-
Nike Football+
Nike no longer just sells world-class boots. They deliver everything you need to become a complete player. Enter the unique code with each pair of boots to unlock a world of top-level training and pro insights.
Nike Football+ brings pro drills created by the world’s greatest teams and coaches, straight to your pocket and desktop. Master your Speed with Brazil, Accuracy with Juventus, and Control with Barcelona.
You can also be put to the ultimate test, taking-on the world’s fastest players in the Master Speed: Cristiano Ronaldo Challenge. There are more superstar challenges, including the Fernando Torres Challenge and Cesc Fabregas Challenge in Master Control and Master Accuracy.
Your training progress can be shared online and tracked straight from the mobile and desktop applications.
MY ROLE
Creative direction, concept, art direction.
CREDITS
Group Creative Director: Duan Evans
Creative Director: Phil Haworth, Rodrigo Sobral
Client Partner: Geoff Northcott
Account Director: Jo Holdsworth
Project Manager: Joel Godfrey
Director: Alex Wills
Art Director: Rodrigo Sobral
Designer: Stefan Kostov, Ignacio Gonzalez
Associate Copywriter: Nat Cantor
2012
Art Direction, Creative Direction, Industrial Design
-
Absolut Blank Live
BRIEF
ABSOLUT Blank is a creative movement that invites artists around the world to express their creativity on a blank canvas in the shape of the Absolut bottle.
Absolut wanted to involve their entire audience.
So, how do you enable the public in this creative movement if they’re not artists?
IDEA
We began with the most accessible art form: dance. ABSOLUT Blank Live was an installation that let you paint with your body, turning your dance movements into video art.
An infrared camera tracked your movements. Bespoke C++ software generated graphics that were unique to your movements.
Your video was broadcasted live at ABSOLUT parties and on Facebook. The most creative dancers were in a live set by Jamie XX in the exclusive ABSOLUT party.
RESULTS
The installation was covered by the UK’s major newspapers and blogs. And the final gig was one of the most sought-after tickets in town.
MY ROLE
Creative Direction, concept, art direction
CREDITS
Creative Director: Rodrigo Sobral
Project Director: Joel Godfrey
Copywriter: Haydn Kerr
Art Director: Rodrigo Sobral
Designer: Ross Urien, Adam Brandon, Dhani Sutanto,
Technical Manager: Tony Volpe
Creative Technologist: Hai Nguyen
Developer: Patrick Lock, Marcin Dominas
Director: Saam Farahmand
Producer: Rahel Makonnen
AE artists: Oliver Harris
2011
Creative Direction
-
Doritos + Pepsi
BRIEF
Create a web experience to launch two new products: Doritos Jalapeno Fire and Pepsi Max Citrus Freeze.
IDEA
A full-length online comic about two average guys who get superpowers from the new flavors of Doritos and Pepsi.
The comic was drawn by hand for an authentic look and feel. We then added interaction, animation and games to increase engagement.
The world of the comic extended into TV, print, out of home, social media, and PR.
RESULTS
Over 200,000 visitors in a single day. Average visit – over 7 minutes.
MY ROLE
Creative Direction
CREDITS
Agency: AMV BBDO
Agency producer: Suzanne Melia, Abbie McLean
Agency creatives: Scott Andrews, Prabs Wignarajah, Leigh Gilbert, Jez Tribe
Digital Agency: Mill Digital
Creative Director: Rodrigo Sobral
Director: Jonathan Vuillemin
Creative: Nick Morland, Haydn Kerr
Art Director: Rodrigo Sobral, Nick Morland
Copywriter: Haydn Kerr
Character Design: Carlos Nieto, Jonathan Vuillemin
Storyboard: Russell Hossain
Illustrator: Reed Bond, Drew Green, Conor Ryan, Adam Willis, Carlos Neito, Arthur Larsen, Sam Taylor, Matt Patridge
Animator: Jonathan Vuillemin, Roly Edwards, Matt Partridge, Linda Kalcov, Bali Engel, Nils Kloth, Kwok Fung Lam, Stephen Vuillemin, Dominic Burgess
Technical Manager: Tony Volpe
Developer: Jim Boswell, John Cotterell
UX: Kieran Weir
Project Director: Joel Godfrey
Project Manager: Tim Johnson
2011
Art Direction, Creative Direction
-
Meerkovo
BRIEF
Compare The Market is an insurance comparison service. Their advertising uses meerkat characters that are adored by the UK public. They have a legion of fans: Aleksandr sold more copies of his biography then Cheryl Cole or Tony Blair.
