A further set of executions, based around the Creative Idea "GoCar: Transport, with benefits...", this video interview series, pokes fun at testimonial advertising using a cheeky, humourous script.

This ICAD Upstarts brief, from Havas, was to get people excited about GoCar, and to advertise the advantages of the service, namely that "GoCar gives you all the convenience of owning a car without any of the burdens i.e. buying the car, tax, insurance, maintenance, parking, etc."

My creative proposition: "GoCar puts the fun in your life, without the long-term commitments" which I dramatised in my Creative Idea: "GoCar: Transport, with benefits..."

This ICAD Upstarts brief, from Havas, was to get people excited about GoCar, and to advertise the advantages of the service, namely that "GoCar gives you all the convenience of owning a car without any of the burdens i.e. buying the car, tax, insurance, maintenance, parking, etc."

My creative proposition: "GoCar puts the fun in your life, without the long-term commitments" which I dramatised in my Creative Idea: "GoCar: Transport, with benefits..."

This ICAD Upstarts brief, from Havas, was to get people excited about GoCar, and to advertise the advantages of the service, namely that "GoCar gives you all the convenience of owning a car without any of the burdens i.e. buying the car, tax, insurance, maintenance, parking, etc."

My creative proposition: "GoCar puts the fun in your life, without the long-term commitments" which I dramatised in my Creative Idea: "GoCar: Transport, with benefits..."

Execution for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

Art direction is inspired by the photography of Allan Teger & Carl Wagner: https://bodyscapes.com/ & http://www.carlwarner.com/photographer/?bodyscapes-photographer

Execution for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

Art direction is inspired by the photography of Allan Teger & Carl Wagner: https://bodyscapes.com/ & http://www.carlwarner.com/photographer/?bodyscapes-photographer

Execution for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

Art direction is inspired by the photography of Allan Teger & Carl Wagner: https://bodyscapes.com/ & http://www.carlwarner.com/photographer/?bodyscapes-photographer

Execution for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

Art direction is inspired by the photography of Allan Teger & Carl Wagner: https://bodyscapes.com/ & http://www.carlwarner.com/photographer/?bodyscapes-photographer

Execution for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

Art direction is inspired by the photography of Allan Teger & Carl Wagner: https://bodyscapes.com/ & http://www.carlwarner.com/photographer/?bodyscapes-photographer

Execution for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

Art direction is inspired by the photography of Allan Teger & Carl Wagner: https://bodyscapes.com/ & http://www.carlwarner.com/photographer/?bodyscapes-photographer

Execution for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

Art direction is inspired by the photography of Allan Teger & Carl Wagner: https://bodyscapes.com/ & http://www.carlwarner.com/photographer/?bodyscapes-photographer

Activation Event idea for Manscaper X all in one male grooming tool (college assignment). My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

College Assignment brief for Manscaper X.

My Core Insight for the campaign, based on primary & secondary research I carried out, was “More and more men groom themselves regularly in pursuit of self improvement, fun and a good lifestyle.”

My Creative Idea for the campaign was “Manscaper X empowers men to have fun exploring themselves.”

This boiled down to the campaign strap-line “eXplore yourself”.

Our research showed our target audience are used to the internet, complacent about it’s dangers, and don’t really know or care about the hazards of life online. From our creative proposition: Complacency with life online means people don’t understand the real risks they’re exposing themselves to. Our campaign aimed to grab the target audience’s attention to make them aware that they’re oblivious of the potential danger they are in, and subsequently show them how to protect themselves.

Activation for campaign in conjunction with 4 Irish influencers where their social accounts would be “hacked”, activating their camera at in opportune moments, or multiple posting unflattering pictures of them.

Sample script for a Tinder chatbot for the exposed campaign

OOH execution of Dublin Bus takeover, designed to be eye-catching and shareable on social media. See also decals within the bus.

A variety of OOH executions, aimed at different target demographics.

Example of social carousel execution for exposed campaign

Idea generation, notes, image association, brainstorm generated during creative process.

Idea generation, notes, image association, brainstorm generated during creative process. Goodfellas idea arrived at at bottom of the page.

Trump 2020 Re-election Radio Ad Script, created for the ICAD Upstarts 2018 application.

Trump 2020 Re-election Radio Ad Script, created for the ICAD Upstarts 2018 application.

The brief from Boys + Girls prescribed a creative proposition to "Unmask Ireland's Biggest Killer", which is heart disease, a fact that is unknown to many Irish People.

The target audience was described as the mystery, true-crime, binge-watching, podcast listening, young professionals, who despite being up to date on the latest zeitgeist defining murder mystery, they don't know or care that heart disease is Ireland's Biggest Killer.

My Creative Idea was to give the target audience a mystery to solve, asking them to "Unmask the Killer". First up, an activation of putting killer masks on famous statues around Ireland, pushed out on social, with accompanying clean graffiti clue of "Unmask the Killer". This creates a mystery to be solved.

This is followed later by Out Of Home which feature famous killer masks, which lead to the website UnmaskTheKiller.ie.

This is followed later by Out Of Home which feature famous killer masks, which lead to the website UnmaskTheKiller.ie.

At the UnmaskTheKiller.ie, our intrepid audiences will find the Unmask the Killer podcast in the style of true-crime podcast such as Serial or West Cork, which reveals that Ireland's biggest killer is heart disease and features interviews with leading cardiac experts, dieticians, fitness experts and stories from people who have been assisted by the Irish Heart Foundation, explaining what it does and how you can help.

The brief from Boys + Girls with the creative proposition “Unmask the Killer”.

The brief from Boys + Girls with the creative proposition “Unmask the Killer”.