Piggy Lines

The BMW supradisciplinary creative agency group (quite the mouthful). It was formed by blending three specialised agencies to build a single team, creating a supergroup tasked with reshaping and reimagining BMW Group and Brand communications.

Uniquely tailored for BMW and the BMW Group, THE GAME was entrusted with setting and steering the brand vision. We aligned and harmonised the company and brand messaging across all channels and platforms.

As CCO, I was asked to lead the business alongside the COO, overseeing teams in both Germany and the UK. Together, we guided BMW’s brand transformation and set the vision for its future. I was asked to connect and steer the group as a single team, connect cultures and break down barriers.

Our remit included leading Group, Brand, M, and new brand development. We aligned strategy, corporate communications, campaigns, experiential marketing, partnerships, collaborations, social media, PR, and setting new standards in emerging technology platforms like Meta and NFT—ensuring a cohesive, powerful voice and a contemporary edge for Gen Z as well as Gen X and Millenial. We delivered consistency, quality, and confidence globally for a brand that had, at times, struggled to find its voice. We also drove technological and platform innovation across experiential, social, and emerging channels.

THE GAME focuses on aligning brand communications across every platform, offering a multidimensional range of services infused with a distinctive DNA, a forward-thinking mindset, and a cutting-edge creative culture. By delivering the Brand North Star, shaping brand narratives, and connecting campaigns through a Red Thread, we built a more consistent and unified vision for BMW. We shaped an optimistic future for the brand.

Our work included delivering keynote communications and corporate messaging that influenced both share valuation and sales. We helped frame conversations around key drivers such as circularity, electromobility, and digitisation within the group. Connecting the offering into a single vision. We established the "New Neue," a once-in-a-generation refresh for the BMW brand. that offers an optimistic outlook for our existing and conquest audiences.

Working closely with senior management, we set out the strategic positioning for the brand, led halo product launches, and clearly defined BMW’s luxury and EV propositions—overtaking Tesla in the process.

Keko focuses on the premium and luxury sector. We help brands remain relevant in a world where innovation is quickly becoming as important as tradition. A full-service advertising agency, we encourage hard to reach customers to invest their time in brands first, then their money. We make the expensive valuable.

With the global Bentley account as the founding client, over the last three years we have built Keko London into a team of 30 full time employees. In that time, we have helped to deliver Bentley's first-ever brand campaign – 'Be Extraordinary'; launched the world’s most luxurious SUV and taken the world’s largest car photograph to demonstrate our commitment to the biggest ideas and the smallest of details.

Spark44 - Creating a new agency model.

Spark44 was established as a Joint Venture between JLR and the agency partners of which I was one. The London CD and one of three Global creative partners. We were set up with a simply defined objective, to generate Global demand for the Jaguar brand. In under three years we built a global network of offices and employed more than 250 people world-wide.

Taking on the total global and local advertising tasks, including digital, web, content and social responsibility. We led the global brand relaunch, sometimes collaborating with partner agencies. We also produced all product launch and support materials.

 Below you can see a snapshot of some of the work that we developed in London. You'll find more here:

Villains

Burning Desire

Cricket

Relaunch an Icon. Now that’s a brief.

Approached by Imagination. I was asked to run and ECD the project. We’d help launch the New Land Rover Defender. Our ability to offer heavyweight strategic and creative development as well as production expertise gave the Imagination team the extra clout it wanted to secure the launch project.  

Developing the ‘Unstoppable’ idea we looked at long and short-form executions. Designed to showcase the vehicles increased and still best in class capability. 

As well as developing the ideas and the director’s treatments we went on to develop, produce and shoot two core films with asset packages, both featuring the incredible mountaineer and serial Everest conqueror, Kenton Cool. 

The first film launched the design and showed the capability for the very first time. Aimed at the core vehicle audience for the product.  The second, a longer form film that will release later in the launch plan, spends time with Kenton Cool. A much more emotional and personal journey aimed squarely at the new global conquest audiences. 

The idea and the films, we think, do the Defender name justice.

Have you ever noticed, in Hollywood, all the villains are played by Brits?