How can we keep these fans deeply engaged and enable conversations with the brand?
IDEA
Give fans unprecedented access to the world of Meerkats.
Welcome to Meerkovo. A virtual Meerkat village across web, social and mobile.
You’ll meet new characters, visit their homes, play games, learn about their ways of life, and earn real-world rewards.
The website is tied into the purchase experience. When you buy an insurance product from CompareTheMarket.com, you unlock new areas of Meerkovo. You’ll meet new characters, watch a personalised meerkat parade in your honour and receive your very own meerkat toy.
To make Meerkovo look authentic, we used real world locations which were dressed with ‘Meerkat brands’. These environments were then enhanced by matte painting. The village map was hand-painted on an 8-metre canvas.
RESULTS
• 330,000 visitors in the first month
• 21,000 in one day
• Traffic to comparethemarket.com doubled to more than 1 million per month
MY ROLE
Creative Direction, concept, art direction
CREDITS
Creative Directior: Rodrigo Sobral
Project Director: Joel Godfrey
Art Director: Rodrigo Sobral
Copywriter: Haydn Kerr, Marcus Efstratiou
Designer: Rob Rostek, Yvonne Lau
Project Manager: Anna Persson
Technical Manager: Tony Volpe
Developer: Jason Hepi, George Cordal, Alan Killip, Philip Bulley, Rimas Krivickas, Andrew Edwards, Richard Cookson
UX: Gavin O’Carrol
Sound Design: Stuart Miller
2011
Advertising, Art Direction, Creative Direction
-
Total War: Rome II
BRIEF
Create the trailer for long awaited Triple A title Rome 2: Total War by Sega Europe.
IDEA
The idea of Rome 2:Total War video game is that you can do whatever you want - politics, war, intrigue - and the game reacts to you. It's that sense of living and paying for your actions that we chose to communicate through the drama of this live action trailer.
The trailer plays out across three different scenes at the height of the Roman Empire - a general returning from battle, two lovers intertwined and the political world of the Senate - but nothing is quite as it seems...and as beauty and brutality combine on screen the viewer is given a sense of the shifting perspectives of the game play itself.
We wanted to create a trailer that told a complete story in itself, but also alluded to the epic nature of the game. So, while all of the characters are on their own personal journey with an independent storyline, they are also all linked together in a battle for power and fall into the grand architecture of betrayal within the city."
RESULTS
130,000 views in the first 10 hours of launch
MY ROLE
Creative Direction and concept
CREDITS
Creative Director: Rodrigo Sobral
Creative Team: James Fernandes and James Greening
Director: William McGregor
Content Director: Russell Tickner
Executive Producer: Alex Webster
Producer: Jane Tredget
Director of Photography: Adam Etherington
Production Assistant: Adriane Scott-Kemp
Editing Company: Work
Editor: Ben Jordan
VFX Producer: Alexander Fitzgerald, Cath Short (Colour)
Shoot Supervisor: Jean-Claude Deguara
2D Lead Artists: Sara Bennett
3D Lead Artists: Jean-Claude Deguara
2D Artists: Luke Sikking, Eleanor Sutton, Miguel da Silva
2012
Advertising, Creative Direction, Film
-
Audi A8 L
BRIEF
Launch the Audi A8L in Indian and get potential customers to experience the backseat of the most luxurious long-wheel base sedan Audi has ever built.
IDEA
The best solution for the briefing would have been to go to all our potential customers one by one and get them to sit in the car and experience it. Since that wasn't a practical, we had to think of the second best way to get potential customers to experience the car and its features without having to step into it.
So we created the world's first fully integrated 3D campaign for the launch of Audi A8L. An immersive 3D experience that straddled every possible medium and every possible screen. Screens as small as the mobile phone to a screen as large as the Imax and everything in between. Delivering a car experience like never before.
RESULTS
• 50% of yearly sales target achieved in the first month of the launch.
• More than $950,000 worth of PR generated in first month.
