BRIEF
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?
SOLUTION
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.
MY ROLE
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
PARTNERSHIP
IRIS London
ADIDAS TEAM
Marck Makowski
Hans-Eric Noyons
Steffen Hack
Falko Saft
Silvana Acosta
Dado Queiroz
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.
MY ROLE
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 UI and the venue´s design, locker rooms among others. I also had to manage a team in of designers for Rise II China and Philippines.
BRIEF
Visual system for the Vodafone Global Brand Re-positioning. 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.
SOLUTION
A digital brand identity for a digital business. We created the Vodafone dynamic system and ownable series of visual elements combine to form a new brand identity created with motion at its core, ready for life on screen.
MY ROLE
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.
My Role:
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 Portland.
Featured On:
Hypebeast
Complex Magazine
Sneaker Freaker
SlamXHype
Soccer Bible
To marry art and commerce has always been my passion and 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.
ROLE
Art Direction & Design
ID and Visual Center Toolkit + Photography Art Direction hand to hand with my friend and CD Alexandra Jugovic at Publicist.Sapient.
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.
My Role:
Visual concepting, art direction, design and illustration of the football language for the app and social media. This football visual language was applied throughout Nike’s 2014 World Cup campaign.
Developed at AKQA London and Nike Portland.
4 Silo creative refresh during the 2014 World Cup.
My role:
Art direction, design and illustration of the visual language for the 4 silo football boots, to be used globally on digital and retail.
Subsequently, I was invited to design icons for the customisation of 2 of the 4 silo, the MERCURIAL and the MAGISTA boots. The designed icons are a metaphor for the boots’ attributes and character. For the MAGISTA I designed a spider: the spider controls its web as the player controls its game. This spider was later used by Nike as the foundation for MAGISTA 3D key visual.
Developed at AKQA London and Nike Portland.
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.
My Role:
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.
MY ROLE
Design and Art Direction.
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.
Impact:
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 du jour’.
VOGUE
‘It translates your fitness level, exercise preferences and goals into workouts that motivate you to sweat...and whip you into shape’.
FITNESS MAGAZINE
My Role:
NTC Art direction, design and illustration. App UI, iconography, badge reward system and posters.
Nicknamed the Black Mamba, basketballer Kobe Bryant is known to strike with speed and precision. As part of Rise, Nike's national basketball campaign in China, Kobe trained basketball hopefuls in an environment that embodied the unforgiving, entertaining and pioneering nature of the Black Mamba himself. House of Mamba is the first full-sized reactive basketball court. Pushing the boundaries of the game to create a never-before-seen fusion of sports performance training and entertainment, the court incorporated bespoke motion-tracking technology and a custom-designed, fully constructed LED playing surface. Reactive drills were based around Kobe's Mamba Mentality, his never-say-die attitude. The drills automated player data and visual feedback in real time, helping to improve their skills and elevate their game to a higher level.
ROLE
Responsible for the creation of the campaign’s visual language. In charge of the hero image and first approach to the art direction of the campaign’s website, outdoor posters and merchandising. Also co-operated with Shotopop for the creation of the Rise logo.
Responsible for the ‘House of Mamba’ visual concept and design, which included the art direction and design of the stadium and the 5 drill and elimination graphics and components of the full size LED basketball court. Developed at AKQA London and Shanghai.
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.
My Role:
Art Direction, design and illustration.
Developed at AKQA London.
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.
MY ROLE
Art direction.
Developed at AKQA London.
The Studio was a unique digital art store conceived and curated by Studio Output for Sony’s PlayStation Store. ‘It brought the work of some of the world’s most coveted illustrators, graphic and digital artists to PlayStation audiences through digitised avatars, static and dynamic themes’ (Studio Output website).
My Role:
We are part of the primitive digital era and we have promising times ahead. I developed a language based in primitive drawings made for a digital environment. My purpose was to present a primitive digital alphabet that is, in fact, the language of our times. Inspired in the old computer graphics, loading errors, simple animations and colour changes, the goal is to present an interface familiar with our digital roots.
Art direction, graphic design, illustration and artist collaboration for Element Skate Boards.
Responsible for the creation of the magazine and newspaper adds, newspapers, posters, merchandising campaigns, catalogues’ art direction, organising exhibitions, participating in the limited edition brand, representing the brand in fashion fairs like Bread & Butter and Brigh and developing the brand’s ‘concept stores’ throughout Europe.
Creative and Art Direction for the EDP annual report, the leading company in the energy sector.
To mark the 40th anniversary of democracy in Portugal, Music Box Lisboa celebrates it with a newspaper with an annually print run of 20,000, distributed free around the city of Lisbon.
My Role:
Art direction, design, covers type treatment and illustration.
For the first issue, "Vencer é Lutar" I had the opportunity to illustrated the full jornal with a hand of my friend Paulo Arraiano.
For the second issue, "Utopia" I worked closely with artist like AddFuel, Leonor Morais and Lucas Almeida who contributed with thematic illustrations.
This project was developed in collaboration with YUP STUDIO.
The first ever Portuguese surf documentary, released in 2006.
‘Norte-Sul’ (North-South) documents an adventure in Portugal with top national athletes surfing the best waves from north to south.
Impact:
Most sold dvd in FNAC chain stores in Portugal.
My Role:
Art direction, design and illustration.
Cascais ArtSpace was born in 2009 and the concept is to create a live, open air gallery, converting the urban space into artwork.
2009
A collective show with 10 participating street and visual artists. Each artist was invited to produce a sculpture to be hidden around the city and a 10 meter print to be displayed in the biggest buildings. A gallery and open studio was also set up in several spaces around the city centre which could be visited for one month.
2012
A collective show with 10 invited street and visual artists. Projection and mapping of artworks in the city’s most iconic monuments during 10 days.
ARTISTS:
Alexandre Farto / Vhils, Antonio Bokel, Arm Collective, Diogo Machado, Lucas Almeida, Lisa Rinnevou, Paulo Arraiano, Tosco, Robert Proch, Kruela, Zedapaz.
PROJECTION TEAM:
IM Communication
Magnus Lundin, SE
Anders Jacobson, SE
SOUND DESIGN:
Chico and Sebastian Evers.
ORGANIZATION:
Cascais City Hall
MY ROLE:
Concepting since the beginning of the project together with Paulo Arraiano, Invited artist.
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.
