creative direction/ co production + shoot direction
Evian ambassador and three-time Grand Slam Champ Stan Wawrinka is interviewed by two of his biggest fans during the 2023 Swiss Open.
The twist? The kids were dressed exactly like Stan Wawrinka.
We set up the interview so the mini Stans were testing to see if Stan was the real Stan, asking any questions that came from their wild imaginations.
This informal refreshing interview style rejuvenated Stan's point of view on his life and career. As the kids helped bring out a different side to him, we haven't seen before.
The interview was cut in with shots of Stan and the kids playing around the tennis court. Helping to unlock authentic, light-hearted moments for the audience to enjoy.
Video director: Valeriano Di Domenico
Script: Ted Brearley
Editor: Agustin Smidt
Senior Social Media Manager: Ludovica Parisi
Account Director:Aude Guyon
concept/ research/ stories
For the 2019 Women World Cup, while the world was focusing on female players, Footlocker paid a tribute to the invisible heroes of the game: the refs, and more precisely: THE FEMALE REFS.
We developed a campaign that took a stand for gender equality in the football community by creating a series of video content that both raises awareness and funds to support female refs.
We empowered the young generation of female referees by shifting the narrative to focus on their skills rather than on their gender. Because skills have no gender.
The launch of the campaign started by including the female referee in the Footlocker logo. Later we released one manifesto film and three individual profile stories on social media.
Film director: Duco Coops
Dop: Abel Van Dijk
Stills photographer: Lois Cohen
concept
The challenge
Spotify’s strategy in France aims at supporting 2 communication objectives: promote diversity in the French musical landscape, especially with a focus on French Pop/Variety ; and to reach a younger feminine audience. In that context, we were asked to imagine an advertising campaign to promote the first album release of the already well-known 19 years-old French singer: Bilal Hassani.
The approach
To do so, we decided to capitalize on the multi-faceted artist’s personality: his fame as a well-known Youtuber, his huge fanbase and his no-gendered label - with a love for wigs and makeup. As he has a very dedicated Gen Z fanbase who love to find out more about him, we thought that the release of its first album was the opportunity for these fans - and for everyone else - to discover the stories that helped inspire his new songs.
The outcome
We created “Behind the Wig”, a unique podcast series that explores the stories in the artist’s real life that inspired the songs on his album. This was the first ever podcast produced by Spotify France, which gave them an advantage over their competitors as the only place to hear directly from artists talking about their own albums. We also produced OOH print campaign and a digital one on social media.
The result
5k listeners (within the first 30 days following the release of the campaign
creative strategy / research
Yoga as a practice connects the mind, body, spirit and earth, and unites communities both close and far. It’s pure, all inclusive and doesn’t discriminate. However culturally that’s not currently true, mis-representation and segregation within yoga is a real problem and goes against it’s very meaning.
I collaborated with ClubHouse London to develop a creative strategy for the Adidas Yoga Wanderlust 2019 collection launch that helped to change the mis-representation of yoga at a global level by joining the conversation that’s already happening at a community-level.
We celebrated the stories of the amazing people already out there and worked with them to spread the message.
Yoga belongs to everyone and to no one. It brings people together, connects them with themselves, each other and the earth. Yoga is beyond borders.
The women of the campaign were also invited to share their stories of connection with the outside world on a podcast series created in collaboration with Stance.
Adidas Women - Connected by Yoga
Photography by Emily Knecht.
Motion by Erynn Patrick.
Featuring Avery Kalapa, Abi Nolan, Sinikiwe Dhliwayo, Tie Simpson and Alli Simon.
Podcasts by Stance Podcast.
photo art direction
Art direction for the launch of different Rimmel products, with Cara Delevingne and Rita Ora.
Photographers: Aitken Jolly (Cara), Marcus Ohlsson (Rita)
Makeup Artists: Molly Stern (Cara), Miranda Joyce (Rita)
director/ concept
This perfume ad was an independent project that I participated as a video director together with Carolina Mazzolari. We had a small budget and I was involved in this project from its concept, set production, direction and post production.
Directors: Mariana Costa & Carolina Mazzolari/ DOP: Luke Biggins/ Producer: Carolina Mazzolari/ Editor: Joan Gill Amorin/ Music: Chris Ward/ Models: Irene Serra & Conrad Shawcross/ Make Up: Magdalena Skoczylas
director
This music video was made to promote the track 'Zion' from the second -isq album named 'TOO' - released on 16th March 2015.