MY ROLE
Creative direction, concept, art direction
CREDITS
Agency: Creativeland Asia
Creative Director: Rodrigo Sobral
Project Director: Joel Godfrey
Art Director: Paul Kennerley, Rodrigo Sobral
Designer: Rob Rostek
Technical Manager: Tony Volpe
Director: Russell Tickner
Producer: Ian Berry, Josh Davies, Kristyna Podolska
VFX Producer: Rahel Makonnen
Colourist: Adam Scott
Editor: Daniel Budin, James Mortner
3D Artist: Suraj Odedra, Adrien Flanquart, Karl Shudeck, Dan Moore, Johannes Richter, Tom Bardwell, Yannick Lecroffe, Nikki Atkinson, Chris McDonald, Tom Raynor
2D Artist: David Lee, Jerome Lionard, John Thornton
AE artists: Adam Brandon, Ollie Walsh, Irrum Khan
2011
Advertising, Art Direction, Creative Direction
-
DBA In Space
BRIEF
DBAs, or database administrators, are responsible for keeping our data flowing from the Internet to our medical records.
But this responsibility is a burden as they are tied into their servers. That’s where Red Gate comes in. This software company creates tools that liberate DBAs so they can work anywhere.
Our task was to get DBAs to talk about and try this revolutionary new software.
IDEA
Red Gate Software liberates DBAs from the server room. So we gave one lucky DBA the ultimate experience of liberation: A trip to Space.
To get there they needed to win a competition like no other – a 14-part sci-fi online broadcast. After each episode, DBA’s answered questions using Red Gate software. The audience then voted for the final winner.
This integrated campaign run through online advertising, social media, mobile, direct marketing and even an event. It set a new a marketing benchmark for the sector.
RESULTS
• Over 100,000 unique visitors from 179 countries
• One in every five players downloaded Red Gate software
• 350% increase in Red Gate’s Twitter following
• Mentioned over 2.1 million times across the web
MY ROLE
Creative Direction, Concept, Art Direction
CREDITS
Creative Director: Rodrigo Sobral
Project Director: Joel Godfrey
Creative: Haydn Kerr, Nick Morland
Copywriter: Haydn Kerr, Dave Best, Tom Russell, Brian Harris
Art Director: Rodrigo Sobral
Designer : Rob Rostek, Ana Charity
Project Manager: Anna Persson
Technical Manager: Tony Volpe
Developers: Jason Hepi, Andrew Edwards, Biggs Thorarensen, Sara Farina, Mike Williamson, Joe Czucha
Director: William McGregor
Executive Producer: Josh Davies
Producer: Tom Lowndes
Line Producer: Kristyna Podolska
VFX Producer: Tracey Khan
DOP: Christopher Sabogal
Colourist: Aubrey Woodiwiss
Editor: James Mortner, Jack Canham, Anthony Osborn
VFX supervisor: Des Anwar
Nuke Artist: Maxime Chaix, Ben Smith, Martin Karlsson, Jerome Leonard
AE artists: Ivo Sousa, Rob Rostek
Music: Chris Menn
Sound Design: Eilam Hoffman
2011
Creative Direction
-
Nike Football+ Team Edition
Nike Football+ Team Edition is an essential football app for coaches of all levels to help take their team to glory. It gives a coach the tools to improve a squad’s Speed, Control, Accuracy and Fitness – using instructional drill videos, challenges and pro insights on the iPad.
Nike Football+ Team Edition enables a user to build and customise a flexible training program, focusing on specific areas of improvement. The application brings pro drills created by the world’s greatest teams and coaches, straight to the iPad. Teams can Master Speed with Brazil, Accuracy with Juventus, and Control with Barcelona.
A coach can control every aspect of his team’s game. Creating multiple training programs and selecting specific players to take-on different challenges based on areas they need to boost.
Teams can be put to the ultimate test, taking-on the world’s fastest players in the Master Speed: Cristiano Ronaldo Challenge. There are more superstar challenges, including the Fernando Torres Challenge and Cesc Fabregas Challenge in Master Control and Master Accuracy.
