Fiona Hollis – Founding Director & Hybrid Strategist

Creative Lead & Brand Strategist focused on building “rent-free” cultural resonance. “I bridge the gap between human passion and corporate objectives by designing immersive experiences that turn passive audiences into thriving communities. For me, people always come first, I lead teams to ensure every campaign leaves a lasting emotional footprint.”

Fiona Hollis is a London-based multidisciplinary artist. Creative director, digital artist, curator and founder of the arouse222 ‘innovation lab’.

Creating under the name @holliscarney_art, her practice explores the intersection of social impact, surrealist story telling and organic forms, drawing inspiration from street art culture, subversive narrative, and nature. “I love to translate ESG and CSR data into immersive or ‘impact narratives’. Most data dies in a PDF. If a strategy doesn’t evoke an emotion, it cannot achieve an objective.”

As a Brand and Campaign Strategist, Fiona specialises in the intersection of cultural resonance and corporate logic, transforming complex ESG and SROI data into immersive narratives that live “rent-free” in the collective consciousness.

Growing up across South London, Singapore, and the United States, Fiona’s work reflects a layered global perspective shaped by movement, observation, and shifting cultural contexts. Her compositions often combine contrasting imagery and textures, creating vibrant, dynamic works that invite viewers to reconsider familiar spaces and narratives.

Fiona studied Communications at Boston University and Art History at the University of Leeds. Her work is sold and exhibited in the UK and internationally, including Singapore and London galleries and stockists, Hong Kong Affordable Art Fair and the Los Angeles Centre for Digital Art (LACDA). Alongside her studio practice, she undertakes bespoke commissions for private and corporate clients.

@holliscarney_art

Hybrid Creative Strategist

Project Title: City Harvest Value Reports & ‘The Beauty of Food Redistribution’

Role: Creative Director & Lead Strategist

The Challenge: City Harvest possessed industry-leading data but lacked a “thought leadership” voice. They needed to move from being seen as a “charity warehouse” to a sophisticated authority on Social Return on Investment (SROI).

The Strategy: I developed a three-pillar narrative: Food, People, and Planet to compartmentalise complex data into digestible, relatable and emotional themes. To ensure the strategy “lived rent-free” in the minds of stakeholders, I curated a multi-disciplinary art collective to visualise the SROI metrics, transforming data points into a high-end roaming exhibition. ‘The Beauty of food Redistribution’.

The Creative Execution:

• The Food Report (Art by Yanis Georges): Utilized AI / AR and data-driven generative art to visualise the scale of food rescue.
• The People Report (Art by Oscar J Ryan): Used classic photography to ground the data in human stories and community impact.
• The Planet Report (Art by Nacoca Ko): Leveraged AI / AR to illustrate the tangible environmental cost of food waste and the healing power of redistribution.

In the historic, hushed depths of the St. Paul’s Cathedral crypt, we designed an experience to move people from ‘charity fatigue’ to ‘awe.’ As guests transitioned from the first-ever Harvest Festival service, they were met with a 528Hz frequency score—a soundscape engineered for healing and receptivity. Amidst the candlelight, larger-than-life statuesque photography and AR-driven data art lined the stone walls, turning cold statistics into a living gallery. At the heart of the space stood a 7ft monolith, emitting a pulse of light that visualised the heartbeat of our impact.

The Objective: To transform City Harvest’s raw SROI (Social Return on Investment) data, validated by Bain & Co, into a high-stakes narrative for donors and corporate partners.

The Strategy: By blending ancient architecture with cutting-edge augmented reality and AI art, we created a “Physicalisation of Data.” This wasn’t just an exhibition; it was a strategic briefing. The monolith served as the visual anchor for the Beauty of Food Redistribution report, proving that for every £1 invested, the social return was not just a number, but a tangible human and environmental transformation.

The Result: We moved the conversation from the warehouse to the Cathedral, establishing City Harvest as a cultural thought leader and securing engagement from top-tier corporate stakeholders in a setting that demanded, and held, their full attention.

cityharvest.org.uk/art

‘The Beauty of Food Redistribution’ Exhibition

‘The Roaming Strategy’

• The Intellectual Hubs: The Conduit Club & Mansion House (Targeting thought leaders and policymakers).

