ROSS BERNARD
SENIOR CREATIVE
Hey, it’s Ross, a multidisciplinary creative.
I love to tell tales. Let’s work together.
AWARDS
Campaign Ad of the Day. MINI ‘Icon Meets Icon’ & ‘The Yes Quest’.
Campaign Ad of the Day. MINI & Dogs Trust Present: Travel Happy.
Media.Monks x Meta x Cannes Lions Young Monks Silver Award 2023.
CV/RESUME
Sometimes when you know, you know. If you’d like to get right to it, you can click here and read my CV.
ross.switchback@gmail.com
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RAPHA BREVET SS26
Ultra-endurance might seem like a new realm that has grown in recognition in the last decade, but its spirit harks back to the earliest days of competitive cycling. For as long as we’ve mounted rubber tyres on bikes, we’ve been asking each other: how far, how fast? The épreuve, or ‘test’ in French, spawned audacious acts colloquialised to Audax. The Brevet card was the physical certificate of accomplishment, officially recognising those hardy trailblazers who completed these long-distance rides.
To put the 2026 Rapha Brevet collection through its paces and to go in search of this original spirit of the sport, we looked beyond the well-trodden routes and cultural comfort zones into parts of the world that, for cyclists, are only beginning to be discovered. A realm of curiosity and intrigue: an exercise in knowing exactly where you are but having no idea where the road will take you.
Campaign narrative, film VO, editorial page, social captions, CRM and paid ad copy.
Rapha 2026
Brand Editor
GERMAN MANAGEMENT SINCE 2001.
When the England men’s team announced their new Bavarian manager, we thought: this gaffer is right up our strasse.
It’s a first: the Three Lions, led by a German. And after 24 years of German management at MINI, we knew this was the start of something special.
We rolled our eyes at the tired, stereotypical jokes that popped up when the news hit. We wanted to make a statement—to MINI’s identity, shout about the good stuff, and do it with a bit of mischievous humour.
So, we took over Wembley Way, landed a page in the Metro, and got our positive messages into one-minute slots on the top football podcasts, telling everyone it’s a match made in heaven.
MINI UK 2025
Creative Lead 525: THE UNSTOPPABLE EDDY MERCKX
A limited-edition newspaper accompanying the first documentary that Eddy has featured in himself, documenting his extraordinary life. I edited the paper and wrote a couple of the pieces too, working with associate editors, contributors and our art director to create 40 pages going deep on the key monents in The Cannibal’s career.
In the same way you can’t really follow football without knowing the broad strokes of Pelé, Maradona, Zidane, or Messi, or get more than 15 minutes into a boxing conversation without bringing up Ali, or F1 without Senna, you’re never far from an anecdote, record, or image of The Cannibal. As Sir Bradley Wiggins says in the film, he IS the culture of cycling.
I love papers, zines, mags or any kind of printed ephemera but up to now I hadn't really had a chance to get that kind of thing made. It is, sadly, something of a hard sell in the attention economy. Being given the chance to put this paper together was probably been the biggest honour and, to be perfectly honest, the most daunting project of my career.
Rapha 2026
Editor
ICON MEETS ICON
Legendary British milliner Stephen Jones and the electric MINI Cooper. A match made in heaven for our storytelling content that also needed to serve as a feature-focused paid social campaign to boot.
Get real people behind the wheel, people with compelling stories, fascinating backgrounds and undeniable charm. Magic will happen. And in the process, you’ll create an authentic world for your product to shine in its own right.
MINI UK 2024
Creative Lead
Campaign Ad of the Day
LIGHTWEIGHT WHEELS
Lightweight makes the world’s finest carbon cycling products, but they needed to refresh their brand tone to keep up with an ever-changing industry. We set out to evolve their voice, stay true to their pioneering routes and make sure it remained clear that these were truly objects of desire. Our comprehensive work cascaded through all communication points, from web to social.
LIGHTWEIGHT WHEELS
Copywriting THE YES QUEST
The MINI Countryman is a bonadife SUV from MINI, proving it’s not a size, but a state of mind. Everything you’ve come to know from a MINI, with space for whatever plans you have in store. It’s a vehicle for adventure, but this is the car that prove that you can find it around every corner, in all shapes and sizes.
Get real people behind the wheel, people with compelling stories, fascinating backgrounds and undeniable charm. Magic will happen. And in the process, you’ll create an authentic world for your product to shine in its own right.
MINI UK 2024
Creative Lead
Campaign Ad of the Day
MINI x DOGS TRUST PRESENT: TRAVEL HAPPY. Co-starring Alan Carr.
MINI and Dogs Trust formed an unbreakable bond, with the help of ambassadog Alan and our two-legged ambassador, also named Alan. This partnership celebrated the joy of companionship and supported a worthy cause.
MINI UK 2023
Concepting — Copywriting
BLACK SHEEP CYCLING
I helped bring Black Sheep’s Tour of the Future and Liberty collections to life with the written word. From press releases to web copy and social captions, we created unique worlds for these projects to live in.
Whatch Here, Here & Here
BLACK SHEEP CYCLING
Copywriting OLED STORIES
The new MINI's revolutionary OLED display was more than just a screen; it was a portal to extraordinary worlds. We curated a series of captivating stories, each linked to a unique Experience Mode, showcasing the diversity and inspiration behind the MINI brand.
MINI UK 2024
Creative Lead ROLLING OFF THE LINE
Every legend has a story, and the birth of the fifth-generation MINI Cooper is no exception. We shone a spotlight on the unsung heroes behind the iconic car. Through stunning photography by Terry Graham and captivating audio narratives, we brought their stories to life.
SEE MORE Here
MINI UK 2024
Creative Lead