MY ROLE
Creative direction, concept, art direction
CREDITS
Group Creative Director: Duan Evans
Creative Director: Phil Haworth
Associate Creative Director: Rodrigo Sobral
Client Partner: Geoff Northcott
Account Director: Jo Holdsworth
Project Manager: Joel Godfrey
Art Director: Rodrigo Sobral
Associate Copywriter: Nat Cantor
Director: Alex Wills
2010
Art Direction, Creative Direction, UI/UX
-
Code Red
Nike Football fans control inside access to the world’s biggest football club. After the 2010 World Cup, the world could be forgiven for suffering football fatigue. But the next season waits for no player. Teams have to lay the groundwork for a successful campaign in pre-season. Whenever and however their summer finishes.
Our aim was to inspire and enable our audience of passionate, young footballers to kick off their pre-season early. And hard. So we gave them never-before-seen access to one of the world’s best teams, revealing Man Utd’s pre-season code for success, their Code Red. But we wanted our audience to direct their own pre-season training. So we gave them control of Code Red.
Using Facebook, our audience told us which players they wanted to talk to and what they wanted to learn from them. The players answered the questions, called out the entrant’s name and signed the brand new Man Utd shirt for them – all in a video posted to the Facebook page.
This gave young footballers unprecedented access to the players they idolised, to give their pre-season training the perfect kick. And a lucky few young footballers won the ultimate pre-season start – a training day with Man Utd’s state-of-the-art, Carrington training ground.
RESULTS
• An average of 1,600 interactions per Facebook post
• More than 1.7 million video views on YouTube
• Increase of 320,000 new fans of Nike Football on Facebook
• And three lucky winners trained with Man Utd at Carrington
MY ROLE
Creative direction, concept, art direction.
CREDITS
Group Creative Director: Duan Evans
Creative Director: Phil Haworth, Rodrigo Sobral
Client Partner: Geoff Northcott
Account Director: Jo Holdsworth
Project Manager: Joel Godfrey
Art Director: Rodrigo Sobral
Copywriter: Paul Anglin
Designer: Stefan Kostov
2010
Advertising, Art Direction, Creative Direction
-
The Brazilian Journey
Take the Brazilian Journey and get faster. Train with Brazilian superstars Robinho, Fabiano and Nilmar. Then race the world’s fastest player in the Cristiano Ronaldo speed test. Get faster with the fastest.
In a year when the eyes of the world were firmly on the World Cup, we gave young footballers mobile access to the world’s best training programme, featuring the Brazilian national team.
Nike Football+ revolutionises the way aspiring footballers improve their game. When they buy the Mercurial boot, they receive a code to unlock Master Speed: The Brazilian Journey – a new mix of training and storytelling.
Young players follow the authentic journey of a Brazilian hopeful. Start on Rio’s streets and futsal courts, progress to a top Brazilian club and go on to a leading European team, before earning the national shirt and entry to Brazil’s mountaintop training compound.
Every stage features drills from the Brazilian national coaches, plus insight from World Cup superstars and footballing sensations, including Robinho, Fabiano and Nilmar.
The iPhone App enables young players to take The Brazilian Journey to the pitch where they watch videos, get advice and instantly share training progress with players worldwide via social networks.
This competition increased as young players raced the world’s fastest footballer. Using their mobile, players watched the specially created Cristiano Ronaldo Speed Challenge pitch-side.
They ran the challenge and instantly posted times to the global leader board to rate themselves against players across the world and Cristiano himself. This helped push the Nike Football+ App to 1 million downloads.
MY ROLE
Creative direction, concept, art direction.
CREDITS
Group Creative Director: Duan Evans
Creative Director: Phil Haworth, Rodrigo Sobral
Client Partner: Geoff Northcott
Account Director: Jo Holdsworth
Project Manager: Joel Godfrey
Director: Alex Wills
Art Director: Rodrigo Sobral
Designer: Ignacio Gonzalez, Nano Doce
Associate Copywriter: Nat Cantor
2010
Art Direction, Creative Direction
-
Lace up save lives
The cause-related strand of Nike’s World Cup work kicked off with its pre-competition ‘Lace Up, Save Lives’ campaign.
The scheme, fronted by Didier Drogba and developed in partnership with charity RED, urged fans to don red laces on their boots or trainers with all proceeds from sales going towards Aids awareness in Africa.
The partnership delivers a two-pronged approach to fight HIV / AIDS in Africa by delivering funds to support programmes that offer education and medication on the ground and will harness the power of sport to engage youth around the world in the fight against AIDS in Africa.
