who i am
Martin Cleave
Martin in 2016
A highly-experienced, concept-driven, hybrid-skilled, smart-thinking Creative Director
I'm a hybrid Creative Director with over 20 years of global experience in the industry. I'm highly conceptual, with a keen eye for craft and design too. I develop ideas and concepts, create visuals, write copy, build messaging frameworks and storyboard narratives. I lead teams and studios, but roll up my sleeves and get hands-on when the project needs it. I have a passion for hand-drawn concepts, but I'll make a mouse and monitor sing along too. I bring a potent mix of old-school skills and up-to-the-minute thinking to everything I do.
I've helped my clients build successful campaigns and experiences for their customers and their people. I have worked on an enormous variety of briefs, from digital to print, DM to B2B, experiential to social. I’ve developed global product launch campaigns as well as precision targeted sampling mailings, and most things in between. I collaborate with writers, planners, illustrators, animators, motion designers and photographers, and lead creative-teams, designers, and studios. All in the pursuit of getting the right messages to the right people. 
who i work with
Creative Director / Art Director (Freelance) — London — October 2009 to Present
Creative direction, idea generation, concept development, strategy, messaging, copywriting and visualisation for creative agencies across London and the South-East.
Agencies — Arnold KLP, J. Walter Thompson, Maher Bird Associates, McCann Enterprise, ICLP (Collinson), StraightEdge, Smith+Nephew (in-house agency), Caburn Hope, BrocklebankPenn, MOI Global, Instinctif Partners, Boston Consulting, Woolley Pau, Spinnaker, big:group, BlackBridge, TMP Worldwide, Communicator, Foxtrot Hotel, Capitalise.
Clients — Mercedes-Benz, Volvo, Pepsi Max, Tesco, Smith+Nephew, Douwe Egberts, Cineworld, National Trust, Toshiba, Logitech, HSBC, MasterCard, Marriott International, Clydesdale & Yorkshire Banking Group, S&P Global, Pfizer, Oracle, Vodafone, TED, EMC², Eaton Vance, T-Systems, Sage, Servis, The Huffington Post, Sky, Jaguar Land Rover, Embraer Executive Jets (Brazil), The AA, LOVEFiLM, Rosetta Stone, Everest, Novotel, Comté, The Folio Society, Carmignac (France), Metro, Tabasco, Brita, HiPP Organic Baby Food, Royal Bank of Scotland, Racing for Change, BAT (UK and Global), Madison Square Garden, Takeda, plus a large number of confidential client engagements with various agencies.
Creative Director (Freelance), Smith+Nephew (in-house agency) — London — September 2018 to February 2020 
Creative direction, global messaging development and campaigns, copywriting and narrative development, concepts, strategy, design, storyboards and motion design.
Clients — Smith+Nephew (global healthcare).
Senior Art Director (Freelance), Instinctif Partners — London — August 2017 to April 2019 
Pitch concepts, copy, naming, design, motion design, storyboards and visuals.
Clients — Leading global investment, insurance, hospitality, drinks and energy companies (confidential).
Senior Art Director (Freelance), ICLP (Collinson) — London — September 2018 
Concept development, copywriting, visuals.
Clients — Clydesdale & Yorkshire Banking Group, Mastercard.
Creative Director (Freelance), Caburn Hope — Lewes — December 2017 to August 2018 
Creative development, concepts, copy, messaging, scripts, narrative development, and strategy.
Clients — S&P Global, Arup, Madison Square Garden, Rentokil, FirstLight Cycles, and a leading global pharmaceutical (confidential).
Senior Creative (Freelance), Boston Consulting Group — London — April 2015 to August 2018
Digital design and development, microsites, interactivity design (Hype / HTML5), app design, video, pitches.
Clients — TED Talks, plus many major financial, energy, retail, pharma and healthcare companies (confidential).
Creative Director (Freelance), MOI Global — Weybridge — April 2016 to August 2017
B2B creative development, pitch work, digital, concepts, copy and strategy.
