TEC ANTI-SMOKING CAMPAIGN POSTERS

How do you tell a bunch of adolescents “no-smoking” on campus without actually saying the words? Do you pass wishy-washy laws against it and hope they’ll catch the drift? Perhaps you should take cues from Copenhagen School of Technical Education (TEC).

THE PROJECT

Aim: to communicate TEC’s anti-smoking policy without pointing fingers or dishing out unsolicited advice on impacts of smoking.

So they approached me to help them knock some sense into kids’ heads without sounding judgemental or confrontational.

My idea: Create posters that highlight the impacts of smoking in a relatable way. Instead of making fun of smokers, we made fun of tobacco company’s products.

In October 2018, REC released the RJM Automatic. Only 334 were made. This injected a dose of exclusivity into this head-turning timepiece. But in a world where thousands of exclusive watches are launched every other month, differentiation is king.

THE PROJECT

The Objective: To increase brand awareness and generate sales.

REC makes limited timepieces from rare parts. Materials sourced from iconic aircrafts, cars, and motorcycles—parts that tell their own stories.

The RJM Automatic tells the story of the PT879 MK IX Spitfire, a British single-seat fighter aircraft that ruled the airspace during World War II. The watch is made of untreated aluminum cut directly from the plane.

The concept and design are ingenious, but it’s the letter from WW II that made the buyers tick.

REC Watches are sold online, as are those of REC’s competitors. So we sent a 1940s-themed personal letter in the form of direct mail alongside each piece that went out. Our goal was to involve potential buyers in REC’s story and mission. The letter became a key piece of REC’s emotional storytelling.

Throughout my 3.5-year tenure at REC Watches, my marketing team managed to grow B2C sales by 454%. We accomplished this by running a tight team of colleagues, strategic partners, and freelancers.

The team ensured consistency, speed, and high-quality output —the three essential ingredients for scaling a business.

I also oversaw REC’s lead-generation campaigns that involved content creation (video creation, photo, animation, etc.).

I created “Man & Machine,” a platform for fuelling authenticity. It’s about reaching a like-minded audience—the petrolheads, watch buffs, and restoration diehards—by capturing and sharing the love and raw passion the owners had for their machines.

Without context, you’d think they’re narrating how they met the love of their lives. They remember exactly when and where they saw ‘her’ and how ‘she’ made them feel. How ‘she’ looked. Where they’ve travelled together and the challenges they've conquered.

Much love to JJ Film (Mads Jørgensen and Emile Sandria), Thomas Dahl and Gürcan Bozdogan for coming through. And for your relentless effort to capture those beautiful shots even in the terrifying terrains.

I loved the way those 4X4 handled the terrain, but sound-wise, it’s the Mustang for me (sorry Porsche ;-).

PS: If you’re a REC watches lover, get an exclusive peek into what goes into making these timepieces.

When you’re running a business like Casino.net, you cannot count on lady luck. There’s just too many players. To win, you must stand out.

THE PROJECT

To develop and execute a new CVI, payoff, and a global ad campaign to put Casino.net back to being a powerful, agile leader in the online gambling space.

I was tasked with developing a marketing strategy that leverages Casino.net competitor’s shortcomings. My in-depth competitor analysis revealed that most online casinos are overly aggressive. They use vulgar language and talk down to their customers.

We chose a different path, one that treats each player as a partner of Casino.net, rather than a cash cow. By placing the target audience at the centre of the brand story, we humanised Casino.net, making it more customer-centric.

A focus group research revealed, ”For the ordinary (blonde) women who want to accomplish extraordinary things, giving them a product that made hair 7 x stronger would appeal to the athletically, politically, socially, and culturally-active blond-haired women of all ages...”

THE PROJECT

To develop a brand and marketing strategy based on the above findings. The BLONDxSEVEN helps blond women aged 25 to 55 in urban areas challenge the stereotype that they are fragile.

I collaborated with Perspective Labs to come up with the brand universe and messaging. Everything, from the key visuals, photos, to the bottles, is meant to tell a powerful story: blond women are politically, socially, and culturally savvy and they deserve to have it all

When you want to capture the legacy of the world’s most spectacular brands, giving the story behind them the weight it deserves, nothing beats the appeal of a hardcover book… and not just any book, A BOOK OF ICONS.

THE PROJECT

The goal was to design and produce a series of design and artistry-focused coffee table books telling the stories behind some of the biggest brands and most iconic products ever designed.

The publication was in its form a tribute to craftsmanship. And I was fortunate to assemble a team of handpicked creatives to bring the publications to life.

An authentic Indian sauce made with love. Even when you’re loved across continents, you can’t afford to be complacent. There’re loyal fans to bond with…and new customers to share your love with.

THE PROJECT

To put Khan Originale’s 5 mouth-watering Eco Indian sauces on supermarket shelves.

Khan’s market was limited to the restaurant space. So he wanted to share his sauce with the mainstream consumer without it tasting like a mass-market product.

I was tasked with taking Khans Originale mainstream. The concept had to appeal to more people without losing the exclusivity effect. So our branding and marketing efforts targeted an exclusivity-driven, quality-focused consumer.

BOARD GAME DESIGN

Did you know there are 100,000+ board games and that at least 2 new board games are made every day?

THE PROJECT

I have designed most of BEZZERWIZZERs boardgames. This project was to design a board game that signals exclusivity, play, and fun lifestyle. The focus was on a clean design, giving the games a timeless appeal.

My role: To come up with not just an aesthetically appealing packaging concept but also a statement of style. The major challenge was making Bezzerwizzer board games stand out in a sea of other games.

So we positioned the Studio as the go-to maker of intelligent trivia and board games that brings both adults and children together around the table.

JM 46 HERITAGE RACING WATCH

Nissan teamed up with Denmark-based REC Watches to celebrate a friendship 50 years in the making. And together they paid homage to the legendary racing driver John Morton. Morton won the Trans-Am 2.5 Championship back-to-back in a BRE Datsun 240Z. He put the Nissan Motor Company on the U.S racing map.

THE PROJECT

I made the special secret team tasked with crafting this beauty of a watch. I call it secret because everything about it—the design, concept development, and production—was a closely guarded secret.

JM 46’s uniqueness is captured in an unassuming yet provocative design, a balance that the team went to great lengths to achieve. The watch had to have the 70s aesthetics with a modernist undertone.

SmagDanamrk.com is a farm-fresh produce seller. They’re the ethical foodies’ go-to guys for all things eco-friendly, socially consciously sourced farm produce. They source its products from small independent and quality-focused farmers.

THE PROJECT

They approached me to design an online corporate identity that reflects the craftsmanship, quality, and mindful sourcing of plant and animal products.

But how do you broaden your product offering and market reach without coming off as a soulless, mass-producing corporate pig?

Our campaign aimed to reassure consumers of SmagDanamrk’s commitment to quality and respect for the environment and animal welfare. I realized these two go hand in hand. So I came up with the tagline: “All in good taste.” Danish version: “Med god smag i munden.”

Looks like my anti-smoking visuals awed everyone at TEC (see portfolio). They asked me to breath life into their antiquated walls with relatable, curiosity-sparking visuals.

THE PROJECT

To design a themed motif that can be tweaked to appeal to kids of different learning levels across TEC schools.

This was one of the most challenging projects. The design had to communicate a history of craftsmanship, all while being modern and relatable. What’s more, the motifs had to also spark imagination and invite the learners to participate in the process.