#SpotNCop
Client: Nike
INSIGHT
Nike sneakers have been everywhere—movies, TV shows, music videos, basketball games. 4,627 times, is what I've counted so far.
But what if every sneaker sighting wasn’t just a cultural flex, but an instant shopping opportunity?
Nike sneakers have been everywhere—movies, TV shows, music videos, basketball games. 4,627 times, is what I've counted so far.
But what if every sneaker sighting wasn’t just a cultural flex, but an instant shopping opportunity?
IDEA
We'll make every Nike sighting a shoppable, real-time experience.
#SpotNCop turns every screen into a sneaker store.
We'll make every Nike sighting a shoppable, real-time experience.
#SpotNCop turns every screen into a sneaker store.
HOW IT WORKS
See a Nike sneaker in a movie, show, or music video.
Snap a photo of your screen & post it with #SpotNCop on Instagram, Bluesky, Threads or Twitter. |
Nike’s AI sneaker recognition scans the image, identifies the shoe, and sends back a purchase link.
Not in stock? Nike suggests three similar styles to keep the hype going. |
Order your new favourite via the Nike or SNKRS app.
Frequent spotters unlock VIP perks—exclusive drops, discounts, and in-store experiences. |
EXECUTION
AI-Driven Personalisation
Every sneaker spotted customises the user’s Nike app feed, creating a real-time, evolving sneaker wishlist. |
Pop-Up Screening Series
AR-powered live movie screenings where sneakerheads can scan kicks in classic films to unlock exclusive drops. |
Nike Store Takeover
Live billboards in flagship stores showcase real-time sneaker spots from users worldwide, turning digital sneaker culture into an in-store experience. |
TikTok Hype Engine
Sneaker influencers break down Nike’s most legendary on-screen moments, turning nostalgia into a social-first sneaker-buying frenzy. |
RESULT
A first-of-its-kind sneaker hunt that merges culture, AI, and instant commerce. Not only will this bring an enormous amount of sales, but this will train people's eyes to always be scanning for Nike whenever they're watching shows and will show people just how deep-rooted in culture the Nike brand is.
A first-of-its-kind sneaker hunt that merges culture, AI, and instant commerce. Not only will this bring an enormous amount of sales, but this will train people's eyes to always be scanning for Nike whenever they're watching shows and will show people just how deep-rooted in culture the Nike brand is.
THE SUPER EXCLUSIVE SHOE DROP
|
Client: adidas Originals
|
Agency: Studio A
|
|
BRIEF
Create an exclusive sneaker drop that will excite NYC sneakerheads this NYC-inspired shoe. |
CHALLENGE
NYC sneakerheads have seen every single kind of “hype”. How can we create a shoe drop they’ll connect with? |
INSIGHT
NYC is the birthplace of hustle culture. It’s in the city’s spirit and it’s what every New Yorker truly gets. |
IDEA
Embody NYC’s hustle culture and make it part of the drop. We chose 5 New Yorkers and made them the official retailers of the shoe. To buy this shoe you have to not just know them and have them know you, but you have to meet them in person and tap their shoe with your phone. The 5 New Yorkers had to also hustle and compete to sell the shoe. Each one went a route, but they all knew how to hustle.
Embody NYC’s hustle culture and make it part of the drop. We chose 5 New Yorkers and made them the official retailers of the shoe. To buy this shoe you have to not just know them and have them know you, but you have to meet them in person and tap their shoe with your phone. The 5 New Yorkers had to also hustle and compete to sell the shoe. Each one went a route, but they all knew how to hustle.
RESULT
Not only did we see some first-class, real NY hustling (iconic photography, partnerships with influencers and retailers, offers, going door-to-door), but the sneaker sold out.
Not only did we see some first-class, real NY hustling (iconic photography, partnerships with influencers and retailers, offers, going door-to-door), but the sneaker sold out.
MINISTRY OF TRANS & QUEER AFFAIRS
Client: LGBT Asylum Support
CHALLENGE
Due to a policy set by the Ministry of Justice and Safety, Immigration in The Netherlands often denies asylum to many refugees of the LGBTQI+ community as they don’t believe they are queer or trans enough—even when they come with a partner of the same gender.
The policy is based on stereotypes and very few people who actually understand what it means to be trans or queer were consulted when the policy was formed. Even the people from the community who were consulted, have very little understanding of what it means to be trans or queer in the countries the refugees come from.
When denied asylum the refugees are further traumatised and the appeal procedures could take years, leaving them vulnerable and worsening their mental health. LGBT Asylum Support tries to help, but its run by one person who receives very little funding and not enough people know about the issue.
Due to a policy set by the Ministry of Justice and Safety, Immigration in The Netherlands often denies asylum to many refugees of the LGBTQI+ community as they don’t believe they are queer or trans enough—even when they come with a partner of the same gender.
