Concept development for the Samsung Youth Olympic campaign at 72 and Sunny Amsterdam. One of the directions was to create the parallel virtual games - The Y Games. Where youth athletes get to experience each others sports through VR and events. Creating an insightful social community during and after the Youth Olympic Games are over.
The concept was to make a statement that reflected the athlete’s character. Incorporating the products (shoes) in a way that would portray the athlete’s as superhuman action figures.
Project: Olympic global campaign. Print ads, outdoor, Nike Town and POS.
The best way to enjoy the weather is to play your way through it.
The concept was to show that irreverence is justified. Nike asked for a calendar that would introduce eleven former landmark shoes. However, if you add up 28 years of designing, producing and sometimes waffle-ironing athletic shoes for the worlds greatest athletes; 28 years of discoveries, mistakes, moral conflict and cultural revolutions, well then you end up with a fat gold book and the conclusion that: there is no finish line.
Project: special edition shoe release. 2000 special edition gold books produced and POS material.
As a concept the religious element of confession was a metaphor for this campaign. We often live in sin. Running makes us pure again.
My "to do" list is practically a novel.
I need to recharge more often than my mobile phone.
I fell in love with my screensaver.
Stress is in control of my life.
I dial zero for an external line from home.
I can’t remember how silence sounds.
I over sleep in the morning.
I can’t resist chocolate ice cream.
I pretend I don’t have time.
I can’t remember how morning air feels.
I take the bus for three stops everyday.
I make bad weather an excuse.
Project: women’s running campaign, Germany. Print ads, inserts, Nike Town, outdoor.
The campaign communicates that Nike designs apparel that moves with you as natural and effortless as your shadow.
Project: global apparel campaign. outdoor, print ads. Nike Town, POS.
Street basketball is all about showing off your moves. We shot the best pros and youth players in Italy. In both print and TV we put a black box in front of the players at the exact moment they performed their cool moves. The actual playground itself had a big black strip surrounding the fence to hide the players in the lead up to the tournament. The concept being, you don’t show off before the tournament. You show off at the tournament.
Project: campaign for the Italian playground league. Print ads, TV spots, tournament submission poster, outdoor, POS.
The concept was to give hope and pride back to the Portuguese youth. Great heroes can come out of this often-overshadowed country. We used a Portuguese myth to create our story;
"one day the king will return out of a misty morning and save our country". Communicating that, success lies not in the waiting, but in the making. New heroes come out of the mist to bring us all towards new discoveries. Portugal’s national football team and other successful athletes help inspire the future of Portugal. They are Portugal’s second age of glory. The campaign ran in three phases and across numerous mediums for more than a year.
Project: "Just Do It" campaign for Portugal. Print ads, TV spots, trains, outdoor, stores and POS. We used multiple ink techniques to communicate the king returning out of a misty morning.
Nike needed to be insightful to the women’s world. What better way than to bring out a little "dirty truth".
Project: women’s pan-European apparel campaign spring + summer. Print ads, outdoor, Nike Town, POS.
Nike makes apparel that is designed for movement (dfm). The concept for this campaign was that it would never be as powerful to talk about movement, as it is to simply show it.
Project: Global apparel campaign. It ran for one year with 32 executions using non- traditional printing techniques and intriguing media placements.
Gore-Tex is known for making a great product that works in the out-door environment. We wanted to communicate that Gore-Tex plays just as an important role in the in-door, everyday, office life. Our simple approach was "letting the toes do the talking".
Project: casual shoes campaign. print ads, trade show, POS.
The concept was based on the world we live in. it’s a crazy world. People do funny things. They do sad things. They are always searching for more. The A2 is an evolution in car making. It’s environmentally safe. It’s a car for people who understand that sometimes you get more from less. It is a unique car therefore part of the concept was to launch the campaign in a unique way. The campaign lived only on the web for the first few months. We asked questions and people interacted with the campaign without knowing what it was for or who was behind it. The car was not revealed until the print ads ran a few months later.
Project: launch campaign of the Audi A2. Web banners, website, tradeshow film, print ads, insert.
The concept was to produce a short film rather than a few TV spots to properly introduce the new Lego "beings". Character development, final script and launch plan were all part of the concept but after 6 month Lego ran into budget cuts and unfortunately this project never saw the light of day.
Boris Becker is the legend behind his own apparel line.
The brand is based on tennis but reflects his current life style in Miami Beach
Therefore the concept for his first branding campaign was "Serve Chilled"