About

Darren Groucutt

From shirt drops to brand worlds, Darren turns moments into cultural movements — from McDonald's to Más+ by Messi. He’s delivered standout campaigns and activations for adidas Originals, McDonald’s, Más+ by Messi, Cadbury, and Mercedes-Benz,  spanning retail, brand platforms, digital, and pop-ups. Rooted in design, film, and content, Darren brings energy, clarity, and craft to every brief.

Skills

  • Creative Direction & Brand Strategy: Skilled in leading brand transformations and storytelling across digital, retail, and experiential platforms.
  • Digital Innovation & Emerging Technologies: Experienced in integrating emerging tech such as AR/VR, advanced UX/UI, and real-time digital engagement into brand experiences.
  • Omnichannel Campaign Development: Expertise in developing cohesive campaigns across social, digital, and in-store environments that drive consumer engagement and brand growth.
  • Team Leadership & Talent Development: Proven ability to mentor and lead multidisciplinary creative teams, fostering a collaborative and high-performing work environment.
  • Client Relationship & Stakeholder Management: Trusted in building and sustaining strong relationships with high-profile clients, guiding them through bold creative directions and achieving their goals.

Recent  Achievements

  • Más+ Más+ by Messi’s global “1v1 World Crown tournament, launching the brand’s first global campaign across five major cities 
  • Cadbury Big Win Win Cornershop Activation: Led a campaign that increased Cadbury singles market share by 1.7PP and boosted sales by 21.9%.
  • Cadbury Secret Santa Seasonal Activation: Drove a 1.9PP increase in market share, elevating Cadbury to a 36.2% share over the activation period.
  • McDonald’s Drive-Thru Digital Redesign: Spearheaded the digital transformation of the McDonald’s Drive-Thru, enhancing the customer experience with advanced UX/UI and technology integration.
  • adidas Originals Made Originals Activation: Created a multi-platform, immersive event that generated 58M impressions, integrating physical and digital experiences for a Gen Z audience.

Awards & Recognitions

  • Clio Award Winner – adidas Manchester United ‘Threads’ campaign
  • BAFTA-Nominated – People’s Choice Award for the London 2012 Olympic Opening Ceremony
  • Royal Television Society Award – Design & Craft Innovation for the London 2012 Olympic Opening Ceremony
  • Gold Award for Screen Design – Pro-Max Nickelodeon Network Branding
  • Vimeo Staff Pick – Velodrome Promo for The Chemical Brothers
  • Featured Speaker – Autodesk Meet the Experts webinar, key panelist at China Britain Youth Association Creative Industries at Houses of Parliament
  • Cannes Lion – Online Interactive animation Haven House