The policy is based on stereotypes and very few people who actually understand what it means to be trans or queer were consulted when the policy was formed. Even the people from the community who were consulted, have very little understanding of what it means to be trans or queer in the countries the refugees come from.
When denied asylum the refugees are further traumatised and the appeal procedures could take years, leaving them vulnerable and worsening their mental health. LGBT Asylum Support tries to help, but its run by one person who receives very little funding and not enough people know about the issue.
IDEA
We’ll create the Ministry of Trans & Queer Affairs. A protest against the policy and a platform where the refugees get to share their stories with the entire country. A clear statement showing that some people have no voice in our society and that they still deserve to be heard.
We’ll create the Ministry of Trans & Queer Affairs. A protest against the policy and a platform where the refugees get to share their stories with the entire country. A clear statement showing that some people have no voice in our society and that they still deserve to be heard.
ROLL-OUT
We start by creating a logo that looks like an official logo of a ministry with minor changes to avoid copyright infringement. We’ll have content ready to go on our website and socials for the launch date. When everything is ready, we’ll launch with a guerrilla marketing campaign putting up wild posters and stickers in prominent locations across the country. We’ll also send Immigration official letters under the ministry’s name demanding they grant the people on hold an official status as we find them queer or trans enough. We’ll partner with celebrities and journalists to deliver the message to the entire country and spread awareness.
We start by creating a logo that looks like an official logo of a ministry with minor changes to avoid copyright infringement. We’ll have content ready to go on our website and socials for the launch date. When everything is ready, we’ll launch with a guerrilla marketing campaign putting up wild posters and stickers in prominent locations across the country. We’ll also send Immigration official letters under the ministry’s name demanding they grant the people on hold an official status as we find them queer or trans enough. We’ll partner with celebrities and journalists to deliver the message to the entire country and spread awareness.
|
|
|
HUE LIGHTS DISTRICT
Client: PHILIPS hue
CHALLENGE
Philips hue lights offer a ton of benefits. They lift up your mood, help you sleep better and can light up your house for years. If only more people knew about them. How can we help Philips hue increase brand awareness?
Philips hue lights offer a ton of benefits. They lift up your mood, help you sleep better and can light up your house for years. If only more people knew about them. How can we help Philips hue increase brand awareness?
IDEA
A stunning scenery that takes over the very well-known Red Lights District in Amsterdam. Beautiful Philips hue colours will brighten up the street and steal everyone’s attention. The colourful district with themed rooms will be the perfect attraction for every visitor and resident to enjoy and post about.
A stunning scenery that takes over the very well-known Red Lights District in Amsterdam. Beautiful Philips hue colours will brighten up the street and steal everyone’s attention. The colourful district with themed rooms will be the perfect attraction for every visitor and resident to enjoy and post about.
THEMES
Each room will be given a theme based on a light colour and will be styled to communicate the benefit that colour offers.
Each room will be given a theme based on a light colour and will be styled to communicate the benefit that colour offers.
ROLL-OUT
We’ll rent rooms on the same street and decorate each one according to a certain theme. When we open to the public, we’ll invite people to walk into the rooms, take pics and post them as Instagram or TikTok carousels using #HueLightsDistrict. Each day we award the best carousel with a lifetime supply of hue light bulbs—which won’t be that many thanks to their durability. We could push it further by creating mood data using AI and facial emotion analysis to show in numbers how effective these rooms are at affecting your mood.
A takeover of the famous Red Lights District is bound to make noise—globally. We’ll give this idea more legs by inviting the press and influencers, sharing the story in an integrated campaign, inviting people online to participate in voting for the best pictures and sharing their thoughts on coloured lighting.
We’ll rent rooms on the same street and decorate each one according to a certain theme. When we open to the public, we’ll invite people to walk into the rooms, take pics and post them as Instagram or TikTok carousels using #HueLightsDistrict. Each day we award the best carousel with a lifetime supply of hue light bulbs—which won’t be that many thanks to their durability. We could push it further by creating mood data using AI and facial emotion analysis to show in numbers how effective these rooms are at affecting your mood.
A takeover of the famous Red Lights District is bound to make noise—globally. We’ll give this idea more legs by inviting the press and influencers, sharing the story in an integrated campaign, inviting people online to participate in voting for the best pictures and sharing their thoughts on coloured lighting.
