Morel Creative

As Chief Strategist and Creative Director at Morel Creative, I blend innovative strategy with creative storytelling, specializing in transforming food and beverage brands through innovative strategies and compelling storytelling. My focus is on crafting compelling visual narratives that position brands in the minds of their target audience.

Central to my approach is the F.E.E.E.D. Framework, a methodology ensuring every brand story is impactful and memorable. This involves a deep dive into understanding a brand's essence and translating it into creative and strategic content that aligns with both the brand's vision and the evolving market trends. I lead a team of creatives and strategists in producing high-quality content that perfectly marries strategic insight with creative flair.

My role extends beyond project oversight to active participation in the creative process and client relationship building. I tailor our services to each client's unique needs, fostering successful campaigns and lasting partnerships.

In addition to my responsibilities at Morel Creative, I am a passionate advocate for sustainable and ethical practices in the food and beverage industry. I believe in the power of brands to make a positive impact and constantly seek ways to integrate these values into our strategies and storytelling.

As a thought leader in the industry, I often share insights on the latest trends and strategies at conferences and through various digital platforms. My goal is to inspire and educate, helping other brands and professionals to navigate the ever-evolving landscape of food and beverage marketing.

I'm also a proud 'Girl Dad,' a role that inspires my work and drives my commitment to creating a better, more sustainable future through the brands we help grow.

Chief Strategist and Creative Director

Foodtography Studio

The award-winning video and photography production arm of Morel Creative.

As the Founder of Foodtography Studio, I bridge the gap between CPG brands and their target audiences with strategic, visually stunning content. With a unique understanding of CPG needs, we drive business success and fuel brand growth through a creative and strategic approach to visual content creation.

Highlights of my role:

- Pioneered the F.E.E.E.D. Framework, a unique strategy to help brands differentiate in the market.
- Developed and implemented content strategy that facilitated Seedlip's successful entry into the North American market and subsequent acquisition.
- Built strategic content campaigns and delivered value for 300+ global brands, enhancing their visual identities and market positions.
- Recipient of prestigious Telly Awards, showcasing excellence in video and television across all screens.
A frequent speaker at industry conferences, sharing insights on visual content strategy, brand growth, and the intersection of food and visual media.

At Foodtography Studio, we're more than just a creative hub; we're a catalyst for food and beverage brands ready to make an impact through strategic, engaging, and meaningful visual narratives.

Founder. Chief Strategist + Creator

The FareTrade

As the Co-Founder and Chief Marketing Officer at The FareTrade, I revolutionized the culinary curation sphere, magnifying artisan narratives with strategic visual content campaigns. I fused creativity and strategy to devise and deliver high-impact visual content that amplified partner brands and boosted consumer engagement.

Here's a quick overview of my role and key achievements:

- Ideated and executed visually stunning content strategies that increased brand visibility and fostered stronger consumer-brand relationships.
- Enhanced consumer interactions and conversions through tailored visual narratives that effectively communicated each brand's unique values and craftsmanship.
- Created immersive culinary experiences through meticulously curated monthly baskets, significantly boosting customer loyalty and retention.
- Successfully positioned The FareTrade as a key player in the culinary curation industry by forming meaningful connections between consumers and brands.

Key Projects & Accomplishments:

- Awarded prestigious 30 Under 30 Award
- Collaborated with award-winning chefs and artisan producers, giving small-batch food creators a platform to shine.
- Devised the strategic visual content creation approach that led to increased consumer interactions and conversions.
- Led the ideation and implementation of unique culinary experiences, leading to a marked increase in customer loyalty and retention.

Co-Founder

Travel Channel International

Associate Producer

Radley Studios

Worked on two commercial productions for Radley Studios.  First for the network, "Great American Country" as a production assistant.  I was kept on and promoted to 2nd A.D. for a production with Monster.com.

2nd Assistant Director and Production Assistant

EUE/Sokolow

Acquired and developed content to add to EUE/Sokolow's production slate.  Produced various pilot presentations and casting tapes to bring to networks such as E!, NBC, ABC, MTV, TBS and Showtime, amongst others, to pitch.  Worked with talent and producers to develop content and new series into sellable commodities. Managed large and complex projects.  Digital assets management.

