Xbox’ Halo 4, was a highly anticipated game by fans worldwide. To energise fans and set the tone for a new trilogy, we had to prove that there was a new threat so big and powerful that even the Master Chief might fall.
The results were national news coverage including features on the BBC, the Sun, and ITN News. A total Twitter reach of 32.3 million. And the largest first-party launch ever for Xbox. Halo 4 grossed US$220 million on its launch day and $300 million in its opening week – a record for the franchise.
Agency: McCann London
Objective:
To address declining officer numbers, improve diversity within the force, and rebuild trust with underrepresented communities by demonstrating the Metropolitan Police’s commitment to inclusivity and systemic change. The campaign sought to attract a new generation of recruits, particularly from black and ethnic minority communities, while highlighting the opportunity for recruits to be active agents of change within the institution.
Insight:
Public trust in the police force, especially among ethnic minority communities, had been severely damaged due to systemic racism and incidents of workplace discrimination. Many individuals from these communities were hesitant to join the force, believing their voices wouldn’t be heard or valued. However, the desire for positive change within these communities remained strong. The idea that real change must come from within provided a foundation for this campaign.
Solution:
Position joining the Metropolitan Police as a unique opportunity to be part of the solution and to drive the change that society demands. The campaign’s messaging, “Change Needs You,” directly addressed potential recruits, framing the role of a police officer as one of empowerment and societal transformation. The campaign sought to humanize the force and emphasize diversity, inclusivity, and the personal responsibility of individuals to enact meaningful change.
Campaign Overview:
The “Change Needs You” campaign utilized powerful visuals and authentic stories to reflect the diversity of London and the experiences of officers from underrepresented backgrounds. The campaign was rolled out across digital platforms, outdoor advertising, and community engagement events, focusing on areas with high ethnic diversity. Through direct and relatable messaging, the campaign invited individuals to reimagine their role in shaping the future of policing, emphasizing that change starts with those willing to step up and make a difference.
Objective:
To challenge the perception of military service as solely combat-focused and highlight the educational, professional, and personal development opportunities available through the Army Reserve.
Insight:
Many potential recruits are unaware that joining the British Army can provide access to specialized training, education, and career-building opportunities while serving their country. By promoting these benefits, the campaign aimed to attract individuals seeking both adventure and personal growth.
Campaign Overview:
The campaign leveraged a combination of digital, out-of-home (OOH), and print media to communicate the Army Reserve as a gateway to both military and civilian success.
1. Key Messaging:
• “Be Paid to Learn” emphasized that recruits can gain qualifications while earning a salary.
• “Develop Confidence, Fitness, and Leadership” reinforced personal growth opportunities.
• Highlighted roles like medical technicians, engineers, and intelligence officers to showcase career diversity.
2. Visual Design:
• Bold Typography: Headlines like “The Army Reserve: Recruiting Now in London” captured attention and communicated urgency.
• Dynamic Imagery: Authentic shots of soldiers in action paired with approachable and diverse faces emphasized both excitement and inclusivity.
• Infographics and Maps: Used in digital touchpoints to outline opportunities and locations.
3. Target Audience:
• Young professionals and students looking for part-time opportunities that align with career aspirations.
• Individuals interested in gaining leadership skills and formal training.
Through my company, Company of Heroes, I worked as an Associate Producer on COGNITION a sci-fi short film. I helped conceptualise, raise funding and design assets such as marketing materials for the film.
COGNITION, is a dystopian sci-fi drama thriller, about a son confronting his past to reconnect with his father. Journeying through the symbolic landscape of the subconscious mind, the story follows an unbreakable bond between father and son. A bond that transcends Space and Time.
The film qualified for the Academy Awards in the category Short Films and is currently Guinness World Record holder for the most awarded sci-fi short film ever of 383 international awards. A feature film based on the concept is now under development.
Available on Apple TV+ and Amazon Prime.
Objective
To raise awareness about the direct link between smoking and genetic mutations that can lead to cancer, and to motivate smokers to quit by presenting a stark and memorable fact about the harm caused by smoking.
Insight
Smokers often underestimate the immediate and long-term risks associated with smoking. While many know that smoking is harmful, the connection between cigarettes and irreversible genetic damage isn’t widely understood. Highlighting the tangible impact of each cigarette can create a powerful emotional response and prompt action.
