Project:
Kit Launch

Client:
adidas

The brief from adidas was to launch Manchester United FC’s official 2022/23 away kit, and to bring the magic of their iconic home-ground, Old Trafford, to Australia during their tour down under.

The centrepiece was a re-skinned Melbourne tram wrapped in Manchester United club colours and adidas branding. VIP fans boarded at a nominated tram stop and were surprised mid-journey by United stars Luke Shaw, Marcus Rashford, Jadon Sancho, Bruno Fernandes and Scott McTominay, who joined them for the ride to Federation Square.

The experience culminated at Federation Square, where thousands of fans gathered for the official kit launch hosted by club legends Andy Cole and Bryan Robson. Alongside the player appearance, an upside-down replica of Manchester United’s Old Trafford locker room was unveiled, a playful nod to playing football Down Under. Together, the tram design, the team’s visit and the kit launch combined to deliver an unforgettable, first-of-its-kind moment for Australian fans.

Agency credits:
Creative: Gemba

Project:
Brand pop-up store

Client:
Rapha

Rapha redefined the cycling world through a distinctive approach to product and brand. They built a fiercely loyal global community online but had never translated that passion into a physical brand experience.

The brief was to bring Rapha’s disruptive spirit to life in a temporary pop-up store in Clerkenwell, London. Designed as a reward for their most dedicated fans, the space spoke directly to style-savvy, high-performance cyclists who live and breathe the sport.

The store was wrapped in Rapha’s rich storytelling. Walls and cabinets showcased cycling ephemera, while dado rails, styled like classic steel bike down tubes, featured photography from Rapha’s iconic Rouleur magazine. Customer bike racks were set at varying heights, each referencing legendary European mountain passes. A fitting room was built inside a real Citroën H Van, and a barista served some of the best coffee in London.

The Clerkenwell pop-up proved so successful it became the blueprint for Rapha’s permanent retail format, later rolled out across New York, Sydney, Japan, San Francisco and beyond.

Agency Credits:
Creative: Antidote London

Project:
Experiential, Broadcast Integration, Hospitality

Client:
Mastercard

The theme of the Australian Open Grand Slam Oval was the Australian beach. So we created the most talked about Happy Slam brand experience and built a three story beach club house, equiped with its own pool. Priceless

Nothing was spared on the quality of this build, details including a real functioning pool, 3 story vertical garden in stair well, open sun decks, a back porch beach view (created with a 7x4 meter LED screen) and a roof top spa operated by ‘One & Only’. Lastly, given this is the Happy Slam we had lots of fun surprising and delighting lucky fans with random ‘happy moments’ including much sort after center court box seats and player meet experiences.

The Mastercard Beach Club served many purposes throughout the two week tennis festival; hospitality for International Mastercard C-SUITE guest, pool escape from the 40°c Melbourne heat for fans, Mastecard Payment technology showcase experiences, live music and entertainment and finally the destination of choice for media interviews and escape for the VIP of tennis.

The back porch of the club house ground level was actually an impressive 7m x4m high definition 4K LED screen, playing a lopped film of a beach, perspective matched to give the Illusion of a beautiful Australian beach day. It threw brilliant light into the space, but importantly it became a way to weave in Mastercard contactless payment technologies into the experience. We did this by calling out realistic and beneficial beach scenarios where Mastercard payment technology could be utilised. These included beach goers, surfers, joggers a SUP boarders purchasing ice creams using Kerv Rings and Mastercard enabled Fitbits, a lost wallet scenario solved with MasterPass, a series of Mastercard enabled tennis experiences with the Mastercard Fanbot, and finally various ecommerce services with Mastercard ChatBot.

Agency credits:
Creative: Octagon
Production: Milkmoney
Build: Republic

Project:
Activation

Client:
TOYOTA

We recreated a life size local footy clubhouse for Toyota, full of footy passion.

Fandom was rewarded in numerous ways with footy activities. It featured a centre circle bounce experience; the harder you bounce, the more you win, manifesting on a digital scoreboard.

Within we featured footy nostalgia; the walls adorned with local and professional AFL jerseys, flags and photos as well as trophy cabinets filled with footy memorabilia going back through the years.

Over the four days we had AFL and AFLW player appearances, taking part alongside fans in the clubhouse action. Fans also had the opportunity to get up close to the official AFL Premiership Cup and take photos.

Finally we hosted daily footy sausage sizzles – every local club has to have a post match BBQ! (also raising over $2,000 for charities).

Toyota’s reason for existing though, was to share the great things they’re already doing at all levels of footy. Our club walls celebrated the top performing local clubs in the Toyota Good For Footy Raffle - a raffle that’s allowed local clubs to raise over 1 million dollars this year alone, with all funds going directly to local clubs.

