Role: Creative Lead and Art Direction
Brief: Create an advert for the launch of the new HEAD Instinct racquet featuring Maria Sharapova
Approach: The HEAD Instinct Series specialises in giving more power to tennis players.
Maria Sharapova, one of the worlds best female tennis players is the hero athlete for Instinct. Sharapova is known throughout the tennis world as one of the games hardest workers and mentally strong players. With this in mind we wanted to bring her tennis personality to the forefront of the advert.
Displaying Sharapova’s utmost hard work and attention to detail she puts into perfecting her tennis game and the power that the Instinct racquet gives to players we took the advert off the court and showed how powerful the Instinct racquet really is.
Output: TV and Social advert.
Role: Design Lead and Art Direction
Brief: Generate awareness and excitement for the launch of the new HEAD Extreme racquet
Approach: The HEAD Extreme Series specialises in generating more spin on a ball. It is for the young stylish tennis player.
With this in mind, we wanted to create a bold and confident identity for our newest iteration of the HEAD Extreme that would grab our consumers attention whilst visualising the racquets benefits.
Output: Print, Web, Social and Retailer Tech Video.
Role: Concepting, Design Lead and Art Direction
Brief: Document the the 4 major tennis tournaments that HEAD Tennis players compete in throughout the year.
Approach: We want bring our followers and audience closer to the action on the tennis court.
Working closely with our tournament photographer, I created photography briefs that hero HEAD products as well as showing our world class roster of tennis players in a less expected and more interesting light.
The coverage that we produce on our social channels for each Grand Slam is given its own identity, that encapsulates aspects of the tournament, from the types of points that are played through to the heritage and tradition that it holds.
Leading the team on these was very fulfilling and it was brilliant to work with the incredibly talented Francisco who created the outputs for our social coverage really helped to bring the art direction to life.
Output: Web and Social.
Role: Concepting, Design Lead and Art Direction
Brief: Help to launch the new HEAD Tennis Sensor
Approach: The HEAD Tennis Sensor is a massive leap in Tennis technology. Products like this have been created before, but the HEAD Tennis Sensor is detailed in the stats that it provides and it all fits in the handle of HEAD Tennis Racquets.
So, we needed to launch and inform our consumers and retailers of its incredible capabilities. From, tracking your performance, tennis training drills, capturing your service motion and even keeping score in matches.
Output: Print, Web, Video and Social.
Role: Art Direction
Brief: Create content with the HEAD roster of tennis players that can be used throughout the year for all platforms and local markets.
Approach: HEAD sponsor some of the best tennis players in the world. We wanted to hero our products along side our athletes the best we can.
Here are some of the photos captured from our week long shoot in the USA where I worked closely with our photographer and art directed all of the shoots with the HEAD athletes.
The shots captured range from specific campaign shots, to photos that can be used for retail and on our social channels.
Role: Art Direction
Brief: Set the Art Direction for the training videos that will be featured in the HEAD Tennis Sensor App.
Approach: The HEAD Tennis Sensor is a premium product. Therefore everything that is featured in its app needs to follow suit.
The training drills are and important part of the app, whereby users can watch, learn and ultimately improve their tennis skills. With this is mind we knew that the videos needed to be clean, simple and most of all, work for all shots in all the various positions of the court.
We created a shot list for the framing of the court and player within the video as well as defining the design language that helps to show the specifics of the drill.
Now being sold in online, Paperchase and other stores.
Celebstruments does exactly what it says on the tin. It turns celebrities into instruments for a good old fashioned giggle.
This is an on going personal project that hopefully one day will be seen all over the internet. We are also on @celebstruments on both Twitter and Instagram if you want to check them out and see the latest goings on.
If you like what you see an want to give the gift of Celebstruments to your friends and family and anyone you come across, the cards are now available to buy in Paperchase, online here at BrainBoxCandy and funky card shops.
Once again a MASSIVE thanks to Chris Walker who is the illustration wizard behind this.
Watch this space for more Celebstruments development.
Role: Senior Designer and Illustrator
Brief: Design a visually appealing Trayliner that would prompt restaurant goers to play with it.
Approach: This year, McDonald's wanted to create something that would entertain visitors to the restaurants and promote the excitement of Christmas.
This is where the interactive Advent Calendar was born.
We worked closely with Blippar to create a variety of augmented reality games and interactions that could sit behind every advent door and keep users coming back to the restaurant.
There were 3 main interactions that were built:
1. Creature Customiser
2. Seasonal Selfie
3. Santa's Sleigh Game
The actual design of the trayliner was led by my art direction. We wanted it to be bright and eye catching but also with a tactile look and feel that would help to give a slight nod to the look and feel of the augmented elements. This is where I decided on the paper craft look and feel.
Every door uses the number to create a christmas scene and all elements of the scene appear as if they have been created through different paper stock.
Alongside the trayliner design, device screens were also needed to be designed to help users interact with the calendar. Once again these were following the same paper craft look and feel.
Throughout this project I worked closely with the creative team behind the idea and developers to ensure our vision was achieved to the highest standard.
Role: Senior Designer
Brief: Create the identity and look and feel for the concept 'Play Loud' to launch the new Puma Tricks boots for 2016.
Approach: Our insight was that you have to be good enough to wear boots so colourful.
Our idea was simple: These are boots so loud that you have to sign a waiver for them.