A simple home truth that would turn out to be a SuperBowl spot and an incredibly successful global integrated launch. I’d like to think we gave Jaguar back some of its swagger..

We rounded up all the usual suspects, along with one new one – the new Jaguar F-TYPE Coupé R to create a global brand campaign. Aimed at seducing a new younger audience for Jaguar and it's up-coming products. Launching in the US first at Superbowl 2014, the campaign built over a nine-month period, from first tease of the car, through launch and on-sale. It focused on a shift from owned to earned media – the thread of the story ran through PR, Social, Viral, Experiential, as well as traditional broadcast channels, TVC, Press, Online and the Website. It was a huge leap forward for the brand and its approach to Global marketing.

The campaign won multiple global awards – Global and North American Effies, AME Gold and Platinum awards. In 2016 it was ranked #14 in the world in the prestigious WARC 100. The highest position of any automotive ad.

Sometimes, it seems, it is good to be bad.

Postioning / Strategy / Creative / Directing film and stills

Launch a new GT car from a brand famous for making super cars? A brand who do things differently. Because different is how you get to better. A GT that doesn’t conform to the usual approach.

How do you reach a new global audience who don’t know McLaren? An audience who have made their money differently. You explain that you’re like them. Entrepreneurial and innovative. Challenging and inventive. You write new rules.

So we did. #NewRules

Strategy, Creative, and fully integrated production. Film and stills with an idea and a look. That feel designed to live in non automotive channels and reach both the established and the conquest audiences.

Also a chance to ECD and Direct the films and stills.

#NewRules indeed.

Sasha DiGiulian’s Extraordinary Journey.

Concept and Directing Film and Stills

Asked by Bentley to support Keko and go back to the original ‘Be Extraordinary’ concept we developed and move it on. We took a strategic briefing and developed concepts and micro treatments around ‘Good reasons to travel’ Connecting the car’s capability with the driver’s story. It’s not easy earning time with UHNI, this is an audience who prize it above all else

We developed a non-sequential narrative approach to launch the new Bentayga, Bentley’s SUV, with a focus on the concept of exploration – both personal and geographical. Asked to develop stories of Extraordinary Journeys, alongside treatments that would balance lifestyle with a product launch. Not to mention the need to capture film and stills on the same shoot.

The film and stills seem to have captured not just the new design language of the Bentayga, but also the attitude of those that drive Bentley. We put a team together that would allow me to direct the film and work on stills alongside Simon Puschmann. Shooting stills from the arm as we shot film as well as shooting a complementary set of statics that made the best use of locations. Then supported by Mustard post to build a cohesive and seamless asset library for launch.

These stories would push the people who embody the Bentley brand to the fore. A special combination of narrative micro biography and automotive skills would be needed.

Mountaineering was felt to most appropriate to the new Bentayga’s capabilities, so we produced and directed a launch film starring champion climber, Sasha DiGiulian. To maximise value from the shoot, we generated a suite of dynamic and static hero photographs and numerous edits at different lengths and aspect ratios, for use on Bentley’s website and social media channels. Delivering a full asset package for launch.

The ’Extraordinary Journey’ concept offered me a chance to get to know Sasha, interview her at length, find her story and then intercut it with that of the car.

The film sees Sasha preparing for a climb, while her voiceover outlines her philosophy as it relates to travel and exploration. Throughout, the car represents a visual counterpoint to the capability Sasha ultimately demonstrates on the rock face. A personal journey many Bentley prospects could relate to.

Norton Commando Launch.

Strategy / Creative / Co Production / Film / Stills

The Launch of the new Norton Commando represents the first project delivered against the ‘New Norton’ brand strategy.

The Commando offers us the first glimpse of the re-engineered icon. In every regard a new bike and yet the same classic Commando.

Everything is the same.
Everything is different.

Developed by Piggy&Partners with John Sutcliffe & Kristian Dean

The Racers That Stopped the world was a first for JLR and Sky.

The future of advertising is entertainment.

