For our 2024 Global Brand Holiday campaign we created our own LEGO brick Character, Cataclaws.
A character created to disrupt the boring holiday traditions and remind everyone that there’s nothing more important than human connection and play during the festive season.
Our Global hero film tells the story of our playful disruptor as she embarks on an epic adventure to become a Cat-alyst for play, showing up in boring and disconnected periods of the holiday, transforming them into moments of joy and fun that bring families closer together.
Directed by Brazilian duo Alaska and production company New-Land, the hero film features more than 20 different LEGO products and unique builds, along with cameos from beloved famous characters as well as various mini Cataclaws builds hidden throughout. There are also a whole host of other firsts and surprises for LEGO fans to keep their eyes peeled for.
In store we brought Cataclaws to the window displays and gave fans the opportunity to build their own mini Cataclaws through Make & Take opportunities.
We also created a Cataclaws Christmas sweater that was also available in stores with LEGO Minifigure Factories for fans who want to accessorize their Minifigure with a Cataclaws Christmas sweater this season.
And for fans eager to turn their LEGO Tuxedo cat or even real cats into their own Cataclaws, we also created LEGO beanie building instructions here.
We also had Cataclaws bring the play in different cities with Anamorphic OOH.
And we accessorised our iconic Minifigure outside our LEGO Campus HQ in Billund with a Cataclaws Christmas sweater.
So move over Santa there’s a new cat in town.
Agency: Our LEGO Agency, The Lego Group
Role: Global Creative Director - Brand
For our Global Fall 24 Brand Campaign “Play is your Superpower” we rebuilt the world with play with activations globally in NYC, London, Berlin, Tokyo, Seoul and Paris. These activations took well known landmarks in these cities and disrupted them with LEGO creative play.
We also collaborated with Snap to create a LEGO Building lens that allowed you to get creative and build on your mobile phone.
Agency: Our LEGO Agency, The Lego Group
Role: Global Creative Director - Brand
The world of crypto is a sleep deprived world of constant FOMO.
Together with our client Bybit we wanted to change that and create a product that would solve this problem for crypto traders.
“Mooning” is a term used to describe a cryptocurrency that is under a strong upward market trend. Another common use of the expression is the phrase “to the moon,” which refers to a strong belief that certain cryptocurrency is soon going to rise significantly in price.
So using this insight we created the Moon pillow™. The worlds first crypto pillow that vibrates to wake you up when your stocks are “mooning”.
To launch it we created a meme filled music video with a crazy catchy ear worm and a range of 300 unique NFTs for you to purchase the pillow, each a specific time of day from sunrise to sunset
It’s the MOOOOOOOOOOOOOOOONPILLOW™!!!!
Regional work for Spotify.
Markets: Thailand, Indonesia, Philippines, Vietnam, Singapore, Malaysia.
Agency: TBWA Singapore
Role: Executive Creative Director
Awards: One Show Shortlist 2023, Webby Nomination 2023, Spikes Bronze 2023, AdFest Bronze 2023.
Over the last 3+ years it was a realtime rollercoaster ride helping our client the Singapore Tourism Board navigate the pandemic and all the challenges that came with that. We produced over 800 pieces of work. More work than the brand had created pre pandemic. We moved to a social first strategy and pretty much never stopped creating. From long and short form content to global brand films to a permanent sculpture. These are some of the highlights.
On June 4, 2014 we helped State Farm launch a live concert platform which we called, Neighborhood Sessions with the pop icon Jennifer Lopez - a program that brings big artists back to small neighborhoods, for a free concert and TV special event unlike any other. We not only threw a free concert for Bronx neighbors, attended by over 25 000 people, but also shot and created a 60-minute TV special that debuted on TNT on February, 14, 2015, in partnership with Radical Media and Danny Clinch (photographer/director).
For a brand that strives to behave "like a good neighbor," Neighborhood Sessions was a chance to prove it in a very real way by thanking the good neighbors who helped JLO get to where she is today, and shine a light on other people in the Bronx doing good. State Farm took things a step further and made donations to help local causes, leaving a lasting impact on the neighborhood.
Agency: Translation New York
Role: Creative Director / Art Director
We raised awareness like you might for any cause: with a run.
A 4.01K, to be exact—only this time, the charity was the runners’ own future selves. And the entry fee? A commitment to donate just one percent more of their income to retirement. As part of our “Bring Your Challenges” campaign, we invited people to attend a huge race and festival where we could educate them about saving for retirement in way that they could better understand—all while they were active and having fun. We planned the race in the nation’s capital.
And we blanketed Washington, DC, with radio, online and out-of-home advertisements, including a takeover of the Union Station Metro station, to encourage runners to register. Under a still-gray sky (and a light drizzle), thousands came to run.
Using RFID technology, we made the race interactive, encouraging runners to actually think about their futures and make decisions as they ran. Even if you couldn’t make it to DC, you could still run your own 4.01K with MapMyFitness. More than 80,000 people from across the nation signed up to run.
Agency: Droga5 New York
Role: Art Director
Awards: D&AD Wood Pencil 2016
This was a global pitch.
It came down to us (CP+B) and W+K.
We won.
The brief was to create a global platform idea to re launch the brand to the world. We needed to establish Turkish Airlines as the biggest airline in the world with the biggest fleet and that they fly to more destinations than any other airline.
Oh and the client wanted the film to get over 100 000 000 million views on YouTube. No big deal. We got 150 000 000.
