2017

Honda have a saying called 'Kick the Ladder'. It means engineers must take a leap, and not fall back on the steps that got them to where they are. What this means for their engineering, is they often end up in a place radically different from where they were. New Honda Civics are never just an iteration on the old model. Rather they are something entirely new. 

Olympic climber Imogen Horrocks brought the metaphor to life. 

Role: Creative Director

2017

After 35 years with their the incumbent agency, we were lucky enough to win the Sainsbury's pitch. Our first campaign was designed to give Sainsbury's back their food mojo, with a new tone of voice and art direction that bucked category norms. We wanted to inject meaning into their brand line 'live well for less', and show living well in Britain doesn't have to be fancy, or complicated, or instructed. Living well is often just enjoying the simple things in life you are already doing. Like when music meets cooking, and you can't help but jiggle while sizzle. 

With a full integrated campaign, including a bangin' track and music video, we celebrated '#fooddancing is living well'

Role: Creative for film content, Creative Director other campaign assets

2016

The music of Khruangbin always felt very cinematic to me. So I took that approach I took to writing and directing this promo, scoring visuals to a song as if illustrating a final chapter from feature. We pick up the story at the aftermath when Two Fish returns for one last dance with Elephant. To make the film, we raised money through the generous donations of fans and the help and support of industry friends.

2015

Honda have a 'challenging spirit' that runs through everything make. They set themselves difficult goals across a diverse range of engineering pursuits. From hybrid super cars, to humanoid robotics, to over-wing engined jets, to the fastest front wheel drive car to the pinnacle of motor-sport, Formula 1. No other car company takes on so many challenges across such a variety of engineering projects. Ahead of an unprecedented year of new product launches, the 'Ignition' campaign, aims to show Honda's ambition in a way that is entertaining, human and exciting, for fan boy and wider public alike.

ADWEEK STORY

HONDA DREAM MAGAZINE INTERVIEW

Role: Writer/ Art Director/ Creative Director

Agency: Wieden + Kennedy London

2015

As a category, vodka is pretty shallow, with brands generally positioning themselves as a party drink or a status symbol. Boring. Rather than just show people living less ordinary lives we wanted to share the wisdom they gathered along the way. And so Finlandia's less ordinary wisdom platform was born, with a film that celebrated the knowledge learned from 1000 years living less ordinary wisdom. The film got it's name from the combined ages of all those featured, which added up to a perfect 1000 years. 

Role: Creative Director

Agency: Wieden + Kennedy London

2014

Honda is known for being safe and reliable, but there is another side too. An edgey, fast and meaner side born from Honda's racing heritage. Nothing exemplifies the 'other side of Honda' quite like the CIVIC TYPE R. Press the +R button in the TYPE R and the car goes into 'race mode'- the feeling is exhilarating. We wanted to give people the same feeling. So we created a double-sided story, that showed the double-life of a Honda Driver. By day a loving dad, picking his daughter up from school. By night, a getaway driver for art thieves. Viewers could switch between both worlds seamlessly, simply by pressing 'R' on their keyboard or tablet. The effect is exhilarating and addictive.

Creativity's best of 2014 interactive/ Integrated

Fast Company Co Create Most Influential 2014

FWA Site of the Month

Role: Creative / Creative Director

Agency: Wieden + Kennedy London

2014

Experience THE OTHER SIDE of Honda.

Press 'R' to toggle between narratives.

Role: Creative / Creative Director

Agency: Wieden + Kennedy London

2015

When you push yourself, you often go farther than you think. With 'KEEP UP' we wanted people to feel the joy of pushing your limits. It was a manifesto film that not only talked about pushing limits, it challenged viewers to do so too. Cut in between the fast scrolling mantra was Honda's latest fleet, proof of Honda's efforts to get to better faster.

Role: Creative Director

2015

A lot of painstaking engineering goes into designing a car at Honda. The engineers obsess over everything, from the wing mirrors to wireless connectivity. With this spot, we wanted to show how this attention detail paid off ultimately for the driver, in an exhilarating driving moment.

Role: Creative Director

2014

Chambord has a beautifully distinct bottle. An ornate orb, harking back to the days of Louis XIV. It feels special, and this was the problem. Our audience liked to put it in the cupboard and save it for a special occasion. But you don't need a special occasion to drink Chambord. If you like it, drink it. Why? Because No Reason. We took this line and attitude into everything we did, with the line encouraging people everywhere to follow their 'boom boom boom' and do what they like in everything they do. We relaunched Chambord's new identity in everything from packaging, to social channels, to the Chambord website (visit chambordchannel.com  and say you are from the US at the age gate). 

