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).
The work produced
, Sound experiments
, The town
, Juan Cabral
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
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.
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
The campaign was designed to reinforce Toshiba’s unified brand strategy, which focuses on the company’s commitment to innovation.
“We make light, lighter; fast, faster; bright, brighter; small, smaller.”