A new illustrative route to showcase the potent brew of action sports, music and street art at NASS Festival 2017.
Role: Creative Director. Curated with Upfest.
2017 saw some more huge murals throughout the site from some of the most talented artists around. For the first time at NASS we covered the ends of the vert ramp using 44 sheets of ply for Irony and JXC to use as giant canvasses. Squirl brought the 2017 festival visuals onto our feature wall at the end of the Truck and Bearing, while Si Mitchell was bringing the history of the pub to life with a character mural showcasing the craziness of founders Cedric Mac, Beanie Yasuda, Pudge Williams and Mitch-1. The Fanakapan and Cheba collaboration wowed the crowds with Fan’s signature chrome balloons spelling out NASS to the backdrop of Cheba’s mesmerising galaxy-scape. Voyder’s freestyle hammerhead burst out of the BMX wallride container, which also featured typically twisted work from Frank Styles & AEM. Lilly Lou’s beautiful typographic style showcased Long Live Southbank’s ‘You Can Make History’ messaging along the NASS Park passageway alongside some tight work from HASS. Samer added his Bob Marley inspired 'three little birds' to the new VIP pavilion.
There was also a feast of live art throughout the weekend. On the Saturday, Lost Souls (minus Keith but featuring Tony Riff) painted the mini ramp in the Truck and Bearing Garden. Seeing the can control on show (even with hangovers) was as impressive as ever. At the same time, MOA were adding their signature work to the Truck & Bearing garden, giving punters a close-up view of their work coming to life. Frank Styles and AEM drove their own car onto site to paint to the backdrop of Pendulum’s headliner set.
Our NASS Park was given a street art facelift with Captain Kris, SPZero and Tony Riff adding their unique characters to the ramps and rails.
Role: Creative Lead for IncrediBull agency
An extensive project including campaign website design, contest promotion, interactive social map and event space concept and branding.
Skype partnered with ESPN for the Summer X Games in Austin, and as the lead creative agency we delivered a multi-faceted campaign that helped fans get closer to the action. I oversaw the design of the campaign website which acted as a microsite for multiple activations (including promoting the chance for fans to speak to extreme sport stars), as well providing fans with live X Games information via an interactive map. I also designed Skype's event space on the ground at the Circuit of the Americas in Austin, and came up with competitions and giveaway ideas to generate interest amongst the crowds.
The interactive map not only featured on the Skype campaign site, but also became ESPNs official social map, showing live tweets geotagged to various events at the venue. Fans could use the Bing powered map to browse photo, video or tweeted content throughout the competition via a carousel of recommended posts, filtering by content type or by selecting pins from the map itself. Content was provided from our selected X Games VIP reporters, other fans and competitors themselves by using #SkypeXGames or #XGamesAustin hashtags.
We also designed the creative for Skype's event space on the ground, vying for fans' attention in an area packed with major brands. Enter the Skype Airstream - a custom built machine 'pimped' by the guys at West Coast Custom. This sat in a branded area under a giant die cut banner of BMX star Chad Kerley, and padded truss covers highlighting the competitions and giveaways on offer. Staff clothing, giveaways and signage were all created to boost Skype's presence at the event.
A custom built podium was also created, mimicking the official ones used for the X Games, allowing fans the opportunity to step up and pull a celebratory pose. Throw in some extreme dress up gear and we had a photo contest with the winners bagging Nokia Lumia phones.
The addition that pulled in huge crowds were our resident street artists Jason Eatherly and Briks Drewitt. Located in the Skype Airstream, these two local chaps customised hundreds of branded swag bags with artwork requested by the fans. These bags were handed out at the Skype Airstream, as well as being available at the official X Games store, where a printed label directed customers to the airstream.
With thanks to Tom Edwards from IncrediBull, Frode Sorensen, Brian Norman from Earthware & the Skype team
Photography © Harrison Boyce
Creative Lead / Art Direction / Emoticon Design for IncrediBull agency
This was a designer’s dream: transforming Marvel’s iconic Captain America characters into cheeky Skype emoticons used by millions. And it was the first time Skype had ever created new emoticons for a promotional campaign. Grab your shield!
These animated heroes formed part of the ‘We Salute You’ project promoting Skype’s partnership with Marvel for the launch of the sequel Captain America: The Winter Soldier, and were created to draw attention to the partnership, encourage Skype use and attract users to the campaign website.
