SELECTED WORK / SEVEN PROJECTS SENIOR CREATIVE / COPYWRITER 01 Alex Manson-Smith CAMPAIGN IDEAS. COPY. STORIES. A selection of integrated campaigns, branded films and long-form storytelling for Range Rover, Discovery, Google and Electrolux. 01 Range Rover Sport Film, social, OOH and performance marketing 02 Google Analytics in Real Life Comedy and branded film 03 Discovery Sport TV, six social films and campaign copy 04 Men in Aprons / Electrolux Long-form branded storytelling 05 Range Rover Electric Launch concept, film and OOH 06 Range Rover SV Ultra Luxury positioning and campaign lines 07 55 years of Range Rover Heritage storytelling for social, print and OOH alexmansonsmith@me.com 07958 970 749

ALEX MANSON-SMITH 01 / RANGE ROVER SPORT SENIOR CREATIVE / COPYWRITER 02 The Gentleman’s Playground RANGE ROVER SPORT / INTEGRATED CAMPAIGN THE CHALLENGE To move Range Rover beyond automotive and build desire as a luxury brand, distinct from a growing field of imitators. THE IDEA Theo James brought the confidence and swagger of The Gentlemen to the brand. A country estate became his playground: a setting for performance, capability and character. MY CONTRIBUTION Concept and scriptwriting, with creative decisions on casting, wardrobe, music and edit. CAMPAIGN DELIVERY TV, social, OOH/DOOH, print and performance marketing. 105% increase in vehicle sales Highest-performing creative in JLR testing history 45% uplift in engagement with product content 227% increase in configurator completions 119% increase in customer enquiries

ALEX MANSON-SMITH 01 / RANGE ROVER SPORT / EXECUTION SENIOR CREATIVE / COPYWRITER 03 One idea, at public scale. SELECTED OOH AND DOOH EXECUTIONS

ALEX MANSON-SMITH 02 / GOOGLE ANALYTICS SENIOR CREATIVE / COPYWRITER 04 Google Analytics in Real Life BRANDED COMEDY / ONLINE CHECKOUT THE CHALLENGE To make the frustrations of online shopping tangible, and give businesses a reason to improve the customer experience. THE IDEA Take the obstacles of an online checkout into a real supermarket. The absurdity turns a technical problem into an instantly recognisable comedy. MY CONTRIBUTION I wrote this comic branded short starring Nick Mohammed, making the product story work through character, dialogue and escalating frustration. RECOGNITION Winner, SHOTS Award for Best Branded Short. Cannes Lion nominee, Branded Content Films. Watch the film on YouTube

ALEX MANSON-SMITH 03 / DISCOVERY SPORT SENIOR CREATIVE / COPYWRITER 05 A different kind of family portrait. DISCOVERY SPORT / INTEGRATED CAMPAIGN THE CHALLENGE To give the oldest model in the portfolio a more elevated feel, while preserving the warmth and inclusivity that makes Discovery distinctive. THE IDEA A whimsical tea party placed a non-traditional family at the centre of the campaign. The setting brought a sense of occasion to practical family capability. MY CONTRIBUTION Concepting and scripting six films; creative decisions on casting, wardrobe, production design and music; voiceover direction. CAMPAIGN DELIVERY TV, six social films, OOH, print and performance marketing.

ALEX MANSON-SMITH 04 / ELECTROLUX SENIOR CREATIVE / COPYWRITER 06 Men in Aprons ELECTROLUX / A NOVEL COMMISSIONED BY A BRAND THE CHALLENGE To raise Electrolux’s profile and create PR cut-through with an audience difficult to reach through conventional appliance advertising. THE APPROACH Use a novel to draw readers into the world of domestic life. Character and comedy gave the brand a story people could spend time with, beyond a conventional product message. MY CONTRIBUTION I wrote the commissioned novel, published under my maiden name, Alex Mattis. REACH Published across global markets, receiving coverage everywhere from The Sunday Times to The New York Times. View the book on my website

ALEX MANSON-SMITH 05 / RANGE ROVER ELECTRIC SENIOR CREATIVE / COPYWRITER 07 An evening dress. And wellies. RANGE ROVER ELECTRIC / LAUNCH CAMPAIGN THE CHALLENGE To show that the first fully electric Range Rover was as capable and luxurious as its petrol equivalent, while still raising a smile. THE IDEA There was no budget to show the vehicle in action. An evening dress and wellies offered another way to express the combination of refinement and capability. MY CONTRIBUTION Concepting and scriptwriting; creative decisions on casting, wardrobe, production design and music. CAMPAIGN DELIVERY Social, OOH, print and performance marketing. Watch the Range Rover Electric film

ALEX MANSON-SMITH 05 / RANGE ROVER ELECTRIC / EXECUTION SENIOR CREATIVE / COPYWRITER 08 From screen to street. SELECTED CAMPAIGN LAYOUTS AND OOH APPLICATIONS

ALEX MANSON-SMITH 06 / RANGE ROVER SV ULTRA SENIOR CREATIVE / COPYWRITER 09 A rare blend of exquisite elements. RANGE ROVER SV ULTRA / LUXURY POSITIONING THE CHALLENGE How do you persuade someone to spend £250,000 on a vehicle that, at first glance, looks almost identical to the £100,000 version? THE IDEA To present SV Ultra as a work of craftsmanship. Rare materials, meticulous detailing and elevated experiences made its place at the top of the range tangible. MY CONTRIBUTION Concept, headline writing and creative decisions on casting, styling and music. CAMPAIGN DELIVERY Social, OOH, print and performance marketing.

ALEX MANSON-SMITH 06 / RANGE ROVER SV ULTRA / EXECUTION SENIOR CREATIVE / COPYWRITER 10 Craft, placed in context. APPROVED OOH AND DOOH CONCEPTS

ALEX MANSON-SMITH 07 / RANGE ROVER SENIOR CREATIVE / COPYWRITER 11 55 years of Range Rover HERITAGE CAMPAIGN / EVOLUTION THROUGH STYLE THE CHALLENGE To celebrate 55 years of Range Rover in a way that embraced the vehicle’s evolution. THE IDEA Lizzie Jagger became the thread connecting three decades of Range Rover history. As her styling evolved, so did the vehicle, bringing 55 years of design into one seamless transition. MY CONTRIBUTION Headline writing, wardrobe and music. CAMPAIGN DELIVERY Social, OOH, print and performance marketing.

ALEX MANSON-SMITH THANK YOU / ALEX MANSON-SMITH SENIOR CREATIVE / COPYWRITER 12 Thank you. Alex Manson-Smith SENIOR CREATIVE / COPYWRITER alexmansonsmith@me.com 07958 970 749