Thanking the heroes of 2020 for moving what matters.

A global platform and campaign to give thanks to the unsung Heroes of 2020. The COVID-19 pandemic has been tough on everyone, revealing an invisible frontline. It’s not just the doctors and nurses who have worked tirelessly, it’s also the drivers and delivery people who have kept the world moving.

Social impact campaign: 4 stories of individuals, TVC, murals, social, Washington Post, New York Times and Time Person of the year publications.

Role: Strategy, Creative direction

Jordan Wings is a community impact initiative started by the Jordan brand. Wings has been using education and mentorship to inspire and empower youth since 2015 and is driven by the firm belief that every young person can fly given the right tools. Wings recognises the power of education to promote diversity, inclusion and equality—both within higher education and in industry.

Success isn’t always a question of aptitude, but rather access to opportunities. By focusing on underserved communities, Wings aims to level the playing field for young people all over the world.

Wings invests in young people, inspiring them to dream, pursue and achieve greatness on their own terms.

Education isn’t just traditional schooling, it’s access to different types of learning and knowledge for all individuals.

Output:

Creation of a toolkit offering guidance on how to talk about the Jordan Wings community work with internal and external audiences: Including Jordan Wings key messages, approved statistics about our achievements in EMEA and guidance on how to talk about Jordan Wings community impact programs. Created as part of the launch of Jordan Wings in Paris - supported by a unique collaboration with 3 key city partners and 3 Parisian illustrators.

Role: Creative Director

Earner Appreciation Campaign

Over the past year, drivers and couriers have continued to show up. Every day.

They’ve dropped off meals for seniors. Gotten families to airports. And navigated torrential downpours to deliver groceries.

But they’ve also been party savers, in-car karaoke partners, and relationship gurus. They’ve listened, laughed, and shared. To us, they are a daily inspiration. That’s why we call them the #everydaygiants.

Social impact and brand campaign: 360 campaign, 3 films, social, microsite, rewards platform.

The challenge

Showing genuine gratitude to Uber drivers and couriers; recognising their efforts in 2021

The aim

To create a bold and simple narrative that was genuine and meaningful to every single driver and courier, building upon the ‘Everyday Giants’ platform

The how

By heroing and rewarding the extraordinary drivers and couriers; sharing how they went above and beyond what was expected of them

Role: Strategy, Creative Direction

Fast Forward to the Future

Lunch of the new E-MTB Spectral:ON for Canyon.

The Aim

Define how to communicate about their new partnership with Shimano and showcase the true potential of the technology with the latest Canyon engineering.

The How

Create a social first campaign that transports people to their future self and future experience. Film and online content showcased the incredible experiences, range, time in saddle that you can have on the bike all supported with Canyon Pro athletes such as Fabio Wibmer and Luca Shaw

Role: Strategy, platform development, creative direction, pre and post production

2020 was a year like no other, the world almost came to a stop. But among us, there were drivers and couriers across the UK who kept moving what matters. To us, they are everyday giants.

To celebrate them, we’ll be telling their stories and saying thank you. We’re putting drivers and couriers at the forefront, celebrating them as the everyday giants they are. You’ll see their stories across our social media and out on the streets.

https://www.uber.com/gb/en/u/everyday-giants/

Role: Strategy, Creative direction

Uber Global Content Capture Program

Creation of a Global Content Capture Program for Uber to capture and tell social impact stories from around the world, focusing on partners, NGO and earners.

In partnership with Noor Images to capture photo journalism content with the worlds best editorial photographers.

Locations: Rio, Mumbai, Osaka, Paris, Indianapolis, Harlem, Calgary, Cape Town, Arizona, Washington DC, Nairobi

Role: Platform creator, creative direction

Allbirds First Shop-in-Shop

The Challenge

To showcase the brand's unique products and hero the Allbirds brand story to a discerning London audience in Selfridges

The Aim

Introduce a new audience to the Allbirds materiality story in a tactile, compelling and eye-catching way. The concession should replicate the warm and cosy feeling of Allbirds footwear whilst simultaneously telling the story behind the products and how they are made

The How

We created a material-focused installation which allows the consumer to engage with the materials and the Allbirds story up close. Only ethically-sourced and circular materials – including wood, sugar cane and wool – were used in the space to reinforce the brand's sustainability focus

Role: Creative Director

Lunch of the new E-MTB category for Canyon

All bikes sold out in 24 hours

Power:ON, Game:ON | The Canyon E-MTB Line-Up 2021

https://www.canyon.com/en-gb/electric-bikes/electric-mountain-bikes/

Role: Strategy, platform creation, creative direction, production

Re-launch of Seedlip Grove 42 in the UK and US

The Challenge

Explain what Seedlip is and how to drink it whilst powerfully communicating taste

The Aim

Make Seedlip the ultimate positive drinking choice. Bring clarity to a confused category

The How

Use Seedlip’s most recognisable brand asset to tell stories of taste, flavour and occasion

Role: Creative Director

ASICS Play the Unplayable Campaign, featuring Novak Djokovic

‘Play the Unplayable’ was the highlight campaign within a rolling strategic calendar involving ‘always-on’ content across numerous channels, multiple product activations at retail and the leveraging of brand equity at major tournaments through ASICS sponsored players.