Working closely with Marvel and Skype, I designed the look of the emoticons, as well as created the storyboards for each emoticon animation, which had to be clear at a variety of sizes, including 20×20 pixels in the Skype client itself.
The chosen characters were the Cap himself, Colonel Nick Fury, the Black Widow and the mysterious Winter Soldier. After the Skype emoticons were designed, and the storyboards were created, they were animated by the very talented Julian Frost, of ‘Dumb Ways to Die’ fame.
To generate traffic to the campaign website, we locked the fifth emoticon that could only be released via a series of clues on the site. When completed, the secret emoticon showing Cap deflecting bullets with his iconic shield appeared, along with the code word to use it in a Skype chat.
Once finalised, print vector versions were created and they were rolled across avatar downloads, social posts, digital banners promoting the website and limited edition merchandise to hand out at the LA premiere and at special preview screenings.
The launch of the emoticons across various Skype application releases generated huge global interest across social media, with articles in Wired, Digital Spy, Pocket Lint, Übergizmo andTechradar among others. The wired.com exclusive saw increased traffic to the campaign site, with up to 5 clicks per second after the article went live.
The emoticons also became part of the sell-in for Skype’s new XBox client, adding to the social buzz, culminating in 18.9 million social impressions. We also created social posts for Twitter, Instagram and Facebook, as well as adding GIFs of the animations to GIPHY.com in order to help people spread the word. The reaction was overwhelmingly positive across earned articles, with reporters excited about the collaboration and the challenge to unlock the hidden emoticon. Twitter impressions hit 15.2 million, with Marvel fans spreading the word, as well as global tech sites keen to report on the new addition to Skype.
Overall, the Captain America emoticons gained 47.8 million impressions online (across the web challenge, blog, PR, media, and social), with 29 times the average Skype blog traffic for their piece covering the emoticons.
In the words of @irishchauffeurs, “Captain America themed Skype emoticons were probably the reason I was brought into this universe” : )
My favourite comment came from Hoppus, Mayor of Awesomeville (obviously): "Aren't these Skype emoticons super dopesauce". Couldn't agree more.
With thanks to Tom Edwards & Ginnie Le Mestre from IncrediBull, Julian Frost (animation) and the Skype team
Creative Lead & Designer
A brand overhaul for the award-winning London creative comms agency including a fully responsive website, brand guidelines, stationery, office decals and social media elements, as well as key messaging and tone of voice.
The company was also given the new strapline and guiding principle: "We love to bring brands and people together".
With thanks to Tom Cornfoot & Samantha Evans from IncrediBull
Creative Lead for IncrediBull agency
IncrediBull worked with Skype and SYCO to create a modern, social-targeted youth campaign with a simple competition mechanic: think of a burning question for Simon and submit it via Skype video message. Winners were featured in our 30 minute online show and bagged a trip to see One Direction—in LA.
The campaign used social media to spread the word, targeting our audience by engaging two fantastic youth vloggers who helped host the program and curate the questions.
As creative lead, I worked on all creative elements, including campaign conception, landing page and promotional digital assets.
Some tough benchmarks were put in place and we smashed them all:
• The show and related videos gained over 1 million YouTube views.
• 4,133 likes and 584 comments with 97 total published articles
• 141K visits to the campaign hub
• 272.9 million social impressions (161% of benchmark)
• 2,200 VIMs received and over 7,000 Skype contact requests…
…All within two weeks!
The Ask Simon campaign also picked up a PRCA Dare Award.
With thanks to Matt Coombes from IncrediBull, Jason Ruddy from Monster Riot, the Skype team, 10 Group & 33 Digital.
Conception / Design / Delivery
Look and feel for creative content gurus 'Unveiled'. The inspiration for the chosen direction came from opening doors and unravelling ribbons - giving a sense of content being 'unveiled'. The logo was provided alongside a colour palette, brand guidelines and a business card design.
Creative Lead for IncrediBull agency
Skype Moment Makers is an evergreen campaign recruiting and showcasing brand ambassadors representing a range of passion areas. As lead creative on the agency side, I oversaw the look and feel for the campaign, that was centered around the dedicated Moment Makers website (found here), which houses Skype stories and 'moments' created by Skype, the Moment Makers and Skype users.
