Three years of my team’s work at Pheno is finally coming into fruition. Introducing: Formally Nationstar, the largest non-bank home lender in the US. Our task was to reimagine them from a customer-centric point of view, and by doing so, disrupt the entire home loan industry. But instead of simply redesigning the Nationstar brand,…
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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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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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This week we’re launching a huge, pan-regional campaign to promote Jose Cuervo’s new creative strategy in Europe and South America. We’re championing the Instigators. The leaders of the pack, the lovable mischief-makers that can turn any situation into a night worth remembering. The one’s who are always asking “Who’s In?” The campaign kicks off with…
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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’ve just launched a new mobile web app which allows parents and kids to identify where the best areas are for trick or treating. As a newcomer to Los Angeles, I’d noticed communities can seem pretty spread out and a little daunting to navigate. Twick or Tweat, developed in partnership with friends at Kluge, uses markers on top…
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