BIG IDEA launch platform: More Taste. Still Water.
- A memorable launch idea with built-in reassurance.
- Outdoor, retail and bus-side campaign executions.
- Helped establish category leadership.
MIP PHILLIPS / SELECTED WORK
IDEAS WITH
IMPACT.
Campaigns, brand worlds and creative ideas that make people feel something – and move something.
An integrated awareness campaign built around AJ the ant.
- Outdoor, video, press and bus advertising.
- A distinctive character and repeatable campaign platform.
- More than 250,000 YouTube views in four weeks.
A self-initiated speculative creative concept for an anti-advertising drink; not a commissioned campaign.
- Provocative headlines.
- Proposed outdoor and community creative.
- Challenger brand positioning.
Developed brand territories and a scalable packaging system for Pure Pom/Pomology. The launch is currently on hold.
- Pomology brand platform.
- Packaging designed for recognition across products.
- Alternative culture-led identity route.
A modern identity and messaging system built for recognition.
- Clear positioning and visual identity.
- Distinctive brand cues.
- Consistent execution across touchpoints.
A creative platform exploring the urgency of AI adoption.
- Metaphor-led creative.
- Art-directed AI imagery.
- Campaign concept designed across multiple channels.
Making car leasing feel optimistic, friendly and simple.
Digital campaign using film, landing pages and emotive storytelling.
A bold agency launch film designed to communicate confidence and creative ambition.
Trade launch campaign turning bottle caps into a promotional mechanic.
Brand naming, identity, positioning and rollout.
Identity, landing page structure, positioning and messaging.
Character-led storytelling to make complex services more memorable.
Speculative advertising concept, not commissioned or endorsed by the brand.
Speculative charity collaboration concept, not commissioned or endorsed by the brands.
Art-directed AI advertising built around the KEEP UP platform.
AI-generated character designed for beauty marketing and digital commerce.
THE SHOWREEL
IDEAS IN MOTION.
From global brands to challenger businesses. Different sectors. Different budgets. The same belief in creativity.
MY ROLE
IDEAS WITH A PURPOSE.
Anyone can make something look good. The hard part is making it mean something – and keeping it consistent when businesses grow, channels multiply and attention becomes harder to earn. The examples above show the thinking, creativity and decisions behind the work.
THE BIG IDEA BEHIND THE BRAND