To launch the new Calvin Klein ck2 fragrance, a unisex scent targeted at millennials. We created a pop up retail store powered by social media. The external of the store was built from large LED screens, pulling in ck2 content and social posts. Inside consumers could test the new fragrance, interact with the campaign on iPads and talk to ck experts with also the opportunity to purchase. As part of the greater campaign we also created a activation for Selfridges, using the same concept, but on a smaller scale with a drive to instore.
As a new client me and the Account director on the project became fully immersed within the brand, become the main creative working on the campaign, overseeing all elements of design, production and build
We were appointed by South African Tourism to re-position positivity towards South Africa and showcase the countries art and culture in an unexpected way.
We kick started our campaign with a press and trade PR Launch at The Vinyl Factory in London’s Soho. Travel media, travel partners and influential bloggers were invited to take a ‘five-minute holiday’ and experience the vibrant world of South Africa using the Oculus Rift Virtual Reality technology.
When guests arrived at the venue, they found themselves in a ‘departure lounge’, before taking their position in one of our specially designed Oculus pods to embark on their trip.
The ‘five-minute holiday’ plunged guests into a vivid South Africa landscape including abseiling down Table Mountain, feeding an elephant, kite-surfing and cage diving with sharks. The 360-degree views, HD visuals and innovative binaural sound ensure that our guests really felt that they were fully immersed in the environment around them.
Guests then exited the pods into a South African bar experience complete with a DJ playing contemporary South African music, authentic South African street food was provided by Bunnychow and South African wine tasting courtesy of the Cape Wine Academy. The venue was dressed with iconic elements of South African along with immersive and video content projected onto the walls.
Coca-Cola 2015 over arching campaign was all about choosing happiness, With this we created the idea of giving a little bit of happiness to people when they lease expect it, during there daily commute.
We created a twitter powered vending machine, that let people choose there preferred Coke variant and and with a simple tweet they could be reward with a limited Coca-Cola t-shirt.
Many people also shared photographs of their T-shirts via Twitter. This gave a great social connection with the audience and enabled us to engage with everyone who took part and give them a personal thanks from @coca-colaGB.
As Coke experiential design lead I designed a simple but modular machine, that was unmissable, when going through one of the selected train station.
Floris wanted to create a beautiful sampling trolley for their prestigious brand.
I designed a classic gold bellboy trolley filled with The luxury branded boxes with the signature blue and gold ribbon wrapped around making the trolley instantly recognisable.
For the design we had to consider every tiny bit of space, so it could be completely modular when out and about, we put in dividers for the samples, perpex boxes for the display bottles and ample storage for the belongings of the staff.
We finished the trolley off with a beautiful made Floris crest wrapped around the front of the trolley, made with gold leaf.
Last year we did the pop up for Coca-Cola freestyle, This year they came back to us wanting to do something bigger, that could reach more people across the UK and Europe.
We developed the idea of creative a Freestyle truck, using the inspiration of a magical mixing machine, With LED lighting, moving liquid, sounds and bubbles.
We wanted to add some other extra engagement elements including a bingo tandem that would help people decide on what mix they would want, also some scented beanbags and a large glass photo prop, to be used along with snapchat,
Coca-Cola Freestyle wanted to launch their new app by producing a engaging pop up shop where the consumer becomes the mixologist. We want to encourage interaction, trial and social sharing whilst driving awareness of the Coca-Cola Freestyle machines and encourage downloads.
We created a uniquely branded space at 26 Greek Street; a busy and bustling area of Soho. The event went live over Friday 9th and Saturday 10th October.
Our energetic street team provided the first point of contact for our consumers who informed and directed them to our shop, while encouraging app download prior to entrance. Upon arrival at the ‘World of Choice’ store the team greeted and showed people the Freestyle machines, while letting them know about the different ways they can find the perfect mix at the event.
