Sapient Nitro: Digital Art Director on pitch for Kia Soul UK launch.
The project covered all touch points on the customer journey, from first thought through to after purchase care. I was allocated the social and mobile portions of the project to develop from the ground up; concepts, scamps through to final design.
Working with UX and a social strategist we devised the connective tissue that lead to an iPhone app and social road trip configurator. Plugging into Facebook profiles the app would tailor trip ideas and enable the user to collaboratively plan their trip, from music selection, packing space to lunch stops with social integration supporting the conversation all the way.
The pitch was lead by the CD with support from the PM, we were briefed then broke out into small teams, checking back as a whole until something stuck. Ideas started repeating themselves from different teams which gave us a good indication of what was working and what was not. Overall a highly productive way of working.
EDM work for Telstra, Australia's leading mobile network operator.
I worked closely with a copywriter from scamp to final designs on various campaigns.
RBS/NatWest bank: Lead Design for ‘The Next Generation’ (TNG) team.
Responsible for looking at the future of online banking; currently a siloed and locked in experience.
TNG’s vision is to develop an environment where there are multiple states of authentication, enabling tailored content to be delivered in areas that traditionally would be generic, giving the user a more relevant and helpful experience.
My role was to develop concepts and user journeys that aligned with this vision, pushing and challenging the technical boundaries of what is currently possible.
Working in sprints with another designer and UX we conceptualised, designed, prototyped, user tested and iterated a number of ‘stories’ ranging from payments and transfers to statement views.
I used Sketch 3.0 for this project, a design tool which aids the responsive design process and closes gap between dev and creative.
From early talks with the Nanjing tourism authority to creation of the finished site I worked on the Creative & Art Direction of the campaign.
We were approached by the tourism authority for Nanjing, one of the four great historic cities of China. They needed a bespoke platform from which they could communicate effectively with a western audience.
Our aim was to create an enticing online presence showcasing the sites and attractions of Nanjing.
Working closely with the client and through extensive research of our own, we identified key focus points in the rich culture of Nanjing and its key sites and attractions, and brought these to the fore. We enlisted an editorial travel writer and sourced local photographers, travel writers and translators to create original content that aligned with our brand strategy.
Giving prominence to Nanjing's natural beauty allowed the city to speak for itself, with subtle elements enriching the experience and helping to build the Nanjing brand.
Leading Art Director for all pitch assets including concept development and project scoping
Porsche had a busy year ahead in racing, with the launch of a brand new car and official Le Mans team.
The brief was to bring these events to an audience in an engaging and informative way, placing Porsche’s heritage at the fore and confirming their status as one of the most iconic sports car brands in the world.
Our Pitch: The heritage and familiarity of the Porsche brand in Le Mans would form our platform to launch the new car and build interest around the 2014 race. We aimed to show how every cutting edge development on the track filters through to Porsche consumer products.
The digital portion would develop over 3 phases, giving focused insights into Le Mans from a Porsche viewpoint.
Coming Home - Reflected Porsche’s heritage in ‘Le Mans 24 Hours’, highlighted 24 key moments in race history, and showcased the cars that secured 15 race wins to put Porsche far above the competition at the top of the winners list.
Return to Zero - For phase 2 the site would evolve to feature the New Car, Team Profile and Technological information, with a walk through of the key components that make up a winning car.
The Race - Leading up to and during Le Mans 24 Hour 2014, the ad feature would develop to focus on race preparation, racing strategy and the race itself.
From inception to completion of the project I was Art Director, including project scoping, strategy, branding, build, team management and client liaising.
Via an advertorial section within CNN, Siemens were keen to promote and increase awareness of their role in urban sustainability to key business decision makers and their existing network of customers.
Working closely with Siemens and their various departments we learned which internal initiatives embodied this role and how their core values could drive the infrastructure, design and branding of the site.
We identified 3 key pillars for the site and used Siemens’ new research centre, 'The Crystal', as a key focal point for the Launch. The Crystal is a sustainable cities initiative, dedicated to improving our knowledge of urban sustainability and located in the Royal Victoria Docks in London.
'City Works' provided an online showcase of Siemens’ role in urban sustainability where users can hear stories about the problems cities face, discover 'The Crystal’, and learn more about Siemens’ role as an international leader in sustainable city development.
My intensive involvement during the project’s research stages formed a wide knowledge base from which to lead the conceptual development of the campaign. From here I was in a strong position to liaise with a third party development agency. This fully immersive working process proved to be invaluable experience.
Azerbaijan’s Minister of Culture and Tourism approached us with a desire to increase public awareness of Azerbaijan as a tourist destination.
We identified the lack of quality online tourist information as a key issue. Existing resources were sparse and incomplete, giving Azerbaijan the feel of a country not fully geared up for modern tourism. The vast array of destinations, sights and activities, combined with Azerbaijan’s rich history, would entice many travellers if the information was handled correctly.For phase one of the campaign we curated the A to Z of Azerbaijan. Through collaboration with travel writers who had first hand experience in the country we built an A toZ – a central hub for the 3 year campaign.
Further campaign stages would build from this base and evolve over the 3 years. Each push would be aligned with key upcoming events in Azerbaijan for maximum impact.
Conception of the site including the competition mechanic and social networking integration. Site mapping and wire frames, Art Direction for all page designs and supporting online ads.
Abu Dhabi Tourism wanted to increase repeat visits, and entice business travellers to extend their trips and explore what their country has to offer.
We identified a lack of concise tailored content available for the time-stretched business traveller and set out to create a portal where they could explore the iconic sites of Abu Dhabi. Targeted marketing drove traffic to the site.
