Smyths Toys
Smyths Toys
Smyths Toys offered me the opportunity to work in a structured yet dynamic environment, where I combined creative vision with strategic thinking and operational execution.
I contributed to the development of campaigns, content, and TV commercials through a 360° approach, from concept to delivery. Alongside production, I actively helped shape and strengthen the brand’s visual identity, coordinating its communication across multiple international markets.
GALWAY,IE
2021 - ONGOING
Branding
REBRANDING
GUIDELINES
CAMPAIGNS
RETAIL
Direction, Management
VIDEO PRODUCTION
TEAM LEADERSHIP
Branding
At Smyths Toys, the development of a cohesive brand identity required a strategic approach applied across all European markets: Ireland, the United Kingdom, England, France, Germany, Austria, the Netherlands, and Switzerland. This process involved the creation of dedicated brand guidelines for each market and supplier, along with the development of standardised templates and assets for social media (including TikTok), video platforms, television, digital banners, internal communications and in-store materials. The implementation was supported by the production of video content and motion design, ensuring consistency across all channels and formats.
VisualFun
is the Brand
in Motion
Motion design
created with After Effects.
Green screen compositing
and background generation.
Short-form
video production
for TikTok.
Campaigns
End-to-end project management, including on-set representation for Smyths Toys, has been part of my role. I’ve been involved in every stage of production, from pre to post-production, collaborating closely with internal teams, creative directors, and production agencies. My work has spanned multiple countries, supporting shoots and campaign rollouts directly on set, while ensuring brand consistency and creative alignment.
Campaign
10&BELOW
DUBLIN, IE
2025
Format
TVC, YOUTUBE,
SOCIAL MEDIA, WEB
Production
DROGA5
Creative Director
ALEX INGARFIELD
Director
BIG RED BUTTON
Brand Manager
SINEAD BYRNE
MARTINA RUANE
ANDREA DUCI
CHRISTIAN WALSH
Campaign
10&BELOW
DUBLIN, IE
2025
Format
TVC, YOUTUBE,
SOCIAL MEDIA, WEB
Production
DROGA5
Creative Director
ALEX INGARFIELD
Director
BIG RED BUTTON
Brand Manager
SINEAD BYRNE
MARTINA RUANE
ANDREA DUCI
CHRISTIAN WALSH
Campaign
OUTDOOR RANGE
SOFIA, BG
2024
Format
TVC, YOUTUBE, SOCIAL MEDIA, WEB
Production
kIDS KNOW BEST
PARK VILLAGE
Creative Director
ZAC RUZICKA
Director
JACK TURNER
Brand Manager
SINEAD BYRNE
MARTINA RUANE
ANDREA DUCI
CHRISTIAN WALSH
Campaign
OUTDOOR RANGE
SOFIA, BG
2024
Format
TVC, YOUTUBE, SOCIAL MEDIA, WEB
Production
kIDS KNOW BEST
PARK VILLAGE
Creative Director
ZAC RUZICKA
Director
JACK TURNER
Brand Manager
SINEAD BYRNE
MARTINA RUANE
ANDREA DUCI
CHRISTIAN WALSH
Campaign
DISNEY 100
BELGRADE, RB
2023
Format
TVC, YOUTUBE
Production
DISNEY
FRIENDS
Director
Creative director
MATTHEW GIFFEN
Brand Manager
SINEAD BYRNE
ANDREA DUCI
Campaign
DISNEY 100
BELGRADE, RB
2023
Format
TVC, YOUTUBE
Production
DISNEY
FRIENDS
Director / Creative director
MATTHEW GIFFEN
Brand Manager
SINEAD BYRNE
ANDREA DUCI
Campaign
BIG STEPS
MANCHESTER, UK
2023
Format
TVC, YOUTUBE, WEB
Production
MCCANN
Director
JARRED MCKNIGHT
Brand Manager
SINEAD BYRNE
ANDREA DUCI
In-studio production
I produced several videos using green screen, custom VFX, and color grading, working in a studio I set up in 2023. The setup was later adopted across Smyths Toys offices in Europe to support a more consistent and efficient in-house video production process.
Product Video
EUGY
GALWAY, IE
2023
Format
YOUTUBE, WEB,
SOCIAL MEDIA
Production
IN-HOUSE
Creative Director,
Director, editor
ANDREA DUCI
client
EUGY
Product Video
xBOX CONTROLLER
GALWAY, IE
2023
Format
SOCIAL MEDIA
Client
MICROSOFT
Production
IN-HOUSE
Creative Director, Director, editor
ANDREA DUCI
Product Video
XBOX CONTROLLER
GALWAY, IE
2023
format
SOCIAL MEDIA
client
MICROSOFT
Production
IN-HOUSE
Creative Director, Director, editor
ANDREA DUCI
Product Video
UNO FLIP
GALWAY, IE
2023
Format
Social media
Production
IN-HOUSE
Creative Director
Director, editor
ANDREA DUCI
Client
uNO
Product Video
3DOODLER
GALWAY, IE
2023
Format
SOCIAL MEDIA
Production
IN-HOUSE
Creative Director
Director, editor
ANDREA DUCI
Client
3DOODLER
Product Video
EUGY
GALWAY, IE
2023
Format
YOUTUBE, WEB, SOCIAL MEDIA
Production
IN-HOUSE
Creative Director
Director, editor
ANDREA DUCI
Client
EUGY
Campaign
BIG STEPS
MANCHESTER, UK
2023
Format
TVC, YOUTUBE, WEB
Production
MCCANN
Director
JARRED MCKNIGHT
Brand Manager
SINEAD BYRNE
ANDREA DUCI
Product Video
XBOX CONTROLLER
GALWAY, IE
2023
Format
SOCIAL MEDIA
Production
IN-HOUSE
Creative Director
Director, editor
ANDREA DUCI
Client
MICROSOFT
Product Video
UNO FLIP
GALWAY, IE
2023
Format
SOCIAL MEDIA
Production
IN-HOUSE
Creative Director
Director, editor
ANDREA DUCI
client
UNO
Stop-motion
uNO FLIP
GALWAY, IE
2023
format
SOCIAL MEDIA
client
UNO
Production
IN-HOUSE
Creative Director, Director, editor
ANDREA DUCI
product Video
3DOODLER
GALWAY, IE
2023
Format
SOCIAL MEDIA
Client
3DOODLER
Production
IN-HOUSE
Creative Director
Director, editor
ANDREA DUCI
Product Video
3DOODLER
GALWAY, IE
2023
format
SOCIAL MEDIA
client
3DOODLER
Production
IN-HOUSE
Creative Director, Director, editor
ANDREA DUCI