Consumers were encouraged to make their own mixes or scan their pre-made ones via the app. The photo station was a stand out feature in the shop, consumers received a branded photograph keep sake of their experience once posted to Instagram with the hashtag #acedthetaste. The upstairs floor led consumers to the bar area for the chance to take part in a blind tasting challenge. Consumers had to guess what is in the mix.
For those feeling really adventurous they could spin the roulette wheel of brands and varieties, which left the ingredients of the mix down to pure chance.
We where briefed by Canon to create an experience that enabled new customers to try out Canon DSLR cameras before they purchased outside of a shop enviroment. We decided to target a more creative and younger target audience who already have an interest in using DSLR professional cameras.
Our inspiration came from Canons ATL which uses footage shot by wildlife photographer Jamie Hall of Urban Deers. These deers happily roam about housing estates in Essex at night just like foxes would do. His footage is shot in low light, something we wanted to recreate for our audience and experience.
We took the concept of Urban Deer and created an experience called 'Capture The Night' A night time photography experience using low light to capture our own interpretation of Urban Deer in the trendy and creative East London Truman Brewery. The look and feel of our experience was inspired by the urban enviroment of Londons Shoreditch area, the materials we used where sheet metals, a bespoke shipping container and scafolding as well as premium finishes on the interior of the container.
This free experience was shared on all of Canon's social media channels to create a buzz that engaged our target audience. We shot the making of our Urban Graffiti Deer (The next project on my site) as a teaser for the event.
Our shipping container was placed in the centre of Truman Brewery with our Urban Deers placed in a variety of places from windows to roof tops as well as sitting next to the Banksy Car. On the live date our audience could come along, pick up any of our DSLR Canon cameras and take them to the top of the shipping container. Here they where shown by Canon experts how to shoot in low light and capture any of our Urban Deers. They then could select their favourite photo which we printed for them to be take home, we used Irista (Canons photo sharing app) to share our audiences digital photos on Canon's social media sites.
The experience was also taken to Blue Water shopping centre, this can be seen on my next project.
Coca-Cola was one of the main sponsors of the Rugby World Cup 2015. We were tasked to develop a experiential activation that would be present at many of the stadiums during the tournament.
During the summer we developed the Coca-Cola ‘Happiness Pod’ This comprised of four smile-activated vending machine. We rebranded it for RWC and put Coke Zero as the hero.
I developed the concept, and designed the pod both for the summer and Rugby activation
We were tasked to bring Diagon Alley to life at Kings Cross station for one day only using a 3D wall art installation. NBC Universal Parks & Resorts celebrated the one year anniversary of its Harry Potter Diagon Alley attraction in Orlando and wanted to create an immersive photo experience to celebrate it's birthday and inspire people to visit the park on future holidays.
Fans of Harry Potter were given the chance to have their photo taken in front of the realistic painting of the wizarding street with a series of movie props.Photos taken were uploaded to the campaign's dedicated microsite, while visitors could also share their snaps instantly on social media.
We was briefed by Coca-Cola to bring their new campaign Choose Happiness to life across the summer by creating a touring experience that will bring a bit of happiness to everyones day.
We created and designed the Coca-Cola Happiness pod, a smile activated vending machine that rewards everyone who smiles with a Coca-Cola of choice.
Built of four smile activated vending machines representing Coca-Cola’s four masterbrands – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – consumers are invited to stand in front of their Coca-Cola brand of choice which, with a smile, can be ‘unlocked’ to deliver them a perfectly served Coca-Cola sample.
During July and August this summer, Coca-Cola embarked on a nationwide touring the ‘Happiness Pod’ to consumers across the country.
Myself and my creative partner where tasked to showcase a wide range of Maybelline products at London fashion Weekend via two exhibition sites at Somerset House. Our concept was to re-create two areas of NewYork, Uptown and Downtown in each of the spaces, using directional New York signs as navigation. Downtown was gritty, colourful and playful reflecting the colourful Maybelline products, it had a scratch and sniff wall showcasing Babylips scents and a Photo Booth. We also created a wall with tubes full of products and proposed a gum ball machine where shoppers could purchase colourful products. Uptown was designed to look like a classic cocktail bar showcasing black and nude makeup, it had make over stations and a large cocktail bar area to purchase products.