A full-length documentary running on prime-time TV, this film recalls Jaguar’s pivotal role in one of motoring’s great leaps forward. Seamlessly fusing entertainment and advertising, its network premiere was the most popular program on Sky Documentaries that night, while the associated PR and social campaign added richness and reach.

Background When the world said goodbye to Sir Stirling Moss earlier this year, the news prompted TMCC director Al Clark to return to a project he had shelved back in 2012. He showed it to me and we agreed: this was a story that had to be told to the world.

We presented Jaguar with the idea of completing the film for broadcast on the new Sky Documentaries channel, of which Jaguar Land Rover is a sponsor. An extended social package was also developed to accompany it on both Jaguar’s and Sky’s channels.

On 3rd August 2020 – the day that would have marked Norman Dewis’s 100th birthday, the documentary was made available for streaming on Sky’s digital platforms, with its scheduled TV debut taking place at 8.15 pm on Friday 7th August – a true prime-time slot.

The premiere showing on Friday 7th was the highest programme viewed on Sky Documentaries on that day with 54,000 views, with thousands more watching on Sky Go over subsequent days.

The social media campaign to preview the first airing also enjoyed a strong engagement rate of over 9.5%, with several posts reaching over 30,000 people each and engagement rates getting close to 10%. We also generated extensive viral (unpaid) PR with online articles across many of the top automotive titles including Top Gear, Pistonheads, Classic & Sportscar, and the Radio Times amongst many others.

Most importantly it encouraged thousands of people to engage with the Jaguar brand for half an hour, which in a world where ‘successful’ content is viewed for 30 seconds or less is a significant achievement.

Our First TMCC Documentary Production

The full film can be viewed here:

https://www.youtube.com/watch?v=IOryCY7l4xc

Director — Al Clark
Producer — Bryn Musselwhite

ECD — Piggy
Shoot Production — Outrun Films
Exec Production & Campaign Management — TMCC

McLaren Senna — Agency Initials

• Directing

Hyper cars are normally sold on their numbers, this one’s being sold on its name, how do you live up to a legend? This was the unique challenge set for me at Carnage by McLaren's advertising agency, Initials.

I hope we created a launch film worthy not just of the most extreme road car that McLaren have ever built - the P15 is the latest in the Ultimate series - but a car which also bears the name of THE legendary Formula 1 driver, Ayrton Senna?

To resolve it Carnage went back to both the FOM archive, but also to the most iconic photography of the period. This approach offered a more intimate glimpse of Senna the man, and not just the racing driver.

Combining the most evocative driving footage from the F1 races with the most iconic photography of the man himself. The archive footage was then intercut with new and incredibly dynamic footage of the McLaren hypercar.

Photography offered us perfect frozen moments that allow you to look into his eye and see the man. That immediately elevated the quality of the in-period footage and provided moments of absolute focus. They hold you, before throwing you forward again into the action. The challenge was always how to make one film rather than two connected pieces.

The final film offers the audience more than just the promise of a fast car. They get a celebration of Ayrton Senna, the man, and everything he stood for, distilled into McLaren's ultimate offering. It’s not until the screen goes black that you realise your hearts still racing. 

From smallest of details to the grandest of gestures. To live up to ‘Be Extraordinary’, the Bentley brand promise, we set out to shoot a car in a way that had never been attempted before.

Using NASA technology, we captured the world’s largest car photograph —53,000,000,000 pixels – that takes you, in a single image, from the epic vista to the intricate detail of a single stitch within the car. It delivers a rare combination of art and technology; a glimpse of both the ambition and attention to detail that Bentley offers. If we printed it, the image would come out at 104 meters wide (the size of an American Football field). But it works equally powerfully in our advanced interactive digital media plan.

The real success story of the project was linking global PR coverage with the campaign. The story moved beyond media channels and budgets within which Bentley usually operates. This let us take a powerful brand and product story to the 99% of potential Bentley customers who aren't interested in automotive advertising or stories, but for whom big thinking and attention to detail resonates. You can see the complete picture here:

We followed up the first image with one even more ambitious.

