When Riot Games’ tactical shooter VALORANT was released on console this year I was the creative lead on one of several cross platform tactics. We partnered with Red Bull Gaming and Red Bull Racing to create a custom VALORANT themed helmet for F1 driver, Yuki Tsunoda. Several pieces of content were created including: the custom helmet, social posts (Instagram, X, Youtube, TikTok) and video content filmed at the Red Bull Racing Factory in Milton Keynes. The videos also featured Pro Gamer and content superstar Tarik Çelik.
The result? The highest number of impressions and engagements of all the console tactics with over 10 million views!
Yuki also raced with the Helmet at the 2024 Belgium Grand Prix.
So, what did I actually do on this project?
- Concepting
- Principal Creative Direction
- Art Direction
- Client Liaising (Red Bull)
Commemorating the Walt Disney Concert Hall's 20th anniversary, Getty with digital agency Resn created Sculpting Harmony, an innovative online exhibition. This immersive experience offers an intimate look at Frank Gehry's iconic design through:
- Interactive 3D models and aerial photography
- Rare archival materials from Getty's collection
- Exclusive interviews with Frank Gehry
- A curated musical backdrop
Sculpting Harmony combines new scholarship with cutting-edge technology, inviting visitors to explore the creative process behind this cultural landmark. Through an accessible web interface, users can uncover the inspirations and techniques that shaped one of Los Angeles' most distinctive structures.
So, what did I actually do on this project?
- Copywriting
- Copy editing
- Consultancy
A digital hub that showcases a groundbreaking digital universe, where real and virtual worlds merge through their innovative "Metagame Layer." Zentry’s Web3 platform reimagines everyday life as an immersive MMORPG, combining gaming, digital assets, and cryptocurrency into a unified "Play Economy."
Working with Resn we created a brand new visual language, voice and associated copy content.
So, what did I actually do on this project”
- Brand tone of voice exploration
- Copywriting
- Site structure and art direction consultancy
adidas Speedfactory was a year long global touring activation which showcased the high-tech, data-driven AM4 running shoe and it's manufacturing process. The activation traveled to London, Paris, New York, Los Angeles, Shanghai and Tokyo, visually evolving to reflect each new city.
So, what did I actually do on this project?
Concepting
Creative Direction
Client Management
Event Orientation
For 6 years I worked closely with adidas digital marketing teams where I helped create 40 + projects ranging from: e-commerce to product launches, installations to games, consumer activations to social media campaigns, and R&D.
An immersive digital experience celebrating the launch of Riot Games' summer blockbuster event for the League of Legends, Star Guardian. The site was brought to life by global interactive production studio Make Me Pulse and served as the central hub for the various content created for the month long event.
So, what did I actually do?
Concepting
Creative direction
Creative QA
This playful infomercial with a nostalgic aesthetic and absurd graphics covered key points on how Allbirds tracks their carbon footprint in each of their products. Bret Mckenzie from Flight of the Concords lent his irrepressible charm to host the educational video.
So, what did I actually do on this project?
Direction
Creative Direction
Art Direction
Storyboarding
Client Management
The Blue Violet River by speculative future artist Anita Fontaine is an Augmented Reality boat tour commissioned by AND (Abandon Normal Devices) festival and first exhibited in the UK in June 2021. The Liverpool skyline playfully shape shifts via custom-built AR viewfinders on the decks of the Mersey Ferry revealing a surreal future fairytale.
So, what did I actually do on this project?
Co-concepting
Scriptwriting
Lyrics
The adidas Futurecraft.Loop launch event in New York City brought together 200 handpicked influencers from around the world. Surrounded by a custom 360° projection mapping setup, the event revealed the recyclable product through keynote speeches, video content and physical object installations.
So, what did I actually do on this project?
Creative Direction
Client Management
Mailchimp launched an epic, multi-platform culture moment inspired by the infamous mispronunciation “Mailkimp“ on cult podcast Serial. The ‘Did you mean Mailchimp?’ campaign featured nine wildly eclectic digital experiences with one thing in common - They all kind of sounded like “Mailchimp“.
I worked with Resn to bring a large number of the digital activations to life. The campaign was wildly successful and was a titanium Grand Prix at the Cannes Lions.
So, what did I actually do on this project?
- Ideation
- Creative Direction
- Creative QA
For the launch video of Allbirds brand new performance shoe, the Dasher we created a stop motion journey showing the product born from natural materials. The film ends with a choreographed sequence in New Zealand featuring over 100 athletes.
So… What did I actually do on these projects?
Concepting
Creative Direction
Scriptwriting
Storyboarding
Account management
During my time at boutique agency Wrestler I helped drive the creative output of Allbirds global content rollout which ultimately led to Wrestler securing Allbirds as lead creative partner in 2021.
The Humble Motor's site presents the inspiring story of a solar electric future. The narrative was visually underpinned by the 5 stages of the Sun: dawn, morning, midday, afternoon and dusk.
So, what did I actually do on this project?
Copywriting
A globally launch film for Allbirds new, petrochemical-free performance apparel range.
What did I actually do on this project?
