TVC - Online Content

Brief: Bring BoyleSports “This is Betting” tagline to life.

Solution: What better way to showcase the highs and lows of sports betting than to soundtrack a day of sport to the tune of one of footballs most famous chants?

Direction - Creative Concept - Social Content

Here is a selection of content I’ve developed for Facebook to help them recruit staff globally.

Online Content - ATL

Brief: Make Ireland cry at Christmas (actual brief)

Solution: For many Irish people living abroad, the closest they get to home at Christmas is through the screen of a device. But that doesn't stop their families saving a seat for them, in the rare instance they make a surprise visit home. We took this insight and combined it with Aer Lingus' brand positioning as Ireland's official airline, to say that there's always a seat waiting onboard, to bring you home to yours.

The video was a resounding success, millions of views, thousands of shares and engagements. We brought It back the following year in the form of a 90 second TV spot, which aired on Christmas day.

Rebrand - TVC - OOH - Digital Display - Sponsorship - Social Content
 

Brief: Relaunch the online poker brand Full Tilt.

Solution: We took the brand idea of "Life is more fun when you play" and focussed on the history of poker in cinema, creating stories that brought to life the drama that unfolds even when you’re playing online.

Shot with a cinematic aesthetic, we produced two TV adverts that focused on one hand of poker from the perspective of the two main characters. And only by watching both adverts, would you discover the winner of the pot.

We developed a new tone of voice and visual aesthetic for the brand, that was unlike anything else in the market.

The campaign was rolled out across 5 languages with TV, OOH, digital 6 sheet and homepage takeovers. I was also given the opportunity to direct several additional international TV spots, promoting ongoing offers and product launches.

The campaign won an AIM award in E-Commerce, smashed all the target KPI’s and received overwhelmingly positive reviews from the poker community, one blogger stating that the advert was "the most realistic Poker advert that's ever been made".

Creative Concept - Video Content - Experiential - Reactive

Brief: AIB wanted to promote their Everyday Rewards loyalty program to a student audience whilst staying true to their Backing Brave proposition.

Solution:  What became apparent quickly was that being "Brave" means something very different to the audience and dealing with "the fear" was a universally relatable problem - whether from a heavy night out or running out of cash at the most inopportune moments. 

And so fearLESS was born, a campaign showing that AIB understand the struggles that go along with college and we wanted to do our best to make those fears disappear.

So over the month of September 2017 we released a series of fear moments, brought to life in a brilliantly illustrated style courtesy of designer Alex Murphy. We then surprised students all over the country with free stuff to make college life a little more fearLESS, before bringing a van on tour across the country, dishing out Chicken Fillet Rolls, USB Chargers and Energy bars.

The campaign was a resounding success, outperforming all previous 3rd level campaigns and drove over 5,000 sign ups over the course of the campaign.

Creative Platform

Brief: Reinvigorate Three's national soccer sponsorship by creating a platform that embodied the unique relationship between the Irish  players and their fans.

Solution:

While English audiences lament the arrival of the international break, Irish fans live for it. And while the Irish players may just be bit-­part players for their club teams, they are heroes on the turf at the Aviva. They become more than just “average” players, because they are powered by the greatest fans in the world. That’s why it’s every Irish player’s dream to get called up to the Irish national squad.

I wanted to create something that got fans excited in the lead up to the games, that didn’t rely on results or fixtures. Something that engaged and earned the respect of the Irish football fans, while also being able to hero the players.

It was time for players and fans alike to earn… #TheCallUp

#TheCallUp is the biggest phone call you’ll receive in your football career. The call up to the first team. The call up to the international squad. And in reality, this is sometimes a direct phone call from the manager to the player, which tied seamlessly into Three’s overall proposition without being in your face.

By creating #TheCallUp, Three had a creative platform that opened up an array of content opportunities. Working closely with Three's various agencies, content and activations have been rolled out that showcase all the different people associated with the Irish team who have earned #TheCallUp - from the mascot to the kit men and everyone in between. 

Social Creative - In Branch Visuals - Content

Brief: AIB wanted to promote MyBusinessToolkit, their free application package for SMB account holders.

Solution: MyBusinessToolkit features a series of fantastic free tools that help small business owners run their business, from finances to their web presence. We needed to bring the toolkit to life and help drive business owners to open an account with AIB, so we dramatised what the tools help do - Get your business off the ground.

We captured a series of buildings and items that represented businesses around the country and had them float above Dublin and Cork. We made them into static imagery, looping videos and created testimonials, playing on televisions floating through the sky.

The creative had great cut through on social and it helped us to exceed all of our KPI's, including business customer sign ups, as well as giving some great publicity to a number of promising small businesses. The campaign also won gold at the Global Content Marketing awards for Highest Conversion Response.