Set in Dubai - the fastest-growing city in the world - the 57.7 billion-pixel image is larger, deeper and richer than any before. The photograph pushes the boundaries of what is possible in terms of technical innovation, proving Bentley’s ongoing commitment to keep delivering on their promise to always ‘Be Extraordinary’.

The image, featuring the new Flying Spur W12 S at its heart, was captured by suspending a camera off the side of one of the city’s tallest buildings at a height of 264m. Despite difficult conditions, 1825 individual shots were captured and meticulously stitched together over 6 months to create a single image; an image so large the curvature of the earth is visible.

The new Gigapixel image is open, allowing the viewer to zoom into all of the details across the beautiful Dubai cityscape. The latest interactive experience, hosted on Explore.bentleymotors.com, also enables the user to explore the inside-and-out of the Flying Spur W12 S with a 360-degree film narrated by John Paul Gregory, Bentley’s Head of Exterior Design, offering a truly unique viewpoint on the car and the brand.

The images were used to develop two extensive suites of work for global marketing and PR toolkits. Which we then deployed through markets. Supporting the Gigapixel digital experience we took the campaign across traditional media, social, rich and standard digital, CRM and importantly into, PR and events. Driving prospects through the sales funnel. Making Gigapixel a effective campaign as well as an extraordinararily large set of images.

 

Vertex — Styling and Photography Collaboration.

Developing a new look and feel for an iconic name. 

This set of images for Vertex was a collaboration between myself and Tony Swinney mustardpast.com shooting as a creative partnership. Both of us shooting as a team.

Watches are perhaps the most personal of possessions. But watch photography is often anything but emotional. Vertex’s story is exactly that.

Vertex watches were among the famous ‘Dirty Dozen’ watches, commissioned by the MOD. Watches for the battlefield, as well as the board room. The brand talks about having a ‘Purity of Purpose’. So that’s what we looked to capture.

Over several weeks of testing cameras, lenses, lighting, and techniques, we developed a look and feel that invites you to really look harder. We found an approach that suits Vertex’s authentic human story while drawing your attention to their incredible attention to detail.

The images feel warmer and more luxurious while maintaining honesty, the technique was built in-camera rather than CGI or Post.

They aren’t typical watch images because Vertex isn’t your typical watch company. We think that’s what we captured.

ON A MISSION

SenseOn stands out in the fast-growing world of Cyber Security. Voted Technology Pioneer in 2021 at The Davos World Economic Summit. They had a game-changing product but needed our help to create a brand to help them cut through.
Their founder's story provided the framework and we did the rest.

Together we advised the team and helped develop a brand strategy, positioning, brand idea and written and visual identity. The new brand identity helped SenseOn raise £20m in their last round of funding. We developed an approach to help Senseon tell their story across the C-Suite.

Subsequently, we have supplied branded event collateral and a digital retargeting campaign which has increased all their key performance metrics and helped Senseon stay ahead.

Postioning / Strategy / Creative / Directing film and stills

Asked to broaden the appeal of the brand and reach a new audience with the launch of the 720S Spider. We positioned the car, defined the audience, developed the strategy, wrote the creative and produced all the launch assets. This is a car for those who see more.

The film and photography focus on the move from the darkness into the light as the car transforms from coupe to convertible. To maximise production efficiency a single location was chosen to allow us to deliver multiple film and photographic packages. We created more for less and generated assets to last well beyond the initial launch phase.

The tease film broke McLaren records and the finished film and photography assets set new benchmarks for McLaren’s social media metrics.

Most importantly the launch helped secure 9 months worth deposits within a matter of days, beating all targets and securing future production.

Jaguar F-TYPE — Burning Desire.

Building desire for the most anticipated new car from Jaguar in 50 years: the Jaguar F-TYPE. This was a three-year project, telling the car’s story from development through launch and beyond. A fully integrated campaign, it was shortlisted in Campaign's Big Awards 2013 as well as for several other global awards.

We pushed every channel to deliver breakthrough work as well as commissioning Lana Del Ray to write a launch song and promote the car to millions through social channels. Below you'll find a summary film of the campaign and every aspect of the launch of what is possibly the most anticipated new car Jaguar has ever designed and built. 

