Product collaboration with Virgil Abloh to reimagine Dieter Rams’ 60 year old Wandanlage to celebrate Braun turning 100 years.
BOSS has always been known for their style and their tailored suits but with this campaign the spotlight was put on the use of their suits rather than the brand itself.
I was tasked to shed some light on what's possible to do while wearing a suit. I picked athletes from the worlds of BMX, basketball, skateboarding, dancing and freerunning. By working with a range of athletes, Boss is showing consumers there is still a place for tailored suits, including more adventurous settings.
You can see the full campaign here.
In 2019, the Moncler Genius building finally returned home to Milan.
To maximize reach and awareness, and build hype and excitement around this momentous occasion, we captured 5 celebrities’ journeys from their home city back to Milan with the Genius building.
Together with adidas Originals, we needed a way to create hype around launching 22 shoes in a collection that connect shoes from the past with soles from the present.
To launch the new Never Made collection for adidas Originals, we wanted to bring the experience of building never before made adidas shoes to the masses. We did this through Instagram polling, live-work sessions with a cobbler, Jack the Ripper, and more, ultimately driving up enough excitement to sell out the first pairs of the Never Made collection.
WEBBY Winner / 2019 / Social
WEBBY Winner / 2019 / Events
With the fallout of the global pandemic still looming, the team behind Jack Honey Art, Beats & Lyrics quickly went to work to reimagine the event from the ground up. For the first time in the show’s 17 year history, the traveling art exhibition went completely virtual, allowing audiences from all over the world to experience it on their own terms.
Jack Honey Art, Beats & Lyrics Virtual is a digital interpretation of the real-life experience featuring three "floors" that mimic an actual event space, including an atrium, rooftop bar, and basement level. The digital experience features a full lineup of artists for 2021 along with their paintings and installations virtually mounted throughout. Visitors can vibe to new sounds throughout each floor all while discovering new art from the comfort of your own home.
Of course, it wouldn’t be a party without featured Jack Honey cocktails — AB+L Virtual features several bars where visitors can browse exclusive drink recipes from the actual event.
The full experience here.
FIFA wanted to celebrate the impressive growth of women’s football over the last 3 decades, delivering an innovative social campaign that is unique to FIFA, and is seen as a point of reference for digital content in the women’s football space.
We created a multi-faceted campaign to celebrate 30 years of togetherness in the women's game - and show how the tournament has progressed. From epic hero films that bring together legends of the game to seamless highlights of the best action of the past 30 years, to bespoke player illustrations and interactive quizzes presented by stars of the game and a cohesive look and feel to bring all the content together.
To highlight the SS20 collection, showcased during Shanghai and Milan Fashion week, I was tasked to create face filters and art direction for BOSS’s Instagram channel.
The face filters draw inspiration from the collection itself and the event during the show. I was responsible for the concepts behind the filters and worked together with a technologist to see them come to fruition.
Beyond the face filters, I art directed a video series answering questions about the BOSS Individual collection as well as a multi-camera approach to their live feed showcasing the show itself.
To honor HUGO’s commitment to music, they teamed up with their new global brand ambassador and singer-songwriter Liam Payne to create an exclusive capsule collection.
I, together with Annex88, was tasked to create a campaign highlight the collaboration and to create hype around the launch event.
With the help of legendary photographer duo Mert & Marcus we created teaser content from the campaign imagery.
Following Liam’s journey throughout the HUGO collaboration, we hosted a series of events for Liam and our influencers in Berlin, and used Instagram as an exclusive ‘Shop Now’ experience for 24 hours on July 4th.
Maff.tv is a video streaming platform showcasing quality content of creatives from around the world. The platform highlights new and upcoming artists as well as established musicians, curators, painters, and creatives as a whole.
All of the content exists in the world of either Music, Art or Fashion with the purpose to bring those closer together, having creativity as the common denominator. Beyond being a curator when it comes to already existing content, Maff.tv also has its own interview series, editorial content, and physical events.
Visit the platform here.
In 2021 Braun celebrated 100 years as a brand and with that the moments that’s been in the past.
Throughout history, portrait photography has captured a moment in time; a human identity, culture, and style that celebrates its era past or present.
100 years ago, men’s clean-shaven faces and women’s clean-shaven legs were a symbol of both technological advances in shaving and the prevailing influence of beauty - as Hollywood movies boomed and the 1920s began to roar. The 1950s saw the soul patch break onto the scene through jazz, rhythm, and soul, whilst the 1980s hailed the Chevron mustache, inspired by Magnum P.I. and the iconic Freddy Mercury, who empowered the gay community in a decade of liberation, rock, and new age masculinity.
We created a lookbook that celebrates the styles of yesteryear and exposes how they’ve not only stood the test of time but that they continue to influence modern fashion.
We constructed an analysis of Y-3’s holistic social performance, identified opportunities, and provided a POV on how to proceed in the social space moving forward.
Then translated the core themes from those insights into a visual treatment that explores the way we capture content with fresh and unique perspectives and camera angles, pulling in cues from editorial style to add context.
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One example is the first ever multi-cam Instagram Live story. The live multi-cam coverage of the show reached 20,000 unique viewers on Instagram Live, and clips of the coverage on Instagram Stories garnered 288,000 views. Combined with posts using content from the show, our content reached over 6.6 million impressions.
WEBBY Winner / 2018 / Social - Fashion & Beauty (Video)
Created the first-ever augmented reality unboxing experience to launch the Deerupt from adidas Originals. The experience, triggered by a code inside empty shoeboxes sent to influencers around the world, revealed the shoe for the first time and democratized the unboxing process. In a matter of days, the AR unboxing reached 110 million views in 123 countries.
The brand was looking for a partner to elevate their social, influencer and experiential activations. We developed a clear look & feel, as well as an elevated strategy that taught followers about the myriad ways St. Germain could become a staple in any bar, on premise or at home. Within 3 months, we had increased their engagement by 200% on social.
Annex88 was tasked to excite and engage our largest streetwear community and satisfy their thirst to learn more about adidas’ Consortium franchise: an open-sourced collaboration network that puts creative control in the hands of adidas’ most influential sneaker retailers.
So we created SHPTLKS, an unscripted content series that not only educates our audience on what Consortium is, but also uncovers local cultures, inspirations behind the rare Consortium collaborations around the world, and highlights the destinations where these store owners live and what it is that inspires them.
With over 1M impressions, SHPTLKS received a 94% completion rate on Instagram Stories and averaged over a four-minute view rate per episode (as compared to 30 seconds for other video content). These results showcase how a deeper level of storytelling is a passion point for our Consortium audience.
WEBBY Nominee - Advertising / Media & PR / Individual / Social Video
Prom starts with Promposal — a teen phenomenon that’s become as big as the main event. We realized that to own Prom, we needed to own Promposal — on channels that teens were actually present on.
We secured March 11th as “National Promposal Day” in the National Holiday Calendar on Men’s Wearhouse’s behalf and through that created a social platform they could own for years.
