Descriptive, deep-diving, demanding. Nothing challenges the faculties of a Shyaman quite like dreaming up a creative concept in a haze of ayahuasca and cortados.
DFDS: Moved by People
Europe's largest ferry company, the Danish DFDS, turned 150 in 2016. To mark this momentous occasion, it wanted a vast multimedia campaign. Something that would tell the story of a century and a half of moving material, mates and memories with appropriate pathos. Something that would celebrate passengers and employees alike. The team and I figured: "What do they have in common? They move DFDS - physically and emotionally. DFDS is moved by people." Beyond writing the concept, I contributed copy for the campaign across digital media.
Microsoft: True Story
Known to many as the OG of IT, Microsoft is less known for thinking outside the switch box. For that, it came to Marvelous (and me). Across many months and media, I took part in ideating, planning and executing Microsoft’s first truly off the wall campaign since America threw its favorite Friends through some Windows.
True Story features an amoral anti-hero, seven serialized films and an offline ad spurring online virality - all designed to attract attention and manifest memories. In pulling for chuckles instead of pushing for check books, the concept exemplifies content of value. And, by putting audience before brand, this anti-commercial campaign saw great commercial success. True story.
We FishFish
We FishFish was a brand new company without a brand. The creative freedom made this fresh fish retailer the dreamy-est catch! After a harrowing brainstorm, the name We FishFish washed up on my .doc. While visually conveying the call to action "Fish Fish" at first glance, the hidden pronoun "We" identifies the brand and reels the consumer in, communicating in full: "We fish fish, and so should you!"