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alex mills

brand consultant + creative writer
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UNDER ARMOUR LAUNCHES 'UNSTOPPABLE'
UNDER ARMOUR
UNDER ARMOUR LAUNCHES 'UNSTOPPABLE'
UNDER ARMOUR

Under Armour’s Unstoppable launch brought together Anthony Joshua, Maro Itoje, Eddie Nketiah, and Emily Fox, with Josh Denzel leading the way. I crafted scripts, shaped talking points, and built out interview questions—ensuring every exchange felt sharp, natural, and on-brand.

UNDER ARMOUR
REIMAGINING INTERNAL COMMS TO POWER CULTURAL ENDURANCE
SMARTS AGENCY
REIMAGINING INTERNAL COMMS TO POWER CULTURAL ENDURANCE
SMARTS AGENCY

For this thought leadership piece, I crafted compelling copy on behalf of a senior stakeholder at Smarts, exploring how brands can build long-term cultural impact from the inside out. The article breaks down the role of internal comms in driving employee advocacy, blending strategic insights with real-world brand examples to make the case for “cultural endurance”, the agency’s guiding philosophy.

SMARTS AGENCY
BRITISH GAS ANNOUNCE PEAKSAVER CARD
BRITISH GAS
BRITISH GAS ANNOUNCE PEAKSAVER CARD
BRITISH GAS

I shaped the copy and messaging for this British Gas campaign, turning a practical offer into something festive and attention-grabbing. Half-price electricity over Christmas needed words that worked hard but felt effortless. The challenge was to keep it sharp, simple, and full of energy—language that cuts through, connects with customers, and makes savings sound as good as they are.

BRITISH GAS
SIEMENS LAUNCH EQ900 PLUS.
SIEMENS
SIEMENS LAUNCH EQ900 PLUS.
SIEMENS

I crafted a three-part advertorial series for Siemens’ EQ900 Plus coffee machine, published in The Telegraph, blending product storytelling with lifestyle appeal. Each piece highlighted the machine’s key features—BaristaMode, precision brewing, and versatility—while maintaining a distinct, tone of voice. I was asked to showcase Siemens’ London showroom, incorporating a festive recipe by Chef Jozef Yousef, and positioning the EQ900 Plus as the ultimate solution for creating barista-quality coffee at home.

SIEMENS
RELENTLESS RELAUNCH FREEFROM FORUM
RELENTLESS
RELENTLESS RELAUNCH FREEFROM FORUM
RELENTLESS

For the return of Relentless’ Freeform Forum, an initiative created to give the UK's up-and-coming creatives the airtime and support they need, I was asked to craft copy for web, social and advertising. My brief was to grow awareness, drive applications and reinforce the societal good that Relentless is committed to, all through my own words.

RELENTLESS
SMARTS REPOSITIONING + WEBSITE
SMARTS AGENCY
SMARTS REPOSITIONING + WEBSITE
SMARTS AGENCY

I supported Smarts in redefining their agency's brand, which allowed me to express this new identity on their updated website. My role involved crafting clear and engaging content that communicated their fresh approach to clients and partners, highlighting the agency’s strengths and vision in simple, relatable terms.

SMARTS AGENCY
THE WALK A MILE GALLERY
ZALANDO
THE WALK A MILE GALLERY
ZALANDO

Zalando entrusted me with an exciting opportunity: to create captivating copy for an exhibition celebrating their latest size-inclusive collection. The project involved crafting eight poems that would unveil the stories and identities of the campaign talent. This collection has since been heralded as Zalando's most progressive collection to date, garnering global acclaim.

ZALANDO
MANCHESTER UNITED LAUNCH FIRST DIGITAL COLLECTIBLE
MANCHESTER UNITED
MANCHESTER UNITED LAUNCH FIRST DIGITAL COLLECTIBLE
MANCHESTER UNITED

To celebrate the launch of Manchester United’s first range of digital collectibles, I was briefed to create a film script that would build excitement around the launch and explain how NFTs work in a simple and digestible way. The film went on to be one of their highest-performing YouTube videos.

MANCHESTER UNITED
SKYSCANNER SUMMER CAMPAIGN
SKYSCANNER
SKYSCANNER SUMMER CAMPAIGN
SKYSCANNER

In order to boost summer bookings, Skyscanner tasked me with crafting copy for a YouTube campaign emphasising their expansive offerings and user-friendly platform. My engaging copy played a key role in driving one of their most successful YouTube campaigns to date.

