Paul Taylor

Lead the global brand campaign launch for the 2025 ATP Tour season - It All Adds Up to attract a younger millennial/gen Z fan base.

The campaign consists of a set of digital films across social with key visuals of the sports super stars. The campaign is bedded in pillar messaging “Fierce Feuds”, “Struggles & Successes”, “Different Drama” and “Savour the Spectacle”.

The creative direction is born from the truth of ‘grit and glamour’ highlighting the contrasting elements of the game.

The campaign was distributed globally across ATP broadcast, digital, player and tournament channels.

Lead the global brand campaign launch for the 2025 ATP Tour season - It All Adds Up to attract a younger millennial/gen Z fan base.

The campaign consists of a set of digital films across social with key visuals of the sports super stars. The campaign is bedded in pillar messaging “Fierce Feuds”, “Struggles & Successes”, “Different Drama” and “Savour the Spectacle”.

The creative direction is born from the truth of ‘grit and glamour’ highlighting the contrasting elements of the game.

The campaign was distributed globally across ATP broadcast, digital, player and tournament channels.

One of tennis' greatest icons—and one of the world's most legendary athletes—retired from the sport, and the ATP Tour honored his incredible career with a custom takeover campaign across its owned and earned digital channels.

The campaign featured a distinctive yet cohesive art direction that was consistently applied across all branded and marketing touchpoints. It included a mix of content, from long-form videos to engaging, social-first assets, all crafted to tell the story of his remarkable journey.

Every year the pinnacle of tennis culminates at the Nitto ATP Finals where the 8 very best players on the planet battle it out to be crowned the ultimate champion. Every year we build a bespoke campaign and launch the event with a focal moment, when all players are together in one space to launch and celebrate the final tournament and the biggest of the tennis calendar.

I concept, direct and shoot these images that are then within 24 hours distributed across global media channels and PR outlets to support earned activity.

I led the ATP Challenger Tour rebrand, developing a modern and dynamic identity designed for today’s audiences. The transformation authentically represents the tournaments while delivering a bold, player-worthy creative expression. Spanning digital, broadcast, social, editorial, production, creative, and experiential touchpoints, the rebrand ensures a cohesive and engaging presence. It elevates fan experiences across platforms, enhancing storytelling and connection with the sport while reinforcing the Challenger Tour’s vital role in professional tennis.

The Challenger Tour brand comes to life through a unified visual and narrative approach, seamlessly integrated across digital, broadcast, social, editorial, production, creative, and experiential channels. From dynamic on-air graphics and striking social content to immersive event branding and compelling editorial storytelling, every touchpoint reflects the energy and ambition of the Challenger Tour. This holistic execution ensures a bold, modern identity that resonates with players, tournaments, and fans alike, strengthening the tour’s presence in the global tennis landscape.

A range of films that lead to supporting the digital content strategy, to grow engagement, reach and commercialisation of digital content - and to engage and excite fans around the world. The aim to build a connection with our fans and players, to grow the sport following and brand equity.

My role is fully servicing from setting out the vision and concept, to writing scripts, art direction shoots on set, on-location shoot directing and producing - to post-production delivery and mass distribution across owned, earned and broadcast channels.

Nitto ATP Finals presented us an opportunity to be different and innovate! We brought our fans highlights in a way they have never seen before - using AR and VR experiences.

Using the most demanded highlights of the matches, we overlayed tennis with a visual creative experience to really show off the epic nature of the players and moment.

Coupled this with an Instagram VR experience where fans around the world could experience these epic match points live at home!

A series of branded content for commercial partners including PIF, Lexus, Yokohama, Emirates. Through true partnership collaboration the strategic approach here is the seamlessly blend both partner and brand worlds together to create rich, storytelling video content to build equity for both.

The wider distribution allowed for player, partner, broadcaster and owned/earned channels to amplify the key messaging through long and short form content.

