To A New Everyday

Strategic Goal

Start a new conversation about casual. Elevating it from being only pragmatic to being practical, beautiful, and thoughtful.

The Problem

We needed to bring a new idea of casual clothing to the people of Amsterdam. The Dutchies love a bargain but H&M, Primark and the much loved Hema all had a solid stronghold in the affordable apparel segment.


The residents of Amsterdam.  The foundation of this city. Immensely pragmatic they never stop looking for tomorrow’s opportunities. The pace and demands of their life is high; between family, work, weather, travel, and spending well. Forward thinking, and free spirited people, they make the city what it is today.

On one hand, there is vast potential connected to the quality, functionality, and value of LifeWear.

On the other hand, Amsterdam is a discerning community who knows what works for it. They must be convinced that LifeWear enhances their lives and has an essential place in it.

Strategic Platform

To A New Everyday

This helped us to drive re-assesment of current shopping habits and introduced a new option that makes sense; Uniqlo.

It tapped into Dutch pragmatism surrounding their apparel, it needs to be able to take you from the school run to the office and out for drinks all in one day. 


Our casting was based upon a selection of Amsterdammers that challenge conventions, redefine norms and make everyday life better.

Cultural Collaborations

Through a series of activations we wanted to celebrate the 400 year history between Japan and the Netherlands whilst integrating Uniqlo’s Lifewear into everyday destinations.

We proposed a retrospective of Japanese cinema in the Eye film museum, Ikebana & ceramic workshops at the Stedelijk, a Japanese garden designed by Seijun Nishihata installed in the Hortus Botanicus. 

Here’s the film we made

Make Love Not Walls


How do you bring a once relevant brand, back from the brink of obscurity? There’s a whole generation out there that don’t know what Diesel stand for.


Make people say “Diesel Is Back” by giving this icon its
voice back with meaningful cultural commentary.

The Idea

Make Love Not Walls. To combat ‘the wall,’ a symbol of hate and division, we constructed a giant wall in the middle of the desert as the backdrop for a massive celebration of love. A potpourri of races, genders, with a gay marriage at its centre. We created video content and stills which became part of a global statement from Diesel for SS17.

More here

Chuck II Launch


Though Chuck Taylor’s have a cult like following, even their most die hards fans knew the shoes couldn’t hold up to the abuse they put them through.


Introduce the world to a brand new Chuck Taylor, the Chuck II. The biggest innovation in the brands’ 100 year history. Purpose built to take more abuse from creative people who work on their feet.

The Idea

Ready For More. We partnered with physically active creative collaborators globally to show the new Chuck II in action, ready for more. We made ‘wear test’ films globally, and in Europe, we gave our creative influencers an analog Chuck II phone camera filter to create a strong visual connection to the Chuck II through the social content they created.

Check out the recap

Additional clients

A selection of clients I’ve worked on over the years. Please get in touch if you’d like to discuss individual projects. My role on these was a mix of strategy and account.