In 2012 I was asked to run the ‘trade-driving’ side of the Tesco business. I thought I’d last a week. However, I had the support of Weiden & Kennedy's ECDs, Tony Davidson and Kim Papworth, a fabulously collaborative client in Nick Jackman, plus a switched-on team at Tag Smoke & Mirrors. We used A-list photographers, premier division directors...and stuck like glue to Weiden’s style guide. Bit by bit we took on more work and more interesting briefs. Here are some of the ones I like.