INTEGRATED CAMPAIGN
Costa Sunglasses wanted to promote its conservation partnership with the Ocearch shark research vessel. Our idea was to enlist some unexpected spokespeople: Shark attack survivors speaking up for shark survival.
Role: Creative Director, Writer
Team: Riley Shine, Colin Lapin
BRAND FILM
Is there more to life than just cutting leaves? Costa Sunglasses aims to inspire us all to live richer lives by exploring our natural world. This two-minute story brings their tagline ‘SEE WHAT'S OUT THERE’ to life. Watch it full screen!
Role: Creative Director, Writer, Art Director
Team: Andy Greenaway, Bruce Matchett, Elliot Nordstrom, Art&Graft Studio
NEW MARKET LAUNCH
Lyft tasked us with creating some assets that explained the basics of their service to one of the rainiest cities in North America: Vancouver, BC. Only entered in the Addys so far, but the TV took home Gold and the audio for Spotify took Gold, two Silvers and the Judges Choice for best writing of the show.
Role: Writer
Team: Kevin Dunleavy, Michael Anderson, Jeff Ross
SOCIAL / ONLINE / TV
GameStop is the nation’s largest video game retailer. They were evolving their business model by converting retail stores into places to play games. The challenge was that their brand look was outdated and not relevant to today’s gamer. So we created a new visual language for the brand that appeared in messaging about the new in-store play concept.
Role: A little bit of everything: some copy, some art, some Co-CDing
Team: Jeff Ross, Chris Barnard
ONLINE VIDEO
Yeti has a reputation for making the toughest coolers in the world. But exactly how tough are they? Tougher than a professional stuntman? How about a cannon? Only one way to find out.
Role: Writer
Team: Tim Cole, Derek Bishop, Riley Shine, Colin Lapin
As a writer who wanted to put his craft toward the cause, this was a small yet actionable effort I launched to offer what I could.
My thought was that millions of small individual efforts could compliment the larger ones being made by conscientious corporations.
My offer was to work on any agency’s freelance assignments during the summer with 100% of payment going directly to the UNCF to fund scholarships for minority students.
TV CAMPAIGN
The dark Irish stout wanted to promote their sponsorship of the leading international pool tournament. We tried to unearth a historical link between the two, but eventually decided on just making one up instead. The Unofficial History of Pool by Guinness.
Role: Creative Director, Writer
Team: Andy Greenaway, Adrian Miller
INTEGRATED CAMPAIGN
Goodby Silverstein asked me to come back from Asia for a second tour of duty to help on the newly acquired HP International business. The +HP campaign was a dream project. Good client, healthy budget, great team of support. The videos showed how major companies and institutions partnered with HP to solve their problems. Won a Lion at Cannes and most every other international award along with Creativity's Campaign of the Year.
Role: Writer, Art Director
Team: Steve Simpson, Matt Elhardt
VIDEO
AGS came to us with a modest budget but an open mind. We crafted the tagline and worked back from there. Moving Made Easy. We chose to shoot these as organically as possible- the background wall was actually built on rollers.
Role: Creative Director, Writer, Art Director
Team: Kittitat Larppitakpong, Brad Hogarth at Luminous Pictures
AMBIENT
We happened to be doing some workshops in our Indonesia office when an assignment from Frontline came in. We used it as the lesson and created this stunt that took place at the largest Mall in Jakarta. The press found it as interesting as the shoppers did and it appeared all over the TV news.
For some reason it appears in hundreds of blogs and videos as ‘one of the most creative ambient ads ever’ and I hear from junior creatives that their professors would often cite it as an example.
Role: Regional Creative Director, Art Director
Team: Juhi Kalia, Aryanto Salim, Andy Greenaway
OUTDOOR CAMPAIGN
This series of 3-foot tall postage stamps served as posters for AI's letter writing program encouraging ordinary citizens to write political leaders around the world demanding change. Among other honors, it won a Gold Lion at Cannes. Surprisingly, a judge later informed us it had been voted Outdoor Grand Prix, but that Cannes regulations prevent any public service campaign from taking that honor.
Role: Creative Director, Art Director, Writer
Team: Steve Hough, Andy Greenaway
ENVIRONMENTS / ARCHITECTURE
When i returned from my sabbatical at The Summer Academy of Architecture- University of Texas, I was given the project of designing our new office space. We were moving to an unattractive old building, had a small budget, and only a few months. I collaborated with local architects Supermachine to come up with a fun space that reflected the playfulness of the Thai culture. It turned out a great success being covered in 100's of blogs, a dozen magazines, and a few TV shows. We even had an ex-employee who had seen the design come and ask for his job back.
Role: Project Lead, Design Collaboration
Team: Supermachine Studio
PRODUCT INNOVATION
We’d been pitching the idea of sunglasses made from ocean plastic to Costa for years. Last year, we got proof that you should never give up. We joined forces with Costa and team Bureo to create The Untangled Collection. Sunglasses made from discarded fishing nets.
400+ Million impressions in 2018
Winner REI Root Award, Winner Outdoor Retailer Innovation Award, Outdoor Retailer Environmental Award, ICAST New Product Best of Category, AFTA Australia Award for Innovation, Top Pick Gear Junkie 2018…
Role: Creative Director, Writer
Team: Jeff Ross, Patrick Girts, Brad Roseberry
ONLINE VIDEO
The brief for this project came in with a mandatory tagline of ‘The power to capture imagination.’ We took that as permission to be a bit more artful and elevate the product all while touting its strength. We teamed up with Thai artist Chalit Nakpawan to illustrate the UltraCaptic’s unique Compact & Go feature, which compresses dust and dirt into a disposal pod to prevent it from diffusing into the air.
