Whilst at ODD I worked as part of the creative team's first global brand campaign for Eastpak - that launched in the summer of 2015. My role was working with the copywriter in devising integrated ideas for this campaign; focusing on establishing Eastpak as the global back-pack of choice for the Urban consumer. We did this by focusing in on what we called ‘pak the story (which fed into a new brand manifesto) & pak the city (which was the internal working title for many of the activations we devised). This was an exciting campaign to see come to fruition with global OOH of advertising working alongside simple but engaging social / content ideas and an updated online presence.
We won the London Bridge Experience & Tombs account whilst I was working as creative lead with MWI. Our plan outlined a year-long creative strategy to transform existing events in view of increasing footfall.
Being such a busy market place, with super short retention times, we needed our creative to clearly differentiate from that of TLBE's competitors, namely the 'not too far away' London Dungeon.
Conceptually, we took a two-prong approach, we chose to focus on 1. How the experience was perciveved and 2. Stand alone events.
For pereception purposes we distunigisue TLBE from the dungeons by focusing on 'The History & The Horror' - giving it an edge over it's competitior.
We then also looked at events and how we could create something very different to what was out there currently. We chose to focus on a 'b-movie' aesthetic, creating what felt like stand alone nights with Phobophobia and The Easter Head hunt, thus allowing us to work with bright eye catching neons whilst also being family-friendly.
Work here included everything from hoardings to landing pages, social and OOH (dep's & billboard).
Following our launch and the first 6 month ininitave, TLBE were crowned Runner Up 'Best Attraction for Groups' at the 2014 Group Travel Awards, second only to The View from The Shard.
They have since gone on to see a 60% increase in footfall.
Whilst freelancing for music and entertainment agency FRUKT, I co-created with my creative partner at the time, 'Jägermeister: Unearthed' - a concept based around collaboration, disovery and experience.
Our idea ended up being a pitch-winning one and the 1 million pound 'Unearthed' activation which luanched and toured the top UK music festivals in the summer of 2015 and due to it's sucess has continued to do so into 2016 . Festival goers could 'Unearth' different musical experiences, all located within the Jägerhaus, hidden in woodland areas at festivals such as Field Day and Bestival. The Jagerhaus sought to engage people with the brand's heritage and foster what would hopefully be a tranistion from theJager Bomb - to a long drink. This was one of the key objectives behind the whole piece - which had many elements including the Rout 56 - a long drink in a ceremonial glass to try re-establish the realtionship to Jager for the consumer.
For several months I worked on social / content for DMs.
Ranging from:
having a sheep eat out of a DM's to celebrate Chinese new year - something that was tentatively balanced between the brand's irreverence and cultural sensitivity around the day - but that was the best performing post of that year at that point.
To researching the American Hardcore scene and building a relationship with photographer Edward Colver; so as to be able to generate a ton of interesting and authentic content to launch a new range.
I met the Director / Producer team behind Siren at the stage they were taking steps to develop their own production company. From there I worked with them in developing their name, brand identity and a fully responsive website, all of which is now live.
Being mindful of wanting to stand out from the crowd in terms of competitor portfolio sites within the production industry, whilst also wanting to grow their high-end / art-driven client base - was at the core of how I approached Siren's brand identity.
We wanted the logo to be razor-sharp and memorable and for the website to be ‘image-led’, with a sense of play / discovery.
With this in mind I developed the UX to allow for content to slide in from unconventional points on the page. Whilst also establishing 8 break points, so to have optimum image resolution when viewed on different screens. This was along with each asset being meticulously created - bespoke project title, imagery and all.
The rigour and quality control of Siren was part of how I established the brand identity and it was exciting to feed this into a digital platform.
The platform served it's purpose with many clients noting that it was the deciding factor in commissioning that team. Work-load has now picked up to such an extent that I have worked with them on overseeing the design of a CM driven platform the still adheres the core principles.
Over the year I have worked on a number of different Healthcare projects - from a re-brand for vital Europe to a sight speicfic, responsive site and ttl clinic luanch for moorefields private.