This is Bentley’s first-ever brand campaign in 95 years: Be Extraordinary.

It’s a simple truth. It’s not about wealth or position, it’s about attitude. It remembers where Bentley came from and propels the brand to where it’s going next. It never tires or wears out. It engages customers and employees alike. Along with today’s prospects, as well as tomorrow’s. It’s a clarion call to grab hold of life by the scruff of the neck and, like the Bentley Boys and Girls who originally made the marque famous, to make it count.

Shortlisted in the 2015 London Motor Film Festival

Three Mobile: Big Tech Giveaway.

Launching Bentayga, the world’s first luxury SUV, was as much about proving Bentley’s relevance in a new segment as it was announcing a new car to the world. An enormous and exciting task that took us from tease, reveal, prelaunch, launch and to on-sale. With a raft of industry and press awards for the Bentayga and two years of advance orders on the books, a Bentley SUV now seems natural territory.

You won't find inspiration in the places you've already been.

The inspiration behind this campaign is in the idea itself: you won’t find it where you looked before. Why do we have to always use specialist car photographers? What happens if we collaborate with fashion and lifestyle photographers? The result is fresh and unique advertising imagery for Bentley. It’s an approach that resonates with the 99% of luxury customers who care less about the cars but are attracted to Bentley’s lifestyle and attitude.

Above And Beyond in social — Agency Spark44 LA

• Directing

Celebrating Land Rovers 70th Anniversary. I was asked by Spark44 LA to recreate 4 iconic original press ads and drive today's cars into them. What was true then, is still true now. I started by researching in period car photography and press advertising. Looking to see what makes them look different to modern car ads.

I started noticing the wider framing, depth of field and light drop off. Then matching the in period large format film stock to help set the grain and grade we reproduced faithfully the original press image. scouting out the original locations and matching them for look and angle.

For an authentic social feel each shot was then a single timed camera move with no editing or post trickery. Each timed to the exact length of the media placement. Running each move against a stop watch.

Each shot was then framed and planned to allow for the breath of each digital aspect ratio. So what looks simple was a balance of time and framing to keep them looking in period. A press ad brought to life as a film.

The final execution: Ad One: found us recreating Range Rover’s first U.S. TVC. With the new car following in the old’s tracks. Easier said than done when you have to drive a thirty year old Range Rover up and out of frame to allow space for the new. Something the origional spot never had to manage. so careful scouting, skilled driving and expert post ensure the classic Range Rover could do now what it could do then.

The final attention to detail was the time spent in matching in period typography, and press feel. So that the films sit as stills to start with. As they play we see them transform through time as the headlines shift and the grade brings us forward in time.

Their simplicity is their strength.

Land Rover — Still going above and beyond.

BRM V16 Launch Photography. A collaboration with Tony Swinney

Personal Brand Development | Brand and Product Partnership | Social strategy | Curation and Refinement of Assets | Longtail storytelling

The Turner Twins

We work with Ross and Hugo, aka the Turner Twins — Adventure Athletes: World first explorers with an ongoing mission to reach all the world’s Poles of Inaccessibility. Over the last two years, we have developed their personal brand. They are two of a growing group of Inspirers – a talent we work with to develop and package their unique personal brands, before matching it to audiences and the needs of commercial brands.

In this instance, we developed a partnership proposal for the Turner Twins and Jaguar Land Rover’s new Defender. The idea brought together two incredible adventure brands, creating an unstoppable story during the lockdown.

The twins are not influencers. They are part of our growing team of Inspirers – a group who actually do something of real merit.

This project was a two-month adventure generating real, framework content, every single day. We didn’t script or direct the twins, but we did match the product’s attributes to their real-world adventures. The twins then told the story as it happened, with us making selects and grading their output as they progressed, to improve cut-through and narrative flow.

The trip saw Ross and Hugo putting the new Defender to the test, resulting in a suite of assets that is both incredible and authentic. You can tell the tests are real - and the volume of output kept pace with the burn through rate of social platforms. This is a genuine exploration. On-road, off-road and in media.

