michael barrett

I worked on a range of clients on the agency side of the business, from large financial website projects to the creation of a custom animated avatar for After Shock which lived on both a website and as part of a live festival tour. I also helped productise the core avatar technology behind DA Group, developing propositions for use in gaming, service kiosks and social platforms.

I'm currently freelancing as a Creative Strategist, working with clients like adidas, Lucky Generals and DAZN. I am available to discuss future projects, so please get in touch if you have any opportunities I might be able to help out on.

I ran the planning and UX teams at Complete, an independent design and digital agency. Key projects were the digital strategy for T-Mobile's ecommerce site, experience design for TNT’s frontline customer support, and digital strategy for companies like CMC Markets, Beko and British Gypsum.

Freelance strategic support on government and BT web projects.

Working with the 2 founders of Erasmus, I worked on the creation of a new vodka brand for Glenmorangie. This included proposition, product and comms development.

I joined as an Interactive TV Consultant, then worked as a developer creating a CMS and websites for EMAP, before pivoting the world of information architecture and strategy.

Working within the R&D team of Sony Broadcast, I developed user interface concepts based on (at that time) future technologies, such as using gestures to edit news footage, or artificial intelligence to tag and pre-assemble video footage.

I was the planning lead on Miller Genuine Draft UK account, creating The Mill - a record label and live venue run by the beer brand. The task was to reposition MGD as a premium brand with a distinct positioning - a tough task for beer brands. Using a “we’ll spend our marketing money on you” approach, we ran two music venues in Glasgow and Edinburgh for emerging bands, and gave the pro level recordings and artwork. The campaign ran for 18 months and was starting to have an impact when the brand strategy reversed again - but it’s still one of the pieces of work I’m most proud of. I also worked on the global Blackberry and Always accounts.

Planning lead for Iris Culture, the participation arm of Iris. My hands-on responsibility was as part of the leadership team on the adidas account, creating a series of award winning and successful campaigns for football, tennis and the NEO fashion range. Highlights include winning the first APG and Cannes awards for Iris with There Will Be Haters, creating Team Messi to get round the great player’s social shyness, and an interactive game built on Twitter in Hit The Winner.