maker does.

We alluded to this with a poster we created, incorporating a KitKat into a model making kit.

It went down well. So we thought: why not do it for real?

We called Airfix, infamous creators of the best scale models in the UK. They said yes. So, we created a sprue for a KitKat and released special edition model making kits that came complete with a KitKat break inside.

RESULTS:
- The first KitKat brand collaboration
- We reached 80% of biggest model-making influencers
- Reached 250k subscribers
- 95% pick up in earned media

AWARDS & ACCOLADES:
- Gold, FAB, OOH
- Gold, FAB, Direct
- Silver, FAB, Integrated
- Bronze, Caples
- Ad of the Day, Campaign
- Ad of the month, The Drum

Having led the pitch-winning work to secure Sage as a new client the next challenge was to get that very same work on air in just one month.

‘Boss It’ taps in to a game-changing insight that small business owners the world over want to feel in control of their destiny.

The campaign oozes confidence and a knowing, playful attitude whilst celebrating the many and varied bosses that exist in the modern world.

This integrated campaign included a TikTok #BossIt Challenge, asking small and medium sized business owners to tell us how they were Bossing It in 2021 despite the pandemic for a chance to win like a boss (a £5k home workspace makeover).

RESULTS:

The TikTok #BossIt2021 Challenge:
- Generated the creation of 1.3 million challenge videos.
- Trended higher than the Super Bowl… on the weekend of the Super Bowl.
- Clocked up a huge 8.2 billion impressions.

The entire Boss It campaign:
- Resulted in a 223% increase in sales YoY (directly attributable to the campaign).
- Resulted in the most sales Sage had ever recorded on Black Friday & Cyber Monday.

AWARDS:
- 3 x Gold at the B2B Awards.
- Plus the Grand Prix.

With an ambition to build experiences beyond the four walls of Walmart and bring positivity to the surrounding communities, we launched Walmart Free Skate.

A back to school roller disco-inspired experience series, themed around inclusivity, community, individuality and FUN for students.

With the help of relevant influencers, we rolled out the swag-filled experience across the US:

- 5 roller disco experiences in Charlotte, North Carolina; Jacksonville, Florida; Fayetteville, Arkansas; Dallas, Texas; and Kansas City, Missouri.

- 1 final show-stopping event in Atlanta with a live performance from WILLOW (Smith).

RESULTS:
- 3 million+ viewers across the world via live-stream.

- Attendees across the live events expressed overwhelming positivity, seeing Walmart as being in touch with communities.

“My kids asked why a big store would care about them and do something like this. I said ‘Because you are the future. And we all have to care about the future’.” - Parent, ATL

“Pretty cool that Walmart is doing this for us. It feels like they see me as me.” - Student, ATL

“My heart is so warm & full - this was the best event I’ve ever been to.” - Parent in ATL

“This means a lot to our kids, some of them don’t even come to school with a calculator or notebooks and who knows… this giftcard may make the difference for them.” - Teacher, ATL

How do Aero get those delicious, uplifting bubbles into every bar? With the Aero Bubblophone, of course.

Building the Bubblophone and capturing everything in camera was a complex and challenging craft.

- 2 months of testing
- 7 viscosity corrections
- 10 precisely timed mechanical actions
- 177 sequenced valves and
- 12 orchestra members to create
- 1 catchy track.

We served up a suite of social assets alongside the Bubblophone TV and cinema commercials plus a whole bunch of experiential ideas.

During my time at Saatchi & Saatchi, LondonI was invited to give a talk about being a female creative director by Viva Women. l decided that, rather than preach to the converted, it was time to reach a wider audience; those who would never attend such a talk.

So, I created and co-curated ‘There’s a Good Girl’, the first all-women exhibition. And it got a lot more attention than a talk ever would have, including a double page spread in The Independent, a mention in The SundayTimes Style magazine, coverage across all industry press (Campaign, Creative Review, Shots, etc), and live interviews on Soho Radio and BBC London radio.

Twenty ground-breaking female creatives and artists exhibited at the private view, then the exhibition moved to a space in Soho, open to the public for two months.

We even created special pants and sold them along with the limited edition posters to raise money for Plan UK.