Facts and figs from the trip:

5,600 miles

30+ nights on the roof

8 adventure activities; camping, climbing, paramotoring, pack rafting, cycling, diving, spearfishing, hiking

13 campfires

9 National Parks visited

1 land rover experience

57 image posts

57 video posts

1 Film

Photography Alexander Rhind

When it comes to recommissioning, rebuilding and updating the iconic Land Rover Defender, there is nobody quite like Twisted. 
A brand repositioning needed to reflect that. Charles and the team asked me to help.

Starting with a comprehensive brand audit and competitor review, lead to a new strategic positioning to reclaim the pinnacle position.

A brand campaign, brand book, TOV, redesigned website, press and social media campaigns, all needed to reflect the obsessive passion, dedication and commitment it takes to make a Twisted.


This culminated in an end-line that shows respect for the past but also recognises the huge leaps forwards Twisted makes: 
‘The Best. Made Better.’

Fit for purpose — Vertex training films.

A Milk Crate Production.

‘How to’ films with a sense of their own time.

100 years after the company is founded Vertex Watches are relaunched under the guiding hand of the Grandson of the original founder. Don has a clear vision and an infectious passion for these watches.

Vertex watches have an incredible history and as a part of that take their place among an elite group of military watches known as the ‘Dirty Dozen’ watches commissioned during the war to help ensure our forces were in the right place at the right time.

I wrote 3 approaches to the films and inspired by military briefings and the Henry Reed poem, The naming of parts, these first five Vertex training films were shot. both on location in the Churchill War Rooms and in a carefully matched and propped studio location.

The opportunity to shoot in Churchill’s private quarters, including at his desk, as well as the warren of planning and strategic rooms, was a real privilege. The sense of history we hope has made it into the finished article.

Vo was written to add a sense of the brand’s sense of purpose and theatre while being careful to avoid pastiche. These films, I hope, manage to add a sense of Vertex personality and purpose to what could have been very ordinary films.

As a side project, we also managed to craft a new end line for this reborn brand: Accuracy in the face of adversity. It seems to sum up Vertex perfectly.

Making Mischief:

Longbottom are a brand new food and beverage Company. They believe things should be done the proper way. Whilst not taking themselves too seriously. They offer a twist on ‘British classics.

Asked by Ed and Greg, the Longbottom founders to join them and help establish the brand and launch the first two products. We set a clear course that has seen perhaps the fastest route to success.

Strategically positioning as a high end premium offering we knew making Longbottom a memorable occasion as well as a deliciously naughty flavour would be the secret sauce — so to speak. ‘Make Mischief’ was written as a participation idea that would inspire social posting.

Together with a few other carefully selected, expert friends, we set out to make some mischief together. It’s already off to a flying start. BA are serving their Virgin Mary mixer on their shortfall flights, while Ocado and Whole Foods are stocking them on their shelves.

If you see Long Bottom on the label you know things are going to get naughty — What a delicious idea.

The Ultimate Hyper-GT.

Carnage were asked to create a cut-through idea and launch suite of assets, that created a new softer luxury feel for a brand usually associated with high tech and high performance.

I wanted to create a film a launch film that felt more like a luxury gift. something that placed the car in a different world of craftsmanship and elegance. Not a car film but a luxury goods film.

An exploration of the cars unique symmetrical design and central driving position. With two weeks until reveal, leading our team I developed the concept, styling, shooting and directing the animated film. Talk about fast It turned into a tale of Speed.

Aerodynamically sculpted to achieve the highest top speed of any McLaren yet. This new car had been announced but not yet named. Known only to this point as BP23 McLaren asked for a name reveal film for this incredible new car. Introducing the Speedtail with an execution that had to capture a new luxury aesthetic and speed without showing the actual car.

Launch strategy, Social shoot and all production.

Bringing Yorkshire’s finest to London. Twisted London’s opening in Kennsington called for a social launch package that would help Twisted stand out in the capital.


Planning a seamless route that would take in 30 Km of London’s most iconic landmarks. We lead out the convoy, starting from Tower Bridge as the sun came up and finishing late in the early evening at the new Radley Mews commissioning space. 



