Mimeisthai Wins FWA Site Of The Day (SOTD) Award @ClemengerSydney

FWA is an industry recognised award program, established in 2000, showcasing projects which use cutting edge technology, together with inspirational ideas, that lead the way for future generations.

What is Mimeisthai?

“What Twitter Would Look Like, Without A Laptop Or Smartphone” – Fast Company

Clemenger BBDO Sydney turned their 1072 square meter Carriage Works Sydney theatre into a giant, real-time emerging topics trending engine. We installed an array of directional and parabolic mics strategically through the theatre. Each line-out connected directly to a dedicated speech-to-text engine. This took snippets of conversations spoken live from the theatre, and generated a live visualisation portraying ideas as they spread through the audience.

Think twitter, except without the need for a smartphone, laptop or tablet – to trend a topic all you need to do…is speak.

As well as being popular on the day, Mimeisthai went viral online too. Here’s just some of the plaudits:

“The Future of Social Media” – HUHMagazine

“Prepare to be stopped in your tracks because this is off the hook” – It’s Nice That

“A New Social Era?” – Zé Studio

“Leave it to the Aussies to bring the art of conversation back in to the real world” – Really New Media

“The World’s First Spoken-Word Trending Engine” – SohoHouse 


Pepsi Max – Top Mates

Awards: One Show Entertainment [Branded Applications – Merit], FWA [Mobile App of the Week], AIMIA [Best Mobile – Finalist], Proxy Awards [Mobile – Silver].

Recognition: iTunes Top 10, Wired Magazine

Mobile/Social Social Engagement
Males 19 – 26

20 something blokes are spending less time with their mates due to increasing work and relationship commitments. The Pepsi Max Top Mates app gives them the incentive and tools to break away into ‘mate time’.

The app exemplifies two key concepts of progressive digital engagement – ‘utility’ and ‘gamification’. App ‘Stealth Tools’ generate excuses with which users can fend off ‘distractions’. By checking in with each other and tagging activities, users can unlock content, rewards and badges. Users can check their progress against other mates and app users in their ‘Brofile’.

Users activity is amplified to the FB site, seamlessly integrating mobile with social.

The Pepsi Max Top Mates summer promotion also doubles as a launch campaign for the Top Mates app, which is designed to live on permanently as a consumer promotions platform. Pepsi will be able to dynamically generate promotions and reward users for spending time with mates and checking-in.




Creative Director – James Theophane
Producer: John Mclean
Craft: Tim Mcpherson
UX: Claire Alexander
Art Director – Kat Jarrett
Copywriter – Nik Spadina

Download from iTunes

work @ Clemenger BBDO

Virgin Australia All New A330

The online demo brings to life the essence of Virgin Australia by showing off their stylish new planes. 

In an Australian first, we built a 360° live action interactive demo using a navigational grid inspired by Buckminster Fuller’s Dymaxion map projection.

View demo online

Platforms: iPad, Web
Channels: Earned, Owned
Strategy: Product Demo


Creative Director – James Theophane/Luke Chess
Art Director – Seb Vizor
Copywriter – Josh Braithwaite 

work @ Clemenger BBDO


Nokia – A Smart Choice


The Task: Position Nokia as the Smart Choice in emerging markets by bringing excitement and desire back to the brand. Showcasing features and services in one package.

Campaign POV: We believe that life doesn’t have to be ordinary, that everyone should be able to grab opportunities and make life extraordinary right now. 

3D Music App
The user downloads a music track specially created for Nokia by the leading artist in each market. The track comprises of say 10 channels (instruments and vocals). The user shares the track via the app with friends. The track separates itself into 10 streams simultaneously broadcasting from each phone. Using the device speakers the users have just created an immersive 3D sound experience to impress their party friends.


Voice Modulator
Creating, remixing and sharing voice modulator music using only a straw, cellotape, a Nokia Device and a simple app. Record, rate and share your masterpiece. Allow others to resample your work. Collaborate with other users to create “remixes”. Use social networks to collaborate, share and brag.


A Neo-Postal game. Playing against the world chess master is a daunting task. But what if you had the world on your side, could you win? The game crowd sources the best next move. be a part of it and pit your wits against and beat the world champion. It’s You & The World Vs Visnanathan Anand. Invite your friends, use a predefined digital hierarchical command structure and challenge the world’s best. MMORG Chess uses the power of your social networks and connections to empower you to make the best move.


Online advertising


Live action MPU


Device skins


Online property


work @ R/GA

Tying The Knot


When Clare and I decided to tie the marital knot, we wanted our invitation to reflect the playful nature of our relationship.  We decided everything should be made by hand, from scratch – and also teach us something new.

So we set about learning to tie knots.

We set about discovering the wonderful world of knot tying by studying Knots, Ties & Splices: A Handbook for Seafarers, Travellers and All Who Use Cordage, by J. T. Burgess. Youtube taught us the rest.  Armed with our new found knowledge, we set about hiring a studio to record our new found skills.

