Troy has created famous, award -winning work for great brands across three continents.
Whether that's blowing up 2020; rebranding Las Vegas; rediscovering Lost Recipes; creating Mario Kart IRL; the Joyride Film Series for Pennzoil; turning a dancing, singing, bear into the number one viral in the world for Samsung; or helping Kennedy Space Center to become the #1 tourist destination in the USA in 2025…he loves to create. It’s the gift of being human and alive.
He himself is not famous though.
He began advertising in Cape Town, South Africa before heading to London where he won TBWA\London Group’s first Cannes Lion in 8-years.
He played a pivotal role in transforming JWT Atlanta into the most awarded network office in North America for two years in a row, and securing its first ever Cannes recognition.
This led him to the heart of social at R/GA New York (Cannes Agency of the Year that year) & after, VML Atlanta - winning three accounts on the bounce, plus Cannes Lions & D&AD.
He then took his creative prowess to Las Vegas as Creative Director, rebranding the destination, and pulling Sin City through Covid-19.
Among many things he helped launch Skittles on social in the UK with ‘Like the Rainbow’; the U.S Marines on Instagram; Oversaw all social for Las Vegas; and has over 300M YouTube Views for all work.
THE WORK
CANNES | D&AD | CLIOS | ONE SHOW | NYF | LIA | WEBBYS | COMMUNICATION ARTS | EUROBEST
In the age of social media, a town once run by gangsters, dealers and fortune-seekers, could no longer claim, “What Happens Here, Stays Here”. But it’s still the ONLY place for many things.
Grammys & Superbowl TV.
LA and NYC OOH Take Overs.
Celeb/ influencer partnerships & social.
Creative Director. Copywriter. Art Direction.
Las Vegas
Delaware North Parks
& Resorts
It’s time to give the ‘disillusioned, stay-inside, doomscrolling, bed rotters’ a reason to get up, get out and enjoy the grand outdoors.
Summer 2025 brand campaign.
Creative Director. Copywriter. Art Direction.
McCORMICK&Co
Family recipes lost to the sands of time are rediscovered in this Holiday campaign from McCormick.
Social-First Storytelling.
8M+ Social Views on YT and other platforms.
Influencer partnership.
OneShow | Webbys | Shortys
Creative Director. Copywriter. Art Direction.
PENNZOIL
A group of elite, underground car jackers take supercars for a joyride, in this fast & furious inspired campaign.
Cannes | Clios | OneShow | New York Festivals | LIAs | GRAND PRIX London Motor Film Festival
Copywriter. Creative. Creator of the Joyride story & platform.
Our Joyride series was recreated in Grand Theft Auto.
What started as a gentle jab at Universal’s Epic Universe in the summer of 2025, helped turn Kennedy Space Center into the #1 attraction in the USA.
Fox35 | KSC | SouthernLiving
Creative Director. Copywriter. Art Direction.
Kennedy Space Center
AMBLYOPIA WORLD
A simple, beautiful idea that gave underprivileged kids the ability to test themselves for LazyEye using the one thing they all had access to - a newspaper.
Cannes | D&AD | Clios | Epica | El Ojo | Communication Arts
Creative Director.
SAMSUNG
Samsung’s Ecobubble washing machine is so eco-friendly…even nature will use it.
#1 Viral Globally for 3-weeks. (Mashable.)
100M+ YT Views
Copywriter. Creative.
Trex
Trex can handle anything life throws at it… even a 40th.
Lots of fun, wild executions were written. Concepted and wrote this campaign at Buntin - Trex Vs.
2025/26 brand campaign.
Graphis.
Copywriter. Creative.
DELTA
Part of a small creative team that created and developed this multi-sensory experience for Delta and it’s CEO, Ed Bastian at CES 2020.
#1 TOP TRENDING BOOTH OF DAY 2 AT CES.
6 Best Of Show Awards from various media outlets.
OneShow | ADC | Shorty | Campaign Experience Awards
Creative Director. Copywriter.
Opioids trap their victims in the very thing that was suppose to save them, the pillcase.
Clios | Communication Arts
Copywriter.
(Click image to Enlarge.)
FIRST CALL
PENNZOIL
Brand launch for Pennzoil’s first-ever synthetic motor oil made from natural gas.
TV & Radio spots with Bryan Cranston.
Original music ‘Born from Gas’ by Atticus Ross (NIN).
Copywriter. Creative.
An activation where people experienced Mario Kart IRL.
