A collaboration with Google, YouTube and Code & Theory
As Group Creative Director at Code and Theory, we created a new YouTube series for Loreal, using influencer networks to build instant brand love - the whole process took four weeks for concept, production, editing and launch.
“YouTube video bloggers and other independent producers have been a growing part of marketing content creation for brands, sometimes in deals brokered by third parties. Now Google itself is getting in on the action, linking YouTube video production talent with brands and their agencies to produce video ads for the site.
Not just made for the rich, beautiful & stylish
Made for all
Uniqlo is a Japanese brand that believes that good quality clothing should be available to people of all social, cultural and financial backgrounds. I worked closely with Uniqlo Tokyo to translate their core mission and brand promise into what became the “Made for All” tagline and global manifesto, used by Uniqlo's network of agencies.
video credit: Michael Ferrare and Yutaka Tsujino. Creative partner: Thomas Hayo
Launching the Cadillac 2.0 at the Oscars
“Those who dare, drive the world forward”
Cadillac needed to change their brand and corporate philosophy. The Dare Greatly campaign signaled a shift to a more modern, design-lead company, even taking the step of relocating their design office to downtown NYC. Working with Publicis NY Creative Director Carlos Figueiredo, we wrote and created the Oscars launch film, summed up by the line, “Those who dare, drive the world forward”.
Creating the original cat viral
(that spawned a million Youtube videos)
Way back, before cats became modern internet stars, I accidentally created the first viral cat video to circulate the globe. Controversial at the time, it made Top 10 Creative Hits by Campaign Magazine UK.
Documenting the world's biggest migration for Heineken
Every four years, the Rugby World Cup attracts millions of passionate rugby fans from around the globe. Heineken is there to satiate their thirst.
Helping MTV look into the future
Working with MTV, we developed the strategy and creative concept that became the "Remember Today" campaign.
Mothers & Daughters — Fathers & Sons
Levi's shows Timeless cool across generations
Levi's wanted to defy the trend-obsessed denim market by showing that 'cool' can stand the test of time. This campaign celebrates the timeless cool of a pair of Levi’s, across generations of the same family: Mothers and daughters, fathers and sons.
A cinematic tribute to the pocket
Learning to speak body language
An anthropological study-meets-ad campaign for Levi's to launch a range of new denim cuts, each style reflecting a form of human expression and body language.
How we helped Thinkpad outthink the traditional office
At Code and Theory, we worked with computer giant Lenovo to create a business focused campaign that tackled the everyday problems of office workers around the world. Credit: Writer Mike Ladshaw.
Street art made from lipstick
What an artist can do with her Maybelline 'Super-stay' lipstick
Not just another product demo for lipstick. Credit: Code and Theory, Ivy Tsang Associate Creative Director
A fashion blog that celebrates history's great achievers, misfits and radicals
(The original Influencers & Instagram Stars)
From Vogue NY: Today’s myriad of style blogs has created an army of Internet stars out of editors and ordinary people, leaving genuine fashion icons (translation: individuals known for some artistic or political achievement which give their covetable getups a hefty jolt of gravitas) pretty much forgotten. But theuniquecreatures.com, an online magazine–slash–shopping site dedicated to style rebels with their own distinctive causes—Angela Davis, Frida Kahlo, and Lee Miller among them—aims to set that motion in reverse.
“It’s a celebration of the independent thinkers of the world,” says Howard Collinge...
Rebranding air travel
Rebranding air travel, which had previously been a tedious and complicated experience, to a new kind of experience, Happy Jetting. It worked and millions of travelers switched to the idea that flying and travel can be a stress-free, even happy experience.
The luxury beauty & the machismo beast
Introducing the Maserati into the American market
How an award winning content series sparked a national debate
When MTV asked us to create some hype around Snoop Dogg’s tour of Australia, we seeded the idea that Snoop was planning to migrate to Australia with his entourage. The Australian Government had a meltdown and millions of people entered into a nation-wide debate on immigration.
The branded content series got the Australian Prime Minister involved in the debate; made Snoop Dog a hero in Australia; and won One Show gold for branded content.
The performance enhancing drug that's good for you. Music.
Working with Spring Moves, a sports App company, I created the strategy and creative idea that talked about music as a form of energy, more powerful than performance-enhancing drugs, power bars and sugar-loaded energy drinks combined. Credit: Dael Oats, director & co-writer.