Thinkbox
Award-winning creative and filmmaker Franki Goodwin has been with Saatchi & Saatchi for over a decade, and was promoted to chief creative officer in 2022. Goodwin was behind much of the agency’s most notable work for clients including Direct Line, British Heart Foundation and Deutsche Telekom, and also co-led the successful pitches for John Lewis Partnership and OVO last year. In the past year, the agency’s creative work has been recognised with award wins including Cannes Lions, British Arrows, D&AD and Campaign BIG.
Alongside her work, Goodwin is a staunch ambassador for emerging talent, leading the curation and year-round support programme for Saatchi & Saatchi’s renowned New Creators’ Showcase, and regularly judging leading global awards programmes including Cannes Lions, D&AD and Creative Circle.
In addition, Goodwin is also executive producer at Western Edge Pictures, the multi-award-winning independent production company she co-founded in 2010. A graduate of Glasgow School of Art, she has returned regularly as a guest lecturer and spent time teaching at Parsons School of Design in Paris.
Goodwin’s choices
Prometheus 'Meet David'
Featuring actor Michael Fassbender as David, this marketing campaign around the Ridley Scott movie Prometheus showcases the latest synthetic humans created by the fictional Weyland Institute. Designed to mimic human behaviour and emotions, David’s robotic nature ensures cold, efficient performance, unburdened by emotions, in the dystopian future.
Introduced through a corporate-style video, the strategy explores key themes and highlights a central character, sparking curiosity and discussion without revealing the plot details of the upcoming movie.
- Creative team: Ridley Scott, Damon Lindelof
- Production company: RSA Films
- Director: Johnny Hardstaff
Kenzo 'My Mutant Brain'
Collaborating with Kenzo’s creative directors Carol Lim and Humberto Leon, Framework suggested crafting a bold, unconventional campaign for Kenzo World. Directed by Spike Jonze, the film disrupted traditional fragrance ads with its visually striking and irreverent style. Starring Margaret Qualley, it earned accolades such as AdWeek’s 10 Best Ads of 2016, the Epica Film Grand Prix, and a Titanium Cannes Lion.
- Agency: The Framework
- Director: Spike Jones
Kahlua 'Stir up' campaign - 'Gasp', 'Friday Called', and 'Couch'
The ‘Stir up” campaign inspires people to break their routine, swapping a Friday wine for an Espresso Martini or Kahlúa over ice cream. Directed by Rodrigo Valdes, the playful ad embraces telenovela-style melodrama, with Salma Hayek delivering witty lines over a colourful visual palate
Alongside the campaign, Kahlúa unveiled a redesigned label celebrating its Mexican heritage since 1936.
- Agency: Wieden + Kennedy
- Creative team: Philippa Beaumont, Freddy Taylor, Hannah Fortune and Chelsea Thorley
- Production company: Birth
- Director: Rodrigo Valdes
