One of JWT London's biggest clients is Nestlé, and Kit Kat is one of the most iconic global brands i've had the pleasure of working on.
The coming together of two mega giants in Nestlé and Google presented a rare chance to do some very creative work. Major props to Google for approaching Kit Kat about it.
Working in a small team, I was the only designer / CG / motion graphics / editor working on output including master global packaging design for both 4 finger and chunky wrappers, comms concept designs, 4.4 and Break Labs websites and videos and development of the release icon, which was completed by Buck in the US.
The sites were built in a war room at JWT, the best way to get these sorts of quick turn around builds done.
The first major work accompanying the release icon and packaging was a parody site entitled 'Kit Kat 4.4' and satirical video parodying the confectionery perfectionery that is the 4 finger KITKAT bar. For this, I did all editing, post production, 3D animation and motion graphics. The live action pieces were shot by Neil Raja @ New Road Collective.
In the first week the video had gained over 2 million views, and the site had over 1 million unique visitors. Impressive for virtually no media spend.
Visit the 4.4 site - Yes of course the Konami code works.
Some of the vast press coverage:
The 2nd phase of work was formed by the introduction of the Kit Kat Break Labs. The home of all Kit Kat technology and innovation. A site and video was produced for this, mostly using the same team. I produced all design for the site, and did all editing, CGI, post production, grading and sound mix for the Break Labs Video.
Visit the Break Labs site - The home of all KITKAT innovations.
Huge shout outs to the JWT team:
Barry Christie, the CD across all the work.
Ant Hill, account man extraordinaire
Matt Payne, head of tech at JWT who led the dev team on the 4.4 site admirably, getting his hands very dirty in the code along the way.
Tobias Fieldhouse, superb front-end dev for desktop
Henry Moyo, mobile developer who worked tirelessly to bring the mobile sites to life.
Joe Fox, who's genius copywriting can be found throughout all the work.
Project managers, Ian Hughes, Steve Mead & Joe Bassary who PM'd the 4.4 and Break Labs site builds and videos.
TA Live. Broadcasting live during commercial breaks on ITV from Camp Bastion in Afghanistan to highlight the British Territorial Army's role working alongside regular soldiers.
My role on this project was defining the campaign visual identity. I created 3 x 10" teaser ads that ran in the period up to and in between the live 60" ads which I also created the bumpers for.
I did the 3D, motion graphics editing and sound design for all "non-live" material that went out.
The 'data glitch' look was rolled out not only on TV, but on the Youtube channel I helped design alongside Jamie Green, but the print and OOH materials.
Client: Capita / MoD
My role: Titles direction, Editing, Motion Graphics, Typography & Sound design.
Creatives: Anita Davis & Jon Budds
Creative Director: Adam Scholes
Producer: Toby Clifton
This campaign was also shortlisted for best use of Media at Cannes 2013.
Some press coverage:
I don't consider myself a 3D operator or a motion graphics artist. Just a designer who uses the right tools for the job.
The 3D stuff sure is fun to play with though!
Led by one of the finest creative teams at JWT London in Simon Sworn & Matt Chandler, I had around a day to turn around the visuals for a pitch idea for Rolex's F1 sponsorship.
Using cinema 4D to generate the correct car shots, or creating entire environments in some circumstances, I combined 3D, retouching and typography to bring Matt & Si's idea for this microsite to life.
The work I've created for HSBC spans conceptual, responsive and mobile design and motion graphics.
When HSBC came to JWT with a brief for a custom youtube channel, I presented 6 concepts back. 3 which were great interface solutions to showcase their existing content and 3 which represented where I though they should go in terms of interface, interaction and content development.
The client loved all 3 and requested we find a way to get them all into a single custom channel. This was the beginning of an ever expanding relationship with HSBC for digital work.
Fast forward to today and HSBC have a brand new custom channel shown here, built with YouTube's responsive one channel architecture in mind. Flexible from 1060px down to 640px for tablet and desktop and a custom mobile design as well, everything is in the detail with this platform agnostic build. From custom design rollover states, a custom font created purely for icon used on high pixel density displays and playlist containers designed and built from the ground up.
This concept which underlies this channel is one of global and local relevance. The channel detects where in the world you are visiting from and displays content like video, promos, photography and tweets relevant to that region of the world. All this delivered by an intelligent, custom built admin area.
Using my motion skills I was able to create a demo video early on of the new channel which empowered our HSBC clients to sell in the innovation internally. Something which has grown into something really stand-out in the financial marketing sector.
Part of this build carries over interactive video functionality from the first incarnation. A function that gives a deeper understanding of the thinking behind the content. In the current case, a layer that sits over and enhances a TV ad. HSBC can display their credentials as an intelligent, digitally savvy bank to match their customers. I wrote and storyboarded the animation seen in each of the interaction points.