With the right and left boot being different colours, Yellow and Pink, it provided great colour to work with. Whilst the nature of football being so fast paced, and movement dynamically adapting, it felt right to use an organic wave form visual that ran right through the campaign and helped to define to overall identity.
Various mock ups were needed to show how this identity could work so well in different environments so a lot of re-touching and fitness to the designs was required.
Role: Senior Designer
Brief: Avios want to create exciting travel companions for its audience. They are calling upon Instagram Influencers to help inspire holiday makers to visit different cities and explore their best bits.
Avios want to house these images and top tips into an easy to navigate through and portable document for all its users to download and take away with them whilst they explore.
Approach: As Avios already has a strong brand identity it was important to me to help hero the beautiful imagery provided by our influencers in an exciting and easily scannable way.
Travel companions naturally need to be easily portable and adapted to the users needs, plus with Avios' audience being so varied in age range, it needed to cater for all users. Therefore I decided that there needed to be 3 different layouts in which users could choose to download:
1. Full Page download - Ideal for viewing on desktop and tablets
2. Mobile optimised - Perfect for saving to your phone
3. Printable version - Aimed at the more traditional traveller
Role: Senior Designer
Brief: Build upon the success of the first MINI Brochure App and create a series of digital and interactive experiences of the printed brochure for the other popular MINI models, including the new MINI 5 door.
Approach: The main thing for this release was to add more MINI models in the same style and improve on the existing app. Using the design language already created, we added more chapters to the app and introduced more exciting features that really help the user to engage with the models and fully understand their individual benefits.
Working closely with the tech team and concepting with a copywriter the new release of the brochure app is even more interesting and informative than before.
Role: Senior Designer
Brief: To redesign the global platform for MINI which will span across 130+ markets worldwide.
Approach: Working with a large team, ranging from Designers, UE and Tech our aim was to create a new and exciting responsive global platform for MINI.
For this project we worked in 3 week sprints alongside key MINI stakeholders. Visits to MINI Munich, regular presentations and check-ins within our smaller teams to the client were key to it's success.
I have been involved from the start of the design phase for this project, working closely with UE and Tech to achieve our initial concepts. With a responsive focus and maintaining the playfulness and uniquely quirky 'MINIisms' in every aspect of the site, from the imagery used to the playful use of copywriting, I am now very excited to say that it is currently in build and due to be going live and rolled out to initial markets early 2015.
This has been a long and challenging project spanning over 2 years where I have concepted, designed and documented the full process to ensure our visions as a team will be achieved.
Brief: Spark social buzz around the launch of Nike’s new boot the T90 Laser IV in line with Nike’s campaign.
Approach: For Fans of Teams (FOTs) and especially the strikers among them, bragging about their goals is almost as rewarding as scoring them. We enabled them to take bragging rights out of the park to a wider social audience with the T90 Strike Counter.
We built a Facebook app for FOTs to record and show off their strikes.
The app logged every detail of their goals - from which part of the boot they used to where on the pitch they struck from. For every goal, the app created a 3D visualisation for FOTs to share and discuss with friends in the ‘goal gallery’.
A 10-day countdown to launch on Facebook and nf.com built an early buzz amongst FOTs, which was further boosted by tactical and reactive content linking to the strike counter.
Role: Lead Designer
Brief: Create a social media campaign in line with the launch of Nike’s new boot, Mercurial Vapor Superfly III.
Approach: We wanted to engage the Nike Football community in a new and innovative way to help Mercurial Superfly athletes establish a presence on Facebook (and grow those who already have a presence) in lead up to European Championships 2012.
We established the benefits of the new boot by creating conversation around its key attributes and characteristics…Who’s the fastest moving? The fastest thinking? The most dangerous? The most stylish? Who is the most Superfly?
The Nike Football Facebook pages hosted the main ‘Who is Superfly’ application as a tab. They kept the debate rolling by calling out the best athlete content throughout the campaign and leveraging this content straight from the athlete’s pages.
Role: Lead designer
Brief: Introduce a new breed of hungry young athletes to Fans of Teams (FOTs) through the lens of the 4 silo boots (Mercurial, CTR360, Tiempo and T90)
Approach: A fresh, digital twist on iconic football stickers that gives ownership of the next wave athletes to the FOTs on the global Nike Football Facebook channel.
Athletes are given next wave nicknames and corresponding silo-themed cards.
The cards are hosted on a Facebook album – initially all-facing down with only their next wave nicknames visible. Through mediated social conversation across the channel, FOTs are encouraged to guess which next wave card relates to which athlete. After this teaser phase, the card is flipped over and revealed.
Due to the popularity of the campaign, we printed and packaged all of the cards and handed them out as collectors items.
I am lucky enough to have a beautiful commute to work every morning. Changing trains on the bridge at Blackfriers station I am always peering out to the Shard, Tower Bridge, St Pauls and the Walkie Talkie building to see how they look against the different sky that day.
I decided to make a visual diary of this awesome view by taking the same photo every day just to see how the sky changes day to day, month to month and even season to season.
I set up the Instagram account @dejaviewlondon and took the same photo throughout 2016 under the hashtag #dejaviewlondon16.
Follow to see London in all its glory.
Here are a few examples of my development, drawings and inspiration.
Created for both clients and personal projects.
These are what keep me entertained and maintain my creative flare in my spare time. They range from a variety of mediums used and have been commissions as well as being created for pure experimentation and enjoyment.
I love to experiment, humour and challenge my mind and skills whilst fully immersing myself in creativity.