Our platform idea - WIDEN YOUR WORLD
To bring this to life this we created an epic global selfie battle between Kobe Bryant and Lionel Messi. The film garnered billions of impressions globally. Exploded Twitter. Was the subject of countless memes online and amassed millions of shares.
And was crowned YouTube's Ad of the Decade.
http://www.adweek.com/news-gallery/advertising-branding/youtube-crowns-its-ad-decade-165137
Agency: CPB LA
Role: Art Director
Director: Joseph Kahn
Editor: Hank Corwin
Awards: YouTube Ad of The Decade
Getting to work on and steer this powerful brand platform has been pure joy.
This is a selection of some of my favourite pieces of work we have created over the last 3.6 years.
We’ve tried to bring visual storytelling and art to the financial world to disrupt the way a bank communicates.
Agency: TBWA Singapore
Role: Executive Creative Director / Art Director
Directors: Rollo Jackson / Eben Mears of Psyop / Mark Waring / Jaron Albertin
Awards: D&AD Shortlist / One Show Merit / Clio Bronze / New York Festivals
How we turned phones into 'Stranger Things' Walkie-talkies
There are loads of MVP candidates in Stranger Things. Winona Ryder, Millie Bobby Brown, Hopper, the eerie soundtrack. One prop that definitely deserves to be on the ballot is the Realistic TRC-214 walkie-talkie; it does some seriously heavy lifting in the unfolding of the plot. Season 3 of the hit series was about to drop and T-Mobile wanted to leverage their partnership with Netflix without seeming like a dad-dancing brand encroaching on an epic cultural moment. This is the story of how we turned phones into retro 80s walkie-talkies.
Tapping into the outlandish phone case zeitgeist, we created the collaborative accessory to end all collaborative accessories. The T-ALKIE was the first walkie-talkie phone case.
Modeled on the original RadioShack design of the show, the case came with a fully-extendable antenna and had peak coverage across the entire T-Mobile network, including Hawkins. Also compatible in the Upside Down.
Having distributed the coveted cases via competitions on social, we released the T-ALKIE app; a clever piece of software that transformed every smartphone into a functioning walkie-talkie. Here, you could eavesdrop on S3 conversations; hear from Erica Sinclair, the newest addition to the Stranger Things crew or just go old school and talk to friends via a push-to-talk button. Over and out.
Agency: BBH LA
Role: Creative Director / Art Director
Awards: Webby Award 2019 Media & Entertainment
Incredibly proud of the work that we created over the last 3.6 years during the pandemic. This is a selection of some of my favourite pieces that I helped to lead. A brand relaunch to take the airline into a new post pandemic world as well as a Sonic identity and a visual brand design refresh. The global film was directed by Liz Murphy and photography by Joey L. Sonic identity was created in partnership with DLMDD Amsterdam.
Agency: TBWA Singapore
Role: Executive Creative Director, Creative Director, Art Director
Awards: Best Sonic Identity - Design Week Awards 2022
Creating a real time social experiment in Kodiak, Alaska.
To launch Vaseline's new prescription strength moisturizer we put the product to the test by conducting a social experiment in one of the harshest climates in the world, Kodiak Alaska. We set out to see if one person, Petal Ruch could prescribe an entire town and then eventually the nation. Director Derek Cianfrance shot over 150 hours of film documenting the lives and the skin of the residents of Kodiak, Alaska. Photography by Elinor Carucci. All the content created was used to create a national advertising campaign as well a digital experience where you would interact with all the people from the town to hear their stories and learn more.
Agency: BBH New York
Role: Art Director
Awards: Webby Award Website Design / Jay Chiat Awards Grand Prix
Swagger over seventy. For the launch of Ikea’s first streetwear line we ditched the usual influencers and hit the streets of Chinatown in search of new models to showcase the collection.
Over 36 Million impressions.
Featured by Vogue.
Over $1 000 000 in PR with a budget of $7 000.
Merch sold out.
Proving style can belong to all.
Agency: TBWA Singapore
Role: Executive Creative Director
Awards: Craft Shortlist One Show 2021, PR Shortlist One Show 2021, Bronze APAC EFFIES 2021, PR Shortlist New York Festivals 2021.
While at Translation New York I led the State Farm Business. This is a selection of some of my favourite pieces of work we created.
State Farm NBA Sponsorship
To evolve the State Farm "Cliff Paul" campaign, we created the National Bureau of Assists (NBA) - a parallel organization to the National Basketball Association (NBA). We then filled it with other basketball stars that happened to have twins at State Farm. We shot two teasers along with a launch spot that all aired on Christmas Day 2014. This introduced everyone to the National Bureau of Assists and the new State Farm agents that work there. We then did the campaign follow-up with individual agent spots.
For digital we mirror imaged the actual NBA site with National Bureau of Assists (NBA) content.
OOH and print ran around the All Star games in NYC giving people actual assists around New York.
And limited edition basketball cards were created for fans.
Agency: Translation New York
Role: Creative Director / Art Director
Director: Mike Maguire
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State Farm Brand - Magic Jingle
After 5 years, the State Farm "Magic Jingle" campaign was due for a refresher. We wanted to take apart the formula that made the spots work (have accident + sing jingle = get agent) and see what happens when we played by a different set of rules. We changed the POV on the Jingle to see just what happens at State Farm every time the Jingle is sung.
We also shot an Elvis tribute spot with Elvis impersonators to coincide with Elvis's Birthday. Both spots were directed by Roman Coppola.