We also made 2 different edits to advertise the track on the band's instagram feed.
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Directors: Mariana Costa & Carolina Mazzolari/ DOP: Diana Olifirova/ Producer: Elias Ribeiro/ Gaffer: Hunter Daly/ Editor: Sam Rushworth/ Colourist: Joseph Bicknell/ Make Up: Magdalena Skoczylas/ Hair: Aneta D Adufe
concept / art direction
"A line telling Sharapova's story that turns every wall into a practice net and inspires the next generation of Russian tennis stars."
1. SHARAPOVA'S WALL
While the world's eyes were on the 2014 Winter Olympics, ours were on a neglected wall in Sochi where one of the most iconic tennis players of our time learned to play.
A simple line on a wall that Maria Sharapova hit thousands of balls against when she was a girl, represented not only her first practice net, but also the start of her dream.
2. THE MURAL & OPENING EVENT
We restored the whole court and created a mural telling Sharapova's unique story through the practice line on the wall - a reflection of a little girl's ambition which led to her success as a pro - to inspire the next generation of Russian tennis stars.
Maria came down to open the court herself. Press and social coverage went global, ensuring traction and high visibility amidst the blanket of Winter Olympics communications.
"I lived here as a girl for five years so my tennis memories all come back to this court and this wall." Maria Sharapova
3. THE LINE
To spread the story and inspire more childrento follow in Maria’s footsteps, we printed it on practice tape and gave it to schools across Russia so children could turn every wall into
a practice net, and a possibility.
Line translation:
’’This is more than a line on a wall.
It’s where a little girl hit her first thousand tennis balls. It’s daring to go further. It’s defying the doubters. It’s deciding what you want. Then doing something about it. This is not just a line on a wall. It’s the start of a dream.’’
Mural illustration done by Shotopop
art direction/ concept
In Spring 2013, the Nike Training Clube app debuted a new workout with tennis star Serena Williams. Serena’s Core Power workout features some of her favourite core-strengthening moves that have helped her stay at the top of women’s tennis for more than a decade.
My task was to create a social campaign to drive app downloads and also advertise the SP13 Nike products.
The campaign started with a video teaser followed by a motivational video featuring Serena working out and behind the scenes from the app shoot.
To advertise the products we created the first online shop on Pinterest. We "pinned" Serena and created a board with products laying down next to her. Every pin was driving the user to its specific page on the Nike online store.
Together with the concept, I worked as an art director, responsible for the set design, all the social assets and the updates of the app following its design standards.
Photographers: Tom Allen / Zach Lewis
video concept/art direction + app content production/art direction
The Nike Training Club app democratises the idea of personal training by giving everyone with a smartphone free access to professional-level drills and a community of experts.
NTC is a full-body training app that caters to every level of fitness. Whether women want to get lean, toned or strong, NTC takes functional fitness training to the next level. NTC includes more than 115 workouts including 120 drills that build on the fundamentals of strength, cardio and core training.
The NTC app includes 15-, 30- or 45-minute workouts and is available for free on iTunes® and Android including a Product Finder feature that lets users browse featured training outfits.
My role was to create and advertise all the seasonal content of the app on Nike social channels and stores. From shooting workouts with elite athletes such as Serena Williams, Gaby Douglas, Victoria Azarenka, promoting seasonal products and developing campaigns for the app. I was involved in every step of the shoot, from selecting workouts, set art direction, style and post production.
For an example of a full content creation, please check the Serena Williams campaign.
digital concept-strategy
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AWARDS:
Cannes Bronze Lion
Integrated Campaign 2011
Silver Pencil One Show
Interactive, 2011
Silver Clio
Integrated Campaign, 2011
Contagious Magazine
The most Contagious 2011
The challenge was to prove Dulux’s brand mission to bring colour to peoples lives.
The solution was the Let’s Colour Project. A global integrated campaign built around digital and social media. The project kicked off in a very simple way: with the Let's Colour Project Blog. The true heart of the campaign. Content was uploaded in real time to the blog, flickr, youtube, twitter, facebook pages. Minutes later this content was being re-used by blogs and online newspapers all over the globe. The painting events where captured in a 2 minute film. This film premiered on the blog driving thousands of people to our content across all our digital media channels. In two days it became the most tweeted video in the film category. Within 4 weeks we reached over 400 thousand hits with no media investment.
