Creative Director & Hyper Island lecturer
Creative Director & Hyper Island lecturer
I'm a Creative Director from Denmark. I also work as a guest lecturer, external examiner and mentor at Hyper Island in Sweden.
My source of energy is the pursuit of great ideas. I have the passion to stand up for them and the experience to sell them.
I believe in having a positive attitude, staying hungry, working hard and never, ever stop learning.
I embrace the change our industry is going through. As a person I'm extremely curious so the widened scope of what advertising can be is simply amazing to me. Let's reinvent this industry!
All background images are shot through a binocular with my iPhone on the island of Mallorca.
For two years I’ve had the fortune to collaborate with Hyper Island. I give workshops on the creative process, concept development and pitching. I also mentor the students and function as an external examiner.
The aim of “Create or Die” is to shed some light on the creative process, enabling the students to navigate therein and make the most of it. I try to get it to be as tangible as possible and show how results can be achieved through simple proactive methods rather than sitting around waiting for inspiration.
The students are given simple tools to improve their output and are taught how to deal with the pitfalls and ambiguity that comes with any creative process.
Then we explore how to come up with ideas for the next big thing. We try to discover unmet needs through custom made exercises.
OK so, we’ve got a great idea. Now it’s time to refine. That means crafting all the customer facing elements so that it’s crystal clear what the product does.
This is where “Pitch or Die” takes over and illuminates the delicate art of crafting a presentation and deliver it convincingly.
A challenge from a real client is always incorporated into the workshops. The latest was adidas NEO (briefing via Skype on the bottom-left photo).
When we created the concept for this prankvertising for a chain of supermarkets, we set out to play with the question: Does Santa exist? Well, of course he does. But what role should he play? In the basic set-up we converted people's cars into Santas sleigh while they were shopping -
including four live reindeer. Then something unexpected happened that actually made it even better.
As we’re dressing up the car of two ladies, one of them returns to get her wallet. As she goes back into the supermarket, we remove everything again. Her reaction to that is priceless. This is real candid camera with real people, it’s quite a stressfull process but very rewarding at the same time.
Irma, an old chain of high end
supermarkets in Denmark, asked us to raise awareness about its new online shop.
The client believed that we needed to communicate convenience. But the real problem with buying fresh products online is that you can’t smell or feel the products through a screen. That's why they had to be at the center of attention.
While smelling and feeling isn’t possible you can still see them, and we engaged another sense: hearing. We created a way for vegetables and fruits to make music, allowing the products to take center stage and getting people moving to the “Sound of Freshness.”
Inform about the launch of the new iPhone. How can you sign up for the waiting list, what to do if the delivery is delayed etc.
The last time Apple released an iPhone their entire system of 3 went down.
We created a new way to tell the story and put a lot of love into the production. As a result it became the most watched video of the company.
TV2 and TotalKredit, asked us to concept and design an app to increase fan engagement around Handball in the London 2012 Olympic Games. Also, TotalKredit being the main sponsor of the team wanted to get most of their sponsorship.
How can we make the game
experience even more exiting for both people with relatively low engagement and hardcore fans? The insight we worked with is that on gameday – everyone is a Coach.
We created a game where knowledge and a bit of luck will take you far. You bet with points not money. Using your knowledge of the game you compete for glory and bragging rights. Since the client was a TV station we were allowed to integrate quite heavily with tv.
This concept got a small unknown Danish agency the attention of adidas international HQ in Germany. It embodies everything that is great and magical about football – a Real World Activation concept that integrates actual physical performances with social media in real time.
In the Football Cross Border Competition you will take a penalty kick in your own country against a goalie that is guarding his goal in another country.
So the kicker could is taking the kick in the UK and the goalie is trying to block his kick in Italy – in real-time. Monitors on both ends make sure that the participants and spectators can follow what’s going on and cheer or boo accordingly. It can work on a small scale too – by having pre-recorded kicks from celeb players it can be played in smaller venues. At this stage this is a pitch project but I honestly believe that the potential is huge.
The idea is based on graphic interpretations of words that have "MO" in them - i.e. caMOuflage. Let's call it MO-art. The MO-art is exposed in Google when people search for words that has “MO” in them. Artists and designers from all over the world are invited to upload their contributions through a MO-art platform. This idea can potentially gain massive global exposure for the Movember cause in new and creative ways. Designers will want to contribute to support the good cause and to gain exposure for themselves as well.
I came up with this concept in late October of 2013. It has been presented to Movember in UK and Sweden and they are both very positive about running it next year. This concept obviously relies heavily on the collaboration of Google Search, so if you work there or you know anyone who does – please contact me. If you are a designer or an artist please feel free to submit any Mo-Art to me. Thanks a lot.