James Smith

James Smith

Creative DirectorLondon, United Kingdom
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65

Connections
Ife Adedoyin
Catherine Laz
Peigh ASANTE
James Smith

James Smith

Creative DirectorLondon, United Kingdom
Projects credited in
  • Mango Bikes. Swipe Right.
    Mango Bikes. Swipe Right.Mango Bikes continue to break the mould of what is expected from a bike brand. Taking on the huge Goliath bike brands of the world, to carve out their niche and sell shed-loads of bikes. Colourful, memorable and bold. This campaign reminds us of the Howard Gossage quote; "Nobody reads advertising. They read what interests them, and sometimes it's an Ad". Amen to that!
  • Proceive. Try.
    Proceive. Try.Conception and pregnancy are both part of the same journey. But are often viewed by the public as separate chapters. Interestingly the same sound can mean two different things that are connected. "Try" and "Tri" From 'the birds and the bees', to bump, and baby.
  • Mango Bikes. Spokes Newington.
    Mango Bikes. Spokes Newington.Brands can't have fun. Or can they? Maximus Outdoor ran a competition in early 2021 to celebrate the importance of neighbourhoods. After sifting through a bazillion entries, the judges chose our entry for Mango. "We really liked the sense of humour and simple play on words that tied in with the local area. And the environment works particularly well for this brand". It's slapped 5m high on the side of a building on Stoke Newington High Street. If it doubt, tickle and tittilate the public.
  • Canopy. Goes Fresh.
    Canopy. Goes Fresh.How do you get renters to think positively about their rent? We’d been working with Canopy for a while, creating Ad campaigns and making them famous. Things were growing, the work was driving customer sign ups but something was missing. A killer brand to talk one-to-one and make people feel special. Cue a rebrand. Talking to the public with empathy and realism, but doing it with some va-va-voom. Fresh, vibrant and real. Fame: More renters, more downloads and crucially… more traction.
  • Mango Bikes. Commuticise.
    Mango Bikes. Commuticise.How do you convince a non-cyclist to buy your bike for commuting? We’ve been making Mango famous for nearly a year. Built on rock solid foundations, we’re able to be tactical. In Summer 2020, when swathes of the UK were searching for a bike to commute on we put Mango at the top of that list. Talking to the public with a twinkle in the eye. And the website crashed under the weight of traffic. Simple, timely and effective. Fame: More bikes sold than they can handle. And if in doubt… crash the s
  • Expedia. Expect More.
    Expedia. Expect More.How do you show you have the scale of big legacy players and the agility of trendy start-ups? Battling for market share on two fronts is exhausting, especially in B2B. So we switched the dilemma on its head, a weakness into a strength. Businesses should Expect More than just the techie razzmatazz of start-ups and the we’ve-always-done-it-this-way clunk of the bigger, older players. And Paul even got an email from one of Expedia’s thoroughly pissed off competitors. Hilarious! Fame: 63k YouTub
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Skills
  • Art Directon
  • Communicating Ideas
  • UX Design
  • Creative Direction
  • Advertising
  • Brand Management