The idea of originality is constantly being reimagined in everything from art to technology. Every idea in the world starts from another, and when it has been pushed far enough it becomes its own entity.
In the final year of the three year strikethrough campaign, we decided to look directly to the brand and put into question the idea of ORIGINAL. The result is a global campaign that challenges creators all over the world to release themselves from the pressure of being the first, and instead focus on the triumph of being the best to do it in that moment.
The launch film furthers this idea by using the much redone Frank Sinatra song, My Way, and reimagines it in a way that only adidas could.
“Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is non-existent." — Jim Jarmusch
One of 2017’s most awarded campaigns
2018 Effie - Global Gold
2018 Clio Sport - Grand Prix in Film 2018 Clio Sport - Gold in Audio 2018 Clio Sport - Silver in Branded Content 2018 One Show - Gold for use of Music 2018 One Show - Gold for Editing 2018 One Show - Merit for Film
2018 D&AD - Art Direction - Bronze 2018 D&AD - Branded Content - Silver 2018 D&AD - Production Design - Bronze 2018 D&AD - Film - Bronze
2017 Cannes Lions - Grand Prix - Music Entertainment 2017 Cannes Lions - Entertainment Bronze - Talent Integration 2017 Cannes Lions - Film Craft Bronze - Art Direction / Production Design 2017 Cannes Lions - Film Craft Bronze - Adapted Music 2017 Cannes Lions - Film Shortlist 2017 Cannes Lions - Film Craft Shortlist - Editing 2017 Cannes Lions - Film Craft Shortlist - Cinematography 2017 Cannes Lions - Film Craft Shortlist - Direction 2017 Cannes Lions - Cyber Shortlist
2017 Clios - Gold in Use of Music 2017 Clios - Gold in Branded Entertainment 2017 Clios - Silver in Audio Technique 2017 Clios - Silver in Adapted Music 2017 Clios - Bronze in Audio 2017 Clios - Bronze in Social Media 2017 Clios - Bronze in Direction 2017 Clios - Shortlist in Film
2017 AMP - Best in Show
2017 AICE - Best Digital Content 2017 AICP - Shotlist in Visual Style 2017 AICP - Shotlist in Editorial 2017 AICP - Shortlist in Sound Design 2017 AICP - Shortlist in Licensed Soundtrack 2017 AICP - Shortlist in Advertising Excellence
2017 Ciclope Festival Berlin - Silver in Direction 2017 Ciclope Festival Berlin - Gold in Production Design 2017 Ciclope Festival Berlin - Silver in Editing
Original is Never Finished film
Fish & Chip Co - the most successful campaign that never flighted
We had to create a buzz for a relatively unknown brand in the highly competitive fast food market. With a small budget and not a lot of time, we created an ad that we knew South Africans would talk about.
2014 Loeries Gold - Best PR 2014 Loeries Silver - Best social media campaign 2014 Loeries Bronze - Best mobile campaign
Case study & ad
The journey to the playoffs was a bumpy one for New York City Football Club. But by the strength of the supporters, NYCFC has never given in to defeat. The supporters who cheer through rain, cold and 7-0 losses prove the well-known fact that New Yorkers are resilient.
In these radio ads I use theatre of the mind to celebrate this resilience. It’s a reminder that it’s the people who make this dynamic city what it is, and it’s the city that makes these people who they are.
For best experience listen with headphones.
The Goddess Complex - podcast
The Goddess Complex is a collective created to tell the stories of people who are often silenced or wrongly represented. It’s about sharing and often celebrating the intersectionalities of being a womxn, person of colour, queer and/or an artist.
Our first project is a podcast created to empower and engage with people who otherwise feel forgotten in social conversations. We talk politics, sexuality, pop-culture and everything in between.
IYVES is a Brooklyn-based singer and songwriter. She approached me to work on building her brand identity ahead of her debut EP release.
After listening to the RnB/pop singer’s dreamy music and talking to her about what she holds close to her heart - I developed a strategy that champions the strength and power in femininity. I’ve been strategising and creating content for her since.
Promotional visuals for the release of the Chromatic E.P
Chromatic EP artwork
I creative directed the photoshoot and designed the cover art & promotional images for this EP. Each of the 8 tracks has its own unique artwork. Below are some of them.
Prove It single
I art directed and styled this shoot for the release of the single ‘Prove It’. Below are more visual assets that went along with this campaign.
Single cover art
Commissioned illustrator, Jade Purple Brown, to create art that felt nostalgic, while exuding feminine and sensual energy.
Prove It cover art promo
Love Boom Bap
Love Boom Bap is a polyamorous love story told through dance, music and poetry. It’s written and directed by Trinidadian-American writer, director and composer, Lenyx Rose (supported by her band, The Storytellers).
When creating the P.R and visual communication for this short film, it was important for me to stay true to its delicate, ethereal tone.
Creative Director & PR Manager
Below is a series of images from the press shoot that I art directed and styled
Morvite is a Proudly South African breakfast porridge that has had a strong heritage within the nation for decades. The brand is known for its nutritional values and is loved by many.
We were tasked to reintroduce the porridge to a new generation of South Africans.
"Vuk’uzenzele" is an IsiZulu phrase that represents the notions of motivation, independence and determination.
Children’s first five years are when their brains develop the foundation for all learning. Every day, caregivers have the opportunity to teach them through simple interactions. Here we tell you how.
MTN Mobile Money TVC
The challenge was to introduce Mobile Money.
We chose to illustrate the incredible functionalities of this technological software within a beautiful and relatable narrative. In this spot we follow the story of a young couple - from when they first meet, all the way until they have children of their own. We see how Mobile Money makes life’s most memorable moments even sweeter.
The spot was originally made to flight in Zambia and Uganda, but it was so well-received that it was recreated for multiple African markets.