We collaborated with North Kingdom Stockholm, one of the most respected agencies in the Scandinavian market. Together, we created the 'Lane Changers Club,' a new digital cultural arm of the Need for Speed franchise, focused on the game's impact on fashion, gaming, cars, and music.
Alongside EA, we designed the web experience that manifested as a digital hub. Each week, users could find NFS activations with music, fashion labels, and game updates.
My role and responsibilities included leading a team of creatives, UX designers, and developers from the initial client brief until delivery, creating contracts and managing third-party vendors, managing client stakeholders, and defining the work process.
Random is an experience design studio creating interactive experiences for companies such as Nike, Raf Simons and Tommy Hilfiger.
The studio hired me for the planning and production of an innovative project for Tommy Hilfiger, ‘Store of the Future’.
The assignment was to create an extension of the physical store by connecting Regent St. physical store with the e-com site.
We’ve built 4 interactive experiences, distributed in several screens across Regent St. store.
1. Endless Aisle: This experience allows the customer to scan through images of all accessories and shoes for men and women.
2. Looks Column: 2-meter high screens display the most recent campaign looks of the brand. Tapping on hotspots shows product details, swapping with the fingers displays new looks.
3. Denim Fit Guide: The place where to learn about the range of denim fits. With illustrative videos and a quiz to help finding the perfect fit.
4. Digital Table: This screen contains editorial content with the latest news updates by the brand, and social media integration.
Digital Creative Services is Adidas internal digital content product agency.
During my eight months in the studio I managed the production for Tennis, Swim, Basketball and Terrex.
This work involved the planning and production of all the digital campaign items, together with the management of the stakeholders in the company.
This is the list of campaigns I delivered:
- Tennis Wimbledon ‘17
- Tennis US Open ‘17
- Tennis Roland Garros ‘18
- Tennis Wimbledon ‘18
- Basketball Harden Vol. 2 campaign
- Terrex Zero Dye SS18
- Terrex Editorial stories ‘17
- Swim FW18
I freelanced for Tommy Hilfiger's digital marketing team for four months. During this time I worked on two main projects:
Hilfiger denim - Conversation with influencers
This was a campaign for the Hilfiger Denim label. The objective was to advertise and show the new products in the collection.
The way to do it?: We approached social media influencers to release products on their channels, and to ask fashion questions to their audience under the hashtag #THdenim. The results and top answers would automatically be published on the Tommy Hilfiger denim website. The influencers we worked with were Linda Tol, Andreas Wijk , Alexis Ren and Jay Alvarrez. Every two weeks they would share a new campaign image in their instagram and facebook pages, and engage their followers with a question. For example, "This new t-shirt, for school or for the club?". The idea was to engage users into a conversation over a three month period.
My role in the team was as the main digital marketing producer. Working closely with PR and our development team, I managed a team that designed and developed the website, and the influencer post copy & questions.
Rafa Nadal
The objective of the campaign I worked on for two months, was the announcement event of the new Tommy Hilfiger brand ambassador: Tennis player Rafa Nadal.
The whole project was built around a tennis match event between Nadal and some celebrieties, in the center of NY. Working together with events team, PR, retail, marketing and E-Commerce, we came up with the idea, strategy and event mechanics.
Fall - Winter '16 & Spring - Summer ‘18 Editorial content
At Calvin Klein's E-Commerce & Marketing departments my role is to strategise, brief and, together with the internal agency, manage the shoots for the website's editorial content.
To achieve this objective I worked closely with company stakeholders throughout the process, to understand the needs from all the departments.
Retail, Merchandising, Marketing and Global are the main departments I needed to involve from the beginning, together with Visual Merchandising in order to be aligned from a brand point of view.
Once all the different objectives are gathered, and agreed with all stakeholders, I work on a brief for the internal agency. Planning all content needed, time plans and assets to be delivered.
I worked closely with the agency to come up with creative ideas and solutions that CK needed.
The Gift Edit
'The Gift Edit' is one of the big campaigns of the year for CK. The objective is to have a website with some curated content, that will be pushed at the end of year holiday season.
My role in this campaign was to agree with all stakeholders the objectives, products to be pushed, and create a release strategy.
Once the main goals and objectives were agreed and cleared, I worked closely with the agency to develop the website. A sophisticated paralax animated experience, where the user could navigate by scrolling down. The visitor could then see the looks and products we had prepared and shot in CK Amsterdam studio.
