A statement of sustainability
Hands-on creative direction for the launch of London's first mass-timber workspace, Black&White is a statement of intent to the industry on how we can all build more sustainably. Along with producing the branding, messaging and a full marketing toolkit, we created a year-long educational campaign through paid, owned and earned channels with coverage in The Guardian, Monocle and FT.
Black&White by TOG
Role: Creative Director
Beginning with a manifesto film to kick-start the campaign featuring The Office Group CEO, Charlie Green, and the architect, Andrew Waugh. Along with a series of animated infographics to explain the materials and method of construction to a generalist audience.
For launch I art directed the interiors shoot, as well as directing a completion film with the architects.
To support the launch of Black&White, we created a mentorship programme pairing leading furniture designers with design students to make an original piece for the workspace. I developed the positioning, branding and creative and partnering with POoR to recruit students.
