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Launched in August 2008, the new Hilfiger Denim campaign focuses on music and friends. The branded tape sticker endorses each ad and lends itself for various dynamic applications.

An introductory campaign for the American hit series Californication on Comedy Central. The show follows Hank Moody, a writer who tries to juggle his career and his relationships with his daughter and ex-girlfriend. Not to mention his voracious appetite for beautiful women and sex. In addition to print, radio and internet we dropped hundreds of customized panties with the tag “Who’s next?”, in premium clubs, hotels and restaurants. We also created a premium; a pillow sleeve with Hank’s face printed so you can take him home and have your way with him. For more check this Flickr panty drop set.

The campaign intrigues and invites attention to the fact that Supperclub is more than a trendy restaurant. The advertisements / posters use the signature Supperclub vocabulary to communicate extensions like the Supperclub Cruise, Supperclub Magazine, Supperclub Darkroom and the new opened establishment in San Francisco.

Entertainment is the national language of America. A cultural heritage strongly rooted in the expanding media bubble. It takes enormous talent and showmanship to create stories that speak to the anxious, jaded masses. Disney just makes it look easy. Balloons, hats, cotton candy, and a never-ending parade of celebrities don’t hurt either. But in the end it comes down to a stage full of actors clamouring for attention. The US Elections 2008. Bring out the clowns. It’s show time.

A platform introducing Beck’s beer in various European cities as the trendy, cosmopolitan alternative. To align the platform with Beck’s international “You’re holding the key” positioning we created Unlock the City, a three-stage approach that built on the idea of using the Beck’s key crest as a symbol to ‘open up’ a city. Beck’s ‘unlocked’ a city by sponsoring the trendiest happenings in town and drawing attention to them. Events included Museum night, International Fashion Week and the International Film Festival.

An introductory campaign for the new comedy series 30 Rock on Comedy Central. The popular American show, created by Tina Fey, features Alec Baldwin as a seemingly unqualified, yet egocentric, network CEO who manipulates everyone that works for him. The campaign takes this notion to the extreme and offers everyday frustrated employees the opportunity to “Blow off some steam” at the expense of their bosses.

At the heart of the campaign is a website where employees can upload a photo of their boss and use various tools and markers to ‘creatively’ deface the image before anonymously passing it around the office. The campaign uses various media such as teaser print, outdoor, radio and online banners to raise awareness of the 30 Rock television premier as well as the website. In honour of Duchamp, special customized toilet rolls were produced and planted in the bathrooms of business offices.

These mints were of a new ‘non chewing’ kind. The ones that are better to suck than chew. The campaign had bite and made it to the front pages of newspapers.

Frank Gehry participated in a pitch for a new integrated resort on Sentosa Island, Singapore. He proposed an enormous organic structure consisting of several domains. The resort was to host a huge Atlantis themed museum, botanical gardens, water parks, health spas, hotels, casinos, etc. Together with Chris Pacetti, in service of the Arnell Group New York, I worked on the Aquabrid concept for the Museum.

To make the museum richer, we hatched the idea of letting visitors interact with evolution and create their own characters. Along theway visitors have the opportunity to alter, generate, mix and duplicate new water-based species, a.k.a. Aquabrids. I worked on the media concept, character research, development and visualization and also created proposals for architectural projections.