I launched the gaming team alongside the CEO at Way to Blue in 2019, it has since grown year on year with it currently accounting for 60% of Way to Blue’s revenue. C
SEGA
Ahead of the release of Sonic Frontiers in November 2022, SEGA wanted to launch the game to families during the October half-term holidays. However, they didn’t want a typical launch event — they wanted an educational campaign that positioned Sonic the Hedgehog as a champion of wildlife.
We worked with the Hedgehog Preservation Society to create a family awareness day at Camley Street Natural Park in London. The event gave kids and parents the chance to learn about hedgehogs while also sampling the new game. We also enlisted naturalist and broadcaster Ben Fogle to add extra credibility and media interest.
On the day, over 150 Sonic fans attended, meeting Sonic and Ben Fogle and learning about hedgehog care. The campaign achieved a total reach of 206 million, with broadcast journalists including the BBC documenting the story for primetime evening news. Coverage spanned consumer, children’s, and national media, including Mail Online, The i, Daily Star, and Evening Standard.
SEGA OLYMPIC GAMES TOKYO 2020
I led the launch campaign for Olympic Games Tokyo 2020 – The Official Video Game, delivering a high-profile experiential activation in central London in partnership with Team GB.
The event featured Sonic The Hedgehog alongside the official Olympics video game, giving fans the chance to meet and play against Team GB Olympians, including Linford Christie, Joanna Rowsell, Bianca Williams, and Iwan Thomas.
The campaign successfully combined brand storytelling, experiential engagement, and media coverage, reaching 446 million people worldwide. Broadcast coverage included BBC News 24, ITV London, Sky News, LBC, The Independent, MSN, Yahoo!, The Guardian, and Metro. Print and children’s media features appeared in First News, Checkpoint Kids, and The Week Junior, with kids interviewing and playing against Iwan Thomas. An influencer campaign further amplified reach, with creators engaging with Team GB athletes and Sonic to produce content for their channels.
