I lead teams that create emotional films, useful services, buzzworthy experiences and impactful campaigns on behalf of global brands. I've won awards for Film, Innovation, Social, Mobile and Retail and a Grand Prix for Creative Data. I'm currently the Creative Director of the Nike, Google and Johnnie Walker accounts at R/GA London. Here is some of my work.
"Nike On Demand" Service Innovation
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.
WINNER: Grand Prix, Creative Data, Eurobest, 2016
Clio Sports Gold for Digital/Mobile and Silver for Innovation
And many more.
New Era "Speak With Your Cap" 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 Productions" 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.
WINNER: Bronze, Crea, TV Campaign, 2015
Best Canadian Accent & Red Beard, Self-Awarded, 2018
Nike "Remember The Name" 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.
Dewar's "The Drinking Man's Scotch" Online Campaign
To promote Dewar's Premium Scotch Whisky in the USA, we created an online campaign that blended premium films like the ones below, original influencer content, a rich centralized online experience, an ambitious CRM program and engaging social activations.
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 Marvel universe.
Sleeping Dogs "The Rules Are Different" 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.
Coca-Cola "Cold Climate" Can Design Concept
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 "Air Max Mirror" Interactive Out Of Home
To promote Nike's customization platform NIKEiD, we created interactive out-of-home that automatically generated custom sneakers that match your outfit.
FINALIST: Fast Company: Innovation By Design Awards, User Experience, 2015
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 given time and literally hundreds of projects, from business transformation to film and everything in between. Here is the reel.
We've taken home Brand Republic Digital Awards in Creative Technology, Fashion & Advertising
Webby Mobile Campaign Awards for Fashion, Luxury & Accessories
New Thinking Awards for Live Brand Experience
Shots Awards for Best use of Outdoor
Shorty Awards for Best Use of WhatsApp
Just to name a few.