Campaign Messaging - Art Direction - Social - OOH

Brief: Life Style Sports' mantra is simple: Inspire their customers to be great – we were tasked with bringing that to life in executions that live across digital and instore.

Solution: A series of insight-driven dynamic, integrated campaigns with best-in-class visual storytelling across every medium. 

No motivation to work out? The #MyAGame campaign inspired fans to hit the gym and take on a common enemy - January. Love Leinster? #FuelTheFourth inspired fans with interviews and imagery, on social and at the games themselves, as the team sought to win their fourth European Champions Cup. Fashion more your thing? Using the cultural history of classic trainers and the popularity of triple black footwear, the Icons @ Life Style Sports and the Black List campaigns respectively captured the attention of our target audience and drove huge engagement.

Campaign Platform - Social Content - Look and Feel - Sponsorship - Experiential
 

Brief: Develop and activate AIB’s partnership with Live Nation.

Solution: To activate AIB’s banking partnership with leading entertainment promoter Live Nation, we were tasked with developing a platform that focussed on the banks most useful service at festivals and events, Contactless payment, while staying true to AIB’s Everyday Banking proposition “Bank less, do more”.

We landed on the phrase “On Tap” - meaning “a continuous supply” and with nods to the bar trade, a key element of most Live Nation events - we combined this phraseology with the first event we were tasked with promoting - Electric Picnic.

To bring to life the fact that you could now buy food and drink with Contactless at the festival, we created a series of pre-event activations where we gave away tickets to Electric Picnic. Hidden in enormous vending machines dotted around the country, all you had to do was discover their locations through social and then tap with your Contactless card to unlock. These activations garnered massive engagement, with thousands of followers recruited as they attempted to discover the machines’ locations.

After the tickets were given away, we brought the machine to Electric Picnic, where we stocked it with everything festival goer’s needed to make their EP experience amazing - from wellies and wet wipes to jumpsuits and inflatables - demonstrating how AIB delivered everything you need to upgrade your Electric Picnic - on tap.

TTL Campaign

Brief: Launch Ireland’s EStars, a brand new amateur esports event.

Solution: While gaming continues to become more popular across the globe, there’s still a perception that video games are exactly that - just a game. To grab the attention of gaming enthusiasts, we demonstrated we knew exactly how important gaming was to them. The EStars event featured a prize pot of €20k and a trip to Las Vegas, which let us dial up that the stakes were high - more so than any amateur gamer had ever experienced before.

We created a suite of epic, cinematic executions across social, OOH and cinema, ensuring we didn’t fatigue any single asset and kept our audience interested in the event for the duration of the campaign - this resulted in our digital and social assets received industry high retention rates and engagement, driving awareness and ticket sales over the course of 12 weeks.

Creative Platform - Director
 

Brief: Create a campaign to help Facebook recruit exceptional women in the tech space

Solution: While Facebook employee a large number of brilliant female employees, the wider tech industry continues to be a male dominated profession and many companies are still struggling to shift misogyny from their working environments.

To shine a light on this issue, we decided to interview several women working across different departments at Facebook, to get a real insight into their careers to date and see some of the challenges they’ve had to overcome along the way. These discussions helped demonstrate how different the environment at Facebook is and how bringing your authentic self (male or female) is crucial to succeeding at the company.

The name of the campaign came from Facebook’s internal mantra of “bringing your authentic self to work”. With the first films in the series being set in Ireland, it felt fitting to use a turn of phrase that’s familiar to any Dubliner. We recruited artist Vanessa Power to create the logo, which now also sits in Facebook’s data centre in Clonee.

Online Content

Brief: NOW TV gives you access to the best entertainment, movies and sports without a contract and can be streamed on any device - but still, people around the country are continuing to miss out on their favourite content.

Solution: We created The Intervention - a series of films where we give Irish comedian Owen Colgan the ability to freeze time, allowing him to introduce the NOW TV proposition and transform the viewing experience of several unsuspecting content seekers.

Concept - Online Content

Brief: Engage with an elusive Gen Z audience and discourage them from using their phones while driving.

Solution: Convincing kids to stop using their phones is a tricky task, but getting them to watch an advert can be even more difficult. To grab the attention of our target audience, we worked with Facebook to create a fake version of their Memories function.

Designed using a similar aesthetic we served a fake memory to our target audience, using a character with a generic name. Viewers were compelled to continue to watch, trying to figure out which one of their friends the memory was about, before we demonstrate the potential consequences of using your phone while driving.

The video has been one of the RSA’s most engaged with pieces of online content, the comments alone demonstrating the impact of the execution.