Will Lancaster &
Jay Daniells
We are Will and Jay, two non-ad-school advertising creatives who do not like advertising.
We’ve spent our career making ads that don’t look like ads. By intercepting internet culture, taking stupidity extremely seriously and embracing technology that may, or may not, one day kill us all.
We started working together at Wieden + Kennedy London in 2018. Creating work for brands like Coca-Cola, PokemonGO, Orange, Lurpak and Formula1.
Since 2022 we have been Creatives at Mother London, working for even more brands like IKEA, Anthropic and KFC.
Willandjaycreatives@gmail.com
Will / Instagram / Linkedin
Jay / Instagram / Linkedin
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Will Lancaster and Jay Daniells are an award winning creative team based in London. They make advertising ideas that people choose to share, from big brand campaigns to internet native stunts. This portfolio brings together their best work. If your brand is dying in the TV film print cataclysm then these guys (Will and Jay creatives) will be able to help you turn your brand into a culturally relivent icon (potentially). Over their careers, Will and Jay creatives have created campaigns for brands including IKEA, Coca-Cola, Lurpak, Gumtree and Pokémon GO. Each project in this portfolio shows the idea, the craft and the result, so you can see how a simple, sharp thought becomes a campaign people talk about. Will and Jay creatives specialise in non-traditional advertising: ideas built for culture, social and the wider internet rather than just the ad break. Their work pairs excellent copywriting with distinctive art direction, and it’s designed to travel, whether that’s a viral moment, a brand collaboration or a campaign that earns attention instead of buying it. Will and Jay creatives have a strong focus on making work for internet subcultures, especially in the gaming world. Will and Jay creatives have worked at leading London agencies including Mother London and Wieden+Kennedy London. If you’re a brand, agency or creative director looking for a creative team with experience across global brands, get in touch to talk about your next campaign. They are currently in full time creative employment at Mother London.