Marmite & Bagels
Evocative was founded by Amy Lawday and Terence Williams, two transatlantic misfits who believe the most meaningful work comes from unlikely combinations.
Her documentary instinct.
His brand and marketing precision.
Together, we get to the heart of a story, finding the humanity beneath the surface and the emotional truth that makes people care.
That belief is why social impact is part of who we are.
Not to sell harder, but to help more. To work with organizations whose stories build community, provide access, and make real change possible in people's lives.
We listen first.
We build trust.
We ask the right questions
Creating work that is honest and meaningful for the people it's meant to reach.
Every story has a heart*
* we make sure it is felt.
Emotion In Motion
Culture evolves.
Technology surges.
Politics pivot.
The world around us keeps changing.
But what makes us human does not.
We share more than we think -
more heart, more hope, more why the hell not.
That’s the thread we pull on.
The spark behind every story worth telling.
At Evocative, we make content that connects.
Rooted in feeling, not just feeds.
It means creating with intent.
Digging deep into your mission, your audience,
and maybe a few group chats.
Because when you tap into humanity,
you don’t just get attention,
you inspire action.
The Team
Amy Lawday
A documentary filmmaker and producer, Amy has spent over two decades creating work that moves hearts and shifts conversations – from BBC and PBS films to campaigns for the UN, Global Citizen, and other mission-driven organizations.
Raised in Paris and educated in London, she brings a global lens and deep empathy to her work. Before co-founding Evocative, Amy produced prime-time long-form journalism and co-launched Leftfield Pictures, helping redefine unscripted television in the U.S. Known for her sensitive interviewing style and sharp editorial judgment, she blends vérité with cinematic polish to craft stories that resonate and inspire action.
Outside of work, she’s often rollerblading through Brooklyn — racquet or child in hand — spreading la belle vie.
Terence Williams
An Emmy Award-winning filmmaker and creative director, Terence works at the intersection of storytelling, branding, and visual identity.
Born in Malta and raised in London, he has spent decades directing films and leading creative studios – shaping narratives and guiding visual systems that help organizations define and communicate who they are. His work spans documentary, commercial, and entertainment marketing – including rebranding major networks such as Starz and Encore, directing global campaigns for brands like Panasonic and Hallmark, and collaborating with nonprofits including Global Down Syndrome Foundation and DisabilityIn.
Outside the studio, he’s a vinyl junkie, a single dad of two, and the kind of soccer coach who brings storyboards to practice.
Amy Harris
Amy leads media planning and partnerships at Evocative, helping ensure great stories reach the right audiences. With over 15 years’ experience working across enterprise and small businesses, she specialises in shaping omni channel strategies that drive measurable impact.
A trusted client partner, Amy focuses on alignment, connecting goals, platforms, and performance, so campaigns do not just launch, they deliver.
Gemma Neal
Gemma leads Evocative’s digital strategy, shaping how stories travel, land, and perform. With over 20 years’ experience across brand, campaigns, and digital growth, she brings rigour to positioning, distribution, and measurement.
She has led global rebrands and integrated digital programmes for organisations including Lloyd’s Register, WWT International, and Vysus Group. An MBA and Chartered Marketer (MCIM), Gemma connects creative intent to real world outcomes, including reach, relevance, and results.
Jamie Marsden
Jamie leads Evocative’s visual identity work, building modern, emotionally resonant design systems that hold up across digital, print, and experiential platforms. His focus is clarity, accessibility, and consistency, so brands do not just look good, they work.
Formerly in leadership roles at top London brand agencies, Jamie now runs his own studio and has delivered brand and web design for global brands including Volvo and Belstaff, as well as social impact organisations such as The Undaunted.