Every industry is being disrupted. Everyone is looking for innovation. How do you make your latest pair of football boots desirable to aspiring young footballers?
Adidas disrupted the product with GLITCH. We disrupted everything else. No ad. No media spend. No big player. We said no to shops (even online) & built an app to sell our product. No to waiting; delivery in 4 hours. No to ads; no media spend. No to social; all buzz came from word of mouth. We said yes to customers. Yes to creating a community. Yes to boots flying off the shelves despite not being advertised anywhere.
Creative Director + Design at Possible
POSSIBLE LONDON + BUDAPEST
Executive Creative Director: Pablo Marques
Technology Director: Stuart Thorne
Senior Designer: Wojciech Zalot
Copywriter: Mike Watson
UX: Pontus Persson
Design a live-data digital installation that brings to life a radical new data-driven future for consumers and business
We have managed to create something beautiful with our ‘databloom’ live-data art installation that brings to life a radical new data-driven future for consumers and business. In the post-GDPR world, it’s people that hold the balance of power. Once leaders see that data revolves around individuals, not businesses, they can organise it accordingly, and use it to create innovative, radically personalised new services. We brought this complex idea to life for key players in the Financial Services industry, at the leading innovation showcase, Money20/20. By moving beyond standard representations of data (cold at best, alarming at worst) we wanted to create a completely new way for businesses to look at the data-powered future, help delegates explore some of the commercial opportunities, demonstrate Publicis.Sapient’s thought leadership in this exciting field, and start valuable new business conversations. Check the DataBloom website here.
ID and Visual Center Toolkit + Photography Art Direction hand to hand with my friend and CD Alexandra Jugovic at Sapient.
After the success of Rise 1.0 / House of Mamba I was asked to work on the Nike RISE 2.0 and push it to the next level. We delivered the world’s most advanced basketball coaching tool. A connected ecosystem of LED court, pinpoint accurate tracking and intuitive coaching app. It allows coaches to automatically assess, monitor and track players on court, building an accurate performance profile of up to 30 players simultaneously. Coaches can then bespoke create drills based on players’ strengths and weaknesses, demonstrate and annotate plays directly beneath players’ feet and deliver instant on-court feedback. Elite or amateur, it helps coaches improve the game of any player at any level.
Art Direction + Lead Design.
My work was focused on the development of the visual centre for Rise 2.0. I have started by designing the athlete logos for Paul George, Kobe Bryant and Lebron James. Based on the logos ascetic, I have developed storyboards to be animated and applied to the basketball LED court. The graphic language influenced was used for Training Tool App and the venue ́s design, locker rooms among others.
Vodafone Global Visual System.
The way in which customers interact with brands has changed dramatically. Today, on-screen, digital communications lead as the most common contact brands have with current and potential customers, something that is especially true in the world of technology. For Vodafone, with over 500 million customers worldwide, a new digital-first brand identity was needed to help reinvigorate their communications and bring messaging to life.
A digital brand identity for a digital business. We created the Vodafone dynamic system and ownable series of visual elements combined to form a new brand identity created with motion at its core, ready for life on screen.
Design Director at Superunion.
For the whole month before the 2014 World Cup, football obsessed teens were given a place to “Risk Everything” and showcase their phenomenal football. Purpose-built football hubs were set up in Berlin, Buenos Aires, London, Los Angeles, New York, Paris, Rio de Janeiro and Tokyo, and in support of these 8 “Phenom Houses”, the world’s biggest "Winner Stays" tournament was undertaken across 28 cities globally.
Campaign Visual Center. Art direction, design and illustration of:
- The identity system and logos for cities tournaments around the world;
- The dynamic identities for customization by each team to be used as logo;
- Merchandise for sale during the World Cup and, globally, at Nike stores;
- The giant interactive wall “Wall of Phenomenal” that responded to the live game during the tournament event.
Developed at AKQA London and Nike headquarters in Portland.
The Nike Football app allows players to create matches, banter with friends and teammates, and be the first to access exclusive Nike product.
The first football language was created (for the app), and later extended to social media, namely Facebook where it is available as Nike Football stickers’ pack.
Art direction, design and illustration.
Developed at AKQA London and Nike Portland.
