in-store marketing
in-store marketing
| Client: | Flexees Shapewear by Maidenform |
| Agency: | The Graphic Ballroom, Cape Town |
| Title: | In-store Campaign |
| Brief: | The Flexees range of shapewear slims unruly figures in seconds. For a new in-store campaign Flexees needed a series of irreverent copy driven teaser posters, tent cards, change room tags, staff T-shirts and retail bags. We also installed magic slimming mirrors in-store with Flexees messaging printed on them. |
online concepts & copy
online concepts & copy
Category Example: Pringles New Tube
| Agency: | Launch Factory |
| Client: | Fore Good |
| Brief: | Launch the new Pringles tube nationwide through an interactive online campaign. |
| Concept: | Playing on the popularity of You Tube we created a temporary video sharing website called New Tube. Pringles fans were encouraged to compose songs in which the three main benefits of the new Pringles tin were mentioned (less fat, improved taste and 90 unbroken chips per tube). They were then invited to upload their ‘Pringles Jingles’ to the website. The New Tube campaign was promoted on 5FM and famous music celebs including Loyiso and Danny K created their own Pringles Jingles videos and encouraged their fans to do the same. Finally, a New Tube Roadshow visited malls in Joburg, Cape Town and Durban. In each city shoppers could enter an ‘Idols’ style competition and video clips of these entries were then uploaded onto the New Tube website. The campaign was competition based and the creators of the top three song videos were awarded big cash prizes. Winners were selected via public vote.
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billboards
billboards
Client:
Renaut Megane Sport
Agency: Publicis, Johannesburg
Agency: Publicis, Johannesburg
live event
live event
| Client: | Samsung |
| Product: | Samsung Colour Printers |
| Agency: | Ornico Impact, Johannesburg |
| Title: | Office Automation Colour Parties Loerie Award Finalist |
| Project: |
For the launch of their new range of colour printers Samsung requested concepts for a series of cocktail events that all their major retail clients around South Africa could attend. These functions needed to communicate that Samsung printers offer fast, hassle free printing and vibrant colour quality.
To get these messages across we transformed our four venues (in Johannesburg, Cape Town, Durban and Pretoria) into colorful playgrounds that guests could explore and enjoy. We installed a line of brightly coloured punch bags inside a “Be Frustration Free” boxing zone where (the mostly male) guests could hammer out all their tension. We custom built indoor paintball shooting ranges where people were invited to make their mark in full colour. We also lined the tables inside the venues with white paper so that they could be drawn on in bright crayon. And lastly guests were treated to a wide variety of vividly coloured drinks and snacks. All of these activities built up to an unforgettable finale performance by world-renowned speed painter, Jean Francois Detaille (who we flew in from Las Vegas specifically for these parties). His lightening fast portraits of colourful figures like Einstein and Nelson Mandela were a huge hit with everyone in attendance and ensured that these launch parties were still being talked about for weeks afterwards. |
live event
| Client: | PUMA |
| Product: | T7 Track Jacket |
| Agency: | BRANDSROCK, Cape Town |
| Title: | PUMA BUILT FOR ONE Creative Factory |
| Category: | Live Event - Loerie Award Winner |
| Brief: | BRANDSROCK was briefed to come up with an interactive event that would effectively showcase PUMA®'s classic T7 Track Jacket to a handpicked target market. |
| Result: | Our Loerie award-winning concept included three media workshops and a live event where consumers could customise their own T7 Track Jackets in real time. Guests could then take their new designs home with them on the same night. PUMA® liked our BUILT FOR ONE concept so much that they decided to roll it out internationally first. PUMA® BUILT FOR ONE events took place in Turkey, Moscow, Ukraine, Dubai and Mumbai with the grand finale hitting Cape Town at the end February 2012. |
brochures & lifestyle guides
brochures & lifestyle guides
magazine & pr writing
magazine & pr writing
activations & packaging
activations & packaging
| Client: | Shell |
| Product: | Shell V Power |
| Agency: | TBWA, Cape Town |
| Title: | Shell V Power 3D |
| Project: |
Shell wanted to launch their new Shell V-Power unleaded fuel with a garage forecourt poster campaign, the previous version of which utilised a bland image of a Formula 1 car along with a lackluster “Try new Shell V-Power” headline. We wanted to do something that would engage forecourt visitors and ultimately have much more impact. Luckily we managed to convince client to up the budget in accordance with the new creative we came up with.
