All Day I Dream About Sneakers was a global branding project created for Adidas Originals, inspired by their brand creeds ‘Impossible Is Nothing’ and ‘Celebrate Originality’. The project brought to life the world's most 'original' range of sneakers, which were concieved, designed and directed into sculpted models by myself and writer Chris Cork. The full campaign extended into in-store posters, visual merchandising exhibits and a limited edition book, which appeared in key stockists throughout Australia and New Zealand.
Upon its launch, the campaign instantly went viral, with more than two hundred blog posts featuring the shoes appearing across the web within twenty four hours. These sites included Communication Arts, Hypebeast, High Snobiety, Format Magazine, Sneaker Freaker and Juxtapoz amongst many others.
For Apple's 2014 holiday message, we told the story of a girl's journey to create an emotional gift that transcends time, all via Apple technology.
The Song was featured on Today, Huffington Post, US Weekly, Refinery 29, Elite Daily, The Daily Mail, Forbes, The Wall Street Journal, Time, Creativity, Adweek, Fast Company, Mashable, The Verge, Tech Crunch, Cnet, Jezebel (my favorite headline of all time) and many more.
We also created a piece (below) that tells the story behind 'The Song'
To open Apple's September 2014 keynote (in which they would go on to announce the Apple Watch) we created a film for the people who have always seen things differently.
In 2011 I worked with Reform to create a surreal series of images to boldly feature their colorful garments across all their marketing and campaign collateral, both on and offline.
Upon its launch the imagery rapidly spread around the net, and was featured on a number of global fashion and design blogs, garnering a huge amount of exposure for the relatively fledgling brand.
To celebrate the 30th anniversary of the launch of the very first Mac (via the famous 1984 superbowl commercial), Apple set out to prove their promise to put technology in the hands of the people. Shot in one day, in ten countries and entirely on iPhone, the film shows that the promise has well and truly been kept.
We produced a short behind-the-scenes film to shine a light on some of the immense technical and logistical aspects of the production, and how it was all orchestrated via Apple technology.
In 2009 I was invited to participate in the Baetulona exhibition, curated by the Brrother's studio in Badalona, Spain. Brrothers commissioned 100 artists from around the world with the brief to visually represent one of one hundred key moments in the long and colourful history of the city of Badalona. The final product took the form of a canvas 1.5 meters tall and 100 meters long, which would be exhibited publicly in Badalona, Barcelona, Madrid and Buenos Aires.
I was given the theme of immigration and cultural exchange for my section of the canvas, which I interpreted via a photographic montage of faces, textures and environmental imagery.
Focussing on the sense of longing infused throughout Elliott Spencer's 'The Word Is Empty', Chris Cork and I set out to create a video that told a strange story of love and obsession via a production that had us chasing sunsets for over five weeks - no mean feat in notoriously overcast Melbourne.
Check out more from the talented Elliott Spencer here.
This spot celebrated the multitude of ways that people around the world enjoy music on their iPhone, every day.
'Music Every Day' was featured on The Verge amongst many others, and even set the Apple Watch rumour mill going in this Adweek article.
Inspired by the doomsday predictions developed from the Mayan calendar, in 2012 I worked with Reform to create a campaign depicting scenes of survival in a post-apocalyptic world. In addition to campaign imagery, we also produced a short teaser video, to be distributed via Reform's extensive social networks.
Whilst developing the 2012 campaign, we identified a discrepancy between Reform's existing branding and the company's premium product offering and creative. As a result we performed a brand audit and set about rebranding the business. We generated a brand platform and a new set of brand guidelines, as well as a fresh logotype, stationary, collateral and website - bringing the Reform brand and its assets into line with their products and communications.
Toying with the notion of customization at the core of each of Reform's products, the 2014 campaign explored the theme of 'Choose your own adventure'. Loosely referencing the book cover illustrations of the classic Choose Your Own Adventure series, this campaign consisted of a collection of iconic images depicting the spirit of adventure in a variety of environments.
This photo was taken somewhere between Panama and Colombia on a sailing trip across the Darien Gap in 2009. In 2011 it went on to win the action category of the Monster Children Photo Competition.
For a number of years, Adidas and Goodyear have collaborated to produce a range of kicks that incorporate the unique Goodyear tyre tread into the sneakers' soles. The brief to communicate the union between these two brands led us to create a campaign that distinctly illustrated the potential benefits of an Adidas/Goodyear shoe.
The campaign appeared throughout Australia in outdoor and selected print media. In addition to the campaign images, a full suite of in-store and POS signage was created for exclusive stockist Footlocker.
Adidas needed to communicate their Megabounce sneakers' claim of being both high performance and highly fashionable. We responded with an integrated campaign, profiling real people and urban cultures that embodied the qualities of the Megabounce range. The two cultures we chose to represent this rare balance of athletics and aesthetics were Krump and American Handball - showcasing real Melbourne krumpers and street handballers in each shoot, not simply models.
The campaign consisted of extensive outdoor and in-store executions, supplemented by printed zines, which detailed the sports and profiled the participants featured in the campaigns. Additionally a short documentary on the burgeoning Melbourne Krump scene was produced to be housed and distributed online via bouncetheblock.com.
This video for 'Speaking Zaans' by Melbourne indie band TST (now Mildlife) tells the story of a band rehearsal marred by spiritual possession, and the resulting massacre at the hands of TST's lead singer. Spooky.
Based on the age-old bad luck superstitions that surround the number thirteen, the concept for the Reform 2013 campaign places our talent in the midst of various sticky situations.
Lifelounge was offered the monumental assignment to name and brand what was going to be the largest skatepark in the southern hemisphere. Appropriately dubbed Monster, the venue required an equally appropriate brand to communicate its larger-than-life characteristics, whilst referencing some of the qualities of its parent brand, Sydney Olympic Park.
I was tasked with developing the entire branding suite, including the design of a brand mark and logotype, brand guidelines, the website, promotional materials, merchandise, stationary and signage, as well as developing the creative for all communications alongside writer Daniel Pollock.
Using the track's title and 90s NBA ads as inspiration, we set about producing a video that told the story of the greatest Magic Johnson fan who finally gets to live out his ultimate fantasy - albeit in his dreams.