SKYSCANNER
OUR DOMINICANA
EXPEDIA
OUR DOMINICANA
EXPEDIA

To celebrate the Dominican Republic’s vibrant and rich culture, Expedia briefed me to draft copy that would tie together a multifaceted campaign. My copy would bring hero content to life and boost engagement across channels.

EXPEDIA
GAMEMODE
ADIDAS
GAMEMODE
ADIDAS

adidas invited me to help them launch their latest football boot franchise, GAMEMODE. My role was to create the campaign narrative, tagline, web and social copy to accompany the creative direction.

ADIDAS
FLWRDWN
PANGAIA
FLWRDWN
PANGAIA

Pangaia commissioned me to drive the launch of their groundbreaking innovation, FLWRDWN™ - an industry-first, flower-based down alternative heralded as the next frontier in warmth. Tasked with producing crisp, captivating web copy, I distilled complex product details into instantly understandable consumer advantages. As a part of this pioneering leap in sustainable fashion, I am thrilled to have contributed to such an industry-shifting breakthrough.

PANGAIA
BUSHMILLS WHISKEY LAUNCH DISTILLERY
BUSHMILLS WHISKEY
BUSHMILLS WHISKEY LAUNCH DISTILLERY
BUSHMILLS WHISKEY

As the Causeway Distillery's launch loomed, Bushmills Whiskey needed a unified, powerful message. They entrusted me to craft it. Amid various stakeholders and their agency, I created impactful copy for all channels, from scripts to speeches, social to PR.

BUSHMILLS WHISKEY
CUT THE CRAP
CROHN'S AND COLITIS UK
CUT THE CRAP
CROHN'S AND COLITIS UK

Alongside their partner agency, Re.Design, Crohn’s and Colitis UK briefed me to create copy lines, across all channels, including OOH and digital, to generate awareness of the condition in the UK. With over 500,000 people in the UK living with Crohn’s and Colitis, my chief task was to dismantle the stigma that surrounds both conditions and to help people live freer and fuller lives.

CROHN'S AND COLITIS UK
ZALANDO X AVI JACOBS
ZALANDO
ZALANDO X AVI JACOBS
ZALANDO

As part of an ongoing project, Zalando tasked me with interviewing a collective of thought-leaders from across the beauty industry to showcase the brand's inclusive and progressive approach to beauty. The interviews were condensed and edited to form impactful newsletters that went on to be shared with Zalando's customer database, as well as appearing online.

ZALANDO
Going digital, going green: tourism's twin transition
BOOKING.COM
Going digital, going green: tourism's twin transition
BOOKING.COM

Booking.com briefed me to delve into both sides of the travel industry in an immersive feature that would promote their efforts to accelerate the 'twin transition'. I opted to tell these stories through two fictional characters, and by exploring the challenges they face and their needs when it comes to hosting - or going on - holidays.

BOOKING.COM
RIU X EXPEDIA
EXPEDIA
RIU X EXPEDIA
EXPEDIA

As part of a partnership between Expedia and RIU hotels, I was briefed to create engaging copy that would celebrate RIU's Caribbean and Mexican offerings. Working closely with the Expedia team, I was tasked with bringing the RIU hotel experience to life, looking specifically at their entertainment and all-inclusive offering.

EXPEDIA
ZALANDO PRE-OWNED
ZALANDO
ZALANDO PRE-OWNED
ZALANDO

Zalando briefed me to deliver web and social copy to help them launch their Pre-Owned campaign, celebrating the first anniversary of its pre-owned category. At a time when fast fashion is rife, and brands are pivoting to encourage more sustainable consumerism, Zalando launched this campaign to show that not all fashion costs the earth.

ZALANDO
SEBASTIAN VETTEL DRIVES ASTON MARTIN VANTAGE F1
ASTON MARTIN
SEBASTIAN VETTEL DRIVES ASTON MARTIN VANTAGE F1
ASTON MARTIN

Aston Martin briefed me to work alongside their production agency, Little Dot, to craft an impactful and exciting treatment that would bring the Director's vision to life, through words.