Pitch concepts for the launch of the ZPump fushion trainer. Reebok approached us to create an experience that enabled their target audience to easily try on the new trainers with an entising drive to store.
We proposed using a dome structure that can easily be deconstructed and moved to different locations. The interior of the dome used the latets tech enabling our audience to have a bespoke and unique experience.
The beauty of the Reebok ZPump Fusion is that it’s a trainer for everyone. It isn’t just for pro athletes or marathon runners but created for people who take part in a variety of sports or spend time at the gym. It’s a shoe that adapts to you, your running style and your needs.
‘Don’t change, adapt’ is an experience that focuses on the custom fit of the trainer, giving our audience a bespoke and inclusive experience that lets everyone try the trainers first hand.
The thinking behind the call to action ‘ Have you had your Cereal Lift today?’ was really interesting. A third of UK adults don’t eat breakfast which means you effectively run on empty which isn’t good for your over all mood. We set out to boost the moods of Londoners, on a dreary Wednesday morning in Waterloo station.
By working with Sean Alexander (illusionist) we could create a literal Cereal Lift illusion that stopped people and made them laugh and smile. It was great fun to work with Sean who knew exactly what we wanted to achieve and his manor with the public was fantastic and really added to the unexpected elements of the day. Everyone walked away with a bowl of cereal of choice so they could also experience a bit of a lift to their morning, maybe not as bigger lift as Sean's though.
We wanted to design something that looked like maintenance area of the train station, This way making it seem like there there was nothing out of the ordinary, except when Sean started to lift into the air.
The results where also amazing, as the client wanted the video to be watched at least a few thousand times via Facebook. However the video was watched 1.5 million times in 3 days.
We were tasked to activate a guerrilla style pop-up event during London Fashion Week to promote Diet Coke's new creative director for 2015 J.W.Anderson.
We wanted to create a fame moment to showcase Diet Coke’s collaboration with J.W. Anderson, usinglimited edition T-shirts, bottles and tote bags created for the partnership.
The guerrilla pop up was designed to appeal to Diet Coke and London Fashion Weeks fashionista audience and utilised Social media as the primary platform to engage with consumers. Consumers were invited to tweet in order to win a limited edition J.W. Anderson edition bottle, T-shirt and tote bag.
Nestlé Professional, a world leader in innovative business solutions and menu shaping across the hospitality sector, enlisted Tribe to launch the new Nescafé Milano II coffee machine at The 2016 London Classic Car Show.
To showcase the new machine we created the ‘Exhibition Of Innovation’ where we guided visitors to the stand through the history of Nescafé with a visual timeline, Nescafé machines through the ages and virtual reality headsets transporting them to the coffee plantations where Nescafé coffee beans originate.
Consumers were welcomed by Brand Warriors to complete their multi-sensory experience by relaxing with a cup of their favourite Nescafé Milano coffee in a dedicated VIP area for invited guests.
To celebrate the 30th anniversary of G-Shock, working alongside Dazed and confused we developed an urban pop up shop for harrods and Selfridges, that would show the history of the brand. Styled in an urban way using materials like concrete, scaffold poles and using projections to showcase the history of the brand.
We had a simple photo mechanic giving people who shared a photo via Facebook a chance to attend the 30th birthday party, as well as win the exclusive anniversary watch.
The Jack Daniel's Barrel Tree brings Christmas cheer to the residents of Lynchberg every year. In 2012 however, Jack Daniel's sought the help of of my agency at the time to create the first Barrel Tree outside of the United States.
140 real Jack Daniel's barrels imported from Tennessee were erected in London's historic Covent Garden to create a stand-out, 126 foot tree decorated with lights, garlands and accompanied by a bespoke retailing unit at the base.
The tree integrated with wider out of home and television advertising and also formed the centrepiece of a public relations event attended by true Jack Daniel's brand ambassadors such as the legendary Randy "Goose" Baxter all the way from Lynchberg, Tennessee.