The campaign is three-tiered; firstly, a bold, global hero product campaign visually narrating the story was created to enable players to confidently challenge boundaries and raise their own game. This was bolstered by diverse social content including a film featuring Djokovic and a social Challenger Series featuring top tennis talent Alex De Minaur and Gäel Monfils. Finally, always-on insights, tips, tricks and coaching from other ASICS ambassadors were designed to be dialled up at key tennis tour calendar events like Roland Garros and Wimbledon

Role: Creative direction, production

An end of year celebration

The Challenge

Create a zine that celebrates all the work that HarrimanSteel had created with Uber throughout the its first year partnership

The Aim

To deliver the limited run to key partners within the business as a celebration of our work and time together as creative partners

The How

We crafted a limited edition zine as an editorial archive of the Uber x agency relationship to date. Showcasing the different campaigns and Social Impact work that had been achieved together over the last 365 days

Role: Creative Director

ASICS The Ball Waits For No One Campaign

The challenge was to deliver the overarching long term strategic platform for tennis and apply this to all campaign product stories for 2018 and beyond. ‘The Ball Waits For No One’ campaign covering digital, online, social and retail, born from ASICS I Move Me and product benefits; speed and control.

‘The Ball Waits For No One’ campaign needed to deliver against two movement attributes; speed and control. A simple idea but to articulate this concept need to capture our 3 ASICS tennis pros movement ambassadors in a series of real on court situations where they need to go the extra mile and act fast to be able to get to and return the ball successfully. Their supreme movements and quick responses were captured in a series of engaging still and video stories designed to create a full omni-channel campaign.

Client: ASICS / Green Room Design

Role: Art Direction, Retail Design, Social Comms, Strategy

Photographer / DOP: Gary Houlder / Jon Dean

Adidas NMFN platform and campaign

ClimaChill Campaign SS16

During four seasons the campaign mantra “Not Made For Normal” reflected the mindset of the athletes as well as the product technology. The story portrayed how athletes used adversity of the harshest conditions to create strength in a real and raw visual language. Captured in a documentary style, the story evolved from pushing urban training to taking on extreme environments.

Client: adidas Brand Design, Climachill ‘16

Role: Art Direction / Retail Design / Customer Journey

Partners: Anthony Blasko, RESN, adidas Brand Design

360 campaign with adidas brand design Amsterdam. Creation of creative platform for adidas Clima apparel, delivering social, retail and digital content.

Client: adidas Brand Design

Role: Art Direction, Retail Design, Prototyping

Photographers: Tal Silverman / Leo Cackett

IQOS Flagship Boutique Store, Amsterdam

Flagship IQOS Boutique Store design, from strategy, concept to delivery in the heart of Amsterdam’s Nine Streets.

Development of a 2 storey new concept boutique and office space and customer journey for IQOS.

Role: Creative direction, Lead Designer

America's Native Spirit

If your living legacy isn’t clear, how do you focus on it and unite the family?

Amongst the rise of experimental cocktail culture and a changing luxury landscape, bourbon has seen a renaissance as people increasingly demand more premium drinking experiences. And, as the world's leading bourbon with a long family history and inextricable links to America's native spirit, Jim Beam, was perfectly primed as the natural beneficiary of these shifts.

The Aim

Reassert the brand leadership with a brand vision, product architecture and packaging redesign that would better connect the brand to global audiences and represent the premium bourbon inside.

The How

Guided by a design philosophy of ‘Living Legacy,’ a unique ‘DNA’ for the brand defines a set of key elements that both unify and differentiate the range across both the 3D and 2D design realisation. This gave the brand the freedom to express, adapt and scale the level of premiumisation for each product across the different ranges of the portfolio.

Role: Art Direction, Structural Design, Retail Design Lead

Canyon Lux Trail Launch – Down Country bike category

Introducing the new Lux Trail | Go Further. Go Faster. Campaign launch and platform creation for a new category of mountain bikes. Development of launch storytelling assets, production and creative direction. Adopting new Canyon CLLCTV brand assets and developing them for a commercial bike and category launch.

