Creative and Concept work

GOOGLE CREATIVE LABS

SENIOR CREATIVE TEAM

The Google Science Fair was in it’s 3rd year of existence and in need of a communication vehicle to raise it’s profile and promote sign-up. Working with my creative partner, the brief to us was to (1) deliver a narrative that unified a global audience, (2) was rooted in a clear educational message and (3) inspired young scientist to engage in the community.

THE IDEA We needed a story about science. But science isn’t a story until people are involved. The story of the Google Science Fair starts with Google. And the story of Google is Larry Page and Sergey Brin. So this is where our journey began… because once upon a time Larry Page and Sergey Brin were 15 years old. Once of upon a time, they were ‘Just Like You’.

Working with the human insight that coming up world changing invention can feel unreachable and too daunting for a young audience. All kids need in the first instance is to feel inspired. The ‘Just Like You’ idea was designed to demystify scientific achievements and encourage young minds to take part by bridging the gap between established and aspiring scientists.

Final delivables included a film script and a online platform with supporting executional ideas from facilitation of generational conversations to a redesign of the sign-up process. Production was taken forward by the internal team at Creative Labs to realise over time.

Final delivables included a film script and a social platform with supporting executional ideas from facilitation of generational conversations to a complete redesign of point of entry and competition mechanisms. The project was taken forward by the internal team at Creative Labs to realise on over time.

HYPER ISLAND

INTERACTIVE ART DIRECTOR

A selection of collaborative projects working in a think-tank of six multi-disciplinary creatives during my time at the Interactive Art Director program at Hyper Island in Stockholm.

'THE PIZZA HUNT'

To drive the launch for a new Pizza Hut pizza, the brief was to come up with an idea that through it’s communication engages all 5 senses.

THE IDEA Pizza Hut's recipe for a their latest pizza has been stolen and we need your help to find it! It’s an interactive game. You're the detective. There are 10 suspects. And you need to solve the case by completing a set of challenges. Each challenge uses one or several of your five senses. And every challenge unlocks the next to bring you closer to the truth.

'RAISING THE ODDS'

Briefed with raising awareness of The Millennium Promise, a non-profit organisation dedicated to ending extreme poverty within our lifetime. The research showed our audience (20-35 year olds) as more likely get involved if the charity is familiar and when the information is received through a friend.

THE IDEA Put simply, The Millenium Promise work raises the odds of people living in extreme poverty. We created an app called "Raising ODD”, a gamification of signing up and giving to charity through raising a virtual creature in your phone.

You buy ODD’s through the app, this is your donation and each new ODD's looks and acts different depending on how you raise it. A social game that lets your friends get involved, swapping or co-creating ODD’s together. The idea provided an easy point of entry for people who usually wouldn't get involved in charity and promoted word of mouth spread of the charitable cause.

DIAGEO - THE SINGLETON

SENIOR CREATIVE TEAM

Diageo needed to shift the conversation from “age” to “taste” with the launch of their two new expressions of The Singleton whisky, ‘Tailfire’ and ‘Sunray’. Both positioned as “MADE OF TASTE”, having matured in flavoured casks.

THE IDEA Age is but a number. But taste is more than just flavour. Taste is what leads us in life. Towards the things we love. Towards new experiences. And in the end, this it's the sum of what makes us who we are. So we asked the audience, What are you made of? Introducing influencers with personal stories and inviting the audience to join the journey of The Singleton.