The Duke is owned by some really good friends of mines, who asked me to help them come up with a new identity for it, when it opened last summer.
Me and the owners came up with the concept of basing everything to do with the bar image on this character 'the Duke', and what kind of thing he likes.
We designed branding, menus, flyers, event posters and the website, all based on him, and the different parts of his life.
We where briefed by Diet Coke to create an experience that would get the young female target audience at Clothes Show Live excitied about the brand. Our challenge was to create something new with fashion credability without using any of their exisitng creative or involving any of their previous designers/creative directors.
Our solution was to get our young audience as involved in the experience as possible and give them the opportunity to be Diet Coke's designers for the day. This became the Diet Coke Studio.
The Diet Coke studio is a fully immersive experience that realies on our audience recieveing a small glass bottle of Diet Coke, taking a seat at our design benches and customising their bottle with bespoke stickers and gems that are on brand with Diet Coke. They also get to personalise their bottle with Diet Coke studio name tags.
Once our designers have created their bottle, they then take their bottle to the photoshoot podium. By shooting their bottle and uploading it onto instagram they are instantly in with a chance of winning £1000 ASOS vouchers. Their bottles are then wrapped up with Diet Coke tissue paper to protect them and taken away in a Diet Coke tote bag.
The results of this simple but incredibly effective experience where that we smashed our targets by 118% making us one of the most successful stands and experience at Clothes Show Live 2014.
Buns is a burger joint up in Walthamstow. They approached me to help them with coming up with a name, concept and design.
In 2013 Maybelline became one of the partners for London Fashion Weekend, Launching with Mollie King as their ambassador. We brought to life a being on the catwalk using a green screen. Consumers could give a make over and some helpful tips then strut there stuff down the Catwalk to then have it shared on Facebook and played on the big screen in the main tent.
Insight of the launch of the Aero Mousse, we created a crystal maze type bubble. Consumers could enter and grab one of the golden tickets to win.
The setup for the experience was designed to look indulgent and fun. The main attraction is of course the big bubble dome into which consumers step inside to try and catch a bubble/ticket. The bubble will contain foil discs reflecting the colours of the product.
Sony mobile was my main client whilst I was at Haygarth. I worked within the concept team to create both B2B and B2C ideas for the launch of the new Xperia model. These included incentive roadshows for the retail stores, designing a pop up for the phones4u flagship store, as well as developing POS and shopper campaign for the the different networks.
Savanna is a unique cider with a strong South African heritage. We needed to create a campaign that built awareness in the UK and developed the brand’s association with ‘dry’ humour.
Over five months we created a campaign based on the message: ‘Enjoy a Dry Summer with Savanna’. From developing a social media presence and building sponsorship and sampling opportunities at major UK music festivals, to offering samples at venues across London, we got people talking about and trying Savanna Dry. We even created a Savanna Comedy Booth at a comedy festival where visitors could enjoy one-liner gags and have a branded photo taken for them to take home.
Festival sponsorship and sampling stands at 17 different festivals led to exceeding client expectations ofSavanna Dry sales and reach of people. And by making social media a big part of the campaign, we increased Savanna’s followers by 2000%.
Hostel world wanted to create make people realise that hostels aren't what they used to be.
Popping up at V-Festival we became the official meeting point Right in front of the stage.
We built a 10metre long hammock, for people to sit back, relax and enjoy the tunes.
At tribe we were TK Maxx's activation agency, planning events and new Store openings. These ranged from creating bespoke interactive hoarding, launch parties for some of the signature ranges, as well as taking our fashion photobooth across the country for the Me by Me campaign to find new faces for TK
Along with Coca-Cola, Glaceau Smartwater was the official Sponsor or the Rugby World Cup 2015. Along with our sampling set up within the fanzones and stadiums. Using Smartwater's strapline 'Inspired by clouds', we proposed A larger activation where consumers could reach through a cloud or mist to receive there sample of the water.