Directing
Creative Direction
Concepting
Scriptwriting
Storyboarding
Account management
Banditø is an immersive, interactive-video experience released to promote twenty øne piløts’s album Trench. The band teamed up with Spotify’s in-house creative team and Resn to create an experience that was firmly rooted in the rich mythology of twenty øne piløts and its latest album.
So, what did I actually do on this project?
Concepting
Creative Direction
Client Management
The adidas ZX Flux microsite was a new kind of e-comm experience; Filled to the brim with lush animations, punchy graphics and Gen Z models looking cool.
So, what did I actually do on these projects?
Concepting
Creative Direction
Art Direction
Account Management
For 6 years I worked closely with adidas digital marketing teams where I helped create 40 + projects ranging from: e-commerce to product launches, installations to games, consumer activations to social media campaigns, and R&D.
Kekubian Assassin is the digital companion piece to Terrance Nance's HBO comedy vehicle: Random Acts Of Flyness. It's a mobile first-person shooter designed to drive home the message of street harassment.
So, what did I actually do on this project?
The Concept
Creative Direction
Client Management
Lifting the lid on the cutting edge science of Pioneer corn told through a gorgeous web-based choreography of realtime 3D assets and animation. The narrative was wrapped in an infinite loop representing the endless cycle of nature.
So, what did I actually do on this project?
Ideation
Creative Direction
Creative QA
A globally launch film for Allbirds performance running shoes the Tree Dasher.
What did I actually do on this project?
Directing
Creative Direction
Concepting
Scriptwriting
Storyboarding
Account management
Working with Lionsgate I led a team that created a unique mobile promotion for the latest Hellboy film. Users could browse secret archives then apply for a job where the real Hellboy would take the job interview. The conversation was powered by a custom A.I. tool voiced by Hellboy actor David Harbour.
So, what did I actually do on this project?
Creative Direction
Art Direction
Copywriting
A young adult sci-fantasy world exploring past lives, science, magic and alchemy. Spanning NFTs, animated series, games, metaverse experiences and beyond. The project has been successfully funded by Blackbird Ventures and additionally boasts x COO/CFO of Disney, Tom Staggs as an advisor and investor.
So, what did I actually do on this project?
Co-Founder
Creative Direction
Narrative world building
To launch the new water resistant Chuck II, Conversed teamed up with Hip Hop superstar Keith Ape and created a water themed, web-based interactive music video for mobile. Users are plunged into Wetropolis, a future-world of neon soaked gifs.
So… What did I actually do on this project?
The Concept
Creative Direction
Directed music video (B-roll)
Client liase
Panera Land of Clean, was a delicious web-based adventure game highlighting Panera’s commitment to eliminating artificial ingredients from all of it’s products. Players could explore and discover three intricately modeled and animated foodscapes while cleaning up the world by banishing the pesky chemicals. The huge scale models made from actual food were built and captured by world renowned food artist and photographer Carl Warner.
So, what did I actually do on this project?
Creative Direction
Art Direction
Copywriting
Client Management
This was my fifth collaboration with the adidas Clima team while working for Resn Europe. For this season, we supported the global campaign’s ‘Not Made For Normal’ aesthetic of heat and documentary style photography, by creating an evocative and fashion-centric. single scroll experience.
So, what did I actually do on this project?
Creative Direction
Ideation
Client management
For 6 years I worked closely with adidas digital marketing teams where I helped create 40 + projects ranging from: e-commerce to product launches, installations to games, consumer activations to social media campaigns, and R&D.
A kaleidoscopic lookbook and e-commerce hybrid which showcased the collaboration between adidas Originals and Brazilian brand The FARM Company.
So, what did I actually do on this project?
The Concept
Creative Direction
Client Management
For 6 years I worked closely with adidas digital marketing teams where I helped create 40 + projects ranging from: e-commerce to product launches, installations to games, consumer activations to social media campaigns, and R&D.
Yap Trap is an award winning animated musical sketch comedy series for 6-9 year olds. The show, now in its 3rd season, is streaming on Television New Zealand’s content platform, TVNZ OnDemand. The show have been purchased by Jetpack, a leading international distributor of kids shows and is now playing in several territories.
So, what did I actually do in this project?
The Concept
Scriptwriting
Co-directing
Songwriting
Voice Acting
Singing
Dove wanted to take on media judgement of female athlete's appearance by encouraging people to respond directly to sexist comments on social media. We worked with IMB Watson to learn, then aggregate sexist and inappropriate comments from media outlets large and small. Users could respond directly to publications voicing their disapproval.
So, what did I actually do on this project?
Concepting
Creative direction
Account management
Sound In Color enabled users to capture any piece of audio on their smartphone or desktop and transform sound into a lush, abstract work of art.
So, what did I actually do on this project?
Creative Direction
Art Direction
Copywriting
Client management
Rip Ready was an online tool that gave key adidas sponsored athletes and influencers the ability to create eye-popping custom videos for Instagram. The tool had a simple user question flow and from the responses a unique piece of content was created. The shareable video included hypnotic and dynamic text animations related to user input.
So, what did I actually do on this project?
Creative Direction
Client management
To raise awareness around Subaru's positive, pioneering environmental legacy, we transformed the classic linear timeline into the perfect visual metaphor - The rings of a tree.
What did I actually do on this project?
The Concept
Creative Direction
Art Direction
Client Management