We created an online RSVP site that streamed 15 knot tying ambient background videos.  The invite cards were hand cut, screen-printed and sewing machine bound.

Mobile Mobile – An Interactive Installation

Mobile Mobile – An Interactive Installation by James Theophane

Awards: One Show [Merit], Vimeo Awards [Finalist], BIMA [Winner – Self Promotion], BIMA [3 x Finalist – Strategy, Technical Achievement, Interactive Installation]

Festival Screenings

EXIT Festival – Paris
Contemporary Art Museum of Créteil

Imagine Science Film Festival – New York
Museum of Moving Image, Manhattan 

1st Annual Vimeo Film Festival – New York
The School of Visual Arts Theater

Brief: Create a Christmas experience that actively demonstrated Lost Boys core value of collaboration. 

We took this as an opportunity to reinterpret the Christmas tree and its role as the traditional focal point for a communal space.  ‘Mobile Mobile’ is a six metre circumference interactive sculpture, and signature piece for the entrance of the Lost Boys London Brick Lane studio


Mobile Mobile upcycles fifty old agency cell phones (available after an agency-wide upgrade just two months prior).  Each phone is individually addressed by a computer to cofunction and create a choral arrangement.  Assigning each phone a tone, the mass is transformed into an aural form that appears to come alive, shimmering and flirting for onlookers.

To add a little xmas spice to the mix, anyone can visit the online live stream and serenade bystanders by playing the installation live: xmas.lbi.co.uk

You can also activate the installation by sending a Tweet or visit the installation and play it in person using Microsoft Surface. 

Reacting to a tweet

Making the installation

Being played live by anonymous

Being played on a Microsoft Surface table

Behind the scenes project site

Credits and acknowledgments
Mobile Mobile is a product of hard work, mucking in and collaboration. There was blood from the LBi COO, also a qualified carpenter.  Sweat from their Creative Teams: set design, build and animation.  And tears from the IT Department, who not only made the phones do things they never should, but also hit upon the score.  “Carol of the Bells” (also known as the “Ukrainian Bell Carol”) is a choral miniature work originally composed by the Ukrainian composer Mykola Dmytrovych Leontovych.  The mobile score was arranged by a classically trained musician and pianist from Finance. 

Good Cause: One of the largest problems facing the developing world is a lack of trained physicians. MoCa, is a health screening system for developing countries using mobile (cell)phones and open source technologies. See mocamobile.org

Concept: James Théophane
Promo Director – Yanni Kronenberg
Design: Bobby Rayit, Jasmine Hays, Pete Talbot, Filipe Lima, Hannah Drury, Trevor Thomas, 
Julian Cross  
Programming: Oliver Dewdney, Keith Newton, Adrian Le Grand
Build: Mike Mulligan, Marcus McDonnell  
Streaming: Jon Russell
Score Arrangement: Vicki Simms
Production/Editing: Peter King (Agenda Collective)

Special thanks to Magnus Larsson for all his help and inspiration

About The Technology We Usedby Oliver Dewdney
The plan was to make 50 mobiles to each play a different note of a Christmas carol, and flash in time. We set up a test mobile phone – an HTC Touch – to connect to a wifi access point whilst being powered by a charger.

We ‘ping’ed the IP address of the phone for two days to verify that it would remain contactable. The phone did get a tiny bit warm, but it worked. We noticed that the ping time changed significantly between different power modes on the wifi of the mobile – from 100ms down to about 2ms on ‘performance’.

The plan was to write a small program that ran on the phone that understood a small set on instructions and have a controller running on a PC sending the commands. The basic list of commands was: light on/off, change colour ‘wash’ and beep.

The first challenge was turning the backlight off – WinMobile is a multitasking OS running WindowsCE as the kernel. The power management subsystem allows you to suggest power settings, but the OS takes into account all the running programs needs.

Turning the backlight fully off proved problematic in the project timescales (a matter of days). Next was beeping. The PC has always had a speaker that could beep – it was connected to the chip that controlled the keyboard – so has had a corresponding function e.g. in windows the MessageBeep function.

WindowsCE was designed for a range of platforms and embedded controllers and it looks like beep was not a core function. Luckily the Microsoft developers included some sample code on how to implement a MIDI sound system expecting hardware manufacturers to license third party full musical instrument libraries. It looks like the manufacturers kept with the simple sine wave sample code implementation.  This was good enough for our mobile phone beeping musical rendition.

The program on the phone was written in Microsoft .Net C# and consisted of two parts: one registering with a web service – logging the fact that it was still alive and its current IP address, and two a UDP listener – listening for commands from the controller over the network.

The controller was written to read the midi file of the Carol and send the individual notes to individual phones at the right time. Using UDP instead of TCP and the ‘performance’ setting on the phone meant that the commands arrived promptly on the phones.

work @ Lost Boys