Marketing
Another freelance assignment from CK, was working with the Marketing department. During this time I was the main manager for all the digital content created. From social media deliverables to editorial content, I worked closely with the creative team to execute all deliverables. My main duties were, organisation of the agencies weekly work resources, main contact with the client and stakeholders, and I was also in charge of the final delivery of the projects.
In the third floor of the Oxford Circus store Topman offer a personal shopping service.
This service was new and unknown by most customers.
To give more notoriety to this free service we built personalshopping.topman.com. With the support and help from Google we took the free Personal Shopping experience into the digital world. Any user in the UK could make an appointment online by selecting a day of their preference, choosing some styles and providing all the information they wished.
A personalised Google Hangout extension was built so personal shopper and customer could interact with the Topman products. When the day of the appointment arrived the customer would connect to the hangout and have 35 minutes available with one personal shopper.
The purchase of products were integrated into the hangout extension to make things as easy as possible for the client.
My role: Senior Freelance producer
- Responsible of the production of the responsive site. Optimized for desktop, tablet and mobile (android and OS).
- Management of rehabstudio team based in between London and Belfast. Responsible of the team integrated by UX, designers, creatives and developers.
- Day to day relationship with the client.
- Laptops and infrastructure set up in Topman Personal Shopping area, in the 3rd floor of Topman shop in Oxford Circus. This is the environment where the google hangouts between personal shoppers and users take place.
Link to project
Link to agency rehabstudio London
September 2014
On October 20-22, 2013, Google Ideas hosted the Conflict in a Connected World summit, in partnership with the Council on Foreign Relations and the Gen Next Foundation. Diverse participants joined to explore how global connectivity is changing the nature of modern conflict, and how technology can play a role in exposing trends and empowering people in the face of instability and repression.
Google NY marketing department commissioned Toaster Ltd to build a visual experience for the event in NYC.
We used WebGL to develop this interactive screen project. From an initial dynamic earth interface visitors at the exhibition could access and read a set of case studies, watch videos and understand the conflicts.
My role: Freelance Senior producer
- Statement of work, timings and budget.
- Daily presentations and catch up with the client based in Google NY offices.
- Management of an internal team formed by two designers, technical director and webgl developer.
- Delivery and QA team management.
Link to the post event information site
October 2013
Complete redesign of Ted Baker´s online experience, using a responsive web design approach. The site balances e-commerce best practices and Ted Baker unique personality.
POKE was responsible for the redesign and content and software solution provider Neoworks then implemented the new site based on the Hybris commerce suite.
A toolkit was also developed with 27 different templates. This way the site can easily adapt to the different seasons.
My role: Digital producer
- Responsible of the project documentation. Statement of work, budgets and detailed timings with all the phases for a six months production project.
- Management and organization of the weekly face to face presentations in Ted Baker offices.
- Main point of contact and weekly catch ups with Neoworks, the company responsible for the development of the website.
- Management of resources and recruit of freelancers when needed.
- Financial management.
- Management of the processes using JIRA and Basecamp.
Link to the project
Link to the agency POKE
December 2013
During my time at rehabstudio and Toaster I worked on a wide range of Google projects.
Most of them are unreleased and therefore confidential.
Toaster has a working space inside the Google UK offices. I worked from this space for six months managing projects for Google Creative Lab and Google Marketing departments from UK, US and Australia.
Integrated into the Google process and way of working, I proposed, presented and delivered a variety of productions from data visualization to website design.
My role: Freelance Senior producer
January - October 2014
Y.CO is a Monaco based company that delivers luxurious and unique yacht holidays to their clients.
The company needed a site that told who they are and what do they do. We built a platform that features evocative stories using text, images and video. Y.CO site is a breakthrough in the yachting industry because instead of endless lists and prices, the website allows the users to immerse themselves into holiday stories and experiences.
Link to the project
Link to POKE
February 2012
An experimental service developed for Pulse Films (the production company in charge of the release of the LCD documentary Shut up and play the hits).
With a mobile and a facebook account any user could unlock 30 seconds of the documentary while projected in Shoreditch, London prior to the official movie release.
The experimental platform was installed twice, once in Hanbury Street and in Mother´s main reception one week after.
October 2012
An archive of some other projects I worked on during the last years.
