Advertising - Peugeot (Press)

THE BRIEF

Task:
Promote the new Peugeot 308HDi as the 'green' option for car buyers due to its superior fuel efficiency.

Target:
Those people who are conscious of the environment looking to purchase a new fuel efficient car.

Proposition:
It holds the world record for the lowest fuel consumption of a production car.


THE CREATIVE SOLUTION

Advertising - Kellogg's (90"/30" Radio)

THE BRIEF

Task:
To encourage loyal (and new) consumers to enjoy a bowl of Kellogg's Crunchy Nut Corn Flakes in the evening time. Convince you audience that KCNC are an ideal evening snack by playing on its irresistible qualities. Solution will be part of the 'The trouble is it tastes too good' campaign.

Target:
Loyal and new consumers of any age.

Proposition: 
Kellogg's Crunchy Nut Cornflakes. The trouble is they taste too good.

THE CREATIVE SOLUTION


Note:
The paragraph beginning "But these days," can be removed to reduce the ad to a 30 second time slot.

Advertising - Sony (30 " TV)

THE BRIEF

Task:
Inspire individuals to discover their 'Third Place' as part of 'The Third Place' campaign through the Playstation 3.

Target:
Individuals inspired by the power of gaming.

THE CREATIVE SOLUTION

Advertising - Waterstone's (Press)

THE BRIEF

Task:
To encourage those (especially lapsed males) aged between 18 and 24 to read a good book.

Target:
Young people and particularly young males aged between 18 and 24 years.

THE CREATIVE SOLUTION

Advertising - The Body Shop (30" TV)

THE BRIEF

Task:
Create an unconventional brand campaign for The Body Shop to reinstate its position as the original pioneer of ethical beauty.

Target:
Women and men of all ages who deserve quality from their beauty products. Those whop currently buy beauty products from cheaper sources or buy products that are not natural nor have ethically sourced ingredients.

Tone of Voice:
Look to embrace a more opinionated tone of voice from The Body Shop's past rather than the safe and inclusive point of view of recent years. Maverick, honest, cheeky, challenging, unique.

THE CREATIVE SOLUTION

Fashion Layout - Romance

One of my favourite things to do in a creative sense is to put together fashion layouts according to a number of themes including two seasons annually (spring/summer and autumn/winter) and other projects using specific fashion trends.

In order to make the layouts I go through a number of different fashion magazines for the particular season and cut out the most appropriate models, celebrities, clothing, shoes and accessories. The cutouts are then arranged by eye until I am satisfied with their position on the page and then they are stuck down. The process is very much hands on as it is done entirely by hand using a good old fashioned pair of scissors and a tube of Pritt Stick.

This layout was inspired by all things romantic - flowing fabrics, voluminous layers, delicate silks, intricate embroidery, lace detail, chiffon ruffles and an overall Shakesperean whimsicality. 

Fashion Layout - Vampire

This layout revolves around the seemingly unstoppable vampire trend that has swept the globe since the release of the first Twilight film. With this layout I wanted to capture the essence of a vampire and in particular their mysterious and seductive allure cloaking their dangerous secret. For me, in fashion, this essence was translated through a mixture of teasingly short skirts and dresses exposing long pale legs, draping fabrics contrasted with structured accents such as military jackets, blazers and corset dresses, heavy studded accessories, blood stained lips, dark smokey eyes and a selection of almost unnatural, awkward model poses.

Fashion Layout - Gothic Rock

This layout focuses on the gothic rock trend - a blend of red, white and black, long manes of bed-head hair, smokey eyes, pouted stained lips, tough looking statement accessories and bad-ass attitude - a look that the daughters of rock gods would be proud of.