ASTON MARTIN
THE ZALANDO GREENHOUSE
ZALANDO
THE ZALANDO GREENHOUSE
ZALANDO

At the start of 2021, Europe's largest fashion platform, Zalando, launched the Zalando Greenhouse at Copenhagen Fashion Week. My role was to create all written content for the microsite that would figurehead their broader sustainability strategy.

ZALANDO
WALK THE LINE
ITV
WALK THE LINE
ITV

ITV briefed me to work alongside a Director to help bring the 'Walk the Line' concept to life through a clear and creative treatment that shone a light on all key elements of Simon Cowell's latest show.

ITV
HOW TO STOP THE CIRCULAR ECONOMY FROM GOING TO WASTE
EBAY
HOW TO STOP THE CIRCULAR ECONOMY FROM GOING TO WASTE
EBAY

eBay briefed me to create a long-form feature that would focus on the growing challenges that the circular economy faces and how sustainable retail needs support to realise its potential. I was tasked to deliver a piece that would subtly weave in brand messaging while producing an editorial feel.

EBAY
ASTON MARTIN VALKYRIE HAS ARRIVED
ASTON MARTIN
ASTON MARTIN VALKYRIE HAS ARRIVED
ASTON MARTIN

To celebrate the launch of Aston Martin's latest supercar, the Valkyrie, I was asked to devise a written treatment that would do their latest car justice, and help steer the creative direction of a hero film which took place at Silverstone.

ASTON MARTIN
HOW ONLINE MARKETPLACES ARE OFFERING SMEs A PILLAR OF SUPPORT
EBAY
HOW ONLINE MARKETPLACES ARE OFFERING SMEs A PILLAR OF SUPPORT
EBAY

Working with eBay and POLITICO Studio, I was briefed to write a feature article showcasing how eBay has empowered SMEs throughout the pandemic and will continue to do so in the future, to urge economic recovery.

EBAY
YOGA FOR THE NHS
LULULEMON
YOGA FOR THE NHS
LULULEMON

In December 2020, lululemon launched Yoga for the NHS, an initiative that would say thank you to the NHS for all that they do. I worked with the lululemon team to create web and email copy, helping to drive awareness and signups.

LULULEMON
LEANDER ROWING CLUB - MEMBERS' HANDBOOK
LEANDER ROWING CLUB
LEANDER ROWING CLUB - MEMBERS' HANDBOOK
LEANDER ROWING CLUB

Creation of a members’ handbook that represents the values and identity of Leander Rowing Club. Ensuring the handbook delivers all key club information in an easy-to-digest and engaging format, utilising existing club content to deliver a complete document that would go on to be showcased digitally online as well as physically printed.

LEANDER ROWING CLUB
ADIDAS AIMS TO END PLASTIC WASTE WITH INNOVATION AND PARTNERSHIPS AS THE SOLUTION
ADIDAS
ADIDAS AIMS TO END PLASTIC WASTE WITH INNOVATION AND PARTNERSHIPS AS THE SOLUTION
ADIDAS

Following on from the launch of industry-first innovation, Futurecraft Loop, I was briefed to write a piece that would encapsulate other key innovations from adidas, forming their broader sustainability strategy.

ADIDAS
THE PSYCHOLOGY OF PLAYING CRICKET IN AN EMPTY STADIUM
THE CRICKETER
THE PSYCHOLOGY OF PLAYING CRICKET IN AN EMPTY STADIUM
THE CRICKETER

After a summer of cricket behind closed doors, I called upon the expertise of psychologist, Jeremy Holt, to explain the impact of empty stadia on the world's best cricketers.

THE CRICKETER
alternative reality: how the experience of two runners differs due to the colour of their skin -...
TRAIL RUNNING MAGAZINE
alternative reality: how the experience of two runners differs due to the colour of their skin -...
TRAIL RUNNING MAGAZINE

As the Black Lives Matter movement gained momentum, I spoke with two runners who each have had very different experiences, based on one factor - the pigmentation in their skin.

TRAIL RUNNING MAGAZINE
SONOS ARC SOUNDBAR
THE COOLECTOR
SONOS ARC SOUNDBAR
THE COOLECTOR

At a time when a solid home entertainment set-up has become more essential than ever, it's likely that many will be sat in their armchairs pondering whether it might be time for an upgrade. With the release of Sonos' latest soundbar, it's fair to say been thinking the same thing here at Coolector HQ.

THE COOLECTOR