The four main messages associated with Shell V-Power are that it cleans and protects your engine, gives you more power and that it’s unleaded. To communicate these benefits in a fresh and interesting way we designed four huge posters each with its own relevant 3D icon: - A big sponge to represent the cleaning benefit - A giant sunblock tube to communicate protection - A massive energy drink to convey more power - A towering unleaded pencil to relay that V-Power is an unleaded petrol These 3D posters went up in 300 garage forecourts across Southern Africa. We then reinforced its messages in the broader marketplace by launching a nationwide traffic light initiative where swarms of people dressed in Shell V-Power red overalls could be seen picking up roadside litter and washing parked cars. This helped hammer home the most important of the four Shell V-Power messages, namely that the fuel cleans your engine like no other petrol. As the Shell V-Power cleaners swept rough the streets they distributed a selection of relevant giveaways that each tied back to the 3D forecourt posters. The cleaners dished out mini sponges, sunblock creams, energy sweets and batches of unleaded pencils (there were four pencils in each batch, one with lead and three without which enabled us to creatively communicate that even older cars can use Shell V-Power three out of every four fills). Shell V-Power information cards were handed out with each free gift. The Shell V-Power 3D campaign became the most successful forecourt promotion of its kind in Shell South Africa’s history. |
online videos
| Client: | Various |
| Agency: | Various |
| Category: | Online Videos |
radio
RADIO
| I have included three different radio spots in three different styles including a no frills, hard-sell live read script. The Johannesburg Zoo ad was a London Festivals Finalist. | |
Voice-Over Work I do voice-over work on occasion – you can listen to some sample clips by clicking on the Soundcloud link below. If you would like to book me for a recording then please send an email to conceptcanteen@gmail.com and I will respond within 24 hours. FYI - I am happy to do a full script run-through over the phone. In my experience it’s the best way to ensure that you’ve found the right voice for your radio spot. Rates are available on request.
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in-store activation
in-store activation
| Advertiser: | Proctor and Gamble |
| Product: | Body on Tap |
| Agency: | Publicis, Johannesburg |
| Project: |
Weightless Conditioning Formula Loerie Award Finalist This ambient promotion was designed to draw attention to Body On Tap’s unique Weightless Conditioning Formula. By attaching small discs of Velcro to the lids of Body On Tap shampoos and conditioners we were able to suspend them from the undersides of supermarket shelves (that we lined with Velcro). The end result was that the bottles appeared to be floating. The shelf strips we used to support the promotion carried the simple message, “Now with Weightless Conditioning. |
television & film
television & film
| Client: | Red Bull Media House, Austria |
| Product: | 6 Part TV Series plus 8 behind-the-scenes webisodes. |
| Agency: | Makhulu Productions & Fixer Film, Cape Town |
| Title: | +27: Social Innovators of South Africa |
| My Role: |
I was involved in this 18-month project from start to finish. I initially came onboard as a Series Researcher and then worked as the the sole Scriptwriter and Story Editor on all 6 episodes (each episode had a different director). At a later stage I took on additional responsibilities as a Post-Production Supervisor. You can view the official American-made trailer for the series and full episodes at www.redbull.tv
To see some behind-the-scenes footage from my time on the series click on the window below but please do not share this particular link. If you wish to share any content from the behind-the-scenes series you can find all 8 episodes on the Red Bull TV You Tube page. |
print & billboards
print & billboards
charity activation
charity activation
| Client: | Johannesburg Zoo |
| Title: | The Human Zoo Project Agency: Ornico Impact, Johannesburg |
| Project: | On 19 and 20 April 2008 ten drama students dressed up in endangered animal costumes before entering five empty enclosures inside the Johannesburg Zoo. These students stayed in their respective enclosures for two hours at a time and were instructed to behave just like the animals they were representing for that entire period. Information boards about each threatened species were placed outside the targeted enclosures and a donation box was attached to each. The conservation inspired message on these boards read as follows: Nothing beats the real thing. Please donate today and help us save endangered animals before its too late. The campaign profiled the plights of the Giant Panda, the African Wild Dog, the White Rhino, the Mountain Gorilla, Leopards and the Bengal Tiger. The Johannesburg Zoo distributed all the proceeds raised to various animal conservation initiatives. |
