Grabbing the attention of the UK’s next generation of business influencers is no easy task. To build influence with this group, we needed to be as real as they are, to offer them something of real value. Think Forbes 100 or Fortune 500. Lists that belong to another era. Our audience is the future. We wanted to build an integrated campaign, with real content at its heart, to reflect that. This is Bloomberg Business Innovators.
As champions of creativity and technology, we wanted to celebrate innovation in the UK – by revealing and showcasing real innovation in the UK. We wanted to find the companies changing how the UK lives, works and thinks. We created a fully-integrated content campaign, designed to give value to UK start-ups – the next generation of business influencers – by raising their exposure through the channels at Bloomberg’s disposal.
We assembled a panel of judges from finance, technology and social enterprise to identify the 50 breakthrough companies who are changing how the UK lives, works and thinks. We looked beyond the obvious, finding Innovators from every corner of the UK, not just the usual suspects in a warehouse in London.
We sent photo, video and editorial teams to the offices of these companies all over the country to harvest the materials for the content. The microsite provided the campaign’s heart, enabling users to explore the content captured in the field about each Innovator. The launch party provided opportunity for the Innovators to network and share ideas.
A launch-day article leveraged the reach of Bloomberg’s flagship news website. Micro-videos on Facebook and Twitter provided bite-sized interviews and insights from Innovators, driving to the microsite. Crucially, we gave each Innovator their own social media toolkit, enabling them to become ambassadors for the project and give us access to their community on social. The social media tookit included Innovator micro videos, customised quote cards, and digital badges for use on their social media profiles.
The aesthetic and attitude of the micro-content was translated to promotional creative that ran in Print and on TV. With no budget for a big OOH campaign, we needed to be cunning. Flyposters in Shoreditch made a mark in the home of the majority of the Innovators, and succeeded where billboards couldn’t. They were cheap, targeted, and atypical of brands like Bloomberg.
Creative Pool Annual 2017 - Integrated, 2nd place
Time Capsule are are series of still lives - visual metaphors that represent today's most hyped technological advances, using traditional formal representation. The series is to uses familiar visual resources, allegories and sense of humor to try to explain complex technologies to the viewer, as well as the hopes and fears around them.
The series was premiered in contemporary art fair CASA//ARTE in 2013. It won the first prize at the fair, awarded to up-and-coming photographers. It has been later exhibited in London, Paris and LA. Some of the images of the series are now part of several collections.
On the occasion of the UK's EU Referendum in 2016, I wanted to develop a series of fast-to-execute tactics to activate and motivate the vote among my neighbors in East London.
This mini campaign is structured around a series of 'polite' slogans urging people to vote 'remain' in the referendum. The campaign used meme-esque social media as it's main form of engagement, using shareable social cards on Instagram and Facebook, and Tumblr as its main distribution platform.
The Tumblr also featured downloadable resources - templates for posters and stickers, as well as social media profile avatars, for people to use and print their own. Over 500 stickers were also distributed among the area, so that people could show their support in a visible way.
Caught in the act are a series of found still lives.
Through the use of photography, we capture this spontaneous layout born out of an action, trying to imagine the circumstances that anticipated the arrangement and the final purpose of the combination.
Relatives is in constant development.
Project: Circulo Creativo London
Role: Creative lead, production lead.
Circulo Creativo London is a platform for the promotion of Spanish creativity in the UK. The culmination of the project was Uno, a compilation of the best work showcased on the network’s site, across multiple disciplines. The publication took shape as an interactive iPad catalogue featuring the best projects included in our network, as well as notable interviews.
Bloomberg opened its first office in India back in 1996. Twenty years, the company celebrates the success of its operation and the critical role its played in the dramatic evolution of the country's economy with this campaign. The creative celebrates India's past two decades with a vibrant identity. The anniversary was celebrated throughout 2016 and included two main events — an economic forum attended by President Modi and an event on the future of India's economy.
Identity for self-initiated research blog exploring the design etiquette of religion, finance and politics. Aside from the logo and the identity system, every week we publish a poster reflecting on hot media topics of the moment.
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Role: Creative director, photographer, curator.
