The VICE Guide to Partnerships

In June, I finished up with VICE Australia after nine years with the company. VICE was one of the most creative companies I've worked for, and has been a true career highlight. With a few weeks of reflection behind me, I wanted to capture, for my benefit as much as anyone else's, a handful of the best projects that I had the pleasure of working on with some wonderful clients and partners.

Actual, Pigeon and CUBs

Some of the work I am proudest to have been involved with at VICE and VIRTUE was with the team at CUB, helping them develop new products, leveraging the cultural insights of VICE’s audience to develop three entirely new brands. CUBS and Pigeon; two new beers, and Actual, a Vodka Seltzer RTD. 

eBay Hump Shopping Network

This project was purely made possible by a brave and fantastic client. Signed off with three weeks before going live; four live broadcasts, each four hours long, and only loosely scripted. The content was funny, and people came back every week to tune in. Better yet, it drove sales for eBay, with 90% of all deals sold out.

Schweppes Knapsack Bartender

One of the earliest major partnerships I worked on, and still one of my favourites. We filmed six long-form documentaries around the world, exploring creativity in mixed drinks and cocktails for Schweppes. Series link.

Samsung Sound & Vision

Having the opportunity to create a performance in the Concert Hall at the Sydney Opera House is a career highlight for anyone. This performance paired three musicians with three visual artists, creating a visually spectacular performance driven by technology, all controlled by Samsung tablets behind the scenes.

Closeup Lost Loves

A global campaign working with Unilever Singapore, and then localised into the Philippines, India and Brazil. ‘Lost Loves’ was a beautiful film to bring to life Closeup’s purpose of ‘Removing barriers to closeness’ in a powerful way.

Intel Sound Clouds

We did a large number of activations with Intel, using their technology to create all manner of interactive events and installations. One of my favourites was the Sound Cells, an installation of four cells outside the Sydney Opera House during VIVID, where the performance inside the concert hall was live streamed to the cells outside.

Durex 'Come With Durex'

This campaign beautifully gave the Durex brand a strong point of view and a mission, delivered with cultural style that resonated with the target audience. We launched with a tactical piece at Splendour before following up with ATL.

House of Bacardi

The brief: throw some amazing parties. We brought together some of Sydney, Brisbane and Melbourne's best party crews to program a space each within the House of Bacardi.

MLA x Munchies x YouTube

We partnered with MLA and YouTube to create a number of sponsored episodes of How-To, the global cooking franchise by Munchies. Several of these episodes organically reached over 1m views due to the scale of the platform, and all were delicious.

Lynx Pitch Black

This video doesn't do justice to the sensorial experience of a concert in pitch darkness. The band performed with night vision goggles, and we gave the audience a sensorial onslaught of smells, touch, sound and finally light.

Air New Zealand x Buenos Aires

What a city.

Thank you to all of the people who I've worked with throughout the years on these projects - from fantastic clients to an amazing team across all the various departments, countries and teams at VICE. It's been an amazing experience and a body of work I'm so proud to have worked on, and appreciate everyone who I've had the chance to do so with.