Off the back of my work with Fallon on the Sony Global re-pitch, I was asked to help pitch for the Nationwide account at 18 Feet and Rising. And this time we won :)

After creating the most memorable ads of the noughties, Fallon London was asked to re-pitch for the global Sony account. With enough traditional creatives in-house to sink a ship, I was asked to help diversify their offering by conceiving digital platform ideas across every facet of the Sony Corporation.

This was an amazing brief and an extremely rewarding month of hard work. Unfortunately Fallon wasn’t successful, which means that all those ideas have now been locked away (temporarily) in my golden refrigerator…

Everything Matters is much more than a consumer-facing website. It is the entire comms platform for Panasonic Europe through to 2010. And its the culmination of almost a year’s work which began with the strategy, in conjunction with Vizeum (UK) and Strawberry Frog (NL).

As a website, ‘Everything Matters’ is a content portal. It was created to be a central repository for the various brand stories that Panasonic has to tell, but has not for various reasons. The content can be filtered by the user, and of course the site is fully dynamic and modular.

Awarded the FWA Site of the Day 02.09.2008
Awarded the Interactive Pick of the Day 05.09.2008 by Creativity Online

Both in style and approach, it is a radical departure for Panasonic. There is very little product detail on the site and the soft grey gradients on white was dispensed with for a more tactile, human art direction. Major battles that we fought very hard to win.

The content on the site was conceptualised to be varied in both form and depth – sitting somewhere between a print ad and a website. In other words, some information but with the visceral impact and simplicity of a print ad, aided where possible by interactivity.

It is scheduled to grow massively over the coming 3 years, from world-firsts through to tiny details that make their digital cameras the best in their class. All reinforcing the philosophy that ‘Everything Matters’.

I was the conceptual and creative lead on this project, with a team of 3 designers, 3 flash devs, a 3D animator and a sound designer.

Launch Everything Matters

2007 saw Adidas (global) focus most of their marketing budget on the second version of their ‘Impossible is Nothing brand campaign. de-construct created this destination site to house the inspirational content of Adidas’ stable of world-class athletes including David Beckham and the current men’s 100m World Record holder, Tyson Gay.

Awarded a Gold Clio 2008, Content & Contact.

With deeper user-generated content ruled out by Adidas, we were left with tonnes of video content – courtesy of the ATL agency 180 Amsterdam – but nice films do not a website make. So we set about translating the athelete’s ‘impossible’ stories into a series of interactive games. We also opened the engine up to all users, allowing them to create their own ‘impossible’ games and then embed them in their myspace/blog.

As the Art Director, I was responsible for 3x online shoots in London, Madrid and Los Angeles as well as a team of 8 people including 3x designers, 3x flash developers, 1x sound designer, and the external agency creating the games.

Launch Impossible is Nothing

de-construct was tasked with creating a step-change in the way Panasonic communicates across Europe, by putting digital at the heart of their comms strategy across 2008 and beyond.

Working with Strawberry Frog Amsterdam (ATL) and Vizeum UK (media strategy), our brief was to come up with a platform concept from which every single marketing channel would use as a base – TV, print, digital, PR, POS and retail. No small task as the concept had to ring true for extremely disparate audiences both internally at Panasonic, as well as to the consumer.

Boredom Is Your Fault was an outlet to hone my critical thinking and writing about the advertising industry for many years. Discontinued in January 2010 owing to time commitments, but the ethos still serves as a personal manifesto.

Begun in January 2006, its an uncompromising filter of the best creativity that our little globe has to offer – be it art, design, advertising, music or fashion. In other words, its an archive of all the coolest stuff I come across over the countless hours I spend scouring the web. Its the space where I can say what I think about other people’s work whilst shameless promoting my own.

The logo was intentionally created to mimic the magnets you get as a child to play with on the fridge. And in many ways that is part of the manifesto – to look at the world as with the eyes of a child. To constantly be in awe of everything around you.

It was the first wordpress theme I designed and coded. It was always my intention to release it into the wild, but my coding leaves a lot to be desired ;-p. Many thanks to Chris Blackburn for his help in this department.

Launch boredom is your fault

‘Your Own Personal Jesus’ is a project that explores the idea that religion has been replaced with global consumer capitalism and its associated vices. Taking an iconic image of Jesus as the ground, I developed a system in Flash which replaces the pixels with any symbol desired. The example above is a composite running top-to-bottom as follows: Alcohol; Death #1; Tobacco; Cocaine; Caffeine; Wealth #1; Ecstasy; Death #2; Wealth #2.

Launching soon as a website, Your Own Personal Jesus will open this project up for anyone to upload any symbol of their choice, then publish the result as part of their blog, allowing them to quickly and easily make a comment on religion today. The results will be exhibited in London.

Launch Your Own Personal Jesus

This wall was the second collaboration between myself, Dangerous Dave and Wen. We began a few days before halloween with 20 litres of black paint and the previous mural. I recorded the whole process and compressed it into these 90 sec. Its much nicer to watch that way.

Volkswagen UK partnered with 4 illustrators across Europe to create a series of de-cals for the New Beetle. Apart from a microsite, it was decided that VW actually needed a new brand to best communicate the concept behind the project. After many proposals, ‘Art’ was (unfortunately) chosen. From this point it was a small, logical step to use the gallery metaphor for the microsite.

Launch Beetle Art