All camera positions and light paths were pre-planned and a leapfrog approach was taken with two sweeper vehicles allowing us to shoot non-stop. The planning was precise, the weather was of course perfect for the Defender, all the seasons in one day.

The social strategy to utilise the assets over the next few weeks saw impressive results.

Strategy, Creative, Production, Social Management.

1 day

A convoy of Seven Defender and two support Land Rovers.

4 photographers.

No stopping. No tickets.

130 + final retouched images.

CRV UK Launch

Concept to Creation / Treatment / Directing film and stills

Honda needed to launch the New CRV, develop a full media pack and explain the differences in three different specifications one with the new unique Hybrid powertrain.

Working with a PR team requires a different approach. Agile production and high volume asset creation on a fast turnaround.
With the ability to cope with whatever the day throws at you.

Developing launch assets fort Honda UK ad the launch of the CRV. launch film and Hybrid explainer film. Plus shooting a PR and Social image bank to support a long tail campaign for the new Honda CRV.

Writing and Directing both films and Art Directing Richard Pardon to shoot stills.

Timings were in line with a restricted budget but careful planning and a developing a side by side production I was able to deliver an extensive asset package. Each film was a day shoot with an additional day for stills.

Shooting on the famous Grossglockner pass in the worst lightning storm I’ve ever been in, and then in a much sunnier Seville. Working to put a team together to shoot film and stills side by side.

Then developing an overlay graphics approach to explain the new Hybrid CRV technology.

Photography

The Best. Made Better.

I didn’t go to take photographs, they just came out of an opportunity to quickly shoot what I could see. I’ve been working with Twisted to help them tell their story and position their offering. These were shot as I ran around trying to work out what makes them so good. It’s always about the people.

Charles and his team have spent the last 20+ years working out how to make the Iconic Defender better than anyone else. Every day, They make them just a bit better than yesterday.

Photographer Shooting stills / Lifestyle stories

Bo’s Bugatti

Goodwood Speedweek was a closed event but it did offer the chance to get closer to the cars without all of the crowds.

A chance to spend the day with Bo Willaims and his Type 35b Bugatti.
Shooting the people behind the wheel at the closed access Goodwood Speed Week.

Clean up and colour by Mustard Post

To celebrate Bentley's 95th anniversary year the GT3-R was launched. We wrote, filmed and then edited a unique film to show just what had gone into its development. All 95 years of it. A technically complex editing style allowed us to build up a dynamic film style that uses many layers of moving images. So striking were individual frames, that they inspired a spin off project. We pulled a series of still images from the film and developed them in retouch to create such a set of images that have been universally admired. As a result, Archive magazine included them in their Top 200 advertising images of 2016. Whilst the film itself was short listed in the 2015 London Motor Film Festival

Bentley: Mulsanne Launch

ECD
Stills / Film / Integrated Global Launch

Title Tomorrow comes earlier for some.

The Launch Concept for the new Bentley Mulsanne Speed was derived from an insight over time-shifting.

The global elite tends to operate outside of the usual 9-5. Working globally across time zones or outside of normal hours.

Shooting in the Art’s District in LA meant we took the car to places it would never normally appear. It certainly stood out.

We developed a full launch toolkit with a global GTM plan and assets to support all regions through each stage of the customer journey.

The perfect combination of beauty and utility: Sportbrake is beautifully designed but also extremely practical. An important model for Jaguar, it opened the Jaguar brand up to a wider audience than had been possible before

Sportbrake is aimed at a group known as the Active Elite. They lead full lives but don’t want to compromise when choosing their car. They know their stuff when it comes to choosing the right kit for their hobbies and pastimes – they index very high in many lifestyle sports. We targeted specialist press and media sites that played with the balance theme, tipping the balance back in favour of Jaguar when it came to choosing a car. Below is a snap shot of the campaign toolkit. 

Live Idents:

For Jaguar's sponsorship of the England Cricket Team, we developed a set of idents with a difference.

We saw an opportunity to make a shift from the out-of-date image of wood and leather that so often seemed associated with the not only the game but also Jaguar.

