Hydration Magic

The downside to S’well’s rapid rise was cheaper knock-offs of their bottle had flooded the market. With no way to stop the counterfeits, S’well asked us to help make their brand bigger than just the bottle. We created S’well’s first-ever brand film to help elevate them from a sports bottle to high-end fashion accessory brand. After the film launched S’well beat their Black Friday sales from the year before and then remarkably again every day through Christmas.

ROLE: Creative Director, Concept
AGENCY: Derby Content

We Are All Made Of Stars

For S’well’s second brand film we wanted to take their luxury aesthetics up a notch, while also making a stronger connection between the brand, the bottle and the oceans they are helping to protect. We married high-fashion, sultry music and the magic of one of Earth’s natural wonders to elevate this green brand to a high-fashion lust-worthy accessory.

ROLE: Creative Director, Concept

AGENCY: Derby Content

Interactive Mirror Art Activation

A darling of brand activations, art critics and selfie lovers, this is a great example of how my art and advertising careers have been colliding. Participants see rapidly flashing text (synced to the shutter speed of a camera phone) over their reflection. Then only when a user takes a photo will they discover one of thousand phrases (often confronting and inspiring) paired with their likeness. I like to think that this mirror has the power to make us all a little more self(ie)-aware.

ROLE:  Artist, Creative Director
AGENCY:  Wallplay

The Great Tasmanian Pipeline

For years Tasmania’s popular Boags beer was only available by the bottle in Mainland Australia. With a soon-to-be rollout of it’s “on tap” draught beer, we were tasked to generate excitement and PR through a teaser launch campaign. The heart of the multi-channel idea was the fabrication of a massive green pipeline stretching across the Bass Strait bringing Boags directly into pubs across Australia.

ROLE: Concept, Writer
AGENCY: Publicis Mojo | Sydney
AWARDS: D&AD integrated, D&AD ambient, London International Gold, One Show, New York Festivals World Bronze, AWARD Bronze

Diesel Underwear

In this viral campaign we took Diesel’s long-standing and ironic brand line, FOR SUCCESSFUL LIVING, and simply applied it to underwear. Poking fun at the notion that underwear is just for being sexy, these films suggest some other instances that are appropriate to wear them. The videos received over 2 Million views in the early days of YouTube.

ROLE: Creative Director, Concept, Film Director
AGENCY: Lucky Branded Entertainment 

After Practice

Speedo hired us to create video content using their superstar swimmers (Michael Phelps, Ryan Lochte, et al.) to help support their big website relaunch. By design we made the videos feel as if the swimmers shot themselves goofing around after swim practice. Then before Speedo released them, the swimmers intentionally leaked the videos to their massive social media followings.

ROLE: Concept, Creative Director, Film Director
AGENCY: Lucky Branded Entertainment 

Express Your Love

BBDO enlisted us to help relaunch Starbucks’ trademark Frappuccino beverage and new “however-you-want-it” offering. An integrated campaign based on Frapp’s fanatical fanbase went on to become one of Starbucks most successful campaigns ever, while also increasing Frapp’s Facebook followers from 1.4 Million to 3.3 Million in just three months.

ROLE:  Writer, Concept
AGENCY:  BBDO & Lucky Branded Entertainment 

The Human Race

R/GA tapped us to make video and social content to support their site/app redesign for the next rendition of the Nike+ Human Race. For an event that claims to be open to everyone, we took a humorous approach by giving voice to the “non-humans” who were indeed excluded from the race.

ROLE: Creative Director, Concept, Film Director
AGENCY: Lucky Branded Entertainment & R/GA

Teacher Turnaround 

Teach For America wanted an online educational series that could help teachers with their troubled classrooms. What started as tutorials seen by few, became a drama-packed, docu-reality TV pilot with the potential for a wider audience. Over a few months, we documented a young teacher to see if she could take back her classroom from 23 adorable trouble-makers.

ROLE: Creative Director, Writer, Film Director
AGENCY: Lucky Branded Entertainment

Gore-Tex Testing  Lab

Gore-Tex fabrics are used in the clothing and shoes of most leading athletic brands, but it remains anonymous to many mainstream consumers. This print and OOH campaign was designed to educate and shed light on Gore-tex’s extremely rigorous product testing to encourage consumers to choose products that only have Gore-Tex inside.

ROLE: Concept, Writer, Art Director
AGENCY: Wieden+Kennedy | Amsterdam

Fundraising For Athens

Paralympics is often the forgotten undercard to the Olympics and this is no truer when it comes to funding – as the Australian Paralympics team needed to raise $2 million dollars to be able to compete. These inspiring athletes did not want us to feel sorry for them and in fact encouraged us to use humor at their expense to show off their outgoing personalities. Their instincts were right and the campaign raised well over our goal.

ROLE:  Writer, Concept
AGENCY: Saatchi & Saatchi, Sydney

Travel Postcards

UNICEF needed to attract new Global Parents (monthly donors). After being accosted by those annoying “charity sidewalk-stalkers” one too many times, we came up with the idea to let our existing GPs be our evangelists. The thinking was that a friend or family has more influence than a stranger with a clipboard. These faux-travel postcards were sent to our GPs and they personally passed them to their inner circle – And six months later a 14% rise in GPs.

ROLE: Concept, Execution
AGENCY: 360 | Sydney

Exceptionally Bad Days

This café-only coffee brand had been masquerading their faux-Italian heritage for years and lacked any real marketplace presence. Through interviewing baristas we discovered their only ownable point of difference was their coffee was remarkably consistent compared to their more authentic and arguably better coffee competitors. From there we landed on the concept that its exceptional coffee, no matter the circumstances. 

ROLE: Concept, Art Director
AGENCY: North & South, Sydney