Levi’s – The Quiet Rebellion

How a covered logo becomes a symbol of permission to 'Find a way'

Levi’s found a way... that covered logo is right now, a symbol of rebellion against a rule heavy institution. A metaphor. People vs power. Individuals vs systems. But it doesn’t have a name.

This series takes that moment and pushes it back into the world it belongs - to the people. The ones who live with rules and restrictions every day. By stripping out team colours and nationalism, the images lose tribalism and becomes universal message - “Find a way”.

It’s a win for anyone who’s ever had to find a way through a system built to keep them out.

Right now it still sits in the world of marketing. It hasn’t been named or framed in a way people can actually celebrate.

And you can’t celebrate that you can’t name.

Problem 1 - Identifying what was being said beyond the marketing talk

Solution - Marketing sees the mechanics, people see the meaning. Levi’s found a way - that’s the story.

Problem 2 - How to make it visually stand out without Levi’s borrowing a sports trope

Solution - Instead of bringing sports into Levi’s, Bring denim onto the pitch. Now Levi’s isn’t outside the conversation - it is the conversation.

Problem 3 - How to make it feel like Levi’s vs FIFA, not Levi’s vs football or a country

Solution - Choose the right shots, Strip the colour out. This dissolves flags and tribalism and turns the message universal, B&W gives it a historic moment feel.

Problem 4 - How to tell the story though the metaphor.

Solution - The man in denim is Levi’s. The goalkeeper is the institution.

Problem 5 - How to make it cross over to real people.

Solution - Show people in the stands in a moment of expression that feels like they’re not celebrating the game, but the Levi’s victory. Like they are reacting to the moment.

Make it feel like a win for them.

Gillette : For the Love of It

A day in the life story series about people who love what they do.. and sweat because of it.

What this is

I have been exploring a direction for Gillette that opens up new creative space without touching culture, masculinity, humour, disruption, or any of the areas that are currently closed off. This is a simple, human storytelling platform built around real lives and real passion.

The Idea

Documenting people’s real lives in ‘A day in the life’ format.

Not elite athletes or celebrities.Just people whose lives are active, textured, and driven by passion.

People who sweat for the love of it.

Why this works

This platform gives Gillette:

a human storytelling lane
a positive, forward moving identity
a way to show attention to real people
a narrative world that is not tied to claims or culture
a long term, buildable creative engine

Who we feature

Real people with unusual, compelling, physical routines:

a rodeo clown
a ballet dancer in a small company
a table tennis obsessive training in a community hall
a race car driver at a local circuit
a drummer loading gear into a van
a martial arts coach teaching kids
a baker starting at 4am
a mechanic restoring vintage bikes

Not mundane. Not famous. Just the more unseen people - with passion.

How it works

Each story follows a simple structure:

A day in the life.A person doing what they love.Gillette deodorant as part of their morning ritual.

That is it. Human. Warm. Real. Scalable.

What this gives Gillette

A way to speak via showing. A way to show they see people. A way to rebuild emotional connection through attention.

You can be anyone these days

Anywhere in the world

Anytime or place

Be anything you know how

Could be any day now

You can be anyone if you can try

Any way that you want

Anytime in your life

Be anyone if it will help

You can be anyone

Even yourself

Anyone - 60’s

“You can be anyone - even yourself”

IKEA

The Life of a Sofa

We’ve all seen one abandoned - in a field, on the side of a road, slumped beside a bin. A sofa staring back at a world that has forgotten it.

Sofas aren’t regular furniture. We bond with them the way we bond with pets. They live our lives with us - the falling in love, the breakups, the laughter, the tears. A quiet witness to everything a home goes through.

We spend eight hours a night in a bed, yet barely remember what it looks like. But a sofa? We know every inch of it. It asks for nothing more than to be there with us. And when the time comes, we tear it from the home and fuck it in a skip in the rain.

A three‑seater reminder of our own neglect.

Campaign Idea

We honour the life of a sofa through the life of a child growing up.

The day it arrives. The boy sleeping on it. Jumping with his father after a goal. His mother tending to him during a flu. The teenage moods. The first love. The first heartbreak. A new relationship forming.

The years pass. The sofa fades. The boy grows up and moves in with his partner.

When his parents visit the new apartment, there’s a surprise outside the door: the old family sofa, wrapped in a bow.

A second life. A continuation.

IKEA sofas last. The story lives on.

The parents go home to buy a new one. The old sofa gets a new life.

IKEA — We feel it too.