Our campaign for the May Fair hotel surrounding London Fashion Week had two aims; to create an online buzz and to drive footfall to the May Fair itself. All of our activity was united socially using the hashtag #hoteloffashion.
We created a multi-channel campaign for London Fashion Week working in collaboration with the highly acclaimed designer Anya Hindmarch. We promoted her window installation and exclusive signature afternoon tea through a stop-motion film and vines we created and seeded online.
In conjunction with this we created a bespoke LFW cocktail menu naming the cocktails after relevant fashionistas, bloggers and models.
Alongside this, we ran a competition to win a fashionable weekend in London, which involved a mercedes limo, dinner for 2 at the May Fair Kitchen and a night in a suite. We also installed a photobooth in the hotel foyer, where people could instantly tweet themselves "striking a pose".
The hotels Twitter following rose by 10% during the activity and had a social reach of over 7.5 million.
Edwardian Group London’s six Scoff & Banter restaurants serve classic British ingredients, in classic British flavour combinations, cooked with classic British finesse. Our new campaign celebrates this Britishness - in all its quirky eccentricity.
At its heart are five characters: each based on the elements of a classic signature Scoff & Banter dish, and each lovingly hand-painted to evoke the illustrated (and quintessentially British) world of “Wind in the Willows”.
The characters appear in print, postcards, on the walls of the restaurants, outdoor, online, in social media and even on a range of merchandising materials. All supporting the campaign theme: “How very British”.
A huge thank you for the glorious oil paintings of our characters by the uber talented and very lovely David Lawrence.
Lürzer's Archive 2015
Communication Arts 2015
PwC Global Assurance wanted to launch their new internal strategy to: 'inspire a movement of trust that creates lasting confidence in business and beyond'.
We created an internal film and accompanying imagery for them
to launch this global movement, which started internally and introduced it's 85,000 Assurance practitioners around the world to the new strategic direction.
We worked with an amazing team including The Sweet Shop, The Quarry, The Mill, Prodigious, the very talented Noah Conopask and the divine voice of David Harewood from Homeland :)))
Whilst freelancing at Exposure, I was asked to look at a brief for the Hobbs fashion brand.
They needed a way to advertise all their labels in a cohesive manner, but still allow the individual labels to stand alone when necessary.
Every label was aimed at a different target market and this made the brief quite tricky.
I came up with the strategy, wrote and art directed all of the presentation and worked with the lovely Luke Springate on the social and digital engagement. We targeted events and online platforms the target audience were regularly involved in.
Initially I wanted to hire a writer to create a novel, that would then be made into a movie, subtly utilising the fashion, heritage and history of the brand throughout.
After an initial meeting, I realised the work needed to be more instantaneous, so steered the idea into an online dramality series, that would cross the boundaries of consumer engagement, from digital and social, to experiential, print and content.
PLEASE NOTE: All the imagery in this work was for internal presentation purposes only.
A print and poster campaign for the Ikea Restaurant and Café using their self-assembly instructions as inspiration.
Dubai Lynx Awards 2012 - Silver
Cannes 2012 - Shortlist
Clio Awards 2013 - Bronze
Volvo was celebrating the 50 year anniversary of their 3-point seatbelt. Despite countless seatbelt awareness campaigns, seatbelt usage is low in Dubai – the UAE has one of the highest rates of road deaths the world. Our challenge was how to get young people to begin thinking positively about seatbelts rather than collectively avoiding them. So to engage with fashion conscious youth, we found a unique way to talk about safety – by looking at the ever-changing fashions worn underneath the seatbelt. And while most seatbelt safety campaigns focus their efforts on costly print or tv campaigns, we leveraged a limited budget (USD 32,000) by identifying cost-effective channels that would surprise and connect with young people directly.
This unconventional approach took our message where few safety campaigns have gone before. Thousands saw the mall activity over the five week campaign – with onlookers taking photos and posting their shots across blogs and social media. The magazine created PR in places Volvo safety normally would never get in: such as fashion blogs and style magazines. Plus, the tactical component generated genuine leads and test drives. All in all, we produced more than 6,800 media impressions, over US$ 55,000 worth of free media coverage, countless test drives and more than 1,800 real leads for Volvo. And most important, young people started looking at the seatbelt differently.
We created an image collection featuring popular trends from the past – all worn with the seatbelt. But rather than depending on ads in magazines, we reduced costs and increased understanding by creating our own fashion magazine, connecting youth with seatbelt interest stories and fashion in one attractive package. Magazines were distributed directly to cafés, galleries, and the press. The mall, frequented by young people, was identified as a space to target them during their shopping journey, where and when they least expected it. So we partnered with popular retailer Massimo Dutti, creating high-impact storefronts featuring seatbelt clad mannequins. These garnered attention, driving people instore with a direct promo – the chance to win a new Volvo. As the campaign gained momentum, live mannequin displays amplified the buzz – drawing impressive crowds. Instore, postcards drove people to enter the contest online, where we captured valuable data with every entry.
Dubai Lynx Awards 2010 - Gold x 2
Dubai Lynx Awards 2010 - Bronze x 2
Dubai Lynx Awards 2010 - Shortlist
The Loerie Awards 2010 - Shortlist x 2
Effies 2010 - Bronze
We built and placed a special build billboard amongst the sand dunes on the main highway between Dubai and Oman.
The strategic placement of this bright red billboard in such an arid, everchanging landscape meant it really stood out, delivering our message instantly.
As the dunes moved, our message was further enhanced, by the physical movement of the sand.
Best Ads on TV
A selection of fashion and beauty work I have done at various agencies. The work ranges from tv, print and outdoor to both printed and online look books.