The Nike and RED concept is a simple one that invites people to ‘Lace Up. Save Lives by purchasing a pair of Nike red laces.
One hundred percent of the profits from will be split equally between The Global Fund to Fight AIDS, Tuberculosis and Malaria, which funds AIDS programmes that provide medicine for those living with HIV, and football-based community initiatives that deliver education and understanding around HIV/AIDS prevention. This unique partnership delivers programs that both medicate and educate.
Running across multiple platforms, from outdoor, press, digital, experiential and in-store, it launched on the day before World Aids Day, Nike lined up a stellar cast of stars to back the campaign. In addition to Drogba, the London launch was led by Joe Cole, Andrei Arshavin, Marco Materazzi, Denilson, Lucas Neill, Clint Dempsey and Seol Ki-Hyeon. In other markets major Nike ambassadors such as Maria Sharapova and Kobe Bryant also played a part.
MY ROLE
Digital creative direction, art direction.
CREDITS
Agency: AKQA, W+K
Group Creative Director: Duan Evans
Creative Director: Phil Haworth, Rodrigo Sobral
Client Partner: Geoff Northcott
Account Director: Gareth Nettleton
Art Director: Rodrigo Sobral
Copywriter: Paul Anglin
Designer: Hugo Gomes
2009
Advertising, Art Direction, Creative Direction
-
TGYFT
Nike wanted to promote its enhanced NIKEiD boot design service. For the first time, players could improve their game by customising performance elements of their boots. So we unleashed the service during the biggest game of the season.
Their Game, Your Finishing Touch gave young footballers a once-in-a-lifetime chance to design exclusive NIKEiD boots for their heroes to wear when Arsenal faced Man Utd in a top-of-the-table clash watched live by millions on Sky Sports.
Arsenal fans designed boots for Theo Walcott or Cesc Fabregas, and Manchester United fans chose from Rio Ferdinand, Wayne Rooney and Carlos Tevez.
We used online media to infect the online football community with the campaign, including Arsenal.com and ManUtd.com. And we highlighted the players’ boots through perimeter boards and game programmes.
In just two weeks, young footballers designed more than 15,000 boots through NIKEiD.com, submitting their designs to an online gallery where fans voted for their favourites.
The most popular designs were presented to the players themselves who personally handpicked their favourites for the crunch game. Winners saw boots they designed themselves on the feet of the players they idolise in the season’s showpiece match at the Emirates on November 8.
RESULTS
We gave fans ownership of the season’s key match with 15,191 boots designed in NIKEiD’s most successful campaign ever.
MY ROLE
Concept, art direction, design.
CREDITS
Creative Director: Duan Evans
Art Director: Rodrigo Sobral
Copywriter: Nick Bailey, Paul Anglin
Designer: Stefan Kostov, Hugo Gomes
Project Manager: Kris Smith
Group Account Director: Giles McCormack
Account Director: Gareth Nettleton
Account Manager – Rory Patience
2008
Art Direction, Creative Direction
-
The Creative Mind
Goodby, Silverstein & Partners collaborated with unit9 to build a truly beautiful web experience for Adobe.
The site features the work of several design studios and image makers, spread across a universe of three, exquisitely rendered, planets.
We immersed the user in a surreal environment of creativity and possibility. The interactive results is a free-flowing, whimsical animated experience that shows off the new capabilities of the Adobe Creative Suite 2.3 software package within the abstract framework of a designer's mental universe.
We were able to communicate on an informal level. The microsite is raising Adobe's brand perception in the creative community as the numerous blog entries and positive feedback continue to demonstrate.
MY ROLE
Interactive Direction, UX and Design.
CREDITS
Unit9
Interactive Director: Alex Jenkins, Rodrigo Sobral
Design: Rodrigo Sobral
Illustrator: Alex Jenkins
Animator: Alex Jenkins
GSP
Creative Director: Keith Anderson
Art Director: Mark Sikes
Copywriter: Spencer Riviera
Producers: Mike Geiger, Kenna Takahashi
2006
Art Direction, Creative Direction, UI/UX
-
Supersonic
BRIEF
Get young London running with Nike+
OVERVIEW
After six hugely successful years, Run London had earned a place in the hearts of 30-something occasional runners in London. This year Nike wanted a brand new city attack that would get young London excited about running. Supersonic invited London’s youth to prove their speed – to earn tickets for themselves and two mates to the ultimate 1K race and after party, featuring live performances from Dizzee Rascal and The Enemy.