We created a series of idents that were programmed in real time, something never done before. So when a wicket fell, a century was reached or rain stopped play a Jaguar XKRS would spell it out in tyre smoke and burning rubber. We created 16 different idents that let us react to whatever had just happened in the game.  

As well as pushing the media into a new space, it had the same effect for both English Cricket and the Jaguar brand.

Personal Brand / Partnership Possitioning / CI / Website / Partnership development

The world is changing. We all need to learn to adapt.

Brands in particular need inspiring partners, to help tell their stories in more engaging ways. People who are more than influencers. People who are out there doing incredible things, driven by a core set of values. People who live by a personal code that many brands recognise as their own.

We now work with several such people, helping them develop their own personal brands. Dean Stott is one. An elite special forces soldier who, following a horrific parachuting accident, had to learn to adapt again and again. Most famously, he took on the Pan-American Highway – all 14,000 miles of it – on a bike. Dean now operates as a global motivational speaker and coach, an elite private security consultant and a double world-record-holding adventurer. His book ‘Relentless’ has proven his skill as a writer.

We helped Dean develop his personal brand, The Frogman. We began with a brand positioning document that helped him frame his offering in a commercial way, applying all the skills we’d acquired working with large corporations. This strategic planning stage then transitioned into commercial and creative development. We developed a full brand identity and launched an all-new Frogman website. We continue to support Dean in partner negotiations, helping him develop content packages around new adventures.

This is a pioneering approach to branding for inspiring individuals. Crucially, it aligns their stories with the objectives of potential partners, giving brands a new way to reach audiences who are tired of shallow influencer content and traditional advertising campaigns.

Morrisons’ 'The Best' range is a collection of pinnacle products. The challenge was a lack of a cohesive story and look. The brand is more easily associated with value rather than quality. We found a way to ensure the best looked every bit as special as what went into making it. The copy made your mouth water every bit as much as the photography.

Don't your plants deserve a little tlc? Look after yours with Baby Bio and they'll grow up big and strong. Timeless press and OOH campaign that builds on a real USP – something of a rarity these days. 

When you stop and think about it, stationery is just not up to the job. Pencils break, pens leak, rubber bands snap and let’s not even start on the evils of staplers. OneNote is Microsoft’s answer: everything you could possibly dream of packing into your pencil case but in your laptop and fit for purpose.

We created three viral films that bring the shortcomings of stationery to life. It started with an internal email from Microsoft's HR department warning of the perils of stationery, rather than traditional seeding to set the films running. We cordoned off Microsoft's stationary cupboards and we even doctored the biros in their reception.

6 weeks later, 12 million people had seen the films, rising to 16 million over the next 6 months. Microsoft established a global benchmark for marketing, and we carried off a Cannes Silver Lion.

No clients were hurt while signing off on this project.

Whether it's a lack of time, ideas, or just plain laziness, too many of us miss out on the most important meal of the day. We simply weren't prepared to accept that breakfast is just toast. If you snooze you lose, so we created a personalised email and online campaign to encourage people to take 10 minutes to kick off the weekend with a proper breakfast. Starting with prompt emails on Thursday and Friday, these led to the main event on Saturday, brought to you courtesy of Lurpak. As well as spreading the love, it also picked up a Silver at the DMA Awards.

For many people their watch doesn't just tell the time, it says something about them. How do you continue to engage people once they've splashed out on a luxury watch? Simple, make them brand ambassadors by inviting them into the TAG HEUER lifestyle through exclusive first-chance-to-own offers, competitions and events. Welcome to TAG HEUER 24.

Snasm is a leading game development platform but if you haven't seen it you might not realise you need it. This invitation clearly demonstrated this. The mysterious rattling sound turns out to be just what you were looking for: a can opener in a can. A lot of people went to the trouble to open the tin, resulting in a 78% response and a Silver at the DMA Awards.

When DLKW won the Morrisons’ account I developed the press to go along with the famous ‘Let it Shine’ TVCs. The idea of ‘made fresh in-store’ led to the hands-on look of the campaign, with quotes from different food specialists – butchers, bakers and sandwich makers.