I lead awesome cross-disciplinary teams that create smart films, epic experiences and impactful campaigns. I'm currently the Creative Director of the Nike account at R/GA London. Here is some of my work.
Nike On Demand
When we were asked to redefine the role that Nike played in athletes' lives, we didn't just tell people to Just Do It. We used Nike's athlete data and 1:1 messaging to create a brand new service that proved that Nike can actually help you Just Do It, whatever 'it' may be.
New Era Integrated Campaign
To announce that New Era had become the official on-field headwear provider of the NFL, we featured New Era's most vocal brand advocates in an integrated campaign that invited NFL fans to Speak With Your Cap.
Kijiji TV Campaign
When we were asked to drive traffic to Canada’s largest classifieds site, we highlighted the incredible range of things available on the site by shooting TV spots that featured only items that were for sale in our area.
Nike Integrated Campaign
To launch the next generation of Nike sportswear, we worked with the next generation of Nike athletes. We created an integrated campaign that highlighted the bold attitude of young guns on the cusp of greatness: Remember The Name.
Sleeping Dogs Global Launch Film
To launch the video game Sleeping Dogs worldwide, we highlighted the game's unique undercover cop storyline by juxtaposing the way a typical Hong Kong police officer is expected to act and the way the game's undercover protagonist operates.
Cirque du Soleil x Marvel Comics
To get younger male audiences excited about Cirque du Soleil's show KA, we worked with Marvel to create an original limited edition comic book about the show and then gave fanboys the chance to be immortalized in the comic book.
Dewar's Whisky Integrated Campaign
To promote Dewar's Premium Scotch Whisky in the USA, we created an integrated campaign that blended premium films like the one below, original influencer content, a rich centralized online experience, an ambitious CRM program and engaging social activations.
Click here to learn more about this campaign.
Coca-Cola Cold Climate Can
When we were asked to raise awareness of Coca-Cola’s initiative to protect the polar bear’s cold habitat, we proposed printing the polar bears on the can in thermochromatic ink that disappears at room temperature.
When the cans were in people’s fridges, there were polar bears. But without a cold habitat, the polar bears would disappear. This was, regrettably, not produced. It's the one that got away.
NIKEiD Interactive Out Of Home
To launch Nike's customization platform NIKEiD in Eastern Europe and the Middle East, we created interactive out-of-home that automatically generated custom sneakers that match your outfit.
Nike is a ruthless pressure cooker of an account that spits out the weak and hardens the strong. I wouldn't have it any other way. Over the last three years I've had the pleasure of overseeing 5 categories, a dozen creatives at a time and literally hundreds of projects that range from integrated campaigns, to film, to tech innovations, to business transformation.