Moving Forward - Fuel Service

Role: Lead Project Manager - Client Facing

For many disabled drivers in the UK, filling up a car isn’t a simple task, it’s a design flaw that affects over a million people, limiting daily independence in ways most people never consider. Fuel Service set out to solve that, and we set out to tell the human story behind it.

The campaign centered around Sergeant Rick Clement, a veteran who lost his legs in Afghanistan and continues to advocate for accessibility and purpose. After speaking with dozens of disabled veterans, it became clear that Rick didn’t just use the service, he lived the message behind it.

We built the creative around his real-life journey, shaping hours of personal stories into a brand film and a set of print executions that came together like a portrait, revealing resilience, hope, and the belief that the right tools can shift more than just logistics: they can restore agency.

This wasn’t about inspiration for inspiration’s sake, it was about visibility, function, and showing what’s possible when accessibility is built into the everyday.