DAN DOUGLAS

Xbox Dreamland: where the worlds of elite footballing talent and iconic games collide. With Xbox as the official sponsor of the England (The FA) and France (The FFF) football teams, we created a campaign that celebrates the shared moments of emotion between our games, and the beautiful game.

Our vision was to blend the excitement of football with the immersive universes of beloved Xbox games. We created a series of striking images showcasing top footballers interacting with characters from popular titles like Sea Of Thieves, Halo, Elder Scrolls Online, and Minecraft.

The result? A dynamic campaign that not only celebrates the spirit of the EUROs but also highlights the overlap between gaming and sports. Each visual story is designed to resonate with fans, merging their love for football with their passion for gaming, creating a memorable and engaging asset.

Managing multiple partners, player agents, game studios, retouching agencies, and brand teams, this took a behemoth effort to get over the line and is a great example of having to be flexible, right up until launch date.

In order to market EA Sports FC 24 on Xbox to real football fans, we made sure to show up in the places where true football culture thrives.

From hotdog buns, to the the backs of security guards and more, we hid early access codes to the game in plain sight for any eagle-eyed fans to grab before the official launch day.

DP World is now the official logistics sponsor of the McLaren Formula 1 team. We combined the two most iconic elements of each brand, the container & the car, and brought them together to announce the partnership.

Ahluwalia’s AW23 collection, Symphony, connected via the EON platform and powered by Microsoft, is pushing circularity, creativity and transparency in fashion.

Our brief was to tell the story of the collaboration between the three brands and show how EON’s Digital ID technology is enabling Ahluwalia to become more transparent and drive a deeper connection between the garments and the people who wear them.

Score More With Xbox, our global FIFA compete campaign, focuses on rewarding our community for playing on Xbox, and making it the best place to play.

For this activation, we put some of the biggest YouTubers and FIFA creators head-to-head against each other, and ex-England and Chelsea legend Joe Cole for a chance to take home prizes to give away to their followers.

Whatsapp Business wanted to bring to life the key features that the app has for young entrepreneurs.

Working with two ‘business icons’, Harry Pinero & Chunks, we provided three Young Hustlers with the opportunity to pitch their ideas and gain some invaluable advice… with the help of Whatsapp.

In 2021, Heineken announced new sponsorship deals with three major women’s sports properties across football and motorsport.

To announce and celebrate the partnership, we created this hero film featuring Heineken ambassadors Thierry Henry and David Coulthard, alongside Pernille Harder, Melanie Leupolz, Jamie Chadwick, and Naomi Schiff. The film captures the shared magic, drama and excitement of sports – the key elements that make it so special for the fans.

For the launch of Ninja Theory’s new badass brawler game Bleeding Edge, we were tasked with bringing to life the colourful cast of crazy characters that you can choose from to wreak havoc on the enemy team with.

Each character has a detailed backstory and a unique, over-the-top arsenal of weapons at their disposal. To showcase the wackiness of each character and bring to life the chaotic nature of their personality and the game itself, we wanted to show how even the constraints of social media can’t hold these characters back from causing chaos.

Role: Lead Creative

For year three of Score More With Xbox, our global creative campaign aimed at promoting FIFA on Xbox, Xbox have partnered with The FA, to become the official gaming sponsor of the Three Lions, the Lionesses, and the E-lions.

For the first piece of co-branded content, we put FIFA content creator Capguntom head to head against England legend Joe Cole, to see who could recreate some iconic England goals. Whilst Joe attempts to recreate the goals on the pitch at St George’s Park, Capguntom will attempt the goals in FIFA 22 on the Xbox Series S.

My Role:

Lead Creative

Due to the success of the Score More With Xbox global campaign for FIFA 20, Xbox asked us how we could evolve and elevate the campaign for FIFA 21 and continue to build equity in it as an ongoing piece of brand IP .

The first step was updating the visual identity of the campaign to keep it fresh and in line with internet culture and the new FIFA branding and content.

To add credibility to the campaign we entered the transfer market, signing Chelsea and USA star Christian Pulisic as the brand ambassador and face of SMWX for FIFA 20.

The campaign spawned hundreds of pieces of social content, over 90 custom influencer seeding kits, live streams, and most importantly, we helped our fans Score More, giving away over 100 Million reward points and tonnes of great prizes throughout the year across 12 markets.

Role: Lead Creative

Receiving a brief asking us to create content for OMEN’s new gaming laptop starring Peter Crouch was a slightly strange one, even for us. Bringing to life an authentic connection between the former England frontman and a new range of PC gaming products brought about a range of challenges, the main one being creating something that felt authentic to both audiences, especially a socially savvy and often cynical audience of gamers.

Playing on Peter’s often self-deprecating humor, we positioned Peter as the typical over-confident sportsman, ready to tackle any challenge thrown his way. Maybe he should’ve heeded the advice from OMEN after all…

Directors: Dan Johnston & Jamie Deeks

Role: Lead Creative

Production Company - DH&Co

To celebrate the FUTmas (one of the biggest moments in the FIFA calendar), we create a bespoke advert showcasing the story behind Score More With Xbox - play FIFA on Xbox this Christmas for a chance to win!

Director - Rich Hall

Role: Lead Creative

Production Company - Riff Raff

To celebrate the Halloween FIFA event Ultimate Scream, we created a bespoke advert showcasing the story behind Score More With Xbox - play FIFA on Xbox this October for a chance to win!

Director - Rich Hall

Role: Lead Creative

Production Company - Riff Raff

Lead Creative

Award winning work (Sabre) and featured in Creative Review The Annual 2019.

https://www.creativereview.co.uk/omen-by-hp-challenge-by-edelman/

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Sporting tournaments have become stale. The same format over and over. Tried. Tested. Predictable.

When OMEN by HP asked us to come up with a way to make their esports tournament stand out at one of the busiest moments in the gaming calendar, Gamescom, we knew we couldn’t play it safe.

To do this, we had to devise a truly innovative tournament, one that created a sense of real jeopardy and engagement. So we took the traditional format and flipped it on its head.

 Instead of having players battle it out for a large cash prize, we paired top players and influencers with superfans and gave them a pot of cash to protect.

 Every time a player was killed they lost cash and every time they took out an opponent they stole their cash.

 The tournament was streamed live on Twitch over 3 days, receiving over 3 million live views and generating over 3.2 million social engagements - a 300% increase on OMEN Challenge 2017.

Role: Lead Creative

I worked as the Lead Creative to develop the concept, tournament format, influencer selection and script/art direct and shoot all content around the event. Content included:

• pre-event adverts for owned social channels

• influencer announcement teaser posts & livestreams

• livestream scripting and run of show for 3 day tournament

• post-event wrap up content

• case study video