Role: Creative Director

Agency: Wieden + Kennedy London

2014

In July 2014 Three was responsible for a disaster. By allowing their customers to use their phones abroad at no extra cost, Three triggered a global epidemic of holiday over sharing, that we coined 'Holiday spam'. The campaign was constructed around a series of public announcements across media in which Three apologised on behalf of their customers for the flood of #holidayspam hitting the UK. We weren't really sorry though, as new customers doubled throughout the campaign. What's more the term carries on today, and may continue the campaign long into the future.

Role: Creative/ Creative Director

Agency: Wieden + Kennedy London 

2014

Honda put their cars through hell to test their endurance. One test is extreme temperature. We wanted to show this rational proof point in a more interesting and warm way, than anything too cold and technical. We took a completely frozen Civic that we had prepared earlier, and shot it melting on a diarama. Underneath the snow was an arid, desert environment. At both extremes we had the car turn on and start.

Role: Creative Director

Agency: Wieden + Kennedy London

2014

The outside often distracts us from looking deeper. This is especially true in the car industry which is so obsessed with beauty. The Honda Tourer is a great looking wagon, but inside it's also beautiful practical, hosting a class leading boot space. We didn't just want to talk about boot space though. We wanted to create something that stirred up people's interest to look deeper, before showing them what the lay inside the Civic Tourer.

Role: Writer/ Art Director/ Creative Director

Agency: Wieden + Kennedy London

Shots 'Behind the Work' Interview

2012

To make it in football, you need to be hungry for all things football. We rewarded those hungry enough to dig deep in the film with 'tunnels' to hidden content, interactive, games, and downloads. Finding these became a bragging right in social media, which in turn drove views and interaction amongst football obsessed teens around the world. Consequently, MY TIME IS NOW became Nike's most successful interactive campaign ever.

FWA INTERVIEW

Role: Interactive Creative Lead

Agency: Wieden + Kennedy London

2013

Finlandia is a less ordinary vodka, produced in Finland from the purest glacier water and six row barley. We created a world for Winter and Spring, where a less ordinary life is lived, and toasted, with Finlandia. Kippis! 'To the life less ordinary'. The campaign rolled out globally from Russia to Brazil.

Role: Creative/ Creative Director

Agency: Wieden + Kennedy London

2013

FUZE Tea is simple. It's fruit plus tea. But when these two come together they become greater than the sum of there parts. If you look at great things you'll notice that they are a combination of things and ideas. That's how great things happen. In fact every thing great in the universe, from the big bang to FUZE Tea is the result of 'when this meets that'.

Role: Creative Director

Agency: Wieden + Kennedy London

______________________________

Client: Coca-Cola
Creative Director: Scott Dungate
Creatives: David Goss & Ollie Wolf, Selena McKenzie &Toby Moore
Director: Smith & Foulkes
Song: Michael Russoff
Sound Design: Tom Joyce

2009

Mobile technology was exploding and smart phone mania had arrived. While other brands boasted spec and features, we decided to talk about the interesting things people do with Nokia technology. We unearthed real stories, hosted projects that hacked the tech, and created creative apps that pushed the N8, Nokia's latest device, to it's limit. Proving the point, 'It's not technology, it's what you do with it'.

ROLE: Creative/ Creative Director

AGENCY: Wieden + Kennedy London

2009

Under the campaign line 'It's not technology, it's what you do with it' we wanted to create a tool that allowed people to get creative with their phones. At the time there were limited music making apps on Nokia's Ovi store. 'Looping' a form of music making through live sampling was becoming popular with music makers, so we set about making a looping app, developing a simple and iconic design. To promote the app and the new Nokia N8 we created the ultimate demonstration of the app in a Shanghai poodle parlour. The app, and it's knock on effect for the N8 phone, was a big success, as Loop became the second most downloaded music app on OVI (second only to Shazam).

Role: Creative/ Creative Director

Agency: Wieden + Kennedy London

2010

Using the Nokia N8's amazing camera coupled with the 'celloscope', a phone hack used to diagnose Malaria in Africa, we set about creating the 'World's Smallest Stop Motion Character in Film'. A few years later the record would be broken by that spot for IBM that moved microns, but for the campaign we held the record and got a lot of talk around the N8's camera. Along with the standard advertising accolades, Dot also was selected as one of TED's 'Ads worth sharing' for 2010.