For over 6 years of my career I wrote and directed commercials.

In 2024, I put my directing hat back on to bring to life a script for the NSPCC (National Society for the Prevention of Cruelty to Children).

I engaged my previous award-winning producer and crew to turn a small budget into a high quality, beautiful film. Sex Education star, T'Nia Miller (and mother of two) featued, and award-winning artist Martina Lang created the vibrant animations.

The campaign ran in cinemas and across TV, social and digital platforms in the UK, including a special roadblock on launch day across Channel 4, ITV and Sky.

‍RESULTS:

- 5 million views online.

- Extensive press coverage, including The Guardian, The Times, The Daily Star, The Daily Express, The Independent, and BBC Radio, The Mirror, Creative Review, Little Black Book, Campaign, Shots, Creative Brief.

- Visits to NSPCC Parenting web pages increased +1200%.

- Spontaneous awareness of the NSPCC increased 37%.

- A national conversation was sparked with discussion taking place on Loose Women with Hollywood actress Samantha Morton.

- It put the NSPCC back on top as the number 1 children’s charity in the UK.

While the lockdown and working from home helped halt the spread of coronavirus, it put domestic abuse victims’ lives at greater risk.

Reports of domestic abuse soared by 49% during lockdown according to Crimestoppers figures reported in the news.

This campaign was a proactive piece of work with zero budget. We turned is around fast, with the work going live just three weeks after I first wrote the chilling line: Abusers always work from home.


RESULTS:
- Zero budget but generated earned media across a host of platforms from The Independent, to LBC Radio, to The Guardian.
- Celebrities and public figures shared the campaign on their socials feeds.
- The campaign led to a 25% increase in calls to the NCDV, meaning more people became aware that they could turn to them for help.

AWARDS & ACCOLADES:
- Gold, The British Arrows
- Gold, Clear Channel OOH Awards
- 2 x Epica Awards (Silver & Bronze)
- Gold, Drum Social Purpose Awards
- Shortlisted, The One Show
- Silver, The Caples Awards
- 2 x Creative Circle Awards (Best Tactical Film / Best Creative Campaign for Positive Change)
- Campaign Big Awards
- Campaign of the Year 2020
- Top 20 of 2020, Shots & The APA
- Pick of the day, David Reviews

Following the vote to ‘Brexit’ hate crime doubled against migrants in the UK. I was horrified by these statistics and wanted to highlight the positive impact of migration for British Culture and the creative industries. To prompt more positive conversations.

So in 2016 I curated a second exhibition called ‘There’s a Good Immigrant’. It celebrated and showcased artists who were migrants themselves, 2nd generation migrants, or whose work encourages reflections on migration.

Contributors included Bob & Roberta Smith, Dave Buonaguidi (who also created the poster), Inua Ellams, and Jaspreet Sanghai. An animated, virtual reality piece by Aardman was also on display, allowing people to experience a harrowing migrant journey, based on real BBC news stories.

Campaign published a thought piece I wrote about the importance of migration for creativity. It’s Nice That, The Drum, and Shots also all ran pieces about the exhibition. The day after the private view I was interviewed on Monocle Radio along with Sara Shamsavari, one of the exhibiting artists.

The exhibition joined and further promoted the debate around the importance of diversity in advertising and beyond. It also raised £2.5k for the arts charity Iniva (Institute of International Visual Arts), a visual arts organisation dedicated to developing an artistic programme to challenge conventional notions of diversity and difference.

What if Netflix were a sports brand?

That was the starting point for this pitch-winning campaign we created for Netflix’s new series, Olympo —a gripping drama where the country’s most talented young athletes will stop at nothing to reach the Olympics.

A competition with no friends, no mercy, and no limits—only betrayal, sex, and a ruthless fight to reach the top. The fight for the podium begins.

We chose to symbolize the fight to the top with a human pyramid, delivering more than a feast for the eyes. Athletes push past one another in a ruthless climb to the peak of sporting glory, while the choreography hides subtle clues about each character’s role in the series.

