Thousands of mousetraps and thousands of ping pong balls come together to create a New Year's celebration youTube film for Pepsi Max which has more than ten million views and was tweeted by Ashton Kutcher, no less.
Full campaign featuring the enigmatic Snoop for the launch of the limited edition Adidas Defender at Footlocker. The first film is the TV commercial, followed by five ‘behind the scenes’ youTube content films featuring characters from the TV spot. I also took all the photography of Snoop, products and the photos of Venice Beach and the set, which formed a library of images used for press, in-store point of sale, website, online store, Facebook and Tumblr.
Unibet is one of Europe’s largest online betting companies. It's customers are far from the usual laddish betting punters - they are intelligent, thinking bettors who use their superior knowledge of the stats and facts whilst betting.
We produced six 15 minute episodes of online content presented by Jermaine Jenas and the F2 Freestylers and featuring such famous sporting greats as Carl Lewis, Glenn Hoddle, Yevgeny Kafelnikov, Paul Robinson and Louis Saha, amongst others.
A series of experiments provide insights that help bettors bet better, as well as proving and disproving a few myths. Everything in the series is designed to this end, proving that Luck Is No Coincidence.
The episodes here were cut down into a total of nearly 200 assets seeded across the internet. Episode one alone reached 10 million views and the Red Card Test (proving that referees can be influenced by the crowd) in episode 4 "Feel The Support" was accepted by The Journal of Sports Science as a legitimate academic paper.
Grand Prix (Best Campaign of 2016)
Gold in Travel, Leisure and Entertainment category
Gold in Best Non-retail Consumer category
Bronze in Non-retail Consumer category
Surprisingly, this is Battersea Dog & Cats home first ever TV ad. Battersea is hugely well known and close to the heart of the nation, but people simply don’t think of going there when they want a new dog - they would rather take their chances with the unscrupulous sellers on the internet. People think rescue dogs are somehow damaged or that they will only find Staffies at Battersea. We were asked to create a direct response TV ad and campaign to let people know the care and attention that Battersea give to all their dogs and cats so that they have the best chance of being happy, and making you happy too.
Campaign article here
We all know how wet Ireland is, and Kerry is the wettest place in Ireland. But the locals don't mind because all that rain means they have lovely lush green grass and lots of happy cows...
Global press campaign. The BBC has a unique position in journalism. We asked five of their most revered journalists to lend us an object they felt very strongly attached to because of it’s association with an experience they had had whilst covering the news. We then used this object to tell their incredible stories showing their dedication to getting to the heart of the action. I also took the photography for this campaign.
Muscle Shoals is a small town in Alabama with a population of less than ten thousand, but despite it's small size it has long been a magnet for musicians wanting to record there. Hundreds of records you know and love will have been made there, by artists include The Rolling Stones, Aretha Franklin, Percy Sledge, The Black Keys, Wilson Pickett, The Allman Brothers, Bob Dylan, Otis Redding, Alicia Keys, Paul Simon - the list goes on and on. We were approached by newly formed production company Ear Goggles to help them formulate the complex story of this magical place and then promote the documentary they were determined to make happen. After a year and a half the documentary was finished, being accepted at Sundance and many other film festivals, before going out on general cinema release to critical acclaim.
At the bottom of the page is the identity we also created for Ear Goggles production company.
You can see another part of this Muscle Shoals project here.
After seven years of Jamie Oliver and ‘Try Something New Today’, and against the backdrop of the deepening Credit Crunch, it was time for some radical changes to Sainsbury’s marketing strategy. What followed was a major overhaul of all aspects of Sainsbury’s communications across the board. We created the line ‘Live Well For Less‘, alongside the identity featuring a map of Britain designed to be a rallying cry for Sainsbury’s values of quality and value in these stretched times. It caught the mood of the nation and was widely credited with Sainsbury’s performing better than most in the recession and winning many marketing effectiveness awards along the way.
