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PEDIGREE

DONATION GLASSES

GOLD LION | YELLOW PENCIL | TITANIUM

VIEW ALL 23 AWARDS

SEE THE DIFFERENCE
A DONATION MAKES

ONE CINEMA SCREEN,
TWO SIMULTANEOUS STORIES

By adapting the way 3D glasses work, we were able to simultaneously project two entirely different films on the same screen. Before the movie, cinemagoers were faced with a choice: donate and receive a yellow pair of glasses, or pay nothing and receive a red pair. That decision determined the fate of the dog.

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LEVI’S

REAR VIEW GIRLS




JAE MORRISON


DIRECTOR | CREATIVE

VIEW ALL 21 AWARDS

7x GOLD | 6x SILVER

#4 YOUTUBE VIDEO OF THE WEEK

OVER 20 MILLION VIEWS | #1 VIRAL VIDEO AD AGE
“WE ASKED FOR A CONVERSATION, WHAT THEY GAVE US WAS A CULTRAL PHENOMENON.” - Walter A Hass. Levi Strauss & Co, Global Marketing Group

LEVI’S

REAR VIEW GIRLS



#4 YOUTUBE VIDEO OF THE WEEK

OVER 20 MILLION VIEWS | #1 VIRAL VIDEO AD AGE

JAE MORRISON
DIRECTOR | CREATIVE
7x GOLD | 6x SILVER
VIEW ALL 21 AWARDS
VIEW CASE STUDY
PRESS & CULTURE
CONAN O’BRIEN REMAKE
‘BEHIND THE BEHINDS’

“WE ASKED FOR A CONVERSATION, WHAT THEY GAVE US WAS A CULTURAL PHENOMENON.”- Walter A Hass. Levi Strauss & Co, Global Marketing Group

LANGUAGES
OUT THERE

FOR WANT OF A BETTER WORD

JAE MORRISON

ART DIRECTION | GRAPHIC DESIGN | ILLUSTRATION

“A visual, verbal and
intellectual delight.”

- Steven Pinker

Professor, Harvard University
Author of The Language Instinct,
The Stuff of Thought, and Words & Rules
BRONZE, COPYWRITING | SILVER, OUTDOOR

VIEW OUTDOOR

LANGUAGES
OUT THERE

FOR WANT OF A BETTER WORD
ART DIRECTION | GRAPHIC DESIGN | ILLUSTRATION

“A VISUAL, VERBAL AND INTELLECTUAL DELIGHT.” - Stephen Pinker

Professor, Harvard University
Author of The Language Instinct, The Stuff of Thought, and Words & Rules
BRONZE - COPYWRITING | SILVER - OUTDOOR

VIEW OUTDOOR

SONY PLAYSTATION
EUROPE / APAC
BRAND CAMPAIGN

THE GAME IS JUST THE START


JAE MORRISON

EUROPEAN/ASIA-PACIFIC CREATIVE DIRECTOR | ANIMATION DIRECTOR

THE BRIEF

PlayStation had established itself as an edgy, go-to brand for hardcore gamers. But to grow, it needed to broaden its appeal to families, and convince previous generation console owners to upgrade, even though no major new game releases were available at the time.

Creating individual campaigns in every market was too costly and time-consuming, and was resulting in an inconsistent brand.

Authentic in-game footage had consistently outperformed traditional campaign assets in convincing potential buyers. For that reason (and for cost saving), the campaign needed to incorporate existing gameplay footage supplied by the wide range of game developers.

A cohesive visual language was needed, that was flexible enough in its look and file-structure that it could adapt across all static and dynamic formats, languages and markets without the need for extensive redesigning.

There was a mandate to bring all possible production elements in-house, so my experience as a Creative/Director/Designer was a key part of delivering this solution.

THE GAME IS JUST THE START

A tactile, approachable, and open-ended campaign unified all games, hardware, software, and services across Sony Computer Entertainment Europe, APAC territories, and central digital platforms.

The visual system reinforced the breadth of the next-gen console’s offering, moving beyond the limitations of its predecessor. 

Designed to appeal across age groups, it adapted fluidly to different markets, formats, and languages. 

Key to this flexibility was the creation of dynamic 3D-style ‘smart’ typography that preserved its detail and craft even when localised, reformatted or updated.

MISSION ACCOMPLISHED


GMI Ad Testing Research found the work was seen as surprising, exciting, creative, entertaining, playful, different, inclusive, cutting-edge, and sociable.

UK 2CV Comms Evaluation showed 87% of respondents took something out of the communications — a 31% and 39% increase over the previous two campaigns.

These results retained the global account, and the campaign was extended in reach, and duration for the following year.

SONY
PLAYSTATION

EUROPE / APAC
BRAND CAMPAIGN

THE GAME IS JUST THE START

JAE MORRISON

EUROPEAN/ASIA-PACIFIC CREATIVE DIRECTOR
ANIMATION DIRECTOR

SONY PLAYSTATION
LITTLEBIGPLANET

MAKE ANYTHING, PLAY WITH EVERYTHING


JAE MORRISON

EUROPEAN/ASIA-PACIFIC CREATIVE DIRECTOR | ‘FART PLANET’ DIRECTOR
2D/3D GRAPHIC DESIGN & ANIMATION

PLAYFUL, PLAY-THROUGH EXECUTIONS

LittleBIGPlanet enables gamers to make, and play with everything. To demonstrate this truth, we flew a diverse gaggle of directors and designers to Media Molecule (the UK game developers) to build unique worlds in-game, each narrated by our memorable characters.

These ‘guided walk-throughs’ were recorded in-game, live. The worlds were also made public, for anyone to explore.

To deepen local connection to a global launch, we briefed our regional offices to cast locally iconic voice talent, ensuring the characters and playful tone felt specific and relatable.

The same consideration extended to the graphic design. Working with the developers, we exported in-game assets, then I rebuilt them to allow for multi-language translation / outputs. This enabled bespoke intro & outro sequences that maintained the premium level of visual craft inherent to LittleBIGPlanet’s charming, handmade aesthetic.

We even played with the end-voice, having an operatic tenor sing ‘Play with everythiiiiiiing!‘

SONY
PLAYSTATION

LITTLEBIGPLANET

MAKE ANYTHING, PLAY WITH EVERYTHING

JAE MORRISON

EUROPEAN/ASIA-PACIFIC CREATIVE DIRECTOR
‘FART PLANET’ DIRECTOR
2D/3D GRAPHIC DESIGN & ANIMATION