A key challenge was to harness the repeat visitor. We devised a competition to encourage participating members of the extensive expat community to be ambassadors for tourism. The requirements were to share their experiences of Abu Dhabi while with loved ones, friends and family, in the form of photographs.
The site launch was phased, with targeted marketing in sync with ‘Icons' articles being released on the site to showcase Abu Dhabi's offerings, culminating in a competition calling for photo submissions that, in conjunction with sourced sponsors, would win two people an all- expenses paid trip to Abu Dhabi including luxury accommodation meals and excursions.
400 applications were shortlisted and one couple won the prize.
Following the success and increased attention garnered from the campaign and competition we were asked to do a refresh a year down the line. Using a simpler method of multiple choice with the answers being found in the body of the site we harnessed over 850 entries.
The campaign involved liaising with a truly worldwide team to make everything happen. This included our server support in Atlanta, Development team in South Africa, the Client in Abu Dhabi and my team in London.
As well as art direction I got hands on with the design, encouraging a close relationship with the developers to make the user experience as rich as possible.
To celebrate 175 years of railways in Russia, we were tasked with creation of a website showcasing ground-breaking moments in the company’s history,
We took a playful approach to design and functionality in order to create a highly engaging and interesting final product. Designs were fully aligned with content to enhance key messaging, while remaining sensitive to the brand identity and client requirements. Easily digestible key facts were combined with playful illustrations to help communicate in a light-hearted and accessible way, further reflecting the celebratory nature of the campaign.
Art Direction, including concept development and leading of the pitch phase.
Hyundai were looking to bring their support of Euro 2012 to a wide audience of football fans whilst promoting the new Hyundai i30.
We planned to deliver a fully immersive and competitive way for the user to get involved with the excitement surrounding the games, and devised a full screen interactive video with a sophisticated screenplay to take them on a journey through Poland and Ukraine. Throughout the journey the user is invited to interact with the screenplay via gameplay. We injected key elements of ramification into the experience: actions, points, challenges, rewards, scores and leader boards all ultimately giving the participants a chance to win a trip to watch the finals.
The concept was well received and won us further work with Hyundai.
Art Director focussing mainly on concept development and project scoping
The Phillips Liveable Cities Award is a global initiative designed to encourage individuals, community groups and businesses to develop practical, achievable ideas to improve the health and well-being of people living in cities. The Award consists of three grants which are awarded for realisation the winning ideas.
Philips wanted to reach out to their target audience to explain the award and give inspiration to potential participants, as well as allow people to apply and follow their progress.
We created a CNN/Philips 'advertisement feature page' to showcase the award and generate discussion via a Twitter aggregator which displayed current relevant topics surrounding health and well- being in cities. Pushdown ads and a series of supporting ad units which housed the 'About the Award' video (created in collaboration with our production team)and 3 videos showcasing submitted ideas all contributed to driving traffic to the portal.
The campaign comprised digital and TV, and necessitated sharing of assets with another agency. Our digital team created graphics for animation and use in the TV spots, and the partner production team supplied assets for site and banner integration. This fully integrated process resulted in a challenging but ultimately fluid and agile workflow.
The award attracted 450 applicants from 29 countries, 3 of which were successful in receiving grants from Philips totalling 125,000 Euros.
Creative Director working with an Art Director and Account Director we put together a hand picked team consisting of a photographer, a retoucher, and designer. All client liaison went through myself.
Cafe Santo Domingo (CSD) owns 95% share of the Dominican coffee market and is one of the finest tasting coffees in the world. Until recently CSD has had very little reach outside of its home country.
Every month, Canadian visitors to the Dominican Republic (DR) take home over 4 tonnes of CSD in their suitcases. Our task was simply to let them know that they don't have to rely on filling their suitcases on a trip to the DR to get their favourite coffee.
We researched the market, scoped out the possible media sites and came up with some highly targeted concepts that would speak to the existing market using the Santo Domingo airport departure lounge to catch people’s attention.
With the brand being relatively new to advertising and our desire to push the most engaging concept, we initially created two possible routes. We then agreed with the Client to go with the safer option with a view to reviewing the performance and response to the route at a later date.
The first route played on the rich beauty of the DR and in turn the rich qualities of the coffee juxtaposed but perfectly blended with the striking images showing Canada and the DR closer than ever. Being a tourism destination the advert hung on the audience experience catching them on their return from a paradise holiday, CSD being one way in which they can remember their holiday time and time again.
The second concept was aimed at engaging people with relevant messaging. 'Tough Choices' addressed the common issue of packing that everyone faces before arriving at the airport. The coffee in one hand and Canadian centric items of luggage in the other, we set out to solve the problem of packing. Cafe Santo Domingo, now available in Canada.
From concept to completion, I worked alongside a designer developing concepts for the logo. From this, I designed the website, promotional materials, caps, aprons and stall graphics taking them through to print and build.
The Noodle Burger Company needed an identity. With all the variants of burger companies out there I wanted to keep things direct and simple that stood them appart.
The name Noodleburger put the noodles upfront, they were, after all the differentiator. This required a logo equally as direct which would give noodles the centre stage.
We explored different ways of representing the ‘noodle’ without loosing the ‘burger’, many looked like hotdogs, bacon or just plain burgers. After pages of perfecting the hand drawn noodle we arrived at our solution. The illustration gave a bold visual representation to the word mark which itself could function alone where necessary and still convey the message clearly.
I rolled out the branding designing the stall graphics, website, promotional flyers, hats, aprons, all social networks, priming content for the launch.
Noodleburger sold more units than any stall in the Brick Lane market in its first outing with positive feedback received in person and through all the social social channels that were pushed before during and after the launch.