I write for the real world
Carhartt “Bad Guys Never Wear Carhartt” Concept piece (spec) Photo : Annie Spratt
Proper 12 “No Blah” Concept piece (spec)
RSPCA “You are my world” Concept piece (spec)
Channel 4 “110 hours” Concept piece (spec)
The Gold Rush - Never Ended - Old Portrero (Spec)
About me
In 2003 I was working in a frame maker’s shop in Cork city.
On the radio every Friday they ran a segment called “Fix It Friday,” and every Friday - for months, I texted them the same question:
“Do fish fart?”
They never read it out.
Then I went to Australia for a year.
When I came home, I caught the bus to see my mother, the first thing I saw at the bus stop in Douglas, was a giant Today FM billboard that said:
“Do Fish Fart?”
Twelve years later, I had one of the biggest Irish songs on daytime radio and signed to Universal Records.
I was invited onto that same station.
I asked the producer if he remembered the texts.
He didn’t, but we laughed.
I still don’t know if fish fart.
And for some reason, I’ve never tried to find out.
Published Articles
The Tide is Turning on Aspirational Marketing
IMJ/Adworld
https://www.adworld.ie/2026/02/27/opinion-the-tide-is-turning-on-aspirational-marketing/
How a Classic Levi's Campaign Teaches Us to Trust in the Absurd
Muse by Clio
https://musebyclios.com/musings/how-a-classic-levis-campaign-teaches-us-to-trust-in-the-absurd/