adidas
These posters were for The Jump Store, an activation idea we did for adidas and D Rose. If the kids in Hackney could jump as high as D Rose and touch a shoe, they'd earn a pair. The lines try to convey the irreverence and swagger that these kids have in spades.
Nick and Steve Tidball worked on this whole project, along with Sean Doyle and Walter Campbell.
I was the ECD and also worked as a creative writing the lines below.
All in all, the integrated idea won 7 Lions in Cannes and a gold Pencil at the One Show.
I wrote adidas' theme for the 2014 FIFA World Cup. All the work adidas did globally for what was called the mother of all World Cups came from these four words.
Aruba
I wrote these posters for Aruba, an island in the Caribbean. We positioned it as a remote paradise, the place where you can press the pause button and get in touch with a different part of yourself. The copy is longer than a headline and takes its time to create a dreamy atmosphere.
Newspaper column
Below are some extracts from the personal essays I wrote for a national newspaper, O Estado de S Paulo. I was a regular columnist for their weekend edition for 10 years. The subject was varied: anything that caught my attention. I often used humor as the lenses through which I saw things, ranging from my dentist to a menu in a fancy restaurant.
