Howard Collinge is a multidisciplinary creative director, writer and strategist working at the intersection of design, brand development, advertising and technology.
Immersive Pop-Up Gallery by Maybelline NYC
Client Maybelline NYC wanted to demonstrate the ease and flow of their new Eye Liner product, so we created a pop-up Art Gallery experience with street artist Shantall Martin. The exhibition attracted the NYC downtown scene of fashion, media and art crowd, who participated in real-time creation of line art, on walls as well as on their faces. The Liner Gallery was a combination of art, play and education that showed the creative potential of the new eye line pen.
This project involved hijacking the live feed from the Nasdaq and developing a set of real-time human responses to represent the ups and downs of the Stock Market.
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.
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.
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
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”.
Walk all over my lips, baby. Credit: Code and Theory, Ivy Tsang Associate Creative Director
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.
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.
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.
Rebranding air travel, which had previously been a tedious and unpleasant 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.
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.
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.