Me in 6
1.
This is a cinema ad I wrote to launch a beer. Sitting in a dark room with a big screen and great sound it really made an impact. Context is everything in design and advertising, so I try to project myself into the moment a piece of work will be experienced.
2.
Like for this meal brand I helped create. I started by imagining a hungry worker scanning a supermarket shelf wondering what to eat for dinner. I wanted to speak to them in that moment. From there we developed this idea of great food arriving in your plate at speed.
3.
“Make the ad the logo” someone once said to me. I love that and try to make work that is unmistakably the brand, This campaign is for Japan’s biggest sports drink. We shot it on a beach in South Africa because it’s one of the few places in the world where you get brilliant white desert meeting azure ocean, the exact colours of the brand.
4.
It’s why when I have an opportunity to create a brand, I fill it with distinctive things I can integrate into the advertising and design. Like for this telco for young people. We thought a lot about how it would live in the real world.
5.
A distinctive tone of voice is harder to create than a distinctive look and feel. (There are only so many tones of voice.) What helps is having something to say. I created the Eat.More.Plants. platform for Soulara to give them an obsession for their storytelling.