QATAR WHILE_______
|
Client: Qatar Tourism (Qatar National Sports Day social campaign)
|
Agency: TBWA
|
|
THE BRIEF
We (Qatar Tourism) need to promote hotel packages during Qatar National Sports Day while showcasing the destination's main attractions. |
CHALLENGE
Create a campaign that inspires tourists to participate in Qatar National Sports Day while they're visiting their favourite attractions. |
INSIGHT
On a holiday or while you're sightseeing in a new country, you're gonna take pictures. What would the pictures look like if you're working out though? |
THE IDEA
We showcase the destination through the lens of a tourist who is working out. The pictures might not be perfect. They may even be upside down, but in the end — they've been to the place and they have the picture to prove it. Plus, nothing grabs your attention like a mistake.
We showcase the destination through the lens of a tourist who is working out. The pictures might not be perfect. They may even be upside down, but in the end — they've been to the place and they have the picture to prove it. Plus, nothing grabs your attention like a mistake.
|
|
RESULT
Most engaging organic social campaign we created for Qatar Tourism. Not only did people engage, but the hashtag went viral and people started creating their own videos.
As for the hotel packages... you guessed it. They sold out :)
Most engaging organic social campaign we created for Qatar Tourism. Not only did people engage, but the hashtag went viral and people started creating their own videos.
As for the hotel packages... you guessed it. They sold out :)
CAPTURE JOY
|
Client: Qatar Tourism (Eid Holiday integrated campaign)
|
Agency: TBWA
|
|
THE BRIEF
Create a campaign that draws tourists to Qatar during the Eid holiday season and highlight the destination's attractions along with the activities. |
CHALLENGE
Qatar has come under the spotlight in the last few years and has gained a negative image that doesn't resonate with a festive place to spend the holidays. |
INSIGHT
Qatar is a place where tradition meets modernity. With all the development it has gone through, it still has that simple family spirit and classical vibe. |
THE IDEA
Create a campaign that captures the traditional spirit of Qatar. In the TVC, we follow a family visiting the destination's major attractions and discovering joy all around thanks to their son's wide imagination and love for joyful memories. We extend the experience online, outdoor, on social and with an activation at the airport of Doha—greeting visitors with Joy as soon as they arrive. It's all about celebrating Eid in a nostalgic way familiar to the entire region.
Create a campaign that captures the traditional spirit of Qatar. In the TVC, we follow a family visiting the destination's major attractions and discovering joy all around thanks to their son's wide imagination and love for joyful memories. We extend the experience online, outdoor, on social and with an activation at the airport of Doha—greeting visitors with Joy as soon as they arrive. It's all about celebrating Eid in a nostalgic way familiar to the entire region.
|
|
RESULT
A 16% increase in mentions of Qatar on social media together with Eid and a 21% increase in visits during the holiday season. Qatar was able to successfully claim its position in the region as the family destination where you could celebrate the Eid holiday and enjoy the festive spirit.
A 16% increase in mentions of Qatar on social media together with Eid and a 21% increase in visits during the holiday season. Qatar was able to successfully claim its position in the region as the family destination where you could celebrate the Eid holiday and enjoy the festive spirit.
__ 2016 Effie MENA Shortlist
Are your campaigns very effective at making your audience fall asleep?
Do your ads feel more like background noise than something people actually remember?
Ever read something in your own comms and wonder, what is this even saying?
Is your website a beautiful maze of landing pages that do a great job at hiding your products or services?
Does your website have a higher bounce rate than a finance bro on Hinge?
If you answered yes to any of these questions, you need my help.
I know how to grab attention—and, more importantly, how to turn that into results. Not to brag (okay, maybe a little), but at adidas, I launched sneaker campaigns that sold out in two weeks. At Tommy Hilfiger, I helped boost direct-to-consumer sales by 14% and led 30+ collection launches. My work at YER increased revenue by 5% and grew social engagement by 20%. And back at TBWA, I turned Qatar Tourism from client #26 to a top 4 revenue driver for the agency. I’ve helped many local and global brands like Chevrolet, Vodafone, W Hotels and Qatar Airways smash targets and win the hearts of their audience.
Do your ads feel more like background noise than something people actually remember?
Ever read something in your own comms and wonder, what is this even saying?
Is your website a beautiful maze of landing pages that do a great job at hiding your products or services?
Does your website have a higher bounce rate than a finance bro on Hinge?
If you answered yes to any of these questions, you need my help.
I know how to grab attention—and, more importantly, how to turn that into results. Not to brag (okay, maybe a little), but at adidas, I launched sneaker campaigns that sold out in two weeks. At Tommy Hilfiger, I helped boost direct-to-consumer sales by 14% and led 30+ collection launches. My work at YER increased revenue by 5% and grew social engagement by 20%. And back at TBWA, I turned Qatar Tourism from client #26 to a top 4 revenue driver for the agency. I’ve helped many local and global brands like Chevrolet, Vodafone, W Hotels and Qatar Airways smash targets and win the hearts of their audience.
