The agency & Braun worked together to relaunch the brand with a vision that reflected the rich history of the iconic company. Using geometric graphical elements from six decades of innovation, we developed a ‘design vocabulary’ to elevate the brand above its rivals.
This rework – which is being implemented globally – saw Braun awarded at Cannes for a Silver in the Industry Craft Lions for Art Direction, and 2 Bronze Design Lions in the Communication and Rebrand/Refresh of an Existing Brand categories.
Game of Thrones
Being a big fan of the series, I was chuffed when I was asked to art direct and design a number of assets for the Game of Thrones campaign by creating content for print, digital, POS and the gamification aspect of the series. Each piece depicts a specific keystone in the series and is accompanied by a well known claim.
Art of Beautiful Hair
Renowned for her signature style of creating flowing hair art illustrations, Laura Laine was commissioned to create a series of bespoke hair-inspired pieces of artwork entitled “The Art of Healthy Hair”. The pieces appeared on billboards in major cities across the UK – London, Birmingham, Manchester and Liverpool. Laura created the bespoke fashion art hair illustrations with minimalist colours to portray the ultimate “healthy hair” concept, and gave a unique illustrational “twist” with an upscale fantasy feel and look to fit within the particular location e.g. Broad Street Blowout for the nightlife district in Birmingham, Manchester Mighty Mane, Waterfront Wild Pony Liverpool and White City Waves for London – giving each city a unique piece of fashion art illustration.
Design + Art Direction for Tanqueray.
I have also conceptualised and art directed a Tanqueray Speakeasy that catered for the world’s finest bartenders and industry experts. The hidden entrance was inspired by Charles Tanqueray’s shoe polish recipe found in his journal. Those in the know would enter a secret code by the “shoe shine” to open the secret door to the bar. Classic prohibition era cocktails were served alongside glass rested Negroni’s and French 75’s.
Additionally, I designed the identity and book to be used to recreate this unique speakeasy brand world.
Design + Art Direction for Hugo Boss Titan.
Creative Direction Aboud+Aboud.
The Opinions Welcome campaign is a bold move for a bold whisky to invite everyone to have their say.
Love it or hate it Laphroaig is a brand that inspires strong opinions. Even Laphroaig’s most ardent fans tended to describe the liquid in an intriguing and often disparaging way.
I was responsible for creating ATL print, digital, and content for the campaign. Additionally, I designed bespoke POS and experiential concepts that helped bring the Opinions Welcome and Islay (birthplace of Laphroaig) to life.
Batman - tdkr
Design + Art Direction + Concept Art for The Dark Knight Rises™ .
In London, we also achieved extensive coverage in the Metro and Evening Standard by shining the Bat signal on the front of the HMV flagship store on Oxford Street.
The agency was awarded with Best-selling Title of the Year and BVA Retail Title of the Year.
The brand debuted a line of products that marries nature with science.
The new Herbal Essences Bio:Renew offers nine collections of shampoos, conditioners and stylers that are free of colorants, parabens and gluten, and are designed to address every hair type and need.
The key art and designs reflect this through the composition of different ingredients.
Series of poster for Typographic Circle.
The talk was titled Violent Type. Killing Our Masters One Character at a Time.
Mentos chewy dragees are always fresh and chewy and are available in lots of different varieties. I was responsible for creating a concept for the Freshmaker and for designing the key art for the “Stay Fresh” campaign.
Warner Bros’ The Hobbit trilogy.
I was responsible for art directing and designing an imaginative suite of print, digital, experiential, POS campaign that brought to life the fantasy of the story. Highlights included a theatrical Hobbit Hole archway, character masks, dwarf beards, shop-in-shop designs, countdown standees, and various unique designs. The campaign was topped off with a takeover of HMV’s flagship store on Oxford Street which grabbed the attention of both the press and consumers.
To coincide with Diageo’s Global bartender competition, World Class, the agency was asked to design and deliver a unique experience for the media, trade and consumers. The World Class House was set in a Georgian townhouse in Fitzrovia Square, London with a contemporary members club environment across its five storeys and roof terrace. We then designed, installed and managed eight bespoke brand spaces that brought to life individual brand worlds with a range of stylish bars & lounges featuring interactive experiences that brought together a world of mixology, exquisite spirits & contemporary cocktail culture.
As well as a stylish bar and lounge to welcome guests, there was an underground secret bar fronting as a Latin American travel agency that could be accessed using a vintage telephone. It showcased Don Julio tequilas and offer a taste of Jalisco, the heart of Mexico’s tequila-producing region.
The Tanqueray No Ten Martini Cocktail Bar, with an Art Deco-inspired design, offered 10 new Martini-style cocktails. The Johnnie Walker Blue Label Screening Room showed the brand’s new short film starring Jude Law, called The Gentleman’s Wager. The World Class House also presented the new Scotch whisky, Haig Club, made in partnership with footballer David Beckham.
Visitors were able to experience soundscapes and lighting effects that brought Ketel One vodka to life in a new way through the Ketel One Sonic Tastings, created with sensory experts. For Zacapa rum, guests were guided through a “fully immersive journey” to experience the brand’s story through all five senses, followed by a tasting created by a renowned guest chef.
Black+Decker’s Multievo™ – the ultimate powered multi-tool with the patented ability to convert into different power tools. A single tool that can drill, saw, sand & more. The concepts for the launch of the campaign were firstly based on versatility, and the second stage on power and speed.
Design + Art Direction for Lacoste.
Creative Direction Aboud+Aboud.
Compal Essential is a RTD fruit drink – it comes as a single and double shot. I was responsible for developing the concept for the triple shot product and designing the key art.
Whilst working on the Disney/Pixar account I designed and art directed a number of interesting projects – from developing the key art for some of my favourite movie tittles, to digital pieces and one-offs. The titles I worked on included Frankenweenie, Brave, Monsters University, among others.
Art Direction + design for Sky Sports.
It’s the little whiskey that could. 2Gingers is an American Irish whiskey and the fastest-growing Irish whiskey brand in the US (Beam Suntory). The first task was to transform whiskey from being a winter-only spirit to a seasonless option – even enjoyable in summer. Next, raise the profile of the trademark cocktail – the Big Ginger – making whiskey an accessible, refreshing alternative to beer by broadening the appeal to younger drinkers and non-whiskey-drinking men and women.
I was responsible for coming up with the concepts and designing all the key art for the campaign. This also included creating the digital, PR, Social, on-premise and OOH sides of the campaign, and brand ambassador’s agenda (which at a stage involved riding the world’s tallest bicycle). The concepts, illustrations, and finished art were meant to reflect the brand’s quirky tone and colours.
Strong is Beautiful
Design + Art Direction for Pantene North America & Europe.