The Nothing App - ICAD Upstarts Entry
Brief: Advertise a modern day "Pet Rock".
Insight: People always complain about being addicted to their smartphone. They have an app for everything... except nothing.
Execution: Turn nothing into a useful utility.
Eason Bookstore Radio Ad - ICAD Upstarts Exhibition Piece
Brief: Write a 40 second radio spot for Eason bookstore, dramatizing the benefit of the physical bookstore experience.
Insight: Ebooks and kindles are just more pieces of tech. A new book is a beautiful object for the senses to explore.
Execution: The bookstore experience, from the books point of view!
