Buxton × Mind - Sweat & Tears
Hydrate your body, hydrate your mind.
My role: Lead Creative · Writer · Producer · Director
Scope: Film · Social · London Marathon activations
Across four years of Buxton and Mind’s London Marathon partnership, I developed creative concepts spanning hero films, runner portraits and live activation.
As a keen runner and advocate for mental health awareness, it has been a joy to work with Buxton & Mind. Each year, we found new ways to bring runners’ experiences to audiences, connecting the partnership’s purpose with personal stories of struggle, perseverance and support.
SIDE-BY-SIDE
Turning a support platform into a shared experience.
Mind’s online community, Side-by-Side, connects people through shared experiences of mental health. To raise awareness of the platform, we brought its central idea to the biggest marathon in the world.
In 2025, three Buxton runners shared Mile 24 with a friend, family member or professional, for the first time in the London Marathon's history. At one of the toughest stages of the race, the value of having someone beside you became tangible.
The activation gave us an authentic human story to share beyond race day, making mental health support visible, relatable and actionable.
245k people reached organically.
2.2m people reached through paid media.
Helped raise £18.3k+ for Mind.
THE ROUTE
Progress isn’t a straight line.
A 60-second hero film following a runner through setbacks, small victories and moments of release.
The creative centred on the effort of trying again, recognising that progress can be uneven and deeply personal. Through that journey, The Route connected Sweat & Tears with the emotional experience of running, giving the partnership a story grounded in everyday perseverance.
My Role: Writer · Producer · Director
RISE-UP-RUNNERS
Three unique voices. One universal story.
A series of runner portraits exploring personal experiences of mental health and perseverance.
Working closely with the contributors and Mind, we shaped each film around the individual’s story. Each treatment gave the runner’s experience its own expression while maintaining a consistent creative direction across the series.
I also facilitated a partnership with These Girls Run, extending Sweat & Tears into a running community through training and race day.
My Role: Creative Lead · Producer · Director