- Worked the busy desk of Executive Producer, rolling calls and heavy scheduling
- Improved efficiency by organizing mounds of DVDs and terabyte’s of footage, material  & hard drives into a confidential and detail-oriented media tracking system.
- Prepared pitch material for major broadcast and cable networks
- Assisted in the day-to-day running of various departments
- Episodic Script Breakdown
- Worked directly with Executive Producers from development through post-production on various productions.
- Supported the President of the company in various capacities such as planning and attending business meetings, proofing contracts and deal memos and organizing talent/casting sessions.
- Covered scripts for potential development and organized coverage filing system.
- Spearheaded strategy for online series and social media.
- Assisted on-set for various shoots
- Computed all necessary meeting notes

ON-SET EXPEREINCE 
The Americans – June 2012
Production Assistant
- Communication facilitator between the various elements involved in on-set production
- Worked closely with producer, director and production team
- Ensured that producers have the necessary materials prior to edit/audio sessions and shoots
- Performed all chores, on and off set, as required by actor/director/producer to complete satisfaction
- Tracked manuscript development and reported progress to producer

Sh%t Southern Women Say – May 2012
Producer
- http://www.youtube.com/watch?v=hUFL2GT1-2g&feature=related
- Calling Shots
- Camera Operator
- Lighting and set design

HGTV – June 2011
Production Assistant
-	Prevented any unauthorized elements on the set, or any interference with the shooting process
-	Distributed props and collected them at the end of the day
-	Worked both on the set and in the office when shooting was off
-	Organized travel schedules, routes and tickets for the production team 
-	Organized meetings, both internal and external

Executive and Production Assistant

COMPASS CHOI USA INC

Working directly with the Production Coordinator for two productions with Samsung I was able to handle various business aspects and gain an in-depth and hands on knowledge of the entire production process.  From preparing the AD kit to setting up and closing out vendors and finalizing the wrap book, this position put me through the ringer of all things production.
-	Timecards, Petty Cash, Insurance Certificates, Credit Card Authorizations, AD Kits, Runs, I9s, 
        W9s
-	PO creation and follow through
-	Set up and closed out accounts with various vendors
-	Assisted Casting Director during casting sessions
-	Wrap book creating including finalizing all paper work and location contracts

Assistant Production Coordinator

Lionsgate

Coordination between various departments and offices throughout the entertainment field, post-production services, database maintenace, general office duties. Second Assistant to Mark McCoy - Feature Post Supervisor.
- Organized and maintained an extensive database of Directors, Writers, Editors and post-production service providers.
- Managed editor roster
- Mailers and Shipping
- Coordinate with editorial groups, studios, accounting, visual effects, sound editorial and DI facilities
- Post- Intern on the feature film "Rapturepalooza."
- Coordinated invoices and POs.
- Arranged messengers and shipping.
- Management of Lionsgate Feature Film Vault.
- Prepared and arranged screenings of Lionsgate films for Executives.
- Scanned and logged invoices.
- Created Pelican Cases.

Post-Production Film Intern

UBM TechWeb

Worked directly with Production Director to coordinate production shoots at technology events around the country.  Performed Production Assistant and Coordinator duties for major events such as: Ethernet Expo, 4G World, TelcoTV and SCTE Orlando.
- Coordinate Production Schedules for Ethernet Expo, 4G World, TelcoTV and SCTE.
- Managed Bright Cove and YouTube pages.
- Receive, edit and upload material from events as well as tech bloggers to Light Reading website and You Tube
- Create Budgets
- Coordinate Production Schedule with Clients
- Schedule Production Crews for major events such as Ethernet Expo, TelcoTV, SCTE Orlando and 4G World.
- Video Production 
- Coordinating with clients to ensure an efficient posting schedule.

Freelance Production Assistant, LRTV

District

After climbing the ladder at Mercantile, I was offered the position of Line Cook at the fine-dining sister of Mercantile, District.  Growing both my skill, knowledge and love of food, I progressed from Garde Mange to Hot Apps and Entree cook.

head Line Cook

I’m the Director of Strategy + Creation at Morel Creative, where I spearhead the transformation of brands through intentional visual storytelling and strategic content planning. I empower food and beverage brands to uncover their Brand DNA to position themselves unforgettably in the minds of their target audience. It's about moving beyond playing the content lottery - spraying and praying content, hoping something sticks - to crafting winning strategies that truly resonate.