We led this and delivered an integrated campaign, including ideation, copy, art direction & production oversight. Delivering:
TV and digital film, 6x 15" social films introducing the plot & characters, Visual ID, Key Art Poster, Character posters, OOH and DOOH ,Social content pack (mkt shoot).

March 2025 marked 2 years since I moved to LA from London.

It was also around the time Veo 2 launched. So, I marked the occasion by creating this short film, made 100% with Gen AI.

Having directed commercials and short films over my career, I know how hard it is to make even a very short film. Gen AI isn’t about replacing creativity, it’s about enabling more creative explorations and possibilities.

After all, I would never find a 3 armed model in real life.

Yup, I left one or two hallucinations in. See if you can spot them. 👀

When it comes to Gen AI and creative leadership, I also run the CreAItive Council at Jellyfish with over 400 members across the global creative community.

As we reached peak ‘Cannes wrap up’ posts on LinkedIn, I found myself generating another very silly, very short film using Veo 3. Which had just launched.

As much as I enjoy Cannes, I think the general consensus is that we sometimes take ourselves a little too seriously in this industry.

So this creation is anything but serious. No real logic. No real brief. No real…anything actually, because it’s all made using Gen AI.

When it comes to Gen AI and creative leadership, I also run the CreAItive Council at Jellyfish with over 400 members across the global creative community.

I wrote, directed and oversaw the edit of this film in just 48 hours (agh!) as part of the Smoke & Mirrors 48 hour film competition. The brief was 'War & Peace'.

'Make Piece' landed 2nd place, beating thousands of entries and subsequently screened at several international film festivals. Meaning I got to go and watch it in New York and LA - making those sleepless 48 hours all worth it.

Statistics show that two in five women have experienced sexual harassment at gigs and festivals.

But all too often the onus has been put on women to keep themselves safe.

This proactive, pro-bono campaign invited men to make the White Ribbon promise and help festivals and gigs become safer spaces for women by powerfully subverting the tropes of festival and gig posters.

We partnered with The O2, the world’s most popular music, entertainment and leisure venue, to run the campaign through digital OOH, The O2’s social channels and CRM data base.

We also partnered with the renowned nightclub, Fabric, spreading the message within their club, their social channels and promotional materials.

At the same time the campaign appeared in a nationwide DOOH campaign across JCDecaux sites, delivering over 4 million impressions.

AWARDS / ACCOLADES:
- Shortlisted, The One Show
- Bronze, Creative Circle Awards
- Bronze, Kinsale Awards
- Highly commended, The Drum Design Awards
- Highly commended, The Drum Social Purpose Awards
- TOP 10 OOH OF 2021, Campaign
- AD OF THE DAY, Campaign
- AD OF THE DAY, The Drum
- Times Radio, Discussed on air by Cathy Newman.

I wrote and directed this short film. It was shot on a Super 8 camera for the Straight 8 film competition. The film had to be entirely edited in camera (blind). The sound track then had to be supplied separately - with the hope it would synch to the film.

'Soundlab' was one of the 15 best films, selected to screen at the Straight 8 festival in Cannes. It went on to be feature in the Rushes Soho Shorts Festival in London.

One from the archive, just to show how I love to approach projects with a greater ambition than the brief dictates.

Against a brief to communicate that Nivea products give you ‘skin confidence’ for the summer, I came up with an entire activation platform.

The campaign kicked off by rallying women to Dare to Dip. Within days of launching the dare on facebook almost 24,000 women had signed up. After three weeks, 100,000 had taken the pledge to Dare to Dip. Every woman who signed up to the dare was sent a Nivea 'Dip Kit’, to ensure they were ready to bare all for summer.

250 women got to take the dare to the next level - a public dip in Covent Garden in a bespoke, heated pool, alongside Aquabatique, the troupe of synchronised swimmers from Britain's Got Talent.

Each participant could then share their post dip picture to their social media, wrapped in a Nivea towel.

Following the activation in Covent Garden, Nivea 'Dip Skips' went on tour across Europe, powered by tweets.

It was the most successful activation across Europe that Nivea had ever dared to do.

I conceived the idea and creatively led the entire campaign, across all agencies and teams (experiential, digital, PR design, etc.). I also wrote and directed the launch TVC.