Phil's portfolio contains summaries of his work as a senior art director for various campaigns. One campaign was for AIG Men's Care insurance which offered policies specific to male health issues. Phil created print ads that focused on physical health and placed them in magazines like Men's Health. Another campaign was for AIG Life Insurance to promote fair terms. Phil created ads showing products that couldn't work to highlight the frustration of terms and conditions. A third campaign was for Google.co.uk to launch a UK-specific search portal. Phil created video and banner ads translating common searches into British English and slang.

1. Phil’s portfolio
SNR ART DIRECTOR
PHIL
Date: 31/11/16
Catagory: Porti
SNR ART DIRECTOR
PHIL

2. Date: 31/11/16
Catagory: Print
Campaign: AIG Men’s Care
Description: Creative RationaleSNR ART DIRECTOR
PHIL
AIG:
Take care of your
bodywork
AIG:
Take care of your
bodywork
AIG Men’s care:
Take care of your
bodywork
AIG: Men’s care
AIG offer insurance that is specific to male diseases. We were asked to
place an ad in male magazines such as Men’s Health to sell this product.
We therefore created the ad to sit in these very body conscious periodicals.
We got into the mind set of the typical male according the articles in the
magazine and focused on physical health for the main image, cars in terms
of the copy and set it like a tattoo for that personal touch.

3. Date: 31/11/16
Catagory: Print
Campaign: AIG Men’s Care
Description: Print AdSNR ART DIRECTOR
PHIL

4. AIG: Life insurance
SNR ART DIRECTOR
PHIL
AIG:
Terms & conditions apply
Date: 31/11/16
Catagory: Print & DM B2B
Campaign: AIG Life Insurance
Description: Print & DM
AIG was determined to offer insurance that was competitive and fair. Insurance
companies at this point were to willingly to give a good deal with non-claim
bonuses and yet were hesitant to actually pay out when claims were to be
settled. AIG wanted to show that when you took out insurance with them they
would settle the claim and not hide in the fine print.
With this in mind we took the one thing that can make anyones life a misery
when you don’t get what you pay for: “terms & conditions apply”. To highlight
this visually we created a few products that just couldn’t possibly work.

5. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Print & DM B2B
Campaign: AIG Life Insurance
Description: Print & DM
Like insurance that you are unable to claim on, we created products that you can buy but are in fact useless as the main visual.
Tired of the big print that giveth and the small print that
taketh away? Get insurance that does insure you with AIG.
Go to aig.com
Tired of the big print that giveth and the small print that
taketh away? Get insurance that does insure you with AIG.
Go to aig.com

6. SNR ART DIRECTOR
PHIL
The central idea could easily be applied to tactical
ads such as “Happy New Year”, “Happy Fathers Day”,
“Merry Christmas” etc.
Date: 31/11/16
Catagory: Print & DM B2B
Campaign: AIG Life Insurance
Description: Print & DM
Tired of the big print that giveth and the small print that
taketh away? Get insurance that does insure you with AIG.
Go to aig.com

7. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Print & DM B2B
Campaign: AIG Life Insurance
Description: DM
The 3D B2B pack was targeted at businesses that sell on AIG Insurance products to their
staff as part of their benefits package. The idea is the same, but with an actual tin can
containing a real tin opener, a brochure and a call to action to generate leads.

8. SNR ART DIRECTOR
PHIL
Google:
americans now speak
english
British people have a rather uniquie way of looking at the world, which is to be
expected in a country with such a wide range of dialects, cultures and influences.
Over the years we have developed some very colourful and humerous ways to
refer to the things around us - a rich melting pot of words and phrases that give
our lives such texture.
Therfore, the UK needs a rather unique portal, one that sees the English point of
view.
By giving us the chance to search in our own dialects and slang, it is clear that
Google comprehends what we want. And thus we can find it.
In order to demonstrate this we took the perspective of a diversified, yet unified
English mind and asked if Google could in fact meet our needs.
Google.com
Now.co.UK
Date: 31/11/16
Catagory: Digital Campaign
Campaign: GOOGLE.CO.UK
Description: Creative Rationale
Example: “China PLATE”
“China plate” or just “China” is cockney rhyming
slang for “mate” or friend.

9. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Digital Campaign
Campaign: GOOGLE.CO.UK
Description: You Tube: Web banners
In the UK we don’t say “sneakers” we say “trainers”. We bought two banners placed next to
each other and made Google the local version of a search in our own language.
Frame 1
Frame 2

10. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Digital Campaign
Campaign: GOOGLE.CO.UK
Description: You Tube: Web banners
In the UK we don’t say “sneakers” we say “trainers”. We bought two banners placed next to
each other and made Google the local version of a search in our own language.
Frame 3
Frame 4

11. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Digital Campaign
Campaign: GOOGLE.CO.UK
Description: You Tube: Web banners
The final banner would lead to an
immediate use of the Google.co.uk
search engine.

12. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Digital Campaign
Campaign: GOOGLE.CO.UK
Description: You Tube: MMS
With MMS we used a play on words, where “pony” could have two meanings in the English language.
Frame 1 Frame 2 Frame 3 Frame 4

13. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Digital Campaign
Campaign: GOOGLE.CO.UK
Description: You Tube: Awareness
“I am your father”.
Vader VO: Oi! Luke! I’m your “pot and pan”! Luke VO: That’s... soooo random...”
Vader: I am your father. Luke: That’s... Impossible!
Americans now
speak English.
.com .co.uk
Now:
If we were to take the idea of “Americans now speak English”and dramatise this, we could also translate
some famous movies, with legendary lines and place them on to YouTube (since we are working within the
web as a medium) to reinforce the point.
For example: Star Wars.

14. SNR ART DIRECTOR
PHIL
Merc Actros:
A diary in retrospect
We were asked to launch the Mercedes-Benz Across. This would normally consist
of an event and a gift. We felt that this would be a great opportunity to not only
introduce the truck but to also praise the vehicle in terms of it’s merits and use
the launch as a platform for a CRM campaign in terms of sales.
A truck is just a truck. However, if you live in your truck for a long stretch like
truckers do, its your best friend, and it has your back.
The Merc Actros had a longevity that far exceeded it’s competitors so we showed
how long the truck would last in terms of a diary in retrospect. The tone of the
message was that of an old friend looking back on a beautiful partnership.
Merc Actros: Launch campaign
Date: 31/11/16
Catagory: Direct Marketing: Launch/CRM
Campaign: Actros Launch campaign
Description: Invitation

15. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Direct Marketing: Launch/CRM
Campaign: Actros Launch campaign
Description: Invitation
Invitation: This contained a letter, a brochure/diary, brick-a-brack from the truck and an enclosed letter to
be handed on to the procurement manager.

16. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Direct Marketing: Launch/CRM
Campaign: Actros Launch campaign
Description: Integrated campaign
Invitation: Each spread then tells the story of the truck’s relationship with the business during it’s residency. The story highlights the trucks economy,
comfort, power, but above all it’s reliability and endurance.

17. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Sponsorship
Campaign: Lexus Durban July
Description: CRM
Lexus:
sponsorship at the
durban july.
The Durban July Handicap is a South African Thoroughbred horse race held
annually on the first Saturday of July since 1897 at Greyville Racecourse in Durban.
It is South Africa’s premier horse racing event and currently offers a purse of R3.5
million. Lexus sponsored this event and wanted to envite the Lexus owners in their
tent and show that they appreciated them.
Since the Durban July is such a huge event and everyone comes dressed to the
nines, we wanted them to feel like they stood out from the crowd when they
recieved their gift and sat in the Lexus VIP area.
Lexus: Brand awareness & sponsorship

18. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Sponsorship
Campaign: Lexus Durban July
Description: CRM
At the event the Lexus owners were given a pack that stated that they were “one in a million”.

19. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Sponsorship
Campaign: Lexus Durban July
Description: CRM
Each pack contained a gift - one for the men, one for the ladies. There was no hard-sell in terms of product merely a reminder of why they and the
brand were likewise inclined. One in a million...

20. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: B2B DM
Campaign: Vodacom Business Hosted
Description: CRM
Hosted Solutions means that your service provider comes in to take away your stuff
so that you can achieve everything in terms of your IT, Software and Comms.
So how does one show nothing that’s everything?
vodacom: hosted
What you don’t see, is
what you get.
Vodacom: Cloud B2B 3D pack

21. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: B2B DM
Campaign: Vodacom Business Hosted
Description: CRM
We sent a pack that implied something, without containing anything, that would take care of all your IT and
Comms. This was the tangible, intangible pack that led potential leads to a site that captured details.