Modus Vivendi is a self-published journal, about travel and architecture. Each issue is dedicated to a place in particular — a city, a house, a neighbourhood — portrayed with photography or video by each contributing artist. Each issue is also available as a limited edition series of prints, allowing the readers of the journal to support each artist’s work by purchasing affordable art.
Agency: Bloomberg Marketing Studio
Role: Creative Lead, Art Director.
The briefed asked for a a simple, easy to digest film that would explain the complexity of Bloomberg's universe and its technology expertise to media influencers. Writer Peter Seterdahl and myself came up with this story about the power of information, transparency and technology — with a very simple and graphic style, that interwoven with some of the company's beautiful archive footage would clearly explain concrete and abstract concepts about how the company operates. Additionally to directing the project from a creative stand-point, I drew by hand all the icons and representative illustrations in the story, aiming to represent concepts such as market fluctuation, transparency and the power of technology in a very unique Bloomberg way.
We also counted with the help of Oscar-winning soundtrack composer Nico Casal, who took care of scoring the film, highlighting critically important concepts with the music.
On November 7th 1874, the North American cartoonist Thomas Nast published an infamous illustration in Harpers Weekly. He depicted a modest country man riding an elephant over the hazardous obstacles of Communism.
The American Democratic Party later adopted the elephant as its emblem, as they felt it represented their political tone of voice and values. From this model, Logotypes is an investigation into symbols and the construction of meaning in contemporary political discourse. The series is structured into eight allegorical portraits.
Logotypes requires the active participation of the viewer in order to complete the meaning of each symbol. But the series also attempts to examine the tensions between symbology, mythology, politics and society through logos, emblems, colours, and analogies. In this way, we may look at Democracy as the power of the populist imagination, turning the everyday into a spiritual experience.
And some of you might wonder - what the heck is an elephant doing in Ohio?
A collaboration with creative director Mico Toledo, these series of still lives were conceived as simple, yet colourful shots for Leitura’s online shop. Leitura is an aggregator of Brazilian popular culture, also selling one-offs and cool found objects at its online shop.
Agency: Bloomberg Marketing Studio
Role: Art Director.
Every year, Bloomberg TV does an extensive coverage of the World Economic Forum, live from Davos. In 2015, we piloted elements of what was to become the new Bloomberg Business brand with a tune-in campaign promoting the broadcast. The campaign explored the big themes to be discussed at the summit, raining awareness around different critical issues.
The campaign run on all Bloomberg's media, as well as London City Airport, a strategic stop-over for the World Economic Forum´s attendants.
Agency: Bloomberg Marketing Studio
Role: Art Director, EMEA.
This experiential action run alongside the ‘Business Is’ campaign that launches the new Business.com in 2015. We developed the idea of the “business of things” to highlight the insight and hidden stories behind products and services we use every day.
The idea, that became the main experiential component of launch in the shape of a book and a pop-up shop in New York and London. A few months earlier, we piloted at the World Economic Forum in Davos. During the Bloomberg Television broadcast of the summit, we installed a vending machine dispensing engaging business stories packaging Swiss products.
A series of still lives shot to fuel Barbour International's social media channels, promoting their AW14 collection.
Together with Creative Director Emma Pueyo, the concept was developed to portray the spirit of the British seaside, its rawness and its unique landscape. A rocky sand, the beautifully aged wood of a fisherman's hut and the decrepit elegance of Dungeness coastline.
Leviathan is based on the homonymous essay by Thomas Hobbes (1651) in which four different analogies for the State are suggested — each self portrait interprets this different stages altering the humanity of each leader accordingly.
This series granted me a graduation with Distinction at the MA Communication Design at Central Saint Martins. It then went on to exhibitions all over the world — Los Angeles, Berlin, Madrid.
'Of The Kingdom of God', the third portrait of the series, got awarded with a second prize at 2012's International Photography Awards and got showcased as one of the best student works, according to Source Magazine.
Role: Creative lead, art director
Agency: Bloomberg Marketing Studio
This dramatic spot was a concept developed to introduce the Bloomberg Philanthropies - Metropolitan Opera during the 2015 Met Live in HD season. ‘A passion for drama’ explains the parallelism between the passion lived in the world of theatre and opera, and the emotions that overpowered the world of business.
The spot was broadcasted in cinemas globally.