Run Better

New Balance specialises in manufacturing running shoes that assist runners to run with the utmost comfort. I created a little clip to capture a runner's monologue, explaining why this person chooses to run. The runner's confidence comes from the knowing that New Balance will be there every step of the way, allowing the runner to face the extra mile.

 The script reads:

People usually ask me:
What are you running from?
The thing is, I don't run from anything.
I run towards my destination.
So, when people ask me:
What are you running from?
I usually say, I run from whatever it is that keeps you from running.

Run Better.

Piquant

Small cars have been big in Europe for ages. I remember after my dad's first trip to Spain, he had a photo of one of these small cars. Then another, of him and some of his travel companions next to it. It was something fresh and exciting, it was something you wanted to pose next to for photographs.

Nowadays, small cars are everywhere! Thanks to its numerous cost effective offerings (like low fuel consumption), small cars have become a popular choice for many a first-time buyer.

I scamped up two print ads for Kia Picanto. I used the word Piquant as my concept line, as the word itself means exciting to the mind. I wanted to communicate that there is more to this little car than what meets the eye - with a simple, stimulating execution that will excite your mind.

 

Tough Protection

It's a seldom acknowledged fact, but some people are tougher than others. As it comes with the territory, many individuals (especially males) pride themselves on being tough - or even, being the Toughest.

I took this into consideration when scamping a few ideas for Labello, focussing on their range developed for men. I wanted to communicate that to be tough, you need Tough Protection.

 

 

I had this in mind for the airwaves:

...while the adaption for TV land will follow a similar scenario:

Open on an early morning kitchen scene in a modern apartment. We join a young woman as she walks into the room, yawning. She's dressed snug, although she shivers a bit from the early morning cold.

She starts boiling the kettle and sits down on at the kitchen counter. Then, the door opens and her flat mate (a young man) walks in, wearing a running vest. She looks surprised to see him wearing so little on such a cold morning:

FV: Where have you been - and where is your jacket? It's freezing!

He smiles in a nonchalant manner as he makes his way to the counter where she is sitting. He's calm and collected, and replies in a self-assertive manner:

MV: It's only nippy when you step out, but you can't feel it after the 10th k.

The kettle is done boiling and sounds a hoot. She looks at him with a confused expression, yawning, then asks inquisitively:

FV: 10th kilometer? Doing what?

He is enjoying the attention, and says with gusto:

MV: Jogging, of course.

The camera follows her eyes, and focuses on the ground at his feet. He is barefoot. She can't believe what she's seeing and exclaims at the top of her lungs:

FV: But you're not wearing any shoes!

He nods and looks very chuffed with himself, stating confidently:

MV: Yeah, I find it easier to run that way.

He takes out his Labello for Men (the camera focuses on the product, clearly showing that it is Labello for Men) and applies it to his lips. An epic crescendo starts building in the background, while a voiceover reads:

ANNCR (similar to the movie man voice):
Having soft lips doesn't make you a softy.
Labello for Men takes active care of your lips
so that you don't have to worry about it.

Then the scene fades to a black background with the Labello for Men logo superimposed. The pay-off line, Tough Protection, appears in white underneath the logo. The voiceover reads the brand name and pay-off line with assurance. End.

Upset?

Here is a quick scamp I made for Imodium, with a fun approach to pharmaceutical products. It's a little conceptual, but you don't have to wreck your brain to understand it.

Make sleepless nights a thing of the past

Adjustable beds are manufactured to provide the utmost comfort, and are regularly recommended by the medical profession to people suffering from different aches and pains. Adjust4Sleep beds have been designed to help reduce pain and improve sleep.

After some research, I found that ancient Egyptians believed that dreams were answers delivered to them from deities. These answers would help them solve problems in their lives and give them direction.

I believe in dramatising a selling proposition, as straight-up retail shouts too much. I wanted to communicate these beds as the answer to sleepless nights of pain and agitation. Make sleepless nights a thing of the past is a concept line I created for this brand (and it has been used in their retail ads), so this scamp is simply to romance the idea.

I've also come up with a story line for a television commercial.

Open on a desert scene, situated somewhere in Egypt. A human figure is shown in the distance, digging. It looks like an extremely hot day, especially to be out in the desert. As we move closer, we see our hero sitting on his knees digging for something that he seems determined to find. He looks tense and nervous, while sweat is pouring down his forehead (as if he is in pain).

A drop of sweat falls on the sand, but doesn't sink into or wet the sand. There is a slight rumbling sound and our hero looks around - concerned. Then, the sand starts to part and an ancient doorway is revealed, rising up from the sand. Hieroglyphics cover the walls of this portal (a portal to peaceful sleep).

The explorer sports an overwhelmed expression as he quickly makes his way to the entrance. He lights up his torch, and then we follow his finger as it touches the hieroglyphics on the wall. Then, his finger stops and the camera focuses in on a hieroglyphic.

The Adjust4Sleep logo is revealed. His hand caresses the logo on the wall.

Suddenly, we jump to a morning scenario in a modern bedroom where our hero has just woken up, looking relaxed and comfortable. It was a dream all along. As the camera moves over the bed, the Adjust4Sleep mattress is showcased (as one would do in a retail ad). The camera stops on the bedside table, where our hero's electronic hand-control is neatly placed. The screen fades to white, with the Adjust4Sleep superimposed. The pay-off line, Make sleepless nights a thing of the past, appears underneath the logo.