Thinkbox
Imogen Tazzyman began her career at McCann Manchester, working with clients including Aldi, Scholl and Durex, before heading down to McCann London. While there she worked with brands such as Subway, Bisto and MasterCard, before moving to Karmarama to create some of the most awarded, talked about and effective UK campaigns for The British Army and Confused.com.
Her work has been recognised at Cannes Lions, D&AD, Creative Circle, Campaign Big Awards, IPA Effectiveness and the DMA Awards. She was also a recipient of Campaign’s Female Frontiers award for Conquering Creativity.
Tazzyman returned to McCann Manchester in 2020 as executive creative director, working on Matalan, PureGym and the Fox’s Biscuit brands accounts, among others.
Tazzyman’s choices
Sony Bravia “Balls” (2005)
The Sony Bravia “Balls” was created by Fallon/London and directed by Nicolai Fuglsig, aiming to promote Sony’s LCD TV brand Bravia. The TV ad showcased its superior colour technology by using thousands of multi-coloured balls cascading down the streets of San Francisco.
The ad creates an explosion of colour as the balls stream down the hilly streets, bouncing off trees, cars and houses. Press and outdoor work backing the TV spot features shots of the brightly coloured, ball-covered streets around the “colour like no other” tagline, becoming a cultural moment and setting a new benchmark for cinematic advertising.
- Agency: Fallon/London
- Creative team: Juan Cabral, Richard Flintham
- Production company: MJZ
- Director: Nicolai Fugslig
Secret “Raise” (2016)
The ad depicts a professional woman standing in a workplace bathroom, nervously rehearsing how she will ask her boss for a raise. She weighs different approaches and battles self-doubt until an older woman, overhearing from a stall, encourages her simply to “do it.” The ad closes with the line “At 3 o’clock, Lucy does her part to close the wage gap”, before returning to the product message, “Secret: stress tested for women.”
By linking the physical challenge of stress sweat with the emotional challenge of workplace inequality, the ad positions Secret as both a functional solution and a brand that champions women’s confidence in high-stakes moments.
- Agency: Wieden+Kennedy Portland
- Creative team: Justine Armour, Caio Lazzuri
- Production company: Anonymous
- Director: Aoife McArdle
DirecTV “Roadside ditch” (2016)
This TV spot from DirecTV takes viewers on a surprising journey showing the outrageous chain reactions that supposedly unfold when you stick with an inferior cable provider.
The ad turns small inconveniences into over-the-top disasters, highlighting the brand’s promise of reliable, better service. By leaning into humour and clever writing, the campaign wins over audiences not with scare tactics, but with a wink and a laugh, making it both memorable and genuinely entertaining.
- Agency: Grey New York
- Creative team: Tor Myhren, Dan Kelleher
- Production company: MJZ LA
- Director: Tom Kuntz