Utilizing our unique F.E.E.E.D. Framework™, I develop and implement bespoke visual strategies that elevate brand narratives and ensure they’re not just seen but thoroughly understood and remembered. Our award-winning video and photo production company, Foodtography Studio, creates visual content based on Morel Creative's Strategies.

My mission is centered on ‘Future Foods’ brands, those at the forefront of creating a sustainable, climate-friendly future. I believe in the transformative power of food and beverage CPG brands to address the climate crisis, and I’m dedicated to helping them tell their stories in the most impactful way.

With over 25 years of experience in photography, filmmaking, and digital marketing, I’ve partnered with over 300 global brands, enhancing their visual identities and market presence. Our work reaches beyond B2C; we have a solid track record in the B2B realm as well, proven through our Strategic Sales Recipe, which supports expanding brands drive sustained growth in retain and on-premise.

I'm also a proud 'Girl Dad,' a role that inspires my work and drives my commitment to creating a better, more sustainable future through the brands we help grow.

If you’re ready to take your Food & Beverage brand to the next level with a creative strategy that makes a difference, let’s connect. A quick chat could be the first step to transforming your brand’s narrative. Shoot me a DM or reach me at hello@wearemorel.com

Jake Ahles

St George's International School, Luxembourg ASBL

Student Parliament Co-ordinator

Academic Support Assistant & Year 7 Form Tutor

Orange Box Personal Development

Public Speaker

Writer

Do you feel there is some sort of 'inner block' holding you back?

Great! You are in the right place. 

Because since 2015, I've helped hundreds of people in over 40 Countries worldwide to clarify, understand and overcome their inner blocks. 

Issues I've helped my clients to overcome include:

- Lack of clarity around personal and professional goals
- Confidence and self-esteem issues
- Breaking bad habits 
- Fear of public speaking
- Relationship problems
- Anxiety and phobias
- Creative blockages 
- Issues around money

Testimonials: 

''I have worked with coaches before, but working with Will was a life-changing experience for me. He helped me to focus on what I really want in my life, to set healthy boundaries and get rid of limiting thought patterns. After each session, something inside of me fell into the right place. It almost felt like coming home to the person I really am. Will has an awesome way of understanding people. Thank you so much for it, Will! It's amazing how much has changed for me!”
- Daniela. Germany.

My professional services are Mindset & Mindfulness Coaching and Hypnosis. To book a free initial conversation, click the button below!

Mindset Coach

Matt Essam

Head Coach

Specific Responsibilities:

Administration

• To record 1 to 1 mentoring sessions on CPOMS under category 'PDV Mentoring'.
• To maintain accurate and up to date records of mentoring support.
• To provide a half termly report for EMT and SMT which reviews and evaluates the 
impact of the role.
• To attend regular meetings and be an active member of the Pastoral, SEND, Nursing 
& Safeguarding Teams.
• To update the SHARP system Help Pages with appropriate and relevant content.
Professional Responsibilities
• To attend fortnightly meeting with the Assistant Head Teacher (Personal Development) 
every week.
• To have knowledge of child protection and data protection, reporting concerns when 
appropriate.
• Be flexible in working practices.
• To support the accessible referral system and try to ensure students are encouraged 
and supported to attend planned mentoring sessions regularly. A record of these 
sessions will be held on CPOMS under category 'PDV Mentoring'.

Mentoring
• Provide individual and group sessions to students experiencing difficulties in dealing 
with issues such as inter personal relationships, emotion management, anxiety and 
behaviour problems. 
• The ultimate goal of this mentoring is to promote changes in attitudes, skills, 
behaviour, knowledge and/or awareness to enhance students' wellbeing and increase 
connectedness to school to facilitate learning.
• Enable students to identify their existing patterns of behaviour and why this needs to 
be adapted.
• Consult with parents and/or teachers regarding strategies to assist students to meet 
their potential.
• Refer students to other sources of help. 
• Writing reports of students' progress and interventions used in coaching sessions.
• In response to specific student needs assist pastoral, SEND and safeguarding staff with 
conflict resolution, restorative actions and anger management.