LAUNCH
No campaign site – all community driven – a launch teaser video and exclusive music track were seeded across community networks to raise awareness among London’s youth. Meanwhile, a MySpace community launched featuring rich Flash content explaining the event format. A simple sign-up process for the forthcoming speed trials generated a unique SMS entry code for each contender.
SPEED TRIALS
Niketown window displays, flyers and posters at sporting venues, street teams in Supersonic-branded black Lamborghinis, 30-second radio spots on Kiss FM and XFM and targeted emails, SMS and rich media advertising drove recruitment to a series of three 100m speed trials across the capital in October. Each featured live DJ sets, Nike athlete appearances and an exclusive Supersonic shirt for every runner. On-site registration and digital timing processed runners’ performances, which were broadcast live to a Jumbotron leaderboard linked to MySpace.
FINAL NIGHT
17 November 2007, Evolution, Battersea Park. The final 1000 runners raced five at a time, every 15 seconds along a floodlit 1K track into a closed music arena, fuelled by live DJ sets. At the finish they and their supporters were rewarded with live performances from Dizzee Rascal and The Enemy. The fastest man and woman won three tickets each to any sporting event in the world – every other runner received an iPod nano and Nike+ Sport Kit, creating 1000 new Nike+ evangelists.
LEGACY
This event was the ignition point – not the finale. A TV show on youth-focussed Channel 4 with an audience of 1 million, and an audience reach of 5 million on MySpace, amplified the story with a brand audience. Regular Supersonic Nike+ Challenges live on within the Nike+ community. The MySpace community lives on as the home for youth running. Supersonic is established as a high profile annual event and brand new running format.
MY ROLE
Concept, art direction, design
CREDITS
Creative Director: Daniel Bonner
Art Director: Duan Evans, Rodrigo Sobral
Copy Writer: Nick Bailey
Designer: Rodrigo Sobral
Motion Graphics: Greg Mullen
Group Account Director: Matt Bain
Senior Account Manager: Remi Abayomi
Technical Manager: Stuart George
Project Manager: Joel Godfrey
2007
Art Direction, Creative Direction, Web Design
-
Nike Bootroom
The Nike Bootroom is a premium shopping experience launched in 2009, both in-store and online, that allows players and fans to browse, learn more about and purchase Nike Football gear in an innovative way.
Each item in the Bootroom can be bought online and be clicked to reveal detailed product features, available colorways, imagery of the pros who wear it plus a variety of other related content.
Users can also hit the team pages to explore the Catalan pride of FC Barcelona and the domestic dominance of Manchester United or the player pages for the individual brilliance of Fabregas, Aguero, Cristiano Ronaldo, etc.
Every area of the Bootroom has purpose and value, driving the following pillars of activity.
SOCIAL
Socialization is at the heart of the experience rather than on the edges, shifting focus from top-down brand image to audience-driven conversation and participation.
DYNAMIC
All areas of the Bootroom are contextual, dynamic and filterable. No dead ends for the user journey.
REAL-TIME
Newest content from Nike, social channels and blogs ensure Bootroom is reactive, fresh, and real-time.
INTUITIVE
“Most popular” links provide shortcuts to the most trafficked areas of the site, using audience’s own behaviour to auto-generate an intuitive user experience that puts their interests first.
PRACTICLE
Contextual mini-PDP links (or hot spots) allow users to buy products directly from images throughout the online experience.
HELPFUL
The experience supports comments and ratings via Nike Profile and Facebook Connect.
SHAREABLE
Encourage audience to share everything of interest via Twitter and Facebook.
ACCESSABLE
The Bootroom online experience can be seen in over 21 different languages.
CREDITS
Group Creative Director: Duan Evans
Creative Director: Phil Haworth, Rodrigo Sobral
Group Account Director: Geoff Northcott
Account Director: Jo Holdsworth
Project Manager: Joel Godfrey
Art Director: Rodrigo Sobral
Designer: Ignacio Gonzalez, Nano Doce, Andreas Levi.