Agency credits:
Creative: Gemba
Production: Republic
Production Tech: Futerlabs

Project:
Award design

Client:
Google

The YouTube awards are awarded to the creative agency, media agency and client behind the most watched ads on YouTube within Australia. 

I designed and produced the physical awards – 3D versions of their play lozenge logo, moulded from clear resin blocks.

Working with an artist who specialises in clear resin, we created 20 1kg 3D YouTube lozenges (the play symbol logo), each with an embedded key frame from the featured commercial.

Each award came in its own box: an extruded YouTube play symbol / triangle. The boxes were finished in rubberised PU (texture ping-pong bat material) which gave them a wonderful feel.

Inside, each was individually foiled with the recipients details, and the award itself was set into a velvet flocked rubber housing.

Agency Credits:
Creative: Fabric / Ogilvy & Mather

Project:
Activation

Client:
Toyota

Lifting the Premiership Cup is the ultimate footy feeling, so our final piece in the Feeling It campaign for Toyota's AFL 2023 season, gave footy fans the chance to experience just that.

Feeling The Grand Finals was an experience at the MCG which gave footy fans the chance lift the 2023 AFL Premiership Cup, on a replica stage – the ultimate footy finals pic.

Fans who shared their trophy pic using #FeelinItFinals went in the running for Grand Finals tickets.

To land the 20 years of partnership Toyota was celebrating, we also created a perimeter fence covered with 20 years of trophy lifts. We even got players from every years’ photo down to our activation, so fans of teams beyond the Pies and Brisbane Lions got to get a photo with a legend of their team.

Finally we had the perimeter fence posters signed by the player legends in them, to be given away to lucky fans as prizes.

Oh What A Feeling

Agency credits:
Creative: Gemba
Production: Republic
Digital: Polite Playground

Project:
Office interior design

Client:
British Olympic Association

The brief here was to bring the BOA brand to life in their new office space.

The BOA brand was losing relevance and had become a little disconnected from the athletes. In the run-up to 2012, the BOA wanted to refresh their brand and re-energise their staff. We created a positioning that would reconnect the athletes and inspire the BOA staff to emulate their Olympic spirit: Better Never Stops.

This was then brought to life at their new London offices on Charlotte street.

Thirteen original Olympic torches were sourced and placed along the perimeter of the office reception. Using Gebler Tooth Architects we designed a mount which was a physical graphic device used to highlight a BOA ‘Better Never stops’ story. Stories were picked from records, all telling of a moment in which the BOA had made a difference in each of the Thirteen showcased Olympic games.

To showcase all the British sporting NGB’s (National Governing Bodies) which the BOA supports, we created a installation wall of take-away postcards, each representing a different Olympic and/or Paralympic sport. The cards were printed as black halftones on a heavy weight reflective gold stock. Each card included a brief description of its respective sport.

When viewed from a distance the 42 box display creates a Union Jack.

Agency Credits:
Creative: Antidote London

Project:
Activation, Social Content

Client:
QBE

The Challenge:
QBE had been principle partner of the Sydney Swans for 33 years. Whilst 52% of fans were aware of the QBE brand only 17% were considering buying their insurance products and only 3 % held a product with QBE.

Research showed that whilst fans were more than familiar with the logo, they had little connection to the company. There was little meaning in the partnership.

The Idea:
Introducing QBE Swans Flash Fabric.

The worlds first Australian Football jersey that reflected car headlights – getting Swans fans home safely after the game.

We worked with chemical engineering experts to bring washable, reflective paint into Australia for the first time. Then we created the flash Lab. A fully self-contained booth; dropped into the stadium for Swans home games. Our booth ensured thousands of fans had their beloved team shirt upgraded from a reflection of their passion to a lifesaving reflection of car headlights.

This became our 1st manifestation of QBE’s new partnership platform ‘The Fabric of the Swans’

The Results:
Fan awareness of the QBE brand had claimed to an all time high go 69% (a 33% boost). Consideration of QBE products rose to 26% (and increase of 53%) and sales spiked with Swans fans more than three times as likely to hold a QBE product (up to 233% from 3% to 10 % of people).

Agency credits:
Creative: Octagon
Production: Milkmoney

Project:
Activation, AR Selfie

Client:
QBE

As part of QBE's 'Swans Story' campaign, we created a fan activation that appeared at major games.

'My Swans Selfie' used augmented reality tech to enable fans to take a selfie with their chosen Swans players. The takeaway was a photo and film for socials.

Agency credits:
Creative: Octagon
Production: Milkmoney
Digital Agency: Zebrar