Campaigns & Concepts
Advertising ideas, images and short films built around a product, an audience and a reason to care.
The work below comprises proposed campaigns and independent experiments, not commissioned campaigns or brand endorsements. No campaign results are claimed.
Three reasons to start.
An invitation, a challenge and a reason to choose the place. Three ways into the same gym.
Audience and testing suggestions below are hypotheses, not research findings or a client brief.
The opportunity
Give a passing driver a clear reason to notice KONG and consider a first visit.
The intended audience
People nearby who are choosing where to train, including those who need a nudge to begin.
The proposed insight
Different people hesitate for different reasons. A practical invitation, a joke about effort and a sense of destination give the campaign three distinct entry points.
The creative idea
Use one short line per billboard. Keep the black, white and green identity consistent, while giving each execution a different job.
A concrete reason to try the gym. The free-session offer is proposed and requires approval.
A familiar training joke, made recognisable through the gorilla.
A destination-led direction. The claim would need substantiation before use.
What I would test
Which line people remember after a short viewing, whether they can name the gym, and which execution prompts an enquiry. Any offer and supporting claims would be agreed before a live test.
Billboard mock-ups, not live placements. Tap any image to inspect it at full size.
Your video is the brief.
Make the relationship between an edit and its soundtrack visible in one image.
This is a creative proposition; product functionality, offers and usage claims in the artwork need verification before publication as advertising.
The opportunity
Explain a music-for-video proposition without starting with a technical description.
The intended audience
Editors, filmmakers and content teams looking for music that suits an existing edit.
The proposed insight
“Almost fits” gives the audience a specific frustration to recognise. The second direction moves straight to the alternative: let the video define the music.
The creative idea
Turn a soundtrack into a physical fit, then show a film strip becoming a sound wave. The pictures carry the explanation; the headlines make the point.
Still looking for a track that almost fits?
Lead with the problem the creative proposition is intended to solve.
Your video is the brief.
Lead with the idea of music shaped around the film.
What I would test
Show each ad briefly to people who edit video. Ask what they think the product does, what they would expect after uploading an edit, and which line makes them want to investigate.
Give the experience a line.
When I saw the billboards outside my favourite sauna, I wanted to try some alternatives.
These are suggested directions, not an approved brief, installed campaign or measured result.
The opportunity
Make sauna, cold plunge and food easier to distinguish at a passing glance.
The intended audience
People passing Dopa who may know the name without knowing which part of the experience is for them.
The proposed insight
A service name tells you what is there. A line about the experience gives you something to picture: quiet after stress, the challenge of a cold plunge, or an easy food order.
The creative idea
Give each billboard one service and one thought. Use the orange frame to hold the set together.
What I would test
Whether people can identify the service and recall the line after a brief exposure. Timing, availability and offer claims would need Dopa’s approval before any placement.
A character-led short for Dopa.
A separate 15-second experiment with an exaggerated character, percussion imagery and a Dopa end card. AI-generated imagery is part of the process. This is a creative experiment, not footage of a real customer or a live campaign.
Playback controls are below. The film does not play automatically.
What does your campaign need people to notice?
Tell me about the product, the audience and the launch or business problem. I can help develop the idea, the words and the visual direction.
Tell me what you’re working on