Hello, we’re Joe Craig 🇳🇿(Copy) and Ed Ryder 🇬🇧(Art), an Amsterdam-based freelance Creative Director team.
We most recently led the global Lay’s, Under Armour, Amstel, HBO Max and Heineken accounts at 180. Our ‘Messi Messages’ campaign won Lay’s its first Cannes Lion in 10 years (only its second ever), helped make 180 the most shortlisted agency in The Netherlands at The One Show and Eurobest, and is featured in the bestselling ad bible “Hey Whipple, Squeeze This”.
Between us we have over 25 years’ experience, multiple awards, and very little hair.
Projects
- Lay's - Messi MessagesChampions League sponsors are in every stadium, ad break, and social feed, but there’s one place they can’t get into - dark social. Until now. We got Lay’s into chat groups everywhere by enabling fans to surprise friends with AI-powered personalised video messages from the greatest footballer of all time, spoken flawlessly in up to 10 different languages. ESPN called it “Undoubtedly impressive”, Fox Sports labelled it “Arresting”, it was picked up by BBC News, and it’s featured in the bestselli
- Under Armour - Through the UnknownWhen COVID-19 hit, it hit high-school athletes particulary hard. Facing canceled seasons and lost scholarship opportunities, they had to navigate through the fog with no idea what lay ahead. This campaign, featuring some of UA’s top prospects and NFL legend Ray Lewis, reminds these athletes that when faced with the unknown, there is only one way to move.
Work history
F
F
Creative Director/Senior TeamFreelance
Amsterdam, NetherlandsFreelance
Creative Director180 Amsterdam
- Amsterdam, NetherlandsFull Time
Skills
- Creative Concepting
- Creative Direction
- Copywiting
- Ad Copywriting
- 360 Campaigns
- Integrated Advertising
- Film Production
- Brand Tone
- Advertising
- Digital Advertising