Praise in football often goes to the playmakers and strikers, but the true unsung hero of the game is the defender. They work harder than anyone else on the pitch.
Under Armour wanted to change that clichéd narrative. They wanted to shine a light on defenders and celebrate the absolute graft they put into their game. We wanted people to stop talking about the playmakers and the Tikki Takka perfection. We wanted to laude these masters of the dark arts and get the crowd behind the real heros. Because Attack wins games...but defence wins titles.
We created a film that is an ode to defenders - written for Under Armour's self-proclaimed King of the Darkness Toni Rüdiger. A film that tells the tale of our hero battling from the shadows to protect his house. An iconic film that leans into visual metaphors and shows our hero’s drive to win.
Role ︎︎︎ Senior Creative / with Jake Kedge
Agency ︎︎︎ ACE CREATE
Copywriter ︎︎︎ Jake Kedge
ECD ︎︎︎ Rogier de Bruin
Creative Directors ︎︎︎ Dimitri Deneuville & David Diankanguila
Agency Producers ︎︎︎ Elissa Singstock & Kiek Beljaars
Production Company ︎︎︎ ICONOCLAST
Director ︎︎︎ Fleur Fortuné
Photography ︎︎︎ Maik Schuster
Editorial ︎︎︎ Cabin Editing Company
Editor ︎︎︎ Nick Rondeau
Editor Socials & Product ︎︎︎ Victoria Man
GORE-TEX’s AW23 global campaign highlights the brand’s continuous commitment to innovation and responsible performance. The key challenge was to tell the story behind the brand through a human lens by highlighting real people and their stories that celebrate the GORE-TEX Brand promise of ‘Going Further, Together.’
The campaign captures the brand’s essence through inspiring documentary-style visuals that range from bustling London streets to wild Icelandic landscapes.
Role ︎︎︎ Creative Director
Agency ︎︎︎ TCO London
Executive Creative Director ︎︎︎ Sarah O'Kane, Phil Young
Copywriter ︎︎︎ Jake Kedge
Production Company ︎︎︎ TCO London
Director ︎︎︎ Arthur Couvat
Photography ︎︎︎ Pim Rinkes
Editor ︎︎︎ Ben Elkaim
This is smart.
A pre-order social campaign for smart Europe GmbH: introducing the new smart #1. It was not only the biggest campaign of the year for smart, but it also marked a new beginning for the brand.
Through a mix of film and photography assets, we showcase the car as the ideal ‘urban companion’ by putting the user in the centre of the campaign and speak to the consumer in a human way.
We delivered a total amount of 6000+ assets in 10 different languages.
Role ︎︎︎ Senior Creative/Art Director
Agency ︎︎︎ DEPT®
Creative Director ︎︎︎ Manuel Di Tolve
Copywriter ︎︎︎ Cillian Kenny
Producers ︎︎︎ Dennis Gijsbers & Niko Koot
Production Company ︎︎︎ Markenfilm Hamburg GmbH
Director ︎︎︎ Fabio de Frel
Photography ︎︎︎ Gilleam Trapenberg
Post-production ︎︎︎ Ambassadors & Amp.Amsterdam
Editors ︎︎︎ Govert Janse & Joshua Menco
Move your mind.
A campaign that introduces the updated range of ASICS running shoes through a series of immersive and sensory-rich films. The films use a visual metaphor that captures the sensation of running in each specific shoe. The aim was to establish consistency and illustrate the technology behind each shoe in an engaging manner.
Role ︎︎︎ Senior Creative/Art Director
Agency ︎︎︎ Rōnin Amsterdam
Creative Director ︎︎︎ Seth Josephs
Production Company ︎︎︎ WonderVision
Music ︎︎︎ Job Poels
Launching the first ever Nike Air Max Day inside the Metaverse 🤯
We started with the simple question - What's inside an Air Bubble? Obviously us 'adults' see nothing, but what do kids see? We let them tell us!
You see, ‘Gen A’ spends more time in the metaverse than any generation before them. Yet, they typically have no say in the spaces where they play. So for #AirMaxDay22 we wanted to create a connection to Air Max for them - and handed over the creativity and control to kids.
The result? Airtopia - a magical world of Air floating above Nikeland in Roblox. A collaboration with a new generation of kid creatives on the Nike Play Council. Working with Joe Whale - Aka The Doodle Boy, musical wizard Nandi Bushell and Silver medalist Olympian (at the age of 14…) Rayssa Lyall… we turned their physical creations of music, art and movement into a digital world of wonder.
Role ︎︎︎ Senior Creative/Art Director
Copywriter ︎︎︎ Jake Kedge
Agency ︎︎︎ AnalogFolk Amsterdam
Creative Director ︎︎︎ Tobias Snäll
Executive Creative Director ︎︎︎ Carren O’Keefe
Production Company ︎︎︎ Groundwork
Director ︎︎︎ Claire Arnold
DOP ︎︎︎ Stefan Yap