Dubbed ‘Superbowl caliber hit” by Adweek.
BEST NEW MEDIA EXPERIENCE - CMA | BEST IN SHOW - CMA | Best Use of Alternative Media - Adweek | IAB MIXX | EPICA | OMMA
National Geographic Documentary.
Guinness Book of World Records - Land Speed Record
BRIDGESTONE
Discarded tires transform into soccer cleats for underprivileged kids - Recycleats.
Creative Director.
WALTER
The Start-Up Agency that only lived for 5-days at SXSW.
Plotter, the start-up we selected, went on to be named the top app at SXSWi and become the top downloaded app on iTunes.
Copywriter. Creative.
Launched U.S Marines Instagram.
Commissioned actual U.S Marines photographers - Instagram on the Frontline.
500K+ Followers in 21-days.
Creative Director. Copywriter. Creative.
U.S MARINES
LEGO
How do you get kids excited about the Wizarding World Lego set, aged 3-12 - when the movie is rated PG 13?
Creative. Copywriter.
Does this stuff even matter anymore? Aliens.
2017 : Gold LIA (x2) : Pennzoil 'Tundra'
2017 : Cannes Shortlist : Pennzoil 'Tundra'
2017 : Cannes Shortlist : Pennzoil 'Tundra'
2017 : Bronze Clio : Pennzoil 'Tundra'
2017 : New York Festivals Finalist (x2) : Pennzoil 'Tundra'
2016 : ONE SCREEN WINNER, One Show : Pennzoil 'Joyride Prequel'
2016 : Addy Judges Choice : Pennzoil 'Joyride Prequel'
2014 : Silver : The Internationalist Awards : Pennzoil 'Mario Karting Reimagined'
2014 : Gold Omma : Pennzoil 'Mario Karting Reimagined'
2014 : Iab Mixx Finalist : Pennzoil 'Breaking Barriers'
2014 : Iab Mixx Shortlist (x2) : Pennzoil 'Mario Karting Reimagined'
2014 : BEST USE OF ALTERNATE MEDIA, Adweek : Pennzoil 'Mario Karting Reimagined'
2014 : BEST IN SHOW, Creative Media Awards : 2014 : Pennzoil 'Mario Karting Reimagined'
2014 : BEST NEW MEDIA EXPERIENCE, Creative Media Awards : Pennzoil 'Mario Karting Reimagined'
2011 : Bronze Creative Circle : Pedigree 'Ghost Dog'
2011 : Winner Tripadvisor Media Competition : British Airways 'Lucky Breaks'
2010 : Cannes Bronze : The British Army 'Start Thinking Soldier - Decision Making'
2010 : Webby Nominee : The British Army 'Decision Making'
2009 : Silver DMA: The British Army 'Bigger Picture'
2009 : Campaign Big Award Finalist : The British Army 'Decision Making'
2025 : Silver Graphis : Trex ‘Trex Vs’
2022 : Shorty Finalist : Walmart ‘Joyshop’
2020 : ADC Merit : Delta ‘Future Travel You’
2020 : One Show Shortlist : Delta ‘Future Travel You’
2020 : Addy : National Silver : Delta ‘Future Travel You’
2018 : D&AD Silver Pencil : Amblyopia World Campaign 'I Rescue'
2018 : Cannes Bronze : Amblyopia World Campaign 'I Rescue'
2018 : Cannes Shortlist : Amblyopia World Campaign 'I Rescue'
2018 : Silver Clio : Amblyopia World Campaign 'I Rescue'
2018 : Communication Arts - Winner : Amblyopia World Campaign 'I Rescue'
2018 : Silver El Ojo De Iberoamerica : Amblyopia World Campaign 'I Rescue'
2018 : Bronze Eldorado : Amblyopia World Campaign 'I Rescue'
2018 : Bronze Eldorado : Amblyopia World Campaign 'I Rescue'
2018 : Epica Shortlist : Amblyopia World Campaign 'I Rescue'
2018 : Bronze Clio : First Call ‘Pillcase’
2018 : Communication Arts Shortlist : First Call ‘Pillcase’
2017 : Webby Honoree : Mccormick 'Lost Recipes'
2017 : One Show Merit : Mccormick 'Lost Recipes'
2017 : Shorty Finalist : Mccormick 'Lost Recipes'
2017 : Clio Shortlist (x2) : Pennzoil 'Tundra'
2017 : One Show Merit (x2) : Pennzoil 'Tundra'