Award winning work (Sabre) and featured in Creative Review The Annual 2019

https://www.creativereview.co.uk/omen-by-hp-challenge-by-edelman/

I was part of the lead Creative team for the HP OMEN Challenge 2018, HP’s gaming product. I conceptualised and executed the broadcast of a game changing eSports event at Gamescom, Europe’s biggest fair for interactive games; with over 3 million online views watching teams play PUBG to battle out for $150,000 over 3 days.

Our concept was simple – to create an eSport tournament that had jeopardy for the players involved whilst creating mass excitement over 3 days for Twitch viewers – and it had to be innovative. The format was inviting 40 players, giving them money to start the competition with and over the 3 days, you would win 25%/50%/75% of players prize pool when you eliminate other teams. This project included shooting and creating social ads leading up to the event, building an experiential gaming arena at Gamescom to house our idea, working with television/production crews to broadcast, and of course work with 40 top YouTube gaming influencers. The tournament had unique and innovative gaming elements that we hadn’t seen before, like bounties throughout, and other money winning mechanics. Our players raved about the brand-new format and our audiences loved the event.

What is it: Xbox Global Creative campaign for the release of FIFA 20. Global campaign called ‘Score More With Xbox’

What did I do: created the global campaign. Concepted the animations, and fully designed then. Then directed and produced the animations.

We created a full global campaign toolkit, content including films and all cut downs, and a series of animations that helped share our message. This season, Xbox rewards our football community for playing FIFA 20 on Xbox.

Xbox SMWX Toolkit can be found here - https://indd.adobe.com/view/2165b061-88f1-4d0e-909f-f23a5ba0ea4d

What is it: This is a Global Creative advert for Xbox for FIFA 20 - during their Ultimate Scream moment. We wanted to create an advert that spoke to our FIFA 20 fans at a prominent time in the gaming calendar - halloween.

What did I do: came up with the concept, pitched it, set the art direction, created storyboard, wrote the script, pick the cast and shot this advert with world-renowned production agency - Riff Raff.

Our scripted, storyboard and designed digital out of home advertising that featured during the Bulgaria vs England European Qualifier in October 2019.

Our Global Creative platform for Xbox launch of FIFA 20 needed a creative visual identity - that we produced. Below are visuals showing how we crafted a unique, ownable visual language that was implemented globally across all Xbox channels. Including content we created.

One of Unilever’s most successful brands, Knorr briefed us to create a digital social content pilot program that determined the look and feel of the brands content moving into 2018. I worked with a social strategy team to create a media plan and how many different types of content we will experiment with, how much media spend to use and how to measure the results.

The pilot went live in South Africa, and we dark posted content from the Knorr channel to see which resonated more with audiences and why. During the project, my task was to conceptualise the art work and execute. I art directed a photoshoot with a food artist and specialist to create a series of photographs/videos that have an ‘anti-gravity’ style look and feel. We wanted to communicate flavour collisions and we believed this was an effective way of doing it. The shoot went over a week which included food photography and post editing.

To promote the brand new and exciting partnership OMEN by HP had with Europe’s best and upcoming esport players, we created a series of gaming shows they streamed online via Twitch. Each show was specific and offered a unique insight into the player and a game. For this, we created a series of digital advertisements that ran across social.

We created a fully integrated campaign for ASICS in the summer of 2017 throughout London. My role was to conceptualtise, establish and execute the visual direction for all areas of the campaign. This included newspaper wraps, digital content, digital ads, OOH, series of videos, influencer content, event and experiential, media coverage and websites.

ASICS #RUNTHETUBE was an event and moment in time where we wanted London to get up on their feet and run their commute. It picked up nationwide coverage thanks to the number of creative content pieces it worked across. I created the METRO newspaper wrap, social content, edited videos and art directed shoots with influencers and talent at a press event at London’s Leak Street. The event itself had an art installation and live art scenes where I liaised with a production agency to complete.

Be a creative they said. It’ll be glamourous they said. Despite being an ad about a printer - this was fun. And I learnt a lot.

Hero film plus cut downs focusing on key points.