In addition to the tagline and identity, we also created a bespoke typeface called Sainsbury’s Slab to be used on everything from shelf pricing and in-store promotions to advertising TV end frames and posters as well as online and digital. We audited all Sainsbury's communications output and created a full suite of guidelines, overseeing the roll out of the new branding.
Also shown here is a selection from the initial launch campaign for Live Well For Less, as well as the hugely successful Feed Your Family For £50 campaign.
Next we have a sample of the many 'promo' ads that supermarkets rely on heavily to promote specific products and offers. Typically these type of ads are farmed out to a studio and churned out against a template and not given much love. But as they really are at the business end of the market, we felt these ads needed to share the look and feel and attention to detail and quality of their more glamourous counterparts to be truly effective.
Finally here we have the Sainsbury’s Brand Match campaign. Until this came along, working out where to get the best value for your money was an arduous task - collecting receipts, checking other supermarkets prices, filling in long online questionnaires. Sainsbury's did away with that with this initiative - they did all the checking for you and if any of your branded goods were cheaper elsewhere, they gave you a coupon at the till for the difference. The posters convey this boldness and simplicity.
There's lots of articles online about Live Well For Less. You can read one here.
Good old fashioned poster campaign to promote the Daily Mirror’s extensive online football archive. Individual posters were created for each of the clubs to appear outside their grounds so they were relevant to the fans.
Press campaign for the launch of Smirnoff Mule. Essentially there were two audiences for this campaign. For the ‘premium’ audience we created the first four double page spreads shown here to go in high quality style magazines. Secondarily there was a younger, cooler audience. For them I created a typographic version of the idea to go in listings magazines such as Time Out and The Guardian Guide. These executions were created to work at smaller sizes and still stand out.
In the modern world of increasingly slick 3-D computer animation, we decided to go in the other direction for the MTV launch spot for the new range of Adidas Flux sneakers. First of all I shot all of the products from a whole range of angles on a white background. The animation was then designed using those shots, and each frame printed out as a poster. We then took these posters to Berlin (for the requisite urban, gritty feel) and pasted them in locations around the city. I then re-photographed these posters, and those images were then put back together in sequence to form the final sop-frame animation film. Everything here was shot for real and done in camera.
The images below show the animation being shot in Berlin. The posters were left up around the city as teasers and used as the online and Facebook campaign for the launch. Made in collaboration with Harriman Steel, the bespoke music was created in association with Slugabed.
By it’s very nature, buying a house is generally a stressful, drawn-out and expensive business. But the rewards of having your own home can make up for the hassle of the merry-go-round of the property market. We concentrated on the positives of owning your own home to create a bold, simple and memorable campaign for Rightmove. Focussing mainly on outdoor media, we also created a multicolour fleet of taxis that really stood, a full digital and press campaign as well as guidelines for future executions.
The poorest of the world’s poor are girls. Girls are educated far less frequently than boys, despite the beneficial effects of educating girls to the community being much greater than educating boys. We created the Facebook / online campaign asking people to Raise Their Hand and pledge to help more underprivileged girls get an education. The first film tells the real story of Sunshine, filmed in Manila in the Philippines just a couple of days after the 2012 flooding. The second film features PLAN ambassador Freida Pinto. At the culmination of the project, PLAN CEO Nigel Chapman presented the petition signed by millions for girls’ education to the Director General Irina Bokova at the United Nations.
Following the Muscle Shoals documentary being accepted at Sundance and prior to it's general release, we needed to create interest in the release of the film. We drew on the huge wealth of the Muscle Shoals back catalogue as inspiration to redesign twelve classic 7 inch sleeves. The poster (top) was produced as a very limited edition of 25 posters, which could be won in a Twitter treasure hunt competition.
You can see the main Muscle Shoals project here.
