INTEGRATED AND EXPERIENTIAL

Executive Creative Director

Media agnostic ideas across integrated campaigns that drove engagement.

BP TOP GEAR

Objective Launch BP’s sponsorship of the Top Gear Festival in a bold, high-energy way that captured fans’ attention.
Strategy Stage the “theft” of BP’s rally car and invite the public to join the chase — turning the sponsorship into a nationwide game.
Execution An interactive, multi-channel hunt driven by the thieves’ viral videos and social clues, culminating in the car’s dramatic return during the festival’s opening ceremony.

SIEMENS COP 17

Objective Demonstrate Siemens’ commitment to sustainable innovation at the UN Climate Change Conference (COP17).
Strategy Create a physical symbol of sustainability inspired by African heritage — the Baobab, tree of life and wisdom and the traditional meeting place for important decisions. 
Execution An iconic structure built from reclaimed wood and steel, powered by renewable energy. It became a symbol of the conference and was later adopted by the UN as an international symbol of sustainability.

SUN INTERNATIONAL, SUN CITY SPRING BREAK

Objective Capture the attention of an indifferent youth market and reignite excitement around Sun City’s Spring Break.
Strategy Create a provocative new media channel — Human Billboards — to turn heads and ignite social sharing.
Execution Human Billboards in swimsuits became the catalyst for massive social media buzz. The campaign expanded across print, posters, and outdoor, driving unprecedented awareness and record attendance at the event.