James Smith

James Smith

Creative DirectorLondon, United Kingdom
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Pip Jamieson
Brendan McKnight
Poppy Jamieson
James Smith

James Smith

Creative DirectorLondon, United Kingdom
Projects credited in
  • Rayvn. Simple isn't simple.
    Rayvn. Simple isn't simple.How do you get people to realise there’s no time for learning curves in a crisis? Insight Complexity always feeds a crisis, but preparation feeds simplicity. Our idea Emailing 30 people at the same time, dead easy. Try emailing 30 people at the same time, all while your desk is on fire, not so easy. Simple isn’t so simple in a crisis. Fame This was Rayvn's first foray into international expansion. Launching in Amsterdam where they had zero unprompted awareness, it generated a huge increase in
  • Fat Lad. Change Gear.
    Fat Lad. Change Gear.How do you get non-cyclists to ride in their Sunday best? Insight It’s not the cyclist who’s letting the side down, it’s often their bike gear. And that’s a problem. Our idea Constantly pulling down a jersey to cover their arse, chaffing nipples and sore wotsits… these aren’t the things encouraging someone to jump on their bike. It’s time to change gear. Fame The campaign created a 135% increase in web traffic to the Fat Lad website (compared to YoY). So not only did all the sales numbers go
  • 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.
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Skills
  • Art Directon
  • Communicating Ideas
  • UX Design
  • Creative Direction
  • Advertising
  • Brand Management