b-sides

New look pitch

Our brief was simple; use video to bring to life a pair of shoes. I LOVED working on this pitch with Photographer and Director Wilson Hennessy.

Cause of death: New Look was facing financial troubles so no-one won the business.

Dyson brand campaign

Only 10% of people know that they can buy Dyson products from Dyson… Yikes.

Dyson as a brand has an interesting approach to selling – they don’t. As a company founded by engineers, their internal guidelines are packed full of reasons and examples of why they don’t sell; they let the engineering speak for itself. I came across the line ‘bought not sold’ in their guidelines and it clicked. I could make the idea of not being sold to, the exact reason you’d buy from Dyson directly.

I took a big risk by ditching Dyson’s tone of voice, opting for ads that were honest and chatty. I also binned the glossy product shots for technical drawings that emphasize the engineering spirit of the brand.

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Cause of death: Although this got huge support from my boss… and my bosses boss, it scared the shit out of anyone who’d been at Dyson for 20+ years.

GROWN-UP ROBINSONS

My new, grown-up visual style for Robinsons posh squash inspired by floral kaleidoscopes. Stunning as a still and mesmerising animated.

Cause of death: The brief went on hold and never came back