GE were one of the five main sponsors of the 2012 London Olympics. In their Health Centre inside The Olympic Park they were responsible for maintaining the health and wellbeing of all the athletes taking part - scanning them with their MRI scanners to ensure they could train and perform at their peak and stay injury free.
They required a high-visibility outdoor campaign that demonstrated their association with the Olympics. The campaign features British Olympians and Paralympians who we firstly photographed in sequence as they performed. Their exact form and movements were then recreated using GE MRI scans so we could create the hybrid sequences seen here. This allowed us to create both 2D imagery for posters and press and 3D animated / digital executions for the GE building, takeovers of Heathrow Airport and Canary Wharf Station, and a full online digital campaign.
Sainsbury's wanted to up the food credentials of their own brand By Sainsbury’s range. We created TV spots featuring simple recipes using key ingredients, as well as press ads as heroing their products. We recorded three new versions of Chaka Khan’s ‘Ain't Nobody’ for the TV. Our favourite - recorded by newcomer 12 year old Jasmine Thompson - reached the dizzy heights of number 27 in the UK singles chart. You can hear it here .
Finally we also created a range of tote bags drawing on the rich design heritage of Sainsbury’s own brand, which were available in store.
This is just a small selection from this unusual project - a couple of films and some of my photography to give a taste. The best way to find out more is to visit the Fault Line Living site here
In 2010 the intrepid Davies sisters and myself entered the Royal Geographical Society and Land Rover “Go Beyond” bursary. Much to our surprise, we won. Soon we setting off in our custom-made Landie on a 15,000 journey along the world’s most dangerous fault lines, documenting the intriguing and perilous lives of those who live along them.
Fault lines are where the natural world most catastrophically collides with the human world. Cities can be torn apart, and children grow up knowing an earthquake drill before they know a nursery rhyme. On the other hand, the benefits and even the allure of living near a fault line can outweigh the risks.
Driving along these fault lines, we wanted to explore the human stories of those living in such danger zones, as well as tell the story of our driving experience as it all unfolded. We also worked with prominent scientists and geological experts in this field, looking at cutting edge technological projects and dramatic stories of innovation.
Press, 48 sheet and 6 sheet poster campaign for the UK launch of Nandos. I also took the photography.
Press campaign. I also took the photography.
With the financial uncertainty that the banking crisis brought to savers, the Financial Services Compensation Scheme needed a bold simple press and online campaign to go live very quickly. This was to reassure people that their savings were safe and protected under their scheme, preventing them withdrawing their cash and causing further collapse. We chose a bold illustrative style and recognisable symbols of protection with clear and simple copywriting to get the message across.
TV commercial to promote free eBooks to be given away by Galaxy.
Every week The National Lottery gives huge amounts of money to charities both big and small. Most people tend to forget about this, so we created a press campaign to appear in National newspapers to highlight the range of good causes that the Lottery helps.
Nearly all marketing for wine brands is at best generic and at worst downright boring - using clichéd, bland imagery of vineyards and grapes. As a relative newcomer to the UK market and coming from a country as fascinating and vibrant as Argentina, I felt it was possible to do something a bit more interesting with Argento. I wrote the strategy and end line “The Real Argentina”, packed up my camera and lots of film and set off on the first of two two month long trips, travelling the length and breadth of this huge and undiscovered country, photographing both people and places. The aim was to create a bank of images and collect the stories of real Argentineans which would then form the basis of all communications for the brand for the coming years. Here is a selection of posters and press, in-store and direct mail created in the 13 plus years that this strategy has been used. I have also included some of my favourite images from the library.
Press campaign for the Olympus OM3ti camera. We gave five photographers a camera each and a roll of film, then used the results in each ad. I wanted all the typography to be photographs as well - so I found real letters and photographed them as well and used those.
US press campaign using letterpress typography. Photography by Nadav Kander.
48 sheet poster campaign for the launch of Later magazine - the grown up brother of Loaded.
