A few campaigns from my London agency days.

Microsoft Outlook

‘Pig Latin’

While at Wunderman London, I collaborated on a project led by Mark Penn for Microsoft Outlook.

Microsoft had recently transitioned from Hotmail to Outlook.com, aiming to position themselves against Gmail by drawing attention to Google's approach to user privacy. Specifically, they pointed out Google's method of analyzing email content to display relevant ads, an issue that eventually contributed to the inception of GDPR.

Mark Penn's U.S. team had crafted several campaigns emphasizing this privacy concern, referring to it as ‘an invasion of privacy’, and arguably stretching the facts slightly. However, the European market, with its stringent regulations against direct competitor targeting, demanded a different approach.

I competed against a number of internal teams and other agencies for this brief, and ultimately presented the winning concept. It offered a subtle yet poignant way to shed light on Google's practices without being overly confrontational. The campaign resonated widely, sparking discussions and garnering significant media attention.

1. 2014 Gold UK DMA - IT and telecommunications

2. 2014 Cannes Shortlist - D05 Commercial Public Services 

3. Campaign BIG Shortlist

Malibu Rum

Yachts, Super Yachts and Kygo

Whilst working as Creative Director for Malibu Rum and Absolut Vodka, I led various influencer content campaigns specifically tailored for the summer festival seasons. The objective was clear: to bolster brand visibility and consideration.

Orchestrating these campaigns was no small feat. It demanded meticulous planning, especially when coordinating with high-profile celebrities, engaging with young fans, and managing shoots in public spaces and aboard multiple yachts, super yachts and insanely large clubs with thousands of fans.

It was immensely fun working on these projects and I got to hone my skills in overseeing streamlined and efficient production processes.

Google - G+

I worked with Google and CuteCircuit to create one of the first commercial wearable tech projects. The goal of the project was to promote the launch of G+ in Italy by teaming up with one of the countries biggest pop bands and creating an experience that would bring audience and performer closer together. In a nutshell, we created jackets that the audience could interact with, through google - allowing them to send messages and animations that would be displayed live on stage as the artists performed. Pretty cool, I think.

Shell - Mission 2050

In the West, there's an interesting perception of companies like Shell, often contrasting with views in developing nations. I've faced some raised eyebrows for accepting to work with Shell, particularly from friends passionate about climate change and clean energy - things i also deeply care about. However, I remind them that while some of us in developed regions have the privilege of choosing electric cars or sustainable homes, a vast majority of the world, particularly in areas of Africa, Asia, and South America, are still dependent on fossil fuels. Furthermore they are quite often welcoming of companies like Shell, because they bring jobs and some economic benefits to the regions they operate in.  

TLDR

In any case, I collaborated with Shell on a project titled "Mission 2050". It aims at transforming Shell into a net-zero emission company by 2050, emphasizing clean energy projects, especially in developing countries. I seized the opportunity to ensure that their marketing funds for these projects at least supported meaningful causes, like boosting innovative energy startups and benefiting local communities. I won’t claim that this changed the world in any way, but we did manage to make some positive changes to the lives of a few people.

PaveGen.

Gravity Light.

Standard Chartered Bank

‘TechBall’ - Creating a social object

I was given a relatively modest budget to highlight Standard Chartered Bank’s sponsorship of Liverpool FC after receiving the brief I quickly realised the marketing budget would never allow us to truly make a splash using traditional advertising and marketing channels. Instead, I thought it would be wiser to create something of a social object that had inherit PR value and could act as a vehicle to drive engagement and awareness through cheaper social tactics. That idea was to create the ‘TechBall’. This idea was created at a time where IoT was just emerging as a concept, and I’m proud to say that I received numerous awards, accolades and recognition for the project and the strategy as a whole.

McDonalds.

High craft, low budgets.

Whilst at Razorfish London I spent 2 years working on the McDonald digital marketing account - we had relatively small media budgets but the account was lead by one of the most talantes creative directors I’ve ever had the honor of working with, Cyril Louis. Because of his incredibly high standards and understanding of craft, specifically art direction, we ensured that we created really beautiful and fun content despite the small budgets. Here’s some of the fun content we created, most of which we did ourselves - no fancy production here, it was mostly DIY. From set design to stop motion animations