ARCHIVE

Ads & Ideas

A selection of ideas that didn’t make the cut, alongside ads I’ve made over the years. There are campaigns, films, manifestos and a few concepts that never got picked up by the client. Some made it into the world, others stayed in the presentation room, but they all show a bit of the thinking behind the work.

JOHNNIE WALKER / ORIGINAL CONCEPT

Cloudwalker

Inspired by the tradition of bottle keeping in bars, Cloudwalker reimagined the idea for the digital age. An app that would let customers buy a bottle of Johnnie Walker and enjoy it across participating bars and restaurants, wherever they happened to be in the world.

Developed and presented to the client. Not commissioned.

Cloudwalker concept: the New York bottle-keeping tradition

Cloudwalker concept: Johnnie Walker bottle and mobile service

GIVE BLOOD / ORIGINAL CONCEPT

The Blood Pack

What if the rarest trainers in the world could help make rare blood less rare? The Blood Pack proposed a limited-edition sneaker release tied to blood donor registrations. As more Black and Asian donors registered, more pairs would be unlocked.

Developed and presented to the client. Not commissioned.

The Blood Pack limited-edition sneaker concept

The Blood Pack donor registration and sneaker release mechanism

HARLEY-DAVIDSON / ORIGINAL CONCEPT

Beats Per Mile

Forget miles per hour. What if motorcycle routes were measured by how they made you feel? Beats Per Mile proposed a navigation experience using heart rate and ride data to help riders discover exhilarating routes.

Original concept developed as part of a collaborative pitch to Harley-Davidson.

Beats Per Mile concept with winding road and Harley-Davidson identity

Beats Per Mile connected-riding app concept and route interface

BAYER / ORIGINAL CONCEPT

Green Card

A new card for grassroots football referees, designed to carry aspirin for use in a suspected heart attack. The idea was shortlisted among the ten best entries from the MullenLowe network for Bayer's Creative Unleashed competition.

Unproduced concept. A speculative idea, not an approved medical intervention.

CIF / FILM & ANIMATION

Cif

Three films bringing a lighter touch to household cleaning: an animated Spray & Mousse execution and two comedy spots. Conceived, written and creatively developed through production.

PERSIL / BRAND PLATFORM

Play On

Play On became Persil's platform for its connection to sport, with writing from the manifesto appearing on product packaging. The accompanying Arsenal film responded to the club narrowly missing out on the Premier League title, finding meaning in the determination to keep playing.

Platform and manifesto conceived and written; Arsenal film written proactively.

← ALL WORK