Clients — Oracle, EMC², Vodafone, T-Systems, Sage, Juniper Networks (Singapore).
Senior Art Director (Freelance), StraightEdge — London — December 2014 to November 2016
Campaign concepts, copy, brand development, pitches, storyboards.
Clients — Eaton Vance, Emaar Properties (Dubai).
Senior Art Director (Freelance), J. Walter Thompson — London — January to March 2016
Consulting on food treatment, art direction, storyboarding, pre-production and on-set for Philadelphia’s new Angels 2016 TVCs.
Clients — Philadelphia (Mondelez).
Senior Art Director (Freelance), Foxtrot Hotel — London — March 2010 to March 2016
Concept visualisation and development. Storyboarding, video, shoots and interaction concepts.
Clients — BAT (UK and Global), Winkworth, Takeda.
Senior Art Director (Freelance), Arnold KLP — London — April 2014 to September 2014
Brand and campaign development, experiential, concept exploration and development, in-store.
Clients — Cineworld, Tesco, Volvo, Pepsi Max, Douwe Egberts, Jack Daniels.
Creative Director, BrocklebankPenn — London — January 2013 to November 2013
Creative leadership, idea generation, global launch concepts, client management, planning, copy, brand development, storyboards, video, digital and print campaigns and pitches.
Clients — Logitech, NETGEAR, LifeSize, Tech21 Impactology, Rackspace, Servis, Laureate, Glion, BCS.
Senior Art Director (Freelance), Spinnaker — London — October 2011 to January 2012
Creative team concept work for FMCG clients.
Clients — Tabasco, HiPP Organic Baby Food, Metro, Brita.
Senior Art Director (Freelance), Maher Bird Associates — London — May 2011 to July 2012
Digital and press for the Huffington Post UK launch. Adcepts and DM for Mercedes-Benz.
Clients — Mercedes-Benz, National Trust, The Huffington Post, Embraer Executive Jets (Brazil), The AA, LOVEFiLM, Rosetta Stone, Everest, Novotel, Comté, The Folio Society.
Art Director and Senior Creative, Dunnhumby — London — November 2002 to July 2009
Art Director and Senior Creative specialising in insight-driven campaign concepts and development. Creative Lead for major collaborative projects with P&G and Unilever.
Clients — Tesco (Clubcard and Tesco.com), Shell (Europe), P&G (Pampers, Olay, Always, Ariel, Mach3, Nice ‘n Easy), Unilever (Persil, Flora, Comfort, Vaseline, Bertolli, Lipton, Surf), Nestlé (Nescafé, Purina), P&O Cruises, Casino (France), Delhaize (Belgium), Danone, Bernard Matthews, Hyundai, GlaxoSmithKline (Corsodyl, Flixonase), Barclaycard, BP (Netherlands), Harper Collins, Airmiles, O2 and Müller.
Visual and Digital Designer (Freelance) — Sydney and London — May 2001 to October 2002
Websites, Macromedia Director work, infographic / strategic pieces.  
Clients — Westpac, Commonwealth Bank, ANZ Bank, Australian Defence Force and Nortel.
Head of Production, Sapient Australia — Sydney — August 1999 to April 2001
Clients — Virgin, United Airlines (United.com), BHP Billiton, Ansett.com.au, Oculi.com.au, The FarmShed.com, Fencepost.com, Westpac, Woolworths (Australia) and FujiXerox.
Online Strategy Director, Input Output — London — March 1997 to June 1999
Artist, Designer and Photographer — London — September 1994 to June 1999
awards
2005 — Precision Marketing Award for Tesco Organic campaign
2003 — Gold DMA Award for the Müller Lovechild campaign
2003 — Bronze DMA Award for the Hyundai Terracan campaign
2000 — One of only a few people nominated globally for the prestigious Sapient Founder’s Award
Where I studied
M.A. (R.C.A.) Ceramics & Glass — Royal College of Art, Kensington Gore, London — 1992 to 1994
B.A. (Hons.) Ceramics — West Surrey College of Art & Design, Farnham, Surrey — 1989 to 1992