Automotive

BMW

The path to owning a luxury vehicle had always been the same. You went to a good school, got a good job, worked hard and saved. And then, once you reached a later stage in life, you could finally buy that German five-speed you’d always dreamed of.

Well, this year that changed. Because this year, BMW released the first-ever 2 Gran Coupe—an affordable four-door with all the styling, performance and features you’d expect in a BMW. A luxury vehicle for a new generation that pushes against the entire luxury auto establishment as we know it. So rather than talk about the 2 Gran Coupe itself, we introduced “option 2”—a choice to reject society’s expectations and rules (“option 1”) and instead forge your own way forward in life.

Manifested as a film, “Option 2” is a carefully crafted reflection of challenging the status quo. Each member of the cast was chosen for their boundary-pushing lifestyle, from artist trio Dear Ribane to electronic musician Merry Lamb Lamb to male pole dancer Dreger Robin Werner. Even the music is unconventional, featuring a Gqom track by South African producer DJ Lag created specifically for the piece.

BMW Thank you- Thank you to all the terrible things that get in the way of driving. Every car brand wants you to believe that driving is all open roads and empty highways at sunset. But far from it. Day-to-day driving is actually painfully annoying. So to launch BMW’s new innovations, we didn’t shy away from these irritations. Instead, we thanked them for the inspiration.

BMW X RANGE- BMW takes us on a journey through the automaker’s unparalleled legacy of off-road vehicles - good post done on this one.

FASHION

ADIDAS

THE SEPTEMBER NON-ISSUE “For Tubular, the sneaker that brought high fashion down.”
The youngest generation of creators was increasingly finding itself priced-out by high fashion brands making their first forays into streetwear’s turf—a space owned by adidas Originals. For its launch of FW16’s Tubular sneaker, a silhouette that inspired countless high-fashion knock-offs, Originals wanted to make a statement about the switch in the fashion world’s hierarchy:

Insight
It was street culture leading the runway, not the other way around—and not the way their propaganda would have you believe.

Idea
The September Non-Issue. A magazine launched alongside the September Issues of the world, and a challenge we issued to them, page by page.

ORIGINALS PART 2 - MULTIPLE GLOBAL ADIDAS ATHLETES

On the heels of 2017’s blockbuster year with “Original is never finished,” adidas Originals was primed to continue elaborating on its brand story and philosophy. Once again, in the name of tearing down the barriers that hold creators back.

Insight
Many creators believe that creativity needs a radical new invention. But some of the greatest works of all time have been born not out of a vacuum, but out of iteration—like our own products themselves.

Idea
The Unfinished Campaign. A campaign that would be in a constant state of beta, always iterating on itself, always improving. Just like our products.

Crazy Isn’t Humble - Campaign for the Crazy adidas sneaker. Starring Young Thugg, Playboi Carti & 21 Savage.

GAZELLE - KATE MOSS

Sometimes even Kate Moss doesn't make it on the front page of your book. A little something for the Gazelle. Digital artist Doug Abraham, aka @BessNYC4, explains the process of hacking an iconic image of Kate Moss for adidas Originals’ GAZELLE campaign: Nothing is Sacred. /// http://www.adidas.com/gazelle

SUPERSTAR - PHARRELL WILLIAMS

In this next push, part of the larger 2015 Superstar campaign launched in January, we further our quietly confident, yet provocative messaging though a continued partnership with Pharrell. We use his personal perspective to talk about creative empowerment, choice and equality, in launching his newest collaboration with adidas Originals – Supercolor.

FOOD AND BEVERAGE

Wimpy Fast Food Chain

Commercial for Wimpy's latest offering, no-limit chips and coke with every cheeseburger. Finally an offer that could satisfy Eric September, the South African boy who ate everything.

Director: Slim - Egg Films Agency: MetropolitanRepublic Creative Director: Wesley Phelen Art Director: Matt Edwards Copywriter: Stefanus Nel, Loyiso Madinga

Directed by Slim from Egg films

WImpi as Johhny Clegg would have done it.

The best way to destroy some muggs.

TECH

Mobile Telecoms Network

MTN Lovestory starring Ingeborg Riedmaier

TRAVEL

Trip Advisor Campaign

SPORT

SPECIALIZED TURBO

If you thought cycling wasn’t for you, think again. This campaign for Specialized electric bikes encourages people to get back on bikes and ‘Learn to Ride Again’.

ADIDAS SOCCER WORLD CUP ALT

In 2017, the U.S. men’s team broke down.

This failure highlighted a bigger problem, the way the US views the beautiful game is outdated and elitist. Unlike their competitors, U.S. players believe that grass and turf are the only surfaces they should play on.

So we propose a different perspective to the future stars of the sport -- to reframe the urban environment around them as a perfect place to practice and train, and rank something even higher than winning -- creativity. Only then will we return to the world’s biggest stage.

NYCFC - NEW KIT LAUNCH STUNT

Every year teams in the MLS release their new kits to the media at glitzy events. These launches are usually reserved for the the press and media, who are the first to view the new colors of the club. Alienating the real die hard fans. Who then in turn often respond negatively. 

But as a new club that stands by the motto WE ARE ONE, we needed to reveal our new kit differently. 

Rather than launch the kit at a press event, NYCFC took it directly to their community. Using three of our key players; Pirlo, Villa and Poku to surprise fans by visiting them in their daily lives. Under the guise of a documentary these supporters expected nothing, but were the first ones to see the kit.