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All Posts in Art Direction
Now live in store is a super immersive body tracking, gaming experience I created for the adidas Solarglide retail campaign for adidas' LDN flagship store.
Giant screens and body tracking encourages shoppers to try on and test themselves (and the new Solarglide shoe) in a fun game,against their friends and other consumers.. and everyone is loving it.
LDN Solarglide has started off as the best performing store takeover for adidas in 2022, selling in large numbers in the first week and hitting high levels of consumer interactions since launch.
The Bok Door - Welcome to the future.
Just before Christmas I received a truly exciting brief from Reebok that really had the whole team busy right up to Christmas and then into the new year.
Our biggest budget activation to date with a whole host of VIP's and exciting ideas flying around - it was all hands on deck to turn our pitch around on time and move super quickly with just 6 weeks to turn mood boards into reality.
Leading the pitch creative team we worked up and presented routes on the last day before the Christmas break. We really wanted to celebrate Reeboks basketball heritage and really hero them coming back into that arena going forwards (now they're under new ownership).
We did this be looking forwards into the brands future by transforming a space into a retro 90's Reebok store and turning the back 'staff room' door into a gateway into 'The Future' of Reebok activation space. No stone was left unturned when finding truly creative ways to make this event stand out and really help Reebok connect with it's consumers, VIP's and stakeholders.
From 90's style jeopardy games shows, to customisation stations with bespoke Reebok fonts, to Shaquille O'Neill's very own Wreck-Reation room complete with blow up couches and retro Shaq-Fu computer games and Dee Brown's famous 'No Look Dunk' slam contest.
The event put Reebok on the map during All Star weekend 2022 with people coming from across Cleveland and the US to blag their way onto the most exclusive guest list for the weekend and get involved in the action.
We were joined by many of Reeboks key directors, account contacts and some legendary VIP's including Big Shaq himself, Allen Iverson aka The Answer, Dee Brown, Myles Garrett and a host of other big names from the NBA All Star Weekend.
The event smashed all targets, by selling out twice and getting more people through the door than promised, the clients were super happy with the outcome with praise coming from across Reeboks retail, global basketball and procurement teams.
A huge thanks to everybody involved in this iconic event!
Nice to see bottles of J.W. Lees Moonraker stocking the shelves at my local ASDA supermarket. Had to grab myself a couple.
Labels designed as part of the J.W. Lees full beer range rebrand undertaken whilst freelancing at Squad.
December 20, 2021 - No Comments!
New Work from NYC for Reebok – Club C Vintage, Nano X1 and Floatride Energy
Here's a cheeky little tease of some of the work to come from my recent shoot in NYC.
Reebok Classic - Club C 85 Vintage
Performance - Floatride Energy & Nano X1
The Reserve is back and we're now digging deeper to re-imagine and re-issue the best of the Reebok Archive.
A really cool project to work and lead on... a collaboration between an iconic brand and legendary artist. Below are a couple of the social stories, followed by a couple of key visuals. Each release in the pack has its own narrative relating to each release and the artwork it is inspired by - through the creative concept which turners the consumer into artist and brings the life in front of your eyes, with the shoe becoming part of the process that inspired it.
In the summer of this year the dream brief landed on my desk, to work on the launch campaign for the super exclusive Reebok x Eames collaboration. As part of that pitch win and campaign activation I lead the creative of an exclusive launch event, taking place at the newly renovated Eames Case Study House in the California hills.
http://https://vimeo.com/658001886
The full case studies for the event and also for the retail activations created for END and Footpatrol will hopefully be online soon! Below is a little snapshot...
Bustin' still makes me feel good! Buzzing to sneak some new work from team Reebok at IMA and another Ghostbusters collab! A second drop of sneakers inspired by the Ghostbusters franchise is on its way dropping soon. The visuals take reference from classic moments from the movies with a playful twist, as well as some and future classic moments from the forthcoming sequel Ghostbusters: Afterlife.
After COVID pushed the release of the movie back several times, it's finally great to be able to share some of this work!
If you need your shoes with a side of sweetness, look no further than the Reebok x Jelly Belly collaboration that’s coming your way!
The bold and brightly coloured footwear pays tribute to vibrant Jelly Belly flavours and even features scented silicone soles! Our key visual creative takes this twisted cocktail of flavours (sweet, savoury and sickening!) and bring the footwear to life with 3D characters created from the beans that inspired the shoe. The Resulting action is a visual and interactive interpretion of that cocktail through the lens of lockdown and the skillls, tricks and hobbies we've all picked up along the way!
This is includes the party mix, home DJ, the super sour cocktail and its body contorting effect on the new super flexible yogi.
Court inspired summer streetwear, Reebok x Prince
- Case study coming soon!
Shot at Pharrell and Dave Grutman's sick hotel in Miami, the Goodtimes Hotel.
Immerse yourself in the beauty of the solar system and the extra terrestrial store take-over created for the END. x Reebok "Jupiter" drop. It's the closest thing you'll get to the Milky Way!
The takeover featured an in store lunar campsite, intergalactic planetary launch zones as well as window takeovers of London, Newcastle and Glasgow stores.
