Sony Soundville


So the Sony campaign I consulted on in planning and strategy has finally gone live. The project was huge and meant working with Fallon, Dare (I got to work with Paul Donohue, producer again who I seem to be crossing paths with quite alot), OMD and Naked – oddly enough we all got on real well.

The brief, The Power of Sound (written before “The Power of …” wasn’t so passé) based on an insight in which vision is only 50% of your entertainment experience.

Fallon were torn between two concepts: weird and wonderful large scale experiments with sound , culminating in taking over a small town called Seydisfjordur, and a cacophonous rhapsody of madness directed by Jonothan Glazier in which we had monkeys beating drums on top of trains speeding into tunnels (Fallon shot this, but it got canned as it was too bizarre).

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The Soundville campaign was developed at Fallon, London, by Executive Creative Director Richard Flintham, Creative Director Juan Cabral, agency producer Gemma Knight.

Filming was shot by director Juan Cabral via MJZ, London, with producer Nellie Jordan and director of photography Alwin Kuchler.

Post production was done at The Moving Picture Company. Editor was Neil Smith at Work Post. Sound was produced and supervised at A-Bomb. Audio post production was done at Wave Studios  by Parv Thind.

work @ Tonic

Passion in Moscow


1. Problem / Task

Make Zanussi famous in Central and Eastern European countries in order to fend off competition from brands like Indesit and Beko in a fast-growing market.

2. Insight
People don’t want to spend time thinking and worrying about their appliances; they would rather spend their time indulging their passions.

3. Key thought
Zanussi appliances enable you to share the Italian passion for life.

work @ Lost Boys

Start Something

A brave repositioning for NiQuitin smoking cessation patches. We proposed they not only change the way they do advertising, but change the way they do business. The proposal shifted the client’s business model to a Service Design proposition.  A consumer would sign up to the Start program and follow the steps through to completion with the guided hand of a chosen communities, or grass roots initiatives suited to their personal tastes. To put it another way…a bit like weight watchers.

This is the vision for the NiQuitin is about re-branding quitting and focusing all communication, content, products and services on the act of STARTING something instead of QUITTING. It’s about replacing smoking with something better. It’s an ambitious change of position for the brand but one that will reap rewards if they commit to challenging the category.
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Pitch @ Lost Boys

Rankin Live

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During my time as the Art Director and CD on Rankin account we received this amazing brief from Rankin.  Originally we were discussing calling it Rankin Live(s) – The Great British Portrait week. 

At it’s heart the idea was simple: shoot, instantly project, print and hang a portrait of each subject, creating an ephemeral and amorphous exhibition space documenting the lives of Britain today.  This morphed into Rankin Live a massive retrospective, a live shoot, an interactive gallery and magazine all in one.

It was quite an ambitious ask, but quite lot of the original thinking made it through to the exhibition.  Initially we were thinking of partnering with JCDecaux Innovate, using their street furniture to take the exhibition beyond the confines of Brick Lane.  We had also floated the idea of mini interactive installation booths dotted around the country and at festivals.  The resecession kicked in and I guess this bacame a little too ambitious.  The Rankin Live tent did make an appearance at Big Chill festival up in Eastnor though.

Work @ Tonic

New Blood a winner in September IAB Showcase

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We’ve won first runner up in September’s IAB creative showcase for D&AD New Blood. It’s gratifying because the work is quite polarising, so it’s nice to see it get recognised by a panel of industry creative directors.

It was a tough month to be in.  AMV/BBDO won the overall prize with A Different Ending.  As Jeremy Garder succinctly put it “The ‘choose which route next’ concept may already be a well-worn path with the Army, but this stuff carries it off with such aplomb that it’s scary.”

Work @ Lost Boys

Volvo Ocean Race

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A multi-channel, live satellite feed installation following the two Ericsson Racing Team boats during the VOR 2008/09.  The project was designed as a proof point for how Ericsson’s technology works in some of the world’s most extreme and remote condition. 

Watch live feeds, video blogs, follow tweets, listen to what the crew are listening to via Last.fm, explore the local environment and follow the race. 

An immersive interactive experience in which you can detach and redistribute content through multiple online channels.

work @ Publicis Modem