Welcome to New York, here's a brief for you - was pretty much what I heard when I first arrived at 72NYC. The task was to launch a new French style yogurt. Thinking about it, we realised the French treat food very differently than Americans. For them, eating is the highlight of any day, not something to be rushed through. We decided to invite American women to embrace the French approach to pleasure. Luckily, Gia Coppola agreed with our 'cause' and took on the job of shooting these spots beautifully.
The year was 2012. I was still an intern at 72andSunny when this brief came in. They wanted to showcase all the new weapons in the game. We got to work with Guy Ritchie and watch Robert Downey Jr. from very very far away. It was great.
I've had the opportunity to work on the rebranding of Axe from the pitch until now. And what a journey it's been. Instagroom is a series of tutorials, each based on the top searched grooming questions guys ask on Google. We have filmed 31 so far, and aim to keep making 'em. An ever growing style toolbox for dudes.
Axe (or Lynx if you're special) invented this body wash that releases fragrance every time you get touched. We thought a dance floor was a good place to show that off.
When I started at 72andSunny, we were 12 employees. Now we're around 150. It's hard to really know everybody, so we had this idea. Sign up once with your work email, and get set up for a cup of coffee with a random colleague every week. It matches your calendar spots, and bam. Nice to meet you.
Forget keyboards, forget touchscreen, the new shiz is voice. Google asked us to show how talking to your phone can help you sort out stuff.
Fur, skis and speed. We made this interactive film for Killer Loop, a clothing brand created by Benetton for extreme photographers and filmmakers. Watch Big Foot jump jump jump, and move around him with different cameras.
School sucks. No, but seriously. The educational system could use a bit of an update. Here's an idea we had while I was at Hyper Island.