Launching Mitchells & Butlers' new career development platform to 50,000 employees had to embody their ‘Love every moment’ ethos.

The key? Finding the right face. A fun, friendly character to front the platform and partner with Mable – the gym-loving pensioner who represents online training.

I worked with an art director to come up with Tams. He's a career coach with big best-friend energy, designed to give M&B's mostly Gen Z workforce the confidence to explore their talents.

As well as creating Tams, I wrote copy for the new platform. And created an engagement strategy filled with creative touch points, beginning with a teaser and launch film – both of which received rave reviews from M&B employees.

The campaign won a 2026 RAD Award for Employee Engagement and was shortlisted for several other industry awards.