/ 002
Creative Direction, Film & Content, Art Direction
Creative Direction, Film & Content, Art Direction
Roles & Responsibilities:
The Challenge
Bose needed to elevate the QC35 headphones from a product defined by function into an icon of focus and performance, leveraging its partnership with Mercedes-AMG Petronas Formula 1 to connect emotionally with a global audience.
The Solution
Lewis Hamilton, who performs in one of the loudest and most high-pressure environments in sport, became the perfect metaphor for the QC35’s ability to shut out distractions. A cinematic campaign turned noise cancellation into an emotional story of focus and control.
I led concept development, art direction, and co-wrote the script for the film, which was captured in a single continuous tracking shot that demanded precision at every step. The story followed Lewis as he shut out the chaos of race day and prepared to perform at the highest level, mirroring the product’s ability to cancel noise and create clarity. I oversaw the visual language, narrative rhythm, and production execution to ensure the headphones’ innovation was expressed with both authenticity and emotional weight. The final film transformed Bose’s core feature into a visceral story of control and composure under pressure, reinforcing the brand’s position as a partner in peak performance.
Team: Anthony Banks, and Nadine Kuilboer
The Challenge
Bose needed to elevate the QC35 headphones from a product defined by function into an icon of focus and performance, leveraging its partnership with Mercedes-AMG Petronas Formula 1 to connect emotionally with a global audience.
The Solution
Lewis Hamilton, who performs in one of the loudest and most high-pressure environments in sport, became the perfect metaphor for the QC35’s ability to shut out distractions. A cinematic campaign turned noise cancellation into an emotional story of focus and control.
I led concept development, art direction, and co-wrote the script for the film, which was captured in a single continuous tracking shot that demanded precision at every step. The story followed Lewis as he shut out the chaos of race day and prepared to perform at the highest level, mirroring the product’s ability to cancel noise and create clarity. I oversaw the visual language, narrative rhythm, and production execution to ensure the headphones’ innovation was expressed with both authenticity and emotional weight. The final film transformed Bose’s core feature into a visceral story of control and composure under pressure, reinforcing the brand’s position as a partner in peak performance.
Team: Anthony Banks, and Nadine Kuilboer
Creative Director
Art Direction
Co-Writer
Narrative Development
Film Direction
Production Oversight
Cinematic Storytelling
Partnership Storytelling
Creative Director
Art Direction
Co-Writer
Narrative Development
Film Direction
Production Oversight
Cinematic Storytelling
Partnership Storytelling
Bose
Bose
Focus On
/ 002B
Creative Direction, Film & Content, Art Direction
Creative Direction, Film & Content, Art Direction
Roles & Responsibilities:
The Challenge
Bose needed to position the ST300 Soundbar as more than just sleek hardware, showing how it could transform home entertainment into an experience as powerful and immersive as being trackside at a Formula One race.
The Solution
Formula One is defined by its visceral sound, the roar of engines, the energy of the crowd, the intensity of the moment. By partnering with Lewis Hamilton, the campaign connected that signature sensory rush to the ST300’s promise, turning elite motorsport into a metaphor for the product’s ability to bring cinema-level immersion into the home.
I led concept development, art direction, and co-wrote the script for the global TV spot, designed to maximize less than half a day of access to Lewis Hamilton. The film captured his presence at the heart of the action, with sound design and storytelling crafted to pull viewers into the intensity of race day. Aired during the Formula One season, the campaign reinforced Bose’s reputation for performance-driven innovation while highlighting the ST300 as the ultimate home entertainment experience.
Team: Anthony Banks, and Nadine Kuilboer
The Challenge
Bose needed to position the ST300 Soundbar as more than just sleek hardware, showing how it could transform home entertainment into an experience as powerful and immersive as being trackside at a Formula One race.
The Solution
Formula One is defined by its visceral sound, the roar of engines, the energy of the crowd, the intensity of the moment. By partnering with Lewis Hamilton, the campaign connected that signature sensory rush to the ST300’s promise, turning elite motorsport into a metaphor for the product’s ability to bring cinema-level immersion into the home.
I led concept development, art direction, and co-wrote the script for the global TV spot, designed to maximize less than half a day of access to Lewis Hamilton. The film captured his presence at the heart of the action, with sound design and storytelling crafted to pull viewers into the intensity of race day. Aired during the Formula One season, the campaign reinforced Bose’s reputation for performance-driven innovation while highlighting the ST300 as the ultimate home entertainment experience.
Team: Anthony Banks, and Nadine Kuilboer
Creative Director
Art Direction
Co-Writer
Concept Development
Storytelling Framework
Experiential Integration
Campaign Oversight
Creative Director
Art Direction
Co-Writer
Concept Development
Storytelling Framework
Experiential Integration
Campaign Oversight
Bose
Bose
Get Closer
/ 002C
Creative Direction, Film & Content, Art Direction
Creative Direction, Film & Content, Art Direction
Roles & Responsibilities:
The Challenge
Bose wanted to leverage its Formula One partnership to reach everyday fans, showing that its products weren’t just for elite athletes but also for those who live and breathe the sport at home and on the go.
The Solution
Formula One is a global spectacle that fans follow wherever they are. A series of Channel 4 idents used the story of an enthusiast couple to connect Bose products to that passion, highlighting how the brand keeps fans immersed in the race no matter the setting.
I led the development, art direction, and co-wrote the scripts for the idents, ensuring each vignette felt both authentic to Formula One and relatable to everyday fans. The narrative followed an F1 enthusiast couple seamlessly weaving Bose products into their lives—from catching pre-race coverage at home to staying connected on the move—illustrating how Bose keeps fans immersed wherever they are. Careful attention to visual language, pacing, and sound design elevated short-form storytelling into cinematic moments that stood out within live broadcasts. The series not only reinforced Bose’s adaptability and premium quality but also strengthened its association with the passion and energy of Formula One fandom.
Team: Anthony Banks, and Nadine Kuilboer
The Challenge
Bose wanted to leverage its Formula One partnership to reach everyday fans, showing that its products weren’t just for elite athletes but also for those who live and breathe the sport at home and on the go.
The Solution
Formula One is a global spectacle that fans follow wherever they are. A series of Channel 4 idents used the story of an enthusiast couple to connect Bose products to that passion, highlighting how the brand keeps fans immersed in the race no matter the setting.
I led the development, art direction, and co-wrote the scripts for the idents, ensuring each vignette felt both authentic to Formula One and relatable to everyday fans. The narrative followed an F1 enthusiast couple seamlessly weaving Bose products into their lives—from catching pre-race coverage at home to staying connected on the move—illustrating how Bose keeps fans immersed wherever they are. Careful attention to visual language, pacing, and sound design elevated short-form storytelling into cinematic moments that stood out within live broadcasts. The series not only reinforced Bose’s adaptability and premium quality but also strengthened its association with the passion and energy of Formula One fandom.
Team: Anthony Banks, and Nadine Kuilboer
Creative Director
Co-Writer
Concept Development
Art Direction
Narrative Direction
Content Production
Cultural Storytelling
Creative Director
Co-Writer
Concept Development
Art Direction
Narrative Direction
Content Production
Cultural Storytelling
Bose
Bose
However You Feel, Really Feel
/ 001
adidas
Creative Direction, Film & Content, Art Direction
/ 003
HOYA
Creative Direction, Brand Identity, Brand Strategy & Platforms
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