BT wanted to invite the top 100 CEO’s in Europe to take part in their Tax Break initiative. Their employees would be able to buy a computer for use at home at 50% of the cost, with the difference being written off against tax by their employer.
But how to market to these notoriously difficult to engage high flyers? What do they really care about? Well, one thing, really - their popularity. We lavished time and craft on a beautiful book to arrive on their desk as a manual to help them find the many ways they could make themselves 50% more popular - with just one of them being BT’s Tax Break...
48 sheet poster campaign.
TV commercial for EDF’s Blue Price Promise tariff. Winner of the most annoying track on a TV ad ever.
I'm one half of the eclectic electronic duo Unusual & Electric. I had been taking photographs of speakers outdoors all over the world for many years (doesn't music always sound better outside?) so decided to use this series for the covers of our vinyl releases. The music itself is dubby, chunky, wobbly dance music of the kind we want to play when we DJ, and has been acclaimed by such luminaries as Laurent Garnier, Coldcut and Kris Needs. The final three covers here are remixes, where I collaborated with other designers such as Harriman Steel and Johnny Richards to remix our covers for us.
You can listen to U&E on the links below.
Having been instrumental in creating the Innocent name, brand and packaging many moons ago when those guys still had day jobs, they next asked us to design their first recipe book. The 192 page book is divided into three sections. Work (recipes to get you over that hangover or out of bed on a cold morning), Rest (more indulgent treats and boozy cocktail smoothies) and Play (fun drinks for kids and adults who haven't grown up yet). I did all design, copywriting, photography, character origination and illustration for this project - my aim being to create the first recipe book that could make you smile.
48 sheet poster. This is a really old one that I also shot, but I like it as I remember it really stood out. Jonah Lomu had destroyed England in the previous game, and this poster was on every site along the approach to Twickenham for the next match.
BT is generally viewed as the slightly stodgy, conservative corporate lumbering older brother in the communications market. We set out to debunk that myth with a series of mailers telling consumers about the positive things about the brand.
At the time multiple users online in the same household was a big stumbling block. Connections were generally slowed down to a snail’s pace or dropped out altogether. BT's new fibre optic connection made this a thing of the past. We thought who would need lots of people online ion one house more than a family of rabbits? We created this tea towel to tell the story of a family of hi-tech Leporidae in a tale of domestic harmony.
Socondly, it may seem hard to believe now, but there was a time not so long ago where wireless was a new thing. BT asked us to encourage people to take up this new innovation, so we created this booklet and series of posters and mailers to tell people what a world without all those horrible wires would be like.
Just before Christmas, old friends Harriman Steel called up and asked if I'd like to take part in a little seasonal collaboration. They’d seen the Dead Christmas Tree photography project that I have been doing for many years which captures the detrius of the festive season, and thought they’d like to share it with some of their most valued clients. So we made forty prints, framed them, and sent one of our lost Christmas trees to each person, along with a lovely poster of all the series which was individually numbered, signed and certified with a nice gold seal.
A selection of hand letterpress CD covers for my iyrie! mix CDs, released over several years.
The CDs were photographed and later turned into a poster.
At the bottom of the page is a subsequent remix project. The off prints and accidents were used as covers - the covers being remixed just like the music.
If you like this, there’s another similar project on the iyrie! blog here.
I've been helping my old friend and artist Charming Baker for many years, since long before his stardom when he was painting away tirelessly in his freezing shed.
As well as giving him the name Charming Baker (because he is very charming), over the years I've also named shows, designed all manner of posters, invites, wall hangings, badges, t-shirts and even a car for the Gumball Rally. I’ve regularly played records at his private views, and made mix CDs to give away at the event featuring music that myself and Charming have been sending back and forth for inspiration while he has been painting the show. This is a selection of things from various shows in London, New York and LA.
You can hear my mix for Charming Baker’s Everything must Go London show here.
You can hear my mix for Charming Baker’s Lie Down I Think I Love You LA show here.
You can visit the Charming Baker site here.