digital print
digital print
| Client: | Euphoria Telecom |
| Product: | Euphoria Telecom / Freshphone |
| Title: | Online Banner Campaign |
about me
Welcome to my online portfolio. I’m a multi-disciplinary creative professional based in Cape Town, collaborating with both local and international clients to bring bold ideas to life. My expertise spans across writing, strategy, and creative consulting, helping brands, agencies, and storytellers craft impactful narratives and innovative concepts. If you’d like to learn more or discuss a project, you can reach me at conceptcanteen@gmail.com I check emails daily and respond within 24 hours. Alternatively you can call me on 061 759 7817 Let’s bring your vision to life—no matter where you are in the world. Rates: Available upon request. Services:
Qualifications: BDrama, Stellenbosch, (1998) *I still occasionally lend my voice to projects—listen to my voice-over samples under the radio window. here BA Hons English, Stellenbosch (1999) Post Graduate Certificate In Education, University of Cape Town (2004) Masters in Media Theory & Practice, University of Cape Town (2011) Experience: My journey has taken me across global creative hubs, collaborating with agencies and brands to produce work that inspires, informs, and resonates. New York City
Let’s Collaborate Whether you’re looking to elevate your brand, tell an engaging story, or develop a bold creative concept, I’m here to help. Drop me a message at conceptcanteen@gmail.com conceptcanteen@gmail.com or call 061 759 7817 and let’s create something exceptional together. |
HI-TEC: 'MY MOUNTAIN'
| Client: | Hi-Tec |
| Medium: |
HUSKY: 'UNLEASH THE LOVE'.
| Client: | Husky Dog Food - Purina |
| Product: | Adopt A Shelter Dog Drive |
| Agency: | Tradeway Promotions |
| My Role: | Video Writer, Director, Producer and Concept Developer |
| Project: | In 2016/17 I wrote, produced and directed a series of online videos for Husky's Unleash The Love campaign. The initial concept was developed by the team at Tradeway Promotions in Johannesburg. It was created to try and increase shelter dog adoptions across South Africa. My team and I then expanded on the agency's original idea by devising different short format video stories to help bring the campaign to life. We made 10 films in total over an 18 month period. This project was my first as a film director. |
REMAX: 'THERE'S MORE'
| Client: | RE/MAX |
| Agency: | 3 Verse |
| Title: | 'There's More' |
| My Role: | Writer, Researcher & Narrative Director |
| Project: | RE/MAX wanted to showcase their excellent customer service in a relatable and real way. The brand had already built up a strong 'There's More' campaign message and we needed to demonstrate the authenticity of that promise in action. So we created a series of engaging happy client testimonials that were filmed across South Africa. The resulting content was broadcast on TV and online in 2017. |
about me
Welcome to my online portfolio. I’m a multi-disciplinary creative professional based in Cape Town, collaborating with both local and international clients to bring bold ideas to life. My expertise spans across writing, strategy, and creative consulting, helping brands, agencies, and storytellers craft impactful narratives and innovative concepts. If you’d like to learn more or discuss a project, you can reach me at conceptcanteen@gmail.com I check emails daily and respond within 24 hours. Alternatively you can call me on 061 759 7817 Let’s bring your vision to life—no matter where you are in the world. Rates: Available upon request. Services:
Qualifications: BDrama, Stellenbosch, (1998) *I still occasionally lend my voice to projects—listen to my voice-over samples under the radio window. here BA Hons English, Stellenbosch (1999) Post Graduate Certificate In Education, University of Cape Town (2004) Masters in Media Theory & Practice, University of Cape Town (2011) Experience: My journey has taken me across global creative hubs, collaborating with agencies and brands to produce work that inspires, informs, and resonates. New York City
Let’s Collaborate Whether you’re looking to elevate your brand, tell an engaging story, or develop a bold creative concept, I’m here to help. Drop me a message at conceptcanteen@gmail.com conceptcanteen@gmail.com or call 061 759 7817 and let’s create something exceptional together. |