Digital Producer - Maria Sanchez
Build - Michael Coelho (front end) & Nick Miles (back end)
Design support - Andy Minchin
Client services - Rory Yates, Eliza Sloss, Gemma Swinglehurst.
Corporate website design for Kallo Foods. A UK based parent company of organic based brands including Whole Earth, So good, Rice Dream and Kallo themselves. With this one I enjoyed crafting an unusually warm and friendly corporate site. Injecting the right amount of personality and organic credentials whilst always remembering this is a parent company who want to let their brands do the talking was key here.
with no brand guidelines, and simply a logo I had to generate a complete look and feel including typography, colour palette and photography.
Client: Kallo Foods
My role: Design, Art Direction and 3D.
Design Director – Simon Coupe.
Producer – Kären Kenobi.
In 2007 when I joined CHI&Partners, one of the first projects I got to work on was a website for No More Landmines. Working under creative directors Thiago De Moraes and Micky Tudor, they had already established the idea that of course landmines mean the ground is dangerous place to be in certain parts of the world and how can we best dramatise this.
Lewis, a free runner from Urban Freeflow, who also provided free runners for the famous BBC and channel 4 idents at the time travelled around the south bank without touching the ground the convey that idea.
I was the photographer on the shoot. Keeping up with Lewis was tough, but a lot of fun. 2200 photos later and we had enough to populate our 'flipbook' style homepage and video.
The campaign was awarded gold at The One Show, was nominated for best use of photography at The Webby Awards, and was best in book in the Creative Review Annual of that year.
I helped code the site, but lead developer was Dan Fontana.
Thiago and myself were designers.
Whilst at Skive in 2011 I had the opportunity to work on a web game where players can 'serve' at Rafa Nadal to try and ace him for a chance to win a trip to meet him in person.
Skive was commissioned by 23Red to create the game, part of a wider campaign for the client Bacardi called Champions drink responsibly, of which Rafa is their ambassador.
The game combines real footage of rafa with the 'Roboserv' serving robot. We flew out to Mallorca to shoot Rafa at his private tennis court - a very enjoyable shoot!
The game was a large contributor to the success of the campaign which did very well with 20,477 users entering the competition.
I was the interactive art director at the shoot, game interface designer and I created the animated intro sequence.
The developer was Steven Archer @ Skve.
Working into Digital ECD at JWT - Ricardo Figueira, I put these visuals together to convey the idea that like body language, you can say a lot with your hair.
Once every four years the British and Irish lions comes together to tour a foreign land. In 2013 that was to be Australia. HSBC were the principal partner sponsor for the tournament and as such it fell to JWT to create a campaign to reflect that legendary journey.
Working alongside an incredible creative team in Daniel and Iain Wetherby, their idea of an epic film in a master and commander style where we follow the crew on the high seas to Australia, celebrating the 125th anniversary of the original British and Irish lions journey was to be a great grounding for the digital work to follow.
Working with digital creative director Christopher Jones, it fell to myself to flesh out and finally execute 2 key pieces of work for the campaign. The interface for a custom youtube channel and an interactive video where you can explore further some of the characters in the film.
An 18 camera DSLR rig was used to create a time slice of each of our characters in a studio adjacent to the main set for the film shoot. This type of integration in production was critical to the success of the campaign. It meant talent came straight off set and into our studio. Makeup, costume and expression were the same meaning a seamless experience could be achieved.
The styling for the YouTube channel interface was designed to be complimentary to the campaign while still being an experience in its own right.
I also created a masthead that ran for 24 hours on the YouTube homepage. This was a full CGI build done in Cinema 4D, graded and composited in After Effects.
BT Sport Industry Awards 2014 - Best Integrated Marketing Campaign
Marketing Society Awards for Excellence - Best entry from outside the UK.
Digital Producer: Maria Sanchez
Build: Mickael Coelho
Simon Sworn & Matt Chandler
Celebrity drivers, hollywood stars, former SAS, and the most inhospitable roads and terrain in the world. Driven to Extremes was a 3 episode series produced for discovery to test and highlight the capability of Shell Helix motor oil in the harshest of conditions.
My role was lead design for the custom YouTube channel that supported the series. Cut down clips were uploaded onto the channel along with unseen footage from the show.
3 Interface options (bottom) were developed. One focusing on the types of terrains the teams would traverse, one which moved through each terrain as a journey, and one cleaner photographic led route.
Given the amount of content to be uploaded, a clean design balancing both Shell and Discovery branding was the order of the day. A photographic led horizontal parallaxing interface was developed.
My role: Lead design
Creative Director: Chris Jones
Producer: Ben Young
Production Agency: Cohesus
A mix of stuff, all done in my own time.
Folding wedding invite design. Opens to double sided A3 poster.