• The Corporate Giants: 22 Bishopsgate, Rabobank, Kepler Chevreux (Targeting ESG investors and corporate partners).

• The Cultural & Public Landmarks: St Paul’s Cathedral, Southwark Cathedral & OXO Brasserie (Targeting the general public and sustainability advocates).

• The Tech Frontier: Pixel Artworks (Targeting the future of immersive storytelling).

The Result: An 18-month roaming exhibition that bridged the gap between corporate data (Bain & Co) and public consciousness, establishing City Harvest as the definitive voice in the food redistribution space.

Report Artists: Yanis Georges, Nacoca Ko, Oscar J Ryan.

Videography: Coralie Ayala. Content creation: Cristina Proietti

Awards:  Gold – UK Content Awards ‘Best Use of AI in a Marketing Campaign’

Below: The Food Report animation by Yanis Georges, which featured as a 1mx1m LED screen in a 7ft tall white monolith (without text).

Case Study: THE NEW NORMAL – Social Impact documentary

Project: Bringing to life City Harvest’s People Report SROI data | Feature Documentary on Food Poverty in London

Role: Strategic Advisor & Executive Lead (PR, Promotion & Narrative Strategy) Directors: Cristina Proietti & Coralie Ayala

The Challenge: Humanising the Data

City Harvest possessed industry-leading Social Return on Investment (SROI) data, validated by Bain & Co., within the Value to People reports. However, these figures, while impressive, remained abstract on the page. The challenge was to bridge the gap between financial metrics and human reality. We needed to emotionally connect high-level stakeholders to the “why” behind the numbers, bringing to life the tangible social impact and the profound value provided to the people of London during an escalating cost-of-living crisis.

The Strategy: The Narrative as a Strategic Asset

As Head of Comms, I steered the documentary to function as a living embodiment of the Value to People report. The objective was to create a “Visual SROI” that allowed stakeholders to see, hear, and feel the data they were reading.

1. Translating the Report: I worked with the directors to ensure the film’s narrative arcs mirrored the key impact pillars identified in the Bain & Co. data, turning “service delivery statistics” into the lived experiences of south London charities.

2. Emotional Stakeholder Mapping: I designed the promotional strategy to target the specific intellectual and emotional triggers of our corporate partners. By hosting screenings at the Royal Society of Arts and Soho House, we placed the human face of the SROI data directly in front of the decision-makers who fund it.

3. The “Arouse” Effect: We moved the conversation from “charity output” to “social value.” The film served as the emotional proof that made the rigorous data in the Value to People report undeniable and unforgettable.

The Activation: From Screenings to digital platforms

• The Launch: Strategic premieres at Soho House (Greek Street & White City) and ActOne Cinema, creating a “must-see” atmosphere for donors and journalists.
• The Reach: Securing a broadcast home on Food Network UK, transforming a local charity initiative into a national conversation on systemic food insecurity.
• The Impact: The documentary became a bridge between the depot and the dining room, forcing a confrontation with the reality of food poverty amongst those with the power to fund systemic change.

The Proof: The Architecture of Success

• Outcome: 4+ high-profile screenings, national broadcast coverage, and a permanent shift in how City Harvest communicates its value proposition.
• Success Metric: Proving that when you empower talent and lead with a “Provocateur” strategy, you can move an entire organization from telling stories to shaping culture.

“My goal was to create the strategic breathing room for raw storytelling to meet high-end execution. ‘The New Normal’ is the result of what happens when we stop acting like a charity and start acting like a media house.” — Fiona Hollis

The Recognition: In 2026, The New Normal was nominated for a Smiley Charity Film Award, cementing its status as one of the most impactful pieces of social advocacy in the UK. The Food Network aired and promted the documentary on World Food Day 2025 and continue to support via Warner Bros.

Creative : HollisCarney_Art

From retail brand and product design, personal collections, charity commissions, bespoke pieces for collectors and cultural statements to trending narratives, all projects use original digital art and drawings. Using AI and AR I have created a new project series. @holliscarney_art 

PRESS

Interview promoting the 2024 Food Report explaining the impact of 10 years of service, public and business campaigns, and ways to make a difference. EQUALS

Contact – DM @holliscarney_art