Produced by Stink.
Photos: Rebecca Campbell.
concept/ social strategy/ photo brief
Social campaign created to promote the 10k races across Russia and CEE countries.
We used the running crew culture to encourage people to form a pack and take over their city, by running in unexpected areas and discovering new routes.
We started the campaign with a manifesto and used a van to distribute special race kits for the first 100 runners that found the van location by following the tips on local Nike social channels.
We promoted the final 10k run for 8 weeks by creating unexpected run routes in the city and time based challenges, with the help of local running clubs.
The campaign had great response and as per Mark Parker comment "... the “Summer of Running” digital campaign created connections that last long after the last runner crosses the finish line".
Examples of photography direction with Nike elite Athletes for Nike Women Social Channels.
Photographer: Zach Lewis
concept/ video case
Campaign proposal:
Wella wanted to highlight the beauty of diversity featuring her products in a social awareness campaign.
The idea: provoke people to talk about color by transforming a controversial term into a hashtag that celebrates the beauty of color diversity.
Concept + strategy + treatment
NIKE POINT OF VIEW: NO MATTER WHERE YOU LIVE IN THE WORLD, OR WHAT LANGUAGE YOU SPEAK, EVERY WOMAN DESERVES THE CHANCE TO EMBRACE THE WORLD OF SPORT AND TRAIN WITH N+TC.
We designed a creative strategy and content guidelines for Nike Dubai to launch the N+TC app in the female Arabic World just before the Rio Olympic Games. I was very passionate about this project and its importance for the arabic girls.
The original creative pieces consisted in one Manifesto Film and 5 individual athlete’s stories. Unfortunately Nike Dubai produced the films later with another manifesto idea but they sticked to our plan regarding the films of the athletes stories and social strategy.
I’ve shared the most important parts of the creative presentation in here.
ecosystem concept
PERFECTFIT+ is a digital ecosystem created for the PERFECTFIT pet food brand to help pet owners maintain the perfect balance of food, activity and play for their pet every day.
The following film was for internal use: it intends to summarise the PERFECTFIT+ concept and desired experience, thus helping us explain the potential of the idea both in terms of user engagement and marketing utility.
concept/ social strategy
Social Hunt Campaign proposal for the relaunch of the Air Max in Japan.
The insight was that in 1996 Japan experienced a very rare wave of “burgling” due to the Air Max launch.
“No one has been killed for their Nikes in Japan, but in recent weeks at least three people wearing Air Max sneakers have been encouraged to part with them under duress. Thieves have burgled two high school athletic clubs, making off mainly with Nikes. And police have arrested traders for importing fake Air Maxes or defrauding customers trying to buy real ones.” 1996.
The Idea was to replicate this fact in a format of a social game.
Designed by Carols Matias
concept / art direction
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Fwa site of the day
I participated in this project for Orange as a freelance art director at Fallon, London. This website was created to promote the new Motorola Dexter with MOTOBLUR, a special phone software that combines different social media tools. To advertise this new phone at Orange stores we did an online quiz that pulls information from several of the user's social network sites. The player that hits the best score will become the UK's best friend and win this mobile.
Produced by Unit 9
concept/ art direction
To advertise the new line of high precision watches by Orient, we created the precision challenge. Are you ready?
Click here to interact with the banner.
concept / art direction
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AWARDS
Leader DMA ECHO 2006
Bronze Sinos Festival 2006
Gold at ABEMD 2006
This campaign was created to relaunch the Dove Therapy line. It started with the blog of Paloma. This character was in a hair crisis and asked for the web users´ help. Following the product campaign this promotion reinforced the characteristics of this line of hair products.
Videos produced by IÔ-IÔ Films.
Directed by Mariana Bastos
concept/ art direction
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AWARDS
Shortlisted at Cannes 2006
Merit One Show
Bronze New York Festival 2006
Silver FIAP
GOLD ABEMD
Hellmann's wanted a campaign to remind people how Ketchup could turn good food into yummy food.
We created screensavers and banners that show how a person can be crazy about Hellmann's Ketchup.
