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This 2018 Instagram acquisition campaign was all about showing younger demographics that Instagram can be a place for quick and spontaneous content, contrary to the highly-curated image the platform has.

We created a few different campaigns all centered around the idea of “See Anything, Say Anything.” Some were about creating content, some about discovering content, and some about both. While some of the campaigns used different taglines, the aforementioned thought acted as the common thread throughout all of them.

REACH is a platform that is set to launch in 2021. The app is a loyalty marketplace that rewards users for the data they choose to share with their favorite brands.

I was brought on as a Creative Director for 6 months to help the team establish their look and feel during this crucial development phase. I worked on the interface design, the app content and the user and brand interactions that gather the relevant data.

Heatbot is an emotional assistance AI, created for the 2017 Cannes Lions in collaboration with GIPHY. Designed to help set, change, or enhance moods, Heatbot was part of the Cannes Young Lions Zone – there to help the cubs make it through their grueling 24hr competitions unscathed. By stepping inside and engaging in conversation, Heatbot could help inspire, relax, celebrate... even arouse. Over the course of the festival, Heatbot managed to create profound emotional connections with more than 900 people.

This campaign has won 2 Silver Addy Awards in OOH & Ambient Media and was a The Webby Awards Honoree in the breakthrough year of chatbots.

CHALLENGE
Enter the world of FIFA Youtube streamers and their massive audience to become a part of the conversation while creating a platform to promote pro-gamers and content creators.

SOLUTION

We created a show by and for the hardcore FIFA community. True to the eSports, football, streamer and YouTuber world.

The Pitch and it's Facebook live component Stream Of The Week helped a big brand like EA connect with their core community that has an incredible thirst for daily content. A true dialogue with their players, in their own language (rough around the edges, fast paced and reactive).

The Pitch brought FIFA players from all over the world together. Stream Of The Week turned one the most important moments in the week–the release of the Team Of The Week–into a must-watch piece of live content.

Learn more about EA Sports The Pitch here

HIGHLIGHTS

Road To London: a weekly round-up of the world of competitive FIFA featuring some of the best gamers in the world. 

The Akinfenwall: our weekly skill challenge where studio guests tried to post a high score on the so-called “Advanced Dribbling Skill Game” with the strongest but also the least agile player in the game: Adebayo Akinfenwa. 

Commentator Cup: A competition to find the next eSports commentator duo. The winners went on to the Ultimate Team Championship in Berlin to commentate on a live tournament match. 

Pitchies: A weekly segment awarding somebody in the FIFA community for their contribution. 

Fut It Out: Our hosts team up with a pro-gamer to draw a random team from bunch of bowls, and try to take on another player online. Attackers might be in defense and vice versa. Whoever they draw, they have to use in the next available position.

Real Life Replays: Our only real-life football challenge. We selected a few amazing FIFA goals and tried to recreate them in real life. 

Challenge
How to reach a core gamer audience and convince them of the epic capabilities of Star Wars Battlefront.

Solution
First we built a highly targeted Facebook video campaign in which we turned epic gameplay moments of pro gamers and celebs into short Star Wars episodes. These videos were then catered to our audience through different cohorts. Whether you are a vehicle gamer, shooter or more appealed by the fantasy side you would get served accordingly.

We also had a series of digital units like banners, website takeovers and Instagram carousels served to our audience in a similar way. A big appeal of Star Wars are the weapons and vehicles you can play with, so we used the actual game 3D models and turned them into webgl models. That way we could offer our users the opportunity to explore these game assets right there in the digital unit to build up their anticipation.

To help John Hancock break through to younger audiences who don’t have retirement on their radar, we created a content series with Fast Company that leveraged an underused strategy in the retirement category: comedy.

CHALLENGE

We needed to make Millennials think about their own retirement. How do we make retirement planning relevant for an audience that lives in the moment and would rather be binge watching a show or posting Instagram pics of rainbow sprinkled ice cream cones?

SOLUTION

We made retirement planning feel youthful and entertaining instead of stodgy and old-fashioned by creating the John Hancock Retirement Community – a retirement experiment built and filmed in the heart of SXSW. Comedians Pete Holmes & Jamie Lee got a real taste of retirement as they experienced it first-hand.

CHALLENGE
How to create awareness for dementia amongst a young audience during a nation wide charity campaign.

SOLUTION
A tool to select the song you never want to forget. Stored forever on the chip in your ID.