Xbox launched the latest Gears 5 game through an experiential event for fans around the world to come visit and take part in. We branded and visualised this event, and produced the creative amplifying it. We selected and worked with an artist to help bring to life our vision of this campaign.

Our task was to create engaging and innovative content around the World Cup for Pepsi and their talent. The outcome was to coincide with the brands’ creative pillars which were art, music and culture. I conceptualised and pitched what content we can create with the talent around a social media buzz, and came up with a social mechanic that announced our Pepsi World Cup squad. I art directed the photography shoot with players including David Luiz, Sergio Ramos, Vincent Kompany and Jack Wilshere. Once we had the raws, we compiled the rest of the squad from different markets to create a full press pack for distribution to support our social campaign. The campaign image was illustrated by myself and working with a visual effects partner.

I directed the final composition. The project started with my concepts and we saw them through to final stages including shooting, directing and editing. The full campaign ran across brand and player channels creating conversation and excitement around Pepsi’s position during the World Cup.

We teamed up with XBOX to create a completely unique experience with influencer gamers and their fans. The XBOX Design Lab was the content series and we teamed up with influencers in a shoot. The influencers created their own controllers which was in time for and helped push the consumer personalisation of controllers. The photoshoot we created saw the influencers holding their own controllers, where art work was branded and published through social channels and the XBOX microsite for the controllers.

BOSE UK social media channels tasked the creative team to produce content around the NFLs London takeover. We produced a social content calendar around the event where we conceptualised and shot stills, videos and stories on Instagram for the brand. The channel received immediate uptake in views, conversation and following with thanks to our content plan, photography and engaging content.

Xbox came to use and asked for a simple but effective creative solution to communicating the benefits of Game Pass and its service.

Game Pass? Think Netflix for games, so what we created was a series of social adverts that used a simple ‘call and response’ technique.

VO says something amazing about Game Pass > gaming characters offer a reaction. Thus building up an interesting, humorous and informative conversation. This execution ran across social as a paid post, it was so well thought of it also was used in cinemas as pre-movie roll.

This create included concepting, storyboarding, capturing content and VO recording.

Personal Project.

Experimenting with the Olympus OM-1, shot on 35mm - I have taken the camera with me to capture scenes from my everyday life. These include varied subject matters. From people observation to architecture photography. The shapes and textures from buildings, and intersecting lines create fascinating subject matters.

First ever piece of work in the printed domain. Grew up wanting this so badly, was a tad annoyed it was just a type piece. Hey ho, they all count.

Dove assigned us a brief to create an advert to run across London’s evening print publications (The Metro, Evening Standard), to raise awareness of their latest purpose campaign. The client partnered with a charity with the aim of creating an informative and purely typography lead visual.

I directed and designed the advert alongside a copy writer. Our aim was to create a clean, succinct ad that got across a clear message to the women readers of the publications. The aim of the creative was to be bold and simple, with the minimalistic approach set to stand out against the busy background of print ads.

Guinness for the last 5 years have celebrated their founder by putting on a city wide celebration in Dublin that includes various music and art acts, an original concept of ours for the brand. Throughout, I directed photoshoots and created content around each event every year. Working closely with the client to establish a media and social strategy, we created a wealth of content that helped celebrated the brands’ founding father. The celebration concept changed each year, which included inviting major talent to perform in pop up bars with no word of prior warning. We created branded content and for artists to share organically, with media picking up major coverage. 

Creative brief here was to conceptualise and create art work for Beyonce’s Mrs Carter World Tour with Pepsi, with OOH and print spots available for local supporting talent to use. My role was working with client to establish the media strategy, how and where the work would be used, and what this would look like. Myself and a small team of retouchers produced the work, which had to be approved by Pepsi, Beyonce her self and her management team. 

The art work was to be used for her supporting acts on her tour, which would then see local markets’ talent dropped in place for press material, marketing, and venue collateral. We wanted to create an urban environment for her supporting acts so to marry up with her tour collateral.