or stay INVISIBLE
BE AUDACIOUS
AUDACIOUS
✦
ADJECTIVE
✦
BOLD
✦
DARING
✦
FEARLESS
✦
AUDACIOUS ✦ ADJECTIVE ✦ BOLD ✦ DARING ✦ FEARLESS ✦
why AUDACIOUS?
ATTENTION IS HARD TO EARN AND EASY TO LOSE.
BUT I KNOW HOW TO GET PEOPLE TO PAY ATTENTION.
I FIGURE OUT WHAT THEY GIVE A SH*T ABOUT, THEN FIND AN AUDACIOUS WAY INTO IT.
THAT MIGHT MEAN RETHINKING THE STRATEGY, FLIPPING A PROBLEM INTO AN ADVANTAGE, HACKING AN ALGORITHM, OR FINDING A CULTURAL TENSION NO ONE ELSE HAS SPOTTED.
THEN I I TAKE IT FROM THINKING TO REALITY - CREATIVE DIRECTION, ASSET DEVELOPMENT, PRODUCTION, AND EXECUTION.
IT’S ME, HI
I’VE DONE THIS BEFORE.
I’VE TURNED UNKNOWN BRANDS INTO MARKET LEADERS. FLIPPED PROBLEMS INTO COMPETITIVE ADVANTAGE. LAUNCHED NEW CATEGORIES BY SAYING THE THINGS EVERYONE ELSE WAS TOO POLITE TO SAY. AND MADE WORK THAT TRAVELLED AROUND THE WORLD.
DIFFERENT PROBLEMS. SAME JOB:
MAKE PEOPLE PAY ATTENTION.
RECENT WORK
01
AUDACIOUS POSITIONING
ICELANDAIR: THE REAL UNREAL
AS AI-GENERATED IMAGERY FLOODED FEEDS, ICELANDAIR HAD SOMETHING ALGORITHMS COULDN’T INVENT: THE REAL THING.
THE REAL UNREAL TURNED GROWING DISTRUST OF ARTIFICIAL IMAGERY INTO A COMPETITIVE ADVANTAGE, POSITIONING ICELAND AS THE ANTIDOTE TO SYNTHETIC TRAVEL, AND MAKING AUTHENTICITY THE REASON TO CHOOSE THE AIRLINE.
02
AUDACIOUS STRATEGY
ELANCO: PARVO IS POOP
HOW DO YOU GET PEOPLE TO CARE ABOUT A DISEASE THEY’VE NEVER HEARD OF? YOU DON’T.
INSTEAD TACKLE SOMETHING THEY ALREADY CARE ABOUT: UNSCOOPED DOG POOP.
BY TURNING A UNIVERSAL NUISANCE INTO A WAY TO EDUCATE DOG OWNERS ABOUT PARVOVIRUS, ELANCO COULD SOLVE A SOCIETAL PROBLEM WHILST BUILDING AWANRENESS OF ITS LATEST INNOVATION.
03
AUDACIOUS HONESTY
SURE: BRITS AND THEIR BITS
PEOPLE WERE ALREADY ANONYMOUSLY ASKING THE INTERNET WHAT TO DO WHEN THEY SMELLED SOMEWHERE OTHER THAN THEIR ARMPITS.
SO BRITS AND THEIR BITS DRAGGED THAT CONVERSATION OUT INTO THE OPEN.
BY TURNING AN AWKWARD HUMAN TRUTH INTO SOMETHING WORTH TALKING ABOUT, AN ENTIRELY NEW PRODUCT CATEGORY WAS LAUNCHED.
HAVE THE AUDACITY
✦
HAVE THE AUDACITY ✦
WANT TO WORK TOGETHER?let’s chat.