We transformed the historic ‘Jiangwan Basketball Stadium’ Shanghai into a futuristic basketball mecca – House of Mamba. The first full sized LED reactive basketball court that was part of Nike Rise campaign in China to push kids to new heights. The LED court taught aspiring players the fundamentals of Kobe Bryant’s Mamba Mentality.
The court utilized motion tracking and reactive LED visualization to train, guide and challenge the players through various authentic drills based around Kobe, reacting intuitively and instinctively to the movement and sound of the players. The court tracked movement — responsive instructional graphics guided and reacted to the players and had the ability to quickly and seamlessly transform into various training scenarios on the fly.
The court electrified the crowd and the globe. Driving over 7 million views and activity generating billions of impressions via Chinese media. House of Mamba was a high point in the Rise journey in China, making news globally.
Art Direction & Design.
- Main logo expression designed hand to hand with Shotopop.
- Campaign Visual Center.
- House Of Mamba venue.
- LED Basketball court components + UI/UX.
The Nike Training Club app is a personal trainer anywhere. The app provides users with over 100 full-body workouts allowing them to personalise their workout, set training goals and commit to a tailored program to get the wished results. Trophies may be earned for that extra boost and achievements can be shared with friends and family on social media for feedback and encouragement.
The Nike Training Club app has achieved over 15 million downloads and 400 years of accumulated workout minutes trained by the community.
It has achieved the unrivalled status of being number one fitness app in 23 countries.
The Nike Training Club has also won iTunes Editors’ Choice and Best New App recognition. It has received excellent feedback across all app stores and social media conversations.
‘NTC is holding strong as motivator’.
‘It translates your fitness level, exercise preferences and goals into workouts that motivate you to sweat...and whip you into shape’.
NTC Art direction, design and illustration. App UI, iconography, badge reward system and posters.
From the first pitch to the final brand bible.
We created Virgin Sports vision and brand, a company focused on running participatory fitness events and programmes.
Art Direction, design and illustration.
After the success that RISE had locally in China, the plan was to expand globally with a territorial flavour. This is a self-initiative project for Japan to be implemented.
Art Direction, design and illustration.
When NIKEiD launched in 1999, it revolutionised customisation by bringing it to the masses. However, in the intervening years the landscape changed significantly. It was clear that NIKEiD needed to evolve. AKQA was given the task of reimagining NIKEiD and helping to put it at the forefront once again. Together with Nike, we worked on the rebrand – repositioning NIKEiD as a service that lives across the entire Nike ecosystem, while also concepting innovative new product ideas and helping to shape a fresh new creative direction.
We have built the foundations of NIKEiD, defining a brand plan, TOV and service definition to help inform and inspire the future of NIKEiD. All brought to life as a brand book encapsulating everything that NIKEiD stands for.
From this collaboration a new consumer-facing strap line was developed as a starting point for the relaunch of NIKEiD: DESIGNED BY YOU. MADE BY NIKE.
The new strap line has evolved to work for multiple executions and multiple products, across categories.
The images presented are about one of the design concepts proposed during the development of the brand book.
Design and Art Direction.
I was invited by Huge Singapore to develop the new SKII Japanese cosmetics & Beauty Products brand Smart Shop. The objective was to create a best-in-class retail pop-up experience with a new approach to skin care retailing that garners PR, drives innovation within the skincare category and increases consumer engagement post-purchase.
Lead Art Director for European Market of Element Skateboards men & women. Responsible for the creation of brand catalogs, ads for fashion magazines, newspapers promoting brand activities, merchandising campaigns, organising exhibitions, participating in the artist limited edition, representing the brand in fashion fairs like Bread & Butter/Barcelona and Bright/Berlin, development of brand’s ‘concept stores’ throughout Europe and even some illustrations for skateboards and t-shirts artist series.
MONTEBELLUNA → CR7
A film to tease the on-pitch debut of the new MERCURIAL boot in the UEFA Champions League final.
The film is a celebration of the boot, showing each ingredient of the MERCURIAL narrative only for a split second. The pace slows down to highlight some of the finer details, before speeding up again to continue the story at explosive, mercurial speed.
Art direction. Concept & Storyboards.
Developed at AKQA London.
Multiple illustrations used mainly to support branding and advertising. Also some personal projects, record sleeves, posters, visual languages, icons and badges.
Over the years I have producing work that helps audiences grasp the things they read and remember who wrote them.
This section contains a selection of logos, symbols, icons and badges for various clients, from the small startups to the established brands from all over the world.