Multi-disciplinary Creative Director & Writer

Howard Collinge is a multi-disciplinary creative director, writer and strategist working at the intersection of design, brand development, advertising and technology. 

 
 
 
 

 
 

 A collaboration with Google, YouTube and Code & Theory

 
 

Jamaican me crazy

 
 

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.

 

Ad Age

 
 

 
 

Not just made for the rich, beautiful & stylish

Made for all

 
 
Made for all body shapes

Made for all body shapes

Made for all ethnicities

Made for all ethnicities

Made for All New Yorkers. 

Made for All New Yorkers. 

 

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

 

Fast Company

 
 

 

Launching the Cadillac 2.0 at the Oscars

“Those who dare, drive the world forward”

 
Cadillac 1968

Cadillac 1968

Cadillac re-branded 2015

Cadillac re-branded 2015

 

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”

 

Ad Age

 
 

 

Creating the original cat viral

(that spawned a million Youtube videos)

 
Channelling Dali and his surrealist flying cat troupe of 1948

Channelling Dali and his

surrealist flying cat troupe of 1948

 

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

 

Rated the Top 10 viral films in the world

 
 

 
 

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.

 

Remembering Gwen Stefani 

Remembering Eminem

Remembering Snoop Dog

 

 

Mothers & Daughters — Fathers & Sons

Levi's shows Timeless cool across generations

 

No. 1

No. 2

No. 3

 

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

 

"don't mess with me"

"I'm a sexy beast"

"I'm in charge"

 

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 

 
 

Thinkpad "Complicated Plugs"

 
 
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

 

Maybelline "24Hr Superstay"

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...

 

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Rebranding air travel

 
 
Who needs flying when you can have Happy Jetting? 

Who needs flying when you can have Happy Jetting? 

 

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

 
One Show Gold

One Show Gold

 

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.

 

Read More

 

 

Creating a fantasy airline for Axe body spray

(And how millions stepped onboard)

 
 

 

Beautiful Economics

 
 
 
 

 
 

The performance enhancing drug that's good for you. Music. 

 
 

Spring Moves “Sonic Energy”

 

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.