Personal Development Mentor

Main responsibilities

 To enhance a positive school culture
 To support pupils who are at risk of not achieving their potential
 To promote a whole school approach to health and well-being
 To facilitate action plans that will enhance the emotional well-being of students and
staff.
 To facilitate the monitoring and evaluation of wellbeing policies and practices.
 To keep abreast of developments in wellbeing policies and practices
 To liaise with outside agencies or individuals to provide support or resources as
required.
 To facilitate and support student-led wellbeing groups and initiatives.

I was the first non-teacher in the School who was appointed in a Co-ordinator role.

Wellbeing Coordinator 

- Helping students understand instructions, through repetition, rephrasing and modelling
- Undertaking small-group support work
- Showing students how to use ICT to develop their learning
- Selecting, preparing and maintaining learning equipment and resources
- To promote the aims and objectives of the school and maintain its philosophy

Whilst working as a Teaching Assistant, I was regularly asked to cover Teach across the primary school, covering English, Math, Curriculum, ICT PE, Art, and Music. I feel confident in my ability to engage students, set tasks, and ensure all students are learning.

Teaching Assistant

Mindfulness and Meditation Teacher

Generation Success CIC

Providing coaching services to volunteers and senior management team at Generation Success to enable them to get more from their day. Generation Success is a non for profit organisation helping people break barriers to their career and entrepreneurial aspirations

Company Life Coach

Mascalls School

* Assisting subject teachers in class
* Supporting students with special educational needs in class
* Completing lessons with students 1-1 outside of the classroom
* 1-1 behaviour mentoring.
* Teaching Music to small groups of students independently from teacher
* Responsible for the welfare of 18 mixed aged students as their Advisor
* Teaching piano

Learning Mentor

Employment in New Zealand

- Kiwi orchard worker
- Fish factory worker
- Furniture removal
- Bar work
- Kitchen assistant
- Busking
- Farm hand (Dairy, sheep and beef)
- Labourer
- Gardener
* Cleaner

World Wide Travel Insurance

Insurance Sales administrator

Achieve More Cafe

- Greeting and serving customers
- Making a variety of coffees 
- Assisting chef with kitchen preparation and maintenance 
- Promoting the Business at Network evenings

Barista

Have you got the feeling there is something holding you back, some inner block that stops you from having what you most want in life? Have you tried and frustratingly failed to make the changes you want? 

Like many people who reach out to me, I bet you've probably already tried a few different things to fix your problem. Reading more books. Taking more training. Doing more & more. 

And I bet that despite your best efforts, you still feel stuck and frustrated, right? 

What if I told you that believing you have to ''do'' more was only keeping you stuck and actually adding to the frustration? 

There's a great quote by Rumi that goes:
Maybe you are searching among the branches for what only appears in the roots.

The real problem isn't being stuck. 
The real problem is not understanding the root of WHY you are stuck. 

Because understanding is power. 
Meaning, until you understand WHAT the inner block is and WHY it exists, just ''doing'' more isn't enough. 

It's like driving a car and pressing harder on the accelerator whilst the handbrake is still on. 

Ready to release the handbrake?

Since 2015, I've had the honour of helping hundreds of clients in over 40 countries worldwide to understand and overcome their inner blocks. 

It always starts with awareness. 
Discovering the thoughts and beliefs that are holding you back. 

Why your thoughts and beliefs first? 
Because your thoughts and beliefs determine how you feel, and how you feel determines what you do. 

Once the path is clear of limiting beliefs and thought patterns, it's about creating and cultivating new beliefs & thought patterns. Pair this with mindful action and it'll feel like sailing with the wind behind you. 

Who am I? 

I'm Will Aylward, and I'm on a mission to help people think better, feel better, and live better through mastering their mindset and living mindfully. 

I'm a native Englishman but have lived in Germany since 2015. I'm a: 

Rapid Transformational Therapy Practitioner |  Hypnotherapist  | Mindset & Mindfulness Coach |  Published Author | Writer  | Lover of nature, travel, and coffee. 

And I really care about helping my clients to make lasting, positive changes so they can live happier and more fulfilling lives. 

Ready to try something new?

Send me a message now.

taplio

The Battle

Jake Ahles

Will Aylward

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