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Viva Les Bottom Feeders!

Brief

Create a launch campaign for Joyride trading app in the space where every crypto app looks the same, and the sentiment is inherently suspicious.

❋ Insight

People trading options that expire the same day are seen as lesser traders, but in reality, they’re half of that entire market.

❋ Idea

The brand audience’s native language is cynicism and self-deprecating humour, 
so we used it to create an ad that embraces that. We wrote a hymn of the bottom feeders and make our wonky critters sing it with pride.

❋ Role

Solo creative. I took the project from the brief and offered several territories—from funny to aspirational—then created the visual world and characters in 3D. Together with the production team, we wrote the song and animated the video with a mix of 3D and AI animation. 

❋ Fun fact

I auditioned for the Shrimp and got the role.

Process

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Metaverse Beauty Week

Brief

Convince 10+ beauty brands to participate in a 5-day virtual event and create a shared world in which each can tell a story worth playing.

❋ Challenge

The Metaverse was a risky investment for any brand at the time. We couldn’t promise specific metrics or more than a few successful case studies. Besides, in 2023, before Unity was introduced, it didn’t exactly look like an AAA game.
We had to convince Lush, Neutrogena, Lottie London, Glossybox and others to show up, otherwise we would have no MBW. Each brand came with a unique problem to solve, and we have to create different containers to solve them.

❋ Solution

We’ve studied the existing community behaviours and wants on each of the platforms and found workable, platform-agnostic aspirations: togetherness in the moment that will never be the same and showable artefacts from that moment.

❋ Execution

We designed brand experiences with in collaboration with existing community while avoiding brand opportunism and label hijacking.

And, of course, made free skins.

❋ The Drum awards winner for Metaverse, 2023 
❋ Role

Led the creative from platform experience and narrative POV, worked closely with the wider creative team. Oversaw the production and designed several ship-ready assets myself like digital wearables and branded environment elements. 

❋ The Webby Awards winner for Metaverse, 2023

  • Flannels Beauty Bar hosted live events with beauty moguls and digital beauty creatives

  • Participants spent a total of 29h 45m playing the Neutrogena games in Decentraland

  • Lush's giant bath bomb parties became a hangout hub between scheduled events

  • Flannels Beauty offered free wearable makeup skins (designed by yours truly)

  • Lottie London hosted a scavenger hunt in Roblox

  • Lush made a space island vibing to their bespoke playlist high in the sky

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Polygon Pangea

Brief

Create a low-budget organic ad as part of polygon’s evergreen content strategy that would fit the internet native culture

❋ Challenge

X (former Twitter) audiences reject over-polished branded content, and the algorithm rewards organic engagement. 

❋ Solution

We leaned into 3D slop aesthetic: deliberately low-effort, high-speed. In addition, we packed the ad with easter eggs and double meanings to get people to rewatch the video.

❋ Role

Art director and 3D animator. Took the creative concept and references, made the decision to proceed without the use of AI despite time constraints. Executed the animation from start to finish.

❋

Kat

Brief

Create a mascot for content creation at MOM agency

❋ Challenge

Despite being a theatre kid, I don’t enjoy being on camera. Luckily, we’re living through a mascot renaissance in advertising. 

❋ Execution

I created an original character that is easy to remember and adapt to other members of my team at MOM. 

❋ Role

Art director, designer, 3D animator, and content creator.

Process

Use cases

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XRP DeFi awakening

Brief

Create a long-term campaign for the launch of FXRP on Flare Network

❋ Insight

Over $130 billion in XRP currently sits idle, despite being one of the foundational crypto tokens in the world. 

❋ Idea

The connection to sleep-themed renaissance art wrote itself, and the “homemade cutout collages” was the way into the crypto Twitter spotlight, where everything too polished raised too many brows.

❋ Role

Lead creative. Proposed several territories for the campaign, then led the creative for the several-months-long communication on X (Former Twitter).

Augmented Reality

My creative career in London began when I decided to learn 3D and AR in the pandemic, and suddenly I got awestruck gasps at the reasonably social-distanced house parties.

Like for this filter we made with Sony Music for Rage Against the Machine

Or this beauty filter for Esho Lipcare with a shader that was incredibly impressive for a very niche cohort of people.

Or this Christmas NSYNC filter for Sony Music that sent me back in times when rent and anxiety were equally ungraspable concepts for me.

And this digital mural for a Pepsico energy drink I had to create remotely because Covid