Role: Creative Director

Agency: Wieden + Kennedy London

2010

To showcase the N8's HD VIdeo Camera, we wanted to capture something only a phone could. Something we'd never really seen before. Before the day's of flying 'drones' we came up with the idea of re-skinning a remote control helicopter to look like a dragonfly. Phone's on the front of the dragonfly would record the vision, while others could be placed around the place catching unusual angles. Shot in Norway's Lofoten Islands the result really proved the power and versatility of Nokia's HD film camera.

Role: Writer/ Art Director

Agency: Wieden + Kennedy London

2008

The Nokia 5000 was a simple, affordable phone, made for young people with lots on the go. At it's heart was a simple camera, that boasted a small but good 1.3 megapixel camera. It was the perfect camera to share images over MMS. We made a choreographed dance composed of over 2400 images, seamlessly pieced together with music scored by The Avalanches. It was fun to make. I star in one of the images holding a pink purse. Print continued the idea with other moments a young person might share- food, fashion, people nodding off. The global campaign was produced across the world, in India, Shanghai, Curacao, and London. 

Role: Writer/ Art Director

Agency: Wieden + Kennedy London via Shanghai

2011

The Champions League final saw the coming together of two great teams, Barcelona and Manchester United. These were two clubs that had both been champions in their domestic leagues, and whom had been victorious playing attacking football. We created this manifesto film that celebrated these similarities, and left it up to the fans to decide who they thought would win glory in the final.

Role: Art Director

Agency: Wieden + Kennedy London

2007

Beijing ballers are notoriously taller, more flashy and more arrogant than other players in China. We set about creating a campaign that captured this attitude, under the name 'Beijing City Young Masters' which in Mandarin, has way more swagger to it, implying the young masters are also 'spoilt brats'. We created a competition that took place in the Forbidden City itself- A first for any brand.

It was a great project drawing on local cultural heritage but also giving it a youthful, defiant energy. The campaign was a big success both tapping into the Beijing baller community and those in greater China too. Beijing City Young Masters also picked up the ADC Black Cube for best integrated. Nice- or 'Hen Hao' as they'd say there.

Role: Art Director

Agency: Wieden + Kennedy Shanghai

2008

The fear of failure is often so great in China, that teenagers are reluctant to push themselves in sport in fear of 'losing face'. We created a campaign that encouraged young athletes to 'GO INTO THE UNKOWN' to find out what they are made on. In Chinese 'UNKNOWN' also had an additional meaning, in that it also promises something to learn. TV showed young athletes failing, literally 'losing face' from the camera perspective, but then regaining composure to win. 

Role: Art Director

Agency: Wieden + Kennedy Shanghai

2007

In the US, the original Air Force 1 campaign met a lot to Basketball fans. In China however, young baller's had no context or knowledge of the homage to the original commercial. Given this we took the portraiture assets and created a typographical campaign that celebrated the different and varied playing styles Nike's best basketballers. It was great fun (granted- possibly dangerous) playing and crafting foreign type.

Role: Art Director

Agency: Wieden + Kennedy Shanghai

2004

For ZU shoes we created a world that gave the local Perth shoe company a more worldly and exotic brand image . The campaign was designed to not shy away from showing the shoes, but rather celebrate the detail of each product. Ornate head dresses were created using the shoes or parts of. I sketched each design out in great detail, rendering them in photoshop which provided the blue print for the shoot. 

Role: Art Director

Agency: 303 Perth

Taking ZU's most adventurous styles, we created a campaign that showed their shoes as if they were specimens collected from some exotic world. Big shoe shots yes, but more interesting and unexpected than the usual pack shot.

Role: Art Director

Agency: 303 Perth

2005

While it's compulsory to vote in Australia, not everyone does. This campaign was to remind people the importance of having their say. Through print, radio and TV we told tales of regret, from those in retrospect, wished they'd been involved in the decision making process. Radio shows discussed real life stories of regret- something social media would have picked up, if the campaign had run today.

Role: Writer, Art Director

Agency: 303 Perth 

2004

Young smokers often don't consider themselves addicted, if they just occasionally 'bum a ciggy' from their mates. But even one cigarette can do harm, leading to the campaign thought 'Need a cigarette now? What will you need later?'. 

Agency: 303, Perth

Role: Writer/ Art Director

2000- 2003

Various poster campaigns to target drivers, both on the road and in drinking venues. Given the higher speed limits,fatalities are highest on country roads, hence a lot of the targeting of this work is aimed at the rural working man. The guy in bed with the sheep is a friend of mine who lost a bet and hence had to star in the ad. He got a terrible case of hives from the sheep.

Role: Art Director and Writer

Agency: 303