The new Wilson RF97 autograph racket is the first racket co-designed by Roger Federer and Wilson. It looks and plays like nothing else. In a world where loud colors are the norm for racket design, Federer preferred an approach that speaks to his love of minimalist design: A predominantly black racket with strategically placed highlights…
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FST is. The next generation of tennis players are faster than ever. So fast, Wilson designed an entirely new suite of products just to keep up with them. We went around the world, documenting the fastest young players in each country and discussed how Wilson’s purpose-built equipment will enable them reach their potential. From the USA. …
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I led the relaunch of Wilson Sporting Goods with a new strategy, look and creative platform, celebrating the relationship athletes have with their equipment. It all starts with an Anthem spot… …that kicked off a series of athlete testimonials across social media from pros and influencers… …which, in turn, encouraged amateur athletes to…
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It’s been a long time coming. The first project we started with Wilson, almost 2 years ago, is finally ready to share with the world. A digital basketball, connected to a smartphone app, that can tell when the ball has made or missed a shot without needing any hoop attachments. It’s a huge advancement for…
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We were lucky enough to work with SBE on the launch of the SLS Hotel and Casino in Las Vegas. And what a project it’s been. We started with an incredibly deep dive into the state of Vegas today. The hotel is built inside the shell of the original Sahara Hotel and Casino. It has…
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Sunny. A short term loan that helps customers rather than putting them in more debt. It was a pretty genius idea. The big problem that customers had with other loans was what we called the cycle of debt. Once a customer took out their first loan, they had to pay so much back that it…
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Our first fully pan-regional campaign for Air New Zealand. This time focussed on Premium Economy, to show how ahead of other airlines this cabin is. Not just an Economy seat with extra legroom but a bespoke, premium seat with premium food, wine and entertainment that really allows for a all-round, fully premium experience. Did I…
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Our first campaign for Air New Zealand Canada. We were tasked with persuading cold Canadians to head New Zealand for some Winter sun (being south of the hemisphere, their seasons are flipped). So we played off a well known but hardly discussed cultural insight: When Canadian’s see their geese flying South, they know they’re about…
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I launched my first consumer campaign as Creative Director of Albion West Coast today, for Air New Zealand – our founding client. Mason & Jason are a pair of inseparable sheep twins who had found it impossible to fly until the recent release of the airline’s new Economy Skycouch. 3 films, shot with Kiwi director…
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My latest campaign for Air New Zealand broke last week. It combines the feel of the brand work to date with the launch of their new product, a complete over-haul of the long-haul experience. There’s quite a story behind it. 5 years ago Air New Zealand decided to design their own seats after a frustrating…
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