Role: Strategy, creative direction, production

Nike Blazer Style Out Campaign

The Challenge

To continue the Nike Sportswear Blazer campaign story for the nike.com and sportswear audience with stylist Imruh Asha

The Aim

To create a personal connection with our audience through an 'in conversation' approach and 'access all areas' content

The How

A campaign extension that hinged on the inner workings of the protaginist's styling process, seeing a real masterclass in action

With the successful launch of the Nike Sportswear Blazer campaign called “Style-Out” we where challenged to continue the story with exclusive behind the scenes content and membership access to unlock insights, showing practical stying tips and tricks to the nike.com and NSW audience.

The content would feature the campaign stylist, Imruh Asha, as he takes the audience on a journey behind the scenes of the Blazer campaign. Through his creative approach, personal experiences and styling process, the goal was to immerse the audience into the world of styling with personalised AV content as if they were in conversation with Imruh.

The Blazer 'Style Out’ campaign and the BTS content creation focused on real people, real stories, embracing different styles, motivations and body shapes.

The approach was to create a personal 'in conversation’ moment and unique conversation for the Nike audience.

Role: Creative Director

With a world's first, Fan Optics and Baartmans & Siegel launched a full wool apparel and accessories collection for entry to the Woolmark price. The runner up entry featured a pair of Fan Optics x Solidwool sunglasses that had been exclusively development for the competition.

As the founder of Fan Optics, I worked with a UK factory to create the world's first pair of wool sunglasses. Beautifully handmade and crafted in England.

Fan Optics was founded in 2012 and was a creative programme that designed and development eyewear for the catwalk and some of the worlds leading fashion brands.

Role: Creative Director, Product Designer

A content capture programme to create a years worth of social storytelling for ASICS tennis. Working with key ambassadors Gäel Monfils and Julia Görges to capture, inspire and motivate.

Always-on insights, tips, tricks and coaching from ASICS ambassadors designed to be dialled up at key tennis tour calendar events like Roland Garros and Wimbledon.

Role: Creative direction, Art Direction, Production

Introducing the Philips healthy drinks pop-up kitchen, at Utrecht station – Holland’s busiest commuter train terminal with over 200,000 commuters traveling through every day.

The experience; simple, fresh and analogue (actively removing digital screens from the site) meaning the focus was firmly on the product and positive human interactions with the staff; positive and memorable moments were the currency of the day.

A different ‘health theme’ with corresponding smoothie featured on the daily juice calendar, which was complimented by guests and influencers to educate and inspire visitors. These included men’s health magazine, and locally renown food and lifestyle bloggers.

The kitchen was a hub of activity; an interactive area – be social zone – encouraged visitors to share their experiences and connect over a shared interested in health and wellness. Customers were also invited to get their hands dirty in the make your own area – a space dedicated to crafting your own smoothies – an integral element of our strategy in heightening the customer engagement of the pop-up kitchen.

Climaheat Campaign AW16

During four seasons the campaign mantra “Not Made For Normal” reflected the mindset of the athletes as well as the product technology. The story portrayed how athletes used adversity of the harshest conditions to create strength in a real and raw visual language. Captured in a documentary style, the story evolved from pushing urban training to taking on extreme environments.

Role: Senior Designer, Retail Development, 3D

Canyon Lux World Cup Launch

Introducing the new Lux World Cup Launch | Control the Rush. Campaign launch and platform creation for a new category of mountain bikes. Development of launch storytelling assets, production and creative direction. Working for Redbull UCI footage and bespoke capture for a commercial bike and category launch.

Role: Strategy, creative direction, production

Lapierre 75th Anniversaire Capsule Collection launch

Creation of a 360 launch campaign, building on the brands ‘ride your next’ positioning. Creation of CGI language and content to mark the launch of a premium set of road, MTB and EMTB bikes.

Content included a 60s CGI film, social stories and launch strategy.

Role: Creative Direction, Strategy

Immersive 'Skill Cube' for PUMA's New 5th Avenue Flagship

PUMA's5th Avenue flagship store features an industry-first multi-sport, multi-sensory 'Skill Cube,' designed and developed while at Green Room Design. The creative platform 'idols brought to earth,' integrates global PUMA brand ambassadors into an immersive experience, positioning them as virtual training buddies, as opposed to elite and inaccessible celebrities - an approach, established through behavioural research, as key to better engaging the lifestyle traits of PUMA's target audience; Gen Z.

Respected for their training regimes and prowess, athletes Lewis Hamilton, Antoine Griezmann and Romelu Lukaku host coaching sessions that transport customers either to a virtual football stadium, or a disused warehouse; an experience specifically designed to deliver the best authentic footwear trial whilst still in store.

Role: Design Director

5 Stories of adventure - The Crossing - A documentary mini series for Canyon, following riders and their experiences as they plan and ride some of the worlds best trails and locations.

Episode 1: North Wales

Episode 2: North Carolina

Episode 3: Tasmania

Episode 4: Coming soon in 2023

Role: Creative Director and Producer