As part of their exploration of Absolut sale into private hands, the Swedish state (then owners of the brand) compelled all prospective purchasers to demonstrate that they would preserve the brand's rich advertising heritage. Working from the premise that during the 1980s and ’90s the brand's association with art and the avant-garde was indelible, and subsequently had become extremely diluted, to the point that the current target audience of 20-somethings would no longer remember it, I felt it was time for Absolut to again become an "engaged" choice, this time with an environmental message. 

View the Motions TV Spot by clicking here. 

McQueen Puma had launched a line of shoes which showed the imprint of a bare foot through a translucent sole, and featured upers that had stylized sinew detailing. They wanted an insert for magazines that would bring this to life. I hired a medical illustrator to draw a series of anatomical drawings of the human foot, each successive image peeling of a layer, skin, then the musculature, then the veins, until we reached the bone. This was bookended by the upper and sole of the McQueen shoe, and the whole insert was printed onto translucent onionskin paper, so that one could see through to the subsequent page as one flipped through the book, and peeled each layer away. 

Casio had launched a water-resistant, shockproof cellphone, and wanted to emphasize its ability to survive harsh environments. With images of the phone shot by Peter Sutherland in the hands of extreme surfers and skiers in Alaska, I created a set of packaging and POP pieces that utilized a monotone motif of cracking icepack.  

Venerable French sporting goods brand Le Coq Sportif wanted to revamp the brand's messaging to reflect the fact that they were no longer a sportswear brand in the same vein as Adidas, Nike and Puma. I came up with the idea of the spirit of the game transcending the game, and of the new champions, those who followed the beating of their heart to excel in a broad range of creative spheres.  

Amor América was a new line of beauty products from the Brazilian company Natura, known for its ecological approach and use of natural products. Amor América products were to be launched initially throughout South America and the Hispanophone Carribbean. I created a campaign comprising traditional, interactive and experiential components that emphasized Latin America as a shared richness, and demonstrated that Amor América products are the tangible essences of that land, and of the unity of the people to whom it gave birth.  

Pilsner Urquell,  the original Pilsner lager, did not have an advertising message to support its long heritage, and also suffered from unfamiliarity in the market, to the point that its name was thought difficult to pronounce, and its distinctive taste was thought polarizing. The challenge was to create a campaign that addressed all of these issues. To add to the requirements list, the client also wanted the campaign to be irreverent and witty, at the same time extolling the beer's authenticity and heritage.  

Endurance — a book of motocross photography by Theresa Ortolani, a collaboration with art director Alexander Wolf, published by powerHouse, 2009