22. Date: 31/11/16
Catagory: Awareness campaign
Campaign: Mobifines: Awareness campaign
Description: Graphic deviceSNR ART DIRECTOR
PHIL
mobifines:
creating New jobs for
speed cops
Let’s face it, traffic officers are not endeared by the general public… even though they
fulfil a very important role, they’re more often than not perceived to be taking joy from
our misery – hanging around in shady spots and keeping themselves busy with making
our lives miserable.
Although not true, it is the existing perception. So how can we leverage that perception
in a humorous way without degrading the officers? This is how we do it…
Mobifines: Awareness campaign

23. SNR ART DIRECTOR
PHIL
This visual device and copy line is used throughout the campaign. What we are saying is very straight forward - if you have mobifines on your phone then the traffic police
can’t touch, and thus going to have to find something better to do.
The execution is very retro to highlight the fact that worrying about being stopped in a roadblock is now a thing of the past.
Date: 31/11/16
Catagory: Print & poster campaign
Campaign: Mobifines: Awareness campaign
Description: Graphic device

24. SNR ART DIRECTOR
PHIL
This visual device and copy line is used throughout the campaign. What we are saying is very straight forward - if you have mobifines on your phone then the traffic police
can’t touch you, and are thus going to have to find something better to do.
The execution is very retro to highlight the fact that worrying about being stopped in a roadblock is now a thing of the past.
Date: 31/11/16
Catagory: Print & poster campaign
Campaign: Mobifines: Awareness campaign
Description: Print

25. SNR ART DIRECTOR
PHIL
This visual device and copy line is used throughout the campaign. What we are saying is very straight forward - if you have mobifines on your phone then the traffic police
can’t touch you, and are thus going to have to find something better to do.
The execution is very retro to highlight the fact that worrying about being stopped in a roadblock is now a thing of the past.
Date: 31/11/16
Catagory: Print & poster campaign
Campaign: Mobifines: Awareness campaign
Description: Print

26. Date: 31/11/16
Catagory: Print & poster campaign
Campaign: Mobifines: Awareness campaign
Description: Tactical outdoor postersSNR ART DIRECTOR
PHIL
At selected spots where fixed speed camera
operate, we place simple banners in the
background that will be visible in every picture
the camera takes… so every fine that is
received in the mail will have our banner in the
background of the photo.

27. Date: 31/11/16
Catagory: Online
Campaign: Radius: Corporate website
Description: Creative rationaleSNR ART DIRECTOR
PHIL
Radius Payment solutions
Driving fleet and payment
technology
Raduis not only give payment solutions for fleets,
they also have fleet management technology.
They had also just gone global. They wanted
a new look and feel plus a positioning that
combined all of the above.
Radius: Corporate

28. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Online
Campaign: Radius: Corporate website
Description: Home page
On the landing page we set the scene by showing that we were now global, the central logo pulsed with it’s graphic device implying
technology.

29. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Online
Campaign: Radius: Corporate website
Description: Home page
On the landing page we set the scene by showing that we were now global, the central logo pulsed with it’s
graphic device implying technology. The pulsing central graphic led to the brand promise...
... vehicle tracking...
...payment solutions...
... telematics.

30. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Online
Campaign: Radius: Corporate website
Description: Branches
Belgium
Denmark
France
Germany
Ireland
Italy
Netherlands
Portugal
Singapore
Spain
Sweden
> United Kingdom
Crewe
United Kingdom
Radius Payment Solutions is based in Crewe
near Manchester, where over 350 people
work at its purpose built head office. UK
Fuels is the largest of the group’s divisions
and offers a full range of fuel card products
across a wide range of customers. UK Fuels
also provides a fuel bunkering service to the
logistics operators as well as white label
services to many major Oil Companies and
fuel distributors.
UK Fuels Limite
Eurocard Centre
Herald Park
Herald Drive
Crewe
CW1 6EG
+44 (0) 12 706 55 600
OFFICES
MORE ABOUT THIS OFFICE >
ZOOM OUT
UK
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TELEMATICS MASTERCARDS RENTALS
CONTACT US
Download
Network Apps
FUEL CARDS
> OWN BRAND
> OIL COMPANY RESELLER
> FUEL CARD OUTSOURCING
SOLUTIONS DELIVERED
To show that Radius is now global, the navigation to your local provider was the world that could
be navigated by scrolling with your mouse.
You could then zoom into your country.
And then pin down what services were available
in your area plus what services were available.

31. SNR ART DIRECTOR
PHIL Date: 31/11/16
Catagory: Online
Campaign: Radius: Corporate website
Description: Services
TELEMATICS
PRODUCTS & SERVICES
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FUEL CARDS Mastercard
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TELEMATICS
PRODUCTS & SERVICES
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FUEL CARDS
JOURNEY
HISTORY
LIVE MAP
DRIVER
PERFORMANCE
VEHICLE
PERFORMANCE
LEARN MORE >
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JOURNEY HISTORY
FUEL CARDS Mastercard
The service pages are easy to navigate and educational.
The graphic device held the promise.
The icons zeroed in on a specific product.
Videos would simply educate on the value of the product.