Finnie
Mascot unveiled with schools
Tartan
Designed by Siobhan McKenzie
1YTG
Milestone campaign & activations
The challenge
With four years until Games time, Glasgow needed to build emotional connection early. We had to make the mascot launch, tartan reveal, and 1YTG campaign feel personal, cultural, and fan-first.
Our approach
- Mascot storytelling: schoolchildren co-created Finnie; content showed the process, from sketches to reveal.
- Tartan heritage: designer stories made the tartan culturally meaningful.
- 1YTG momentum: press conference moments, Clyde cameo, clue packages, influencer hype, and ambassador integration.
What we shipped (and what it did)
| Deliverable | Example | Outcome |
|---|---|---|
| Ambassador announcement | Eilish McColgan reel | Brought athlete credibility; seeded Games pride nationally. |
| Mascot hype (pre-launch) | Influencer clue packages | Engaged younger audiences; built suspense and shareability. |
| Cultural storytelling | Tartan reveal with Siobhan McKenzie | Connected Games to heritage; press and community pick-up. |
| Mascot in the wild | Finnie x Kieron Achara | Expanded reach beyond sport; fun, relatable crossover moment. |
| Launch spectacle | Crane reveal | Visual theatre; became the shareable “hero” moment of 1YTG. |
What it looked like
Sample reels
My role
I led the digital storytelling for Glasgow’s 1YTG milestone — from ambassador strategy to influencer clue campaigns, content shoots, and cultural tie-ins. I directed how Finnie and the Games tartan were unveiled, ensuring every moment connected emotionally and seeded anticipation early, while aligning Games legacy with a fan-first voice.