Meet the Creative Advertising alumnus whose work is displayed across London Underground
02 September 2025
“Falmouth really isn’t like most universities, and that isn’t because of the beaches,” says Heidi Dixon, Creative Advertising BA(Hons) alumnus who currently has her work displayed across over 90 Tube stations in the London Underground. Since graduating in 2023, Heidi has worked as a Junior Creative at McCann Bristol, an advertising agency which has worked on campaigns for the likes of Brittany Ferries, Pink Lady Apples, Rodda’s and Good Energy.
As a key creative behind Brittany Ferries’ inspiring ‘Wake’ campaign, which is running across London until 7 September, Heidi has brought long copy to life through eye-catching storytelling. We caught up with her to learn more about the ideas behind her work and the advice she would give to any creative looking for a career in advertising.
What did you value most about your time as a student at Falmouth?
Falmouth really isn’t like most universities, and that’s not just because of the beaches.
The confidence I gained and watched grow in my friends over the years is a testament to our lecturers – what a lovely lot! To them, we were people first and students second. In every lecture we were encouraged to get out there, try new things, make stuff happen and be brave. To keep experimenting and discovering. This massively helped me find my voice when it came to writing.
How have you found your time at McCann Bristol since graduating?
As a creative, each day is exciting because almost anything is possible. Writing has opened doors that I couldn’t have fathomed two years ago. From directing shoots and recording voiceovers, to penning a letter received by a royal. It’s certainly never boring.
We love the visionary approach to copy in your ad for Brittany Ferries. Can you tell us more about the idea behind this piece of work?
We wanted people to feel as though travelling with Brittany Ferries isn’t just a way to get from A to B; it’s the start of the holiday itself. Ferry travel can be charming, characterful, and utterly unique. We set out to evoke the warmth and nostalgia of family holidays: the ripple of excitement as the ferry sets sail, the quirks and unexpected moments that become lasting memories.
On top of this, I wanted to create a disruptive piece of work that broke the format with real storytelling. With the rise of AI, it feels like an unnerving time in the industry for anyone passionate about craft, which I’m sure many students and post-grads are feeling right now. This piece of work reassured me that people still care enough to read something written by a human.
What does your day-to-day look like as a creative advertiser?
It’s hard to tell until you step through the door. The best part of my day is coming up with ideas with my creative partner. There’s a lot of “What if we did this…?” which always keeps us inspired (and entertained). You’ll also find me in a corner with my headphones on, writing copy for our clients, probably losing track of time.
What advice would you give to aspiring students?
Be nice, be interested, be fearless, and if you follow your gut, you can’t go too far wrong!
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