This was the first time that Skype's new visual identity had been used on a website, so involved close collaboration with Wolff Olins and Skype's brand team in order to successfully execute the vision.
I was also responsible for developing a customised gift pack that was sent to new recruits, with personalised pin badges, business cards, clothing, lanyards and notebook.
With thanks to Frode Sørensen, Matt Coombes from IncrediBull and David Buddenhagen from Skype. 1000Heads developed the website.
Creative Lead for IncrediBull agency
I was the creative lead on Nokia’s global employee ambassador programme, creating the campaign theme, messaging, visual identity and programme comms.
Members received a personal invitation to join Show Your Colours, before attending a Lumia Live training session where they got their hands on a brand new Nokia Lumia. Members then downloaded a mobile app, which set a series of missions that challenged them to share their Lumia experience with the world.
61 countries. Over 14,000 participants. 65,000 missions completed. In an anonymous survey from a sample of 1000 people, over 98% of participants said they left feeling more confident in their role as a Nokia ambassador. 99% planned to continue in their role as a Nokia ambassador and 98% rated their Show Your Colours experience ‘good to excellent’.
The campaign was Highly Commended at the PR Week Awards and nominated for a PRCA Award.
Thanks to Tom Edwards from IncrediBull and the Nokia team.
Creative Lead for IncrediBull agency
In November 2013, IncrediBull transported the action and excitement of Marvel's Thor The Dark World premiere to patients at Children’s Hospital Los Angeles. We transformed part of the hospital into an extra special screening room, complete with its own red carpet, paparazzi and even our very own Thor to meet and greet the kids as they arrived. They were then able to ask questions directly to the heroes of the movie on the official red carpet via Skype, with Chris Hemsworth, Sir Anthony Hopkins, Tom Hiddleston, Kat Dennings, Stan Lee among the Marvel stars they spoke to. The kids then settled in for a special simultaneous screening of the movie itself, shown at the same time as the LA Premiere.
As creative lead on the agency side, I was responsible for transforming the conference room in Children's Hospital Los Angeles into a screening room fit for a Marvel blockbuster and red carpet area to make the kids feel like VIPs (adhering to the many restrictions), as well as the branded giveaways. It was great to be there and see how much the kids enjoyed the day.
"I wish I had a way to express our deep gratitude that would do justice to the amazing gift that Skype and Marvel gave Children’s Hospital Los Angeles on Monday night—what a tremendous job you all did creating what is, without a doubt, one of the most memorable events we’ve had to date. We know a tremendous amount of time, resources, energy, generosity and heart went into making this a special night for our patients. Please extend our sincerest thank you to everyone who worked on this, especially everyone with the wonderful, well-oiled machine that is the IncrediBull team. It truly was a pleasure working with you all!"
Lyndsay Hutchison, Marketing Communications Department, Children’s Hospital Los Angeles
Creative Lead for Boomerang Media agency
A brochure, microsite with embedded online presentation and set of limited edition postcards to promote the advertising opportunities within Goals Soccer Centres in the build up to Euro 2012.
The client wanted to promote the advertising opportunities within Goals 5-A-Side Soccer Centres, especially during the build up to the Euro 2012 tournament. A brochure, online animated presentation and a set of collectable illustrated postcards were created in a graphic novel style to send to relevant agencies and clients to create intrigue and start conversations. Three of the four postcards were mailed out with the brochure with information about the Euro 2012 tournament opportunities on the reverse. The Rooney postcard could only be received if the recipient contacted the client, providing a talking point and a sales opportunity.
I created the format, visuals and copy for this project.
With thanks to Paul Capon from Boomerang Media
Role: Concept and design
During the summer of 2012, Boomerang Media launched a guerilla postcard network in major cities to highlight the exciting events happening in the UK such as the Queen's Diamond Jubilee, the Olympics and Paralympics, multiple music events and sporting contests such as Wimbledon. Boomerang required a look and feel for the campaign that captured an essence of royalty, Britishness and the general feel-good fever. It needed to appeal to consumers (18-35) looking for interesting and relevant art cards, but also needed to capture the attention of advertisers.
The result was Union Racks - a versatile and portable cardboard rack inviting people to 'Join the Party'.