Role: Executive Creative Director
Team: Papop Chaowanapreecha, Shayne Chomchinda, Kajohnchai Rodklongtan, Patharaporn Khunchon, Weerayut Angkharach, Tanongsak Tanoparat, Chavanon Tantisiriseranee
PRINT CAMPAIGN
ESPN had just launched 24-hour coverage in Asia and wanted to send that message to its fans in a simple way they could relate to. We put the extra work into the craft of these by having clothing made of the same material we upholstered the sofas with. Some precise retouching smoothed the seams. Shot by the gifted Allan Myles in Perth, Australia. The campaign collected a Bronze Cannes Lion among other awards.
Regional Creative Director, Art Director
LONG-FORM JOURNALISM
The challenge was a little intimidating at first. Costa Sunglasses wanted a 5,000-word piece about their conservation effort on Anaa, a remote atoll in French Polynesia. I had never assembled that many words together in my life. But I fell in love with the island, the people, and telling their story. As I only made the switch to writing from art direction fairly recently, I was excited when the article won The Lowell Thomas Award for Journalism. Out of 1,300 entries, it won Gold, even beating out a New York Times journalist who took silver.
Role: Author
Editor: Steve Duda Photographer: Jess McGlothlin
DESIGN / PROMOTIONAL
Our friends at Shiner came to us with four Harleys after a deal with a TV show fell through. They had been slated for branded hot-rod customization.
Our take was to talk to the Texan craft beer origins of Shiner with some hand-crafted design. So we hired artist Denton Watts to create some original Shiner imagery to customize the bikes, and The GoodSnakes to paint the designs on. The Roadsters went on a road show and appeared in markets across Texas. Fans could enter to win one of the bikes.
Role: Creative Director, Art Director
Team: Chris Barnard
PRINT CAMPAIGN
In this series we avoided all the boob jokes (they always seem aimed at men rather than the real consumer) and instead used 3-D red and blue lines to suggest that wearing a Wonderbra gives you more dimension and helps you stand out in a crowd. Awarded a Silver Lion at Cannes, a Gold Clio, and 3 Silver Clios among a slew of other international awards. Ranked 10th most awarded campaign in the world by The Gunn Report.
Role: Creative Director, Art Director
Team: Steve Hough, Lydia Lim, Primus Nair, Andy Greenaway
AMBIENT
We were asked to remind people of the dangers of smoking. We figured smokers already knew it was bad for them, so we focussed on how it affects their friends and families. We contracted a load of double-headed cigarettes and had waitstaff place them in ashtrays in pubs throughout Bangkok. The message 'You never smoke alone' was printed on the cigarette.
Role: Creative Director, Writer
Team: Pinyo Peromphoon, Papop Chaowanapreecha
FACEBOOK PROMO
While Coke and Pepsi were giving away iPads as prizes, we decided to Think Bigger and give away something much larger. An actual giraffe. Through Facebook, fans could win a chance to fly to Africa, name their giraffe, and get a certificate of adoption for the animal that would stay in the South African Zoo.
Lyrics, roughly:
Win a giraffe,
Drink BIG Cola,
Fly to Africa,
And meet your Giraffe!
Role: Creative Director, Writer, Art Director
Team: Graham Painter, TJ Lee
OUTDOOR CAMPAIGN
Much of the work we did in Asia was visual based. This is partly due to the multiple languages present in any one place, and partly to simplify messages in an overcrowded market. While helping out at Saatchi India, we took advantage of the practice of posting on buildings and other structures to highlight Ariel’s ability to remove any stain. This ‘STAINS HAPPEN’ campaign won a D&AD Pencil.
Role: Regional Creative Director
Team: Mario Dias, Nrusingha Choudhury, Hanoz Mogrelia, Juju Basu, Ramesh Ramanathan, Andy Greenaway
POSTER & PRINT CAMPAIGN
As the daughter of Ho Chi Minh’s secretary, our CEO had some connections with the Tourism Department. She was asked if we’d help with a promotional effort for their latest attraction. We dug deep and learned some pretty interesting things about ‘The American War.’ Primarily that fighting off a Western army is not as difficult if you construct 200 km of tunnels underground as your military base.
The typography plays off Vietnamese script which is Romanized with all sorts of accent marks, and was inspired by the prevalence of hand painted signage throughout the country. The campaign picked up Two Bronze Cannes Lions and a Gold at Adfest.
Role: Creative Director, Art Director
Team: Steve Hough, Andy Greenaway, Linda Pham, Chi-Minh De Leo
BRAND BOOK + BRAND PROMOTIONAL
Big Cola is the number 3 cola in much of the world but had never signed on with a global agency. We were able to work with them right from the start with a purpose, manifesto, brand look, etc. This naturally oversized brand book captured the spirit and set the tone as a bible of 'Thinking Big' for all the markets in Asia, South America and beyond.
Role: Creative Director
Team: Andy Greenaway
DIGITAL PROMO / PRINT / POINT OF SALE
Between the bigger campaigns we created for Costa when I was leading the account, we always tried to bring our best to the smaller asks too.
First is just a silly little promo for Father’s Day. “When you find the words hard to say, let a fish do the talking.”
Role: Writer, Creative Director
Team: Tim Cole, Ross Aboud, Kevin Dunleavy, Nirav Patel
The print and POS that follows was created by Elliot Nordstrom, Riley Shine, and myself.
Thailand has a reputation for wacky, often slapstick humor. It is evident in all media from television programming to the most common form of literature read in the country- comic books. Their isn't much room for sarcasm or cynicism, and I grew to appreciate that immensely.
I was asked to write about it for Asia's leading advertising publication, Campaign Brief.
I’m proud of being a cultural chameleon, and that led to success working in Asia. Below is a sampling of some work I was part of that my western colleagues may roll their eyes at, and I hope they do!