This campaign has won a bronze Cannes Lions in Promo & Activation, a gold Eurobest in Interactive, and three Creative Club Of Belgium awards (2x silver, 1x bronze).

The Art Network is an ongoing project by Artists for Plants, an organization that I co-founded in 2019 after attending the Labverde Art Immersion program in the Brazilian Amazon rainforest where I did research to visualize data from the forest in led light sculptures.

During Earth Day of 2020 we did a first online festival at the start of the worldwide COVID19 pandemic in which over 60 artists from 15 different countries shared their work.

This year we are hosting a project to raise awareness for the Chocó ecosystem and its local communities with an exhibition and dinners at Open Space in Medellín.

March is the electronic music month in Medellín, Colombia.  To celebrate the very first edition of Medellín Music Week, we developed a pop-up WebAR experience to engage users and give away freebies to promote the event.

The LED installation invited attendees of the festival to discover a series of posters that triggered a WebAR experience upon opening the camera of your phone. The poster would then start animating an AR layer to the beat of the music around you. The activation gave away prices to attend other events during Medellín Music Week.

One of the few jobs where women actually make more than men, is the porn industry. So we asked Sasha Grey to spark an important discussion with a controversial film.

Viewer discretion is advised. This video contains scenes that can be viewed as shocking. This approach however resulted in the original video getting close to 1 Million organic views in just a couple day and gaining worldwide media traction.

This campaign has won a bronze Eurobest Award in Film, and two silver Creative Club Of Belgium awards in Film and Design & Craft.

Challenge
Setup a fast response donation system within the first days after the massive destruction of Typhoon Haiyan in the Philippines.

Solution
An online system based on the before and after aerial photos of the destructed area to make donations more tangible.

The campaign has won two Mixx Awards—Innovation of The Year and one bronze—one bronze London International Award, and two bronze Creative Club Of Belgium awards.

Da Vinci’s Workshop was Burning Man’s theme of 2016, so we created a robot droid based on Da Vinci’s inventive ycocedron design. Hedron is an autonomous robot that roamed the Black Rock desert in Nevada during that year. In this hostile environment the droid sought interaction with humans that approach it. The closer you go the more the led animation intensifies and ultimately through movement detection would open up its top shields to reveal a tiny gift. A candy containing Himalayan salt and electrolytes, the two most valuable nutrients for humans to survive out in the desert.

Realizing a shift to more sustainable products and practises is the only way we can face and reverse the current climate emergency.

In this light I started sharing my Labverde experiences with my mom Inge, who is a goldsmith. Our talks led to the creation of a new label of Amazon inspired pieces of jewelry: Selva by COORDE.

Drawing inspiration from collected leaves, photographs and stories brought back from the forest. By wearing one of these bespoke designs you not only keep the forest close to you, Selva by COORDE will support a number of organizations in the Amazon region. The label stands for a sustainable approach by producing its designs from recycled metals

Challenge
Launch a home security brand in a category that’s notorious for using fear tactics and big media budgets to scare home owners into buying their products.

Solution
A security advice service powered by the real theft experts: ex-burglars.

This campaign was well received, doubling Arlo's sales, generating about 34 million impressions, and 8 million video views, and upping the overal brand sentiment by 44%.

Challenge
How to leverage 4 tickets to Monty Python Live to shamelessly promote your own work.

Solution
By sending them hidden in 200.000 spam emails.

This campaign has won a gold Creative Club of Belgium award in Self-Promotion.

Challenge
How to attract talented international interns at our agency and keep them motivated to progress.

Solution
By transforming an empty house next to the agency into a hotel where each floor is themed with better perks and comfort, the higher you go. The only way to move up however, is by producing actual good work.

This campaign has won a silver Cannes Lion in Cyber, and a bronze Creative Club Of Belgium award in Outdoor.

Challenge
How to make bold statement after the 2008 financial crisis, when agencies started to get desperate for business, and advertisers started taking advantage. Specifically by ignoring a charter they had all signed to protects both sides during the pitch processes.

Solution
A collective virtual strike by the entire sector.

This campaign has won two silver Cannes Lions in Cyber and Direct, a bronze Eurobest Award in Interactive, and a gold and two silver Creative Club Of Belgium awards.

Challenge
Launch a new wine brand with a social media campaign.

Solution
We collaborated with artist and rock climber Jeremy Collins to make the first video of a series called 'Liberation Stories, in which we feature inspiring people that live a liberated lifestyle.