Copywriter: Paul Anglin, Nat Cantor
2009
Creative Direction
-
The Mill's Corgi
BRIEF
Come up with an idea to celebrate the Queen’s Diamond Jubilee and promote the Mill.
INSIGHT
It’s well-known that Queen Elizabeth is a dog-lover. Her longtime breed of choice is of course the corgi, and she owns not only one but three of them: Monty, Willow and Holly.
IDEA
Bill, the interactive corgi controlled via tweets.
The dog lived in a digital screen installed in the Mill’s front windows and visitors were encouraged to use Twitter to show him some love.
For every tweet sent to @TheMillCorgi 50p was donated to the Battersea Dogs Home of which HRH Queen Elizabeth II is a patron.
By using the hashtags #play, #chill, #eat and #party, the tweets triggered a variety of reactions on Bill that could be seen in real time on screen. Visitors also received a personalised message from him on the window and on Twitter.
2012
Advertising, Creative Direction, Exhibition Design
-
NikeFootball.com
SPEC WORK
These are the designs and UX proposed for a re-design of nikefootball.com back in 2008. It was the first step towards creating the Bootroom experience and the new Nikefootball.com website.
MY ROLE
Creative direction, concept, art direction.
CREDITS
Creative Director: Duan Evans
Associate Creative Director: Rodrigo Sobral
Account Director: Nicola Borradaile
Art Director: Rodrigo Sobral
Designer: Ignacio Gonzalez
2008
Art Direction, Creative Direction, Information Architecture
-
Guinness Apprentice
SPEC WORK
I don't normally post spec work here but I’ll make an exception in this case. That’s because this is truly innovative work. It’s a real life brand experience that is ‘social by design’. It is rewarding and
creates a lasting relationship with the Guinness brand and its audience.
Before getting into it here is a bit of background.
The Guinness Storehouse is the number one tourist attraction in Dublin, Ireland. It attracts 1 million visitors from 25 countries every year. Eleven years has past since the Guinness Storehouse opened. It’s time for a brand new experience.
Our briefing was to re-think the entire visitors experience and use technology to create something fun, engaging and digitally connected.
Our Idea? The Guinness Apprentice.
The Guinness Apprentice is a unique journey where visitors can develop the skills and knowledge in order to truly appreciate Guinness. And discover the ‘more’ that Guinness is made of.
This is not a tour. This is a chance to become part of the Guinness story. It is a rewarding and delightful journey. It is a playful, hands-on experience that can be shared with friends in real-time.
MORE SURPRISING
Visitors that pre-book online, and input their flight number, are greeted by their names when arriving at Dublin’s airport.
MORE PERSONALISED
No programmes to read. No cards to lose. Swipe your wristband to connect the Storehouse to your online world, unlock bespoke content and share your experience. Everything in your own language.
MORE TASTE
As an apprentice, you need to experience Guinness with all five senses. Interactive table-tops will prompt you to smell, listen, feel, etc. Your table top will react to your touch and the movements of your glass.
MORE AMAZING
As the apprentice passes through the second floor walkway, their body movements create surprising and beautiful surges within the Guinness.
MORE HANDS-ON
Pouring the perfect pint. This is where all your learning and skill is put to the test. Once you have mastered the six steps, you’ll understand what a perfect pint looks like, how it’s poured and how it should taste.
MORE REWARDING
Visitors will step into a photo booth and emerge with their apprentice certificate.
MORE CELEBRATORY
By swiping the nearest NFC reader, we’ll magically pull images of your best mates from Facebook for a celebratory cheers!
MORE INVOLVING
Leave your mark. It could be a message, a doodle, a photo, whatever you like. Just share your love for Guinness, simply by using the interactive pods or mobile app.
Now explore how the rest of the world feels about Guinness.
Immerse yourself in the live digital map. A world you can touch and explore.
MORE MAGICAL
Guinness is alive inside and so is the 4th floor concourse. Visitors can explore hundreds of live Guinness facts, all rendered as cool info-graphics.
MORE DISCOVERY
Scattered along your path to apprenticeship are virtual pints of Guinness. If you’re lucky enough to collect them all (using your mobile App), you earn real life rewards.
