And finally, some spec-work, pitch deck pages, and other such conceptual work that never quite saw the light of day in the commercial world, but has a home here.
Float Hub
‘Float into 2023’
I wrote these ads for a London-based 'float' company (sensory deprivation tanks - it's a thing) to help them attract new Floaters in January. Making some noise amongst all the gyms & wellness brands that usually pepper you with ads in the new year.
I’ve e-mailed FloatHub. I’ve not heard back. Perhaps because they were in a sensory deprivation tank? Either way, I still had fun writing these.
Oatly
G.O.A.T.MILK
If Messi lays down his crisps and makes a milk ad. He’s known to be mostly vegan during the footie season, so this could be fun.
Ministry of Sound
‘S.O.Sweden’
Ministry of Sound created an amazing portable speaker, and of course, they wanted to make some noise about it.
How? Well, how about we take the brand which is an authority in dance & epic sound, to the one place on Earth where a ministry has banned just that... Sweden.
Sweden has a long standing ban on dancing in public places, and a minister in the party-pooper government had just renewed the ban. There was a big protest about to take place...
Our idea was to support this protest by shipping our speaker systems out to Sweden, put them on the truck leading the protest, and create a PRable celebration of music and dance, all livestreamed via social media so the rest of the world could join in and show their support to Sweden, just by dancing.
Signal
‘Day & Night’
Tasked to create a behaviour changing TV ad to get kids in France to start brushing their teeth twice a day.
We wrote some scripts, but also took a step back and thought of this simple but bold product innovation that tackles the problem at a much more direct level.
This went into research and product design with the intention to hit the shelves, but the latest I've heard is that kids in France are still only brushing their teeth once a day...
Apple
‘Breaking Fast’
During Ramadan, Muslims must fast from dawn to sunset each day, meaning they can only eat in the morning and at night.
The Apple logo on social/online/display follows the dawn to sunset pattern and becomes a full apple during the day, and the bites gets taken out when the sun sets.
Voltarol
ROCK ‘N’ VOLTAROL
So many old rock bands are making a comeback these days, so this one’s for the old kids like myself who sometimes find themselves crowd surfing or in a mosh pit—only to be reminded the next day, in my case by a right knee, that we’re not young anymore.
(Just a quick mock-up for fun—nothing real. The right knee pain is real, though.)
Could have fun with the typography and lock-ups—like mini rock-band logos, tactical ads near festivals, recovery playlists, etc. Make the subjects in the crowd a little older when shooting these. I didn’t want to waste ChatGPT’s effort on it, though—it’s just a quick 10 min, hungover bit of fun.