Solution
Leverage a scientifically-backed fact—every 15th cigarette smoked causes a genetic mutation—to create a thought-provoking campaign. By translating complex science into a simple, shocking message, the campaign sought to break through apathy and engage smokers on a deeper, personal level.
Campaign Overview
The campaign visualized the invisible damage caused by smoking through compelling imagery and messaging. Central to the campaign was a striking visual of a mutation forming after 15 cigarettes, accompanied by the bold tagline, “Every 15 cigarettes you smoke causes a mutation that can lead to cancer.” The message was distributed across TV, print, outdoor, and digital platforms, reaching smokers in their everyday environments.
The campaign’s direct, science-based approach resonated strongly, effectively increasing awareness of the dangers of smoking and driving engagement with quit-smoking resources. It became a key driver in supporting the Department of Health’s mission to reduce smoking rates and prevent smoking-related illnesses.
The widespread of myths surrounding milk are massive. In fact almost 46% of people in Denmark find it difficult to navigate through the amount of myths and fake news on the internet.
We created an animation series featuring two myth-busting characters named Mette & Myte, who tackle some of the most alarming stories out there.
Agency: Marvelous (Denmark)
88% Of Data Breaches Are Caused By Human Error.
Yet, when it comes to cybersecurity, 52% of companies would rather give their employees the occasional training course and backup their valuable data on local servers, than invest in a cloud storage with up-to-date cybersecurity.
Microsoft wanted to make companies aware of not putting their valuable data entirely at the mercy of humans by inviting business leaders and decision-makers to an art exhibition held at Avskarl Gallery in Copenhagen called:
BECAUSE WE ARE ONLY HUMAN
A showreel that displays more of my activistic work in particularly while at Liberate Agency – an agency specialising in DEI marketing and advertising, where I worked as a Creative Director.
The soup brand Mou, wanted to launch a new collection of World Soups to a younger audience.
Mou’s exotic new flavours were launched through weather-activated digital ads responding to the cold and rain. The ads ran on Spotify, digital Adshels and several other digital platforms, as well as TV.
“Dream Yourself Away with MOU World Soups”.
Agency: Marvelous (Denmark)
The Encore tablet from Toshiba, is everything you need for work and play. It allows users to move seamlessly between working, playing and sharing on a single device.
The creative takes consumers on an immersive and infinite journey through the four worlds that Encore opens up: film/music, productivity, connectivity and gaming. Within each world, consumers are invited to ‘Look closer. See more’ with innovative animations.
Toshiba Encore – Look closer. See more.
Agency: McCann London
Animation & Post Production: Psyop / Craft London
The “Superstar Supercolors” campaign for the Pharrell x Adidas collaboration was built around the philosophy of individuality, inclusivity, and self-expression. The campaign was a celebration of diversity, aiming to communicate that style and creativity are for everyone, irrespective of background, ethnicity, or personal taste.
People are incredibly health-conscious these days. Everyone and their aunt’s on a diet. As a result, many unhealthy brands deceive the public into thinking that they’re healthier than they really are.
The challenge was to create a campaign for SSP Denmark, the franchise owner of Dunkin’, with a tone of voice where Dunkin' fit into today’s world. Well, it seemed pretty straight forward to us as we decided to be… honest and tell it as it is. Dunkin’ is simply the place to go whenever you feel the need to indulge yourself.
Personal project
Summers are peak holiday seasons for families, and each year they are met with ginormous queues amounting to higher stress levels than usual.
We saw an opportunity here for LEGO and Copenhagen airport to collaborate and help families through the security process efficiently whilst making it more fun for the kids, by creating a gamified family track.
Agency: Marvelous (Copenhagen)
Microsoft sponsors the Secret Cinema events. In order to promote the new Windows Phone beyond just branding the event, we came up with a more integrated idea that helped bring the iconic Blade Runner film to life.
Agency: McCann London
Challenge:
Families are increasingly eating dinner in front of TVs and other devices, resulting in less quality time spent together. Research highlights the health risks associated with eating alone, including social and emotional disconnect.
Objective:
To encourage families to reconnect by sharing a meal together at least once a week, fostering stronger bonds and better well-being.
Solution:
Bisto launched the “Together Project”, a heartfelt initiative to bring families closer. The campaign went beyond promoting family dinners – it extended its mission to reunite loved ones who couldn’t physically be together.
Agency: McCann London
We gave fans a unique opportunity to win what was actually featured in the ads; a one of a kind priceless piece of Champion's League history.
Agency: McCann London
Agency: Black Rabbit (Denmark)