MORE THAN A MEMORY
Your visit may be over, but the Guinness Storehouse experience continues.
You’ll receive a magical video - a film about you, starring you, telling the story of your apprenticeship.
MORE ENGAGEMENT
Each year, to celebrate your visit to the Storehouse, you receive an anniversary pint of Guinness.
MY ROLE
Concept, creative direction.
CREDITS
Creative Director: Rodrigo Sobral
Design Director: Nick Morland
Copywriter: Haydn Kerr
Creatives: James Greening, James Fernandes
Project Director: Joel Godfrey
2012
Creative Direction
-
Nike Air Pegasus+
Nike Air Pegasus is the world’s most loved running shoe. For over 24 years it has built up a fiercely loyal global fanbase. Pegasus evolved as technology evolved and it became Nike+ enabled.
Our mission was to create an online product experience to celebrate the Pegasus history and Illustrate its evolution into a Nike+ running shoe.
The Pegasus+ experience was brought to life through beautiful 3D and 2D animations showcasing the Nike+ technology and also through video interviews with the creators of Nike+ and athletes who run with Pegasus.
The experience lived in nikerunning.com and was promoted in the main running websites and magazines in Europe plus on the ‘i love pegasus’ fanclub on Facebook.
MY ROLE
Concept, art direction, design and animation.
CREDITS
Creative Director: Duan Evans
Art Director: Rodrigo Sobral
Copy Writer: Nick Bailey
Designer: Rodrigo Sobral
Group Account Director: Matt Bain
Senior Account Manager: Remi Abayomi
2007
Art Direction, Creative Direction, Web Design
-
Mercurial Vapor Superfly
The Mercurial Vapor Superfly is Nike’s lightest, fastest boot ever made. It features a genuine innovation – Flywire technology.
Nike Flywire utilizes high-strength threads that act like cables on a suspension bridge, delivering engineered support precisely where it’s needed. That means reducing the amount of material required for the upper of a shoe to the bare minimum without compromising on durability or integrity and support.
BRIEF
Launch this revolutionary boot and establish the Superfly among the audience as the supreme weapon for unrivalled speed.
IDEA
Invite the fastest football players in the world to reveal the Mercurial Vapor Superfly superior speed in the most competitive football tournament of that year, the UEFA Champions League.
The campaign kicked off with Cristiano Ronaldo and Zlatan Ibrahimovic giving the Superfly boots their long awaited on-pitch debut in a football match between Manchester United and Inter Milan.
CR7 knew the world’s gaze would be on him, so it was no surprise when he rose to the occasion and scored the winner goal. As a result Superfly was featured in most of the sports newspaper and blogs across Europe.
Throughout March and April the likes of Didier Drogba, Robinho, Franck Ribery, Adriano, Alexandre Pato, Gabriel Agbonlahor and Ben Arfa successfully unveiled the boot’s speed and their stories were seeded with home page takeovers and blog posts on NikeFootball.com.
An online gallery and a product experience were created to give the audience an in-depth understanding of the boot and the lowdown on the innovations that will help make them fastest on the pitch.
Strategically placed online media helped to spread the story and drive the audience to the Superfly content hub on NikeFootball.com.
The Facebook page held the debut events and seeded exclusive videos, photos and status updates to 3m+ fans.
RESULTS
• Over 2300 confirmed attendees for the face-off event on Facebook
• 587 ‘wall posts’ by fans bantering over who will win and who’s the fastest
• Most content updates received over 100 comments and hundreds more likes
• Over 6 million people were reached online and NikeStore witnessed an impressive increase in traffic to the ecommerce site.
MY ROLE
Concept, Art Direction, Design.
CREDITS
Creative Director: Duan Evans
Art Director: Rodrigo Sobral
Copywriter: Paul Anglin
Designer: Rodrigo Sobral, David Clarke
Group Account Director: Geoff Northcott
Account Director: Jo Holdsworth
Account Executive: Ryan Griffin
2009
Art Direction, Creative Direction, Web Design
-
Old favourites
Here there are some campaigns, websites and films I’ve done a long time ago. They are very old but were very successful when serving their purpose back in the day.
I won’t go into details about each one of these projects but if you want more information drop me a line I’ll be happy to help as soon as I can.
2004 - 2008
Advertising, Art Direction, Creative Direction
