Everyone nods.
Nobody moves.
I find what makes people move, then make the campaign, brand or idea that does it.
Which of these
keeps happening?
Selected work
A few things I’ve solved.
The money was next door. See how 18 days could fund a year
02
Take Over
They asked for awareness.Knowing wasn’t the problem. See why knowing changed nothing
03
Low-key kind
They asked for a campaign day.The problem happened every day. See the behaviour nobody had named
From over a decade agency-side
Worked across a wide range of sectors
Health + pharma
Tech + software
Finance + fintech
Aviation + industrial
Consumer + retail
Professional + B2B
Charity + NGO
Public + education
Case studies made agency-side
Same job every time: change what the problem is.
01
Harrods employer brand
They asked for an employer proposition.The answer was already in the store.
02
Vodafone
They asked me to target a generation.A birth year tells you nothing.
03
BEDEO
The word was retrofit.The thing was a rebirth.
04
EDGE Empower
Fashion celebrates diversity in public.Its boardrooms tell another story.
05
Harrods summer
They asked for 360 summer hires.The barrier was who people pictured.
How a project runs
You bring me what isn’t working. Something you’re launching, something that isn’t moving, something you can’t get people to do.
Sometimes it’s clear and I go straight to the idea and make it. Sometimes what you’ve brought isn’t the real problem, and I’ll say so before either of us spends money on the wrong thing.
Fixed price, agreed before we start.
I don’t decide what to make before I know what will work.
If you only need the thinking, the Diagnosis is available on its own.
Anna-Liisa Krõlov
Founder, TINY+FORCE
For people with a problem, not a brief.
A brief is already an answer to a problem
you might not have.
I find what’s stopping people, then turn it into the idea, the message and the creative direction.
You bring me the problem as you see it. I look at what people are actually doing, what they assume, what they ignore, and why they stay where they are.
Often the facts stay the same. The problem looks different.
Maybe people already understand you and just don’t see enough reason to change. Maybe the message isn’t the problem. Maybe you’re leading with the wrong thing entirely.
That shift is usually where I find the idea.
I find the strongest direction and make the case for it. No three safe routes so nobody has to decide. You get a point of view, not a menu.
You don’t need a brief or a deck. The messy version in your own words is enough.
You talk to me. One person, on purpose.