M&B needed a face for their new career development platform. Someone to be a partner to Mable – the gym-loving pensioner who fronts their online training system.

I worked with an art director to create Tams. He's a charismatic career coach with big best-friend energy, designed to give M&B's Gen Z workforce the confidence to explore their talents.

As well as creating Tams, I wrote copy for the new platform. And, with my art director partner, produced a teaser and launch film – both of which received rave reviews from M&B employees.

The campaign has also been shortlisted for three Recruitment Marketing Awards 2025 in the following categories: Video £15k+, Colleague Communications, Culture.