Brand Projects
My Role
Ideas, writing, cultural research, strategy, executive production, sometimes all on the same project. Swiss Army Knife (but in a good way.) Here’s a few collaborations from across the years.
Burberry
Burberry wanted to bring its purpose, "creativity opens spaces,” to life for its entire workforce. Working with ACNE Studios, I came up with the idea of “Thread”. The thread of creativity running through all Burberry does, through time, through collections, through culture, through techology. I creatively directed the campaign across film, an event, and photography. It was presented by Riccardo Tisci and then-CEO Marco Gobbetti.
H&M Move
Working with GentleForces, I was a creative director / cultural strategist on the global launch of H&M's movement brand, H&M Move. The campaign starred living legends Jane Fonda and Beyoncé’s choreographer JaQuel Knight. Alongside, I worked with GentleForces x H&M on the brand’s online and in-store multi-brand offering.
Paris Loves Us
A social movement campaign with directors Loren Denis and Anthony Vibert, and designer Camille Tanoh. I co-wrote the stream-of-consciousness voiceover, based on a poem of mine called “Piss of Perfect”, a love letter to Paris in all its energy and diversity, from the banlieues to the boulevards, and to everyone in it, wherever they come from.
COTY
I led a cultural study that looked at Gen Z beauty through the lens of emerging adulthood. What that life stage actually feels like now, caught between its timeless drives and the particular pressures of this moment, and what that means for beauty. Working with BeenThereDoneThat and IPSOS, I developed a comprehensive playbook for COTY's brands.
Formats: Zinc Media, RedBull, Spotify, Rolex
Short-form film formats for C4 and The Independent via Zinc Media across LGBTQIA+ sport, female tech pioneers, and a refugee cooking show. "Queens of the Phone Age" for RedBull, an irreverent competition format that transposed online behaviours into the real world and made Creators compete to perform them for points and clout. "Like News, But Social" for Spotify, a weekly podcast comedy show about the week's news as it played out on social, the big stories, the social weather, and everything in between. I developed formats for Rolex’s Arts patronage programme too.
Also…
Executive production of branded content at Rattling Stick, helping define what branded film could become beyond commercials, clients included Burberry x GQ, Vogue, Wired, Nike, Sky, McDonald's, Red Cross and more. Advisor to ADCAN, a yearly competition pairing young filmmakers who needed real work for their reels with charities who needed films - helping talent into the industry and helping good causes along the way. Plus Stanley Tucci x Tanqueray No. Ten and many others with Matt Holyoak, and cultural, creative, and strategic work with BeenThereDoneThat, The Intangibles, and The Mill for YouTube, Google, Apple, Unilever, Nike, Gucci, Rolex, and many, many more.
“Andy combines intellectual and strategic rigour with creativity to come up with unconventional solutions to business problems, using culture as the delivery mechanism. I love him.”
David Kolbusz, CCO & Partner, Orchard Creative NYC, ex-CCO Droga5 London