life before red
Before the sofa, Ian spent two decades helping global brands find their edge. From automotive to finance to tech, he led strategy and creative for some of the world’s most visible brands, often in moments of reinvention, scale, or change. The work he’s proudest of sparked cultural shift and delivered measurable impact.
The Return of an Icon
Agency: Huge
Approach:
Honor the Jeep Grand Wagoneer’s heritage while redefining modern luxury through bold content and immersive campaigns.
Result:
The launch fueled a 30% surge in pre-launch buzz and expanded brand reach by 40% through strategic content partnerships. The Facebook interactive experience generated over 5.2 million impressions, with a 2.1% CTR leading directly into the Build & Price tool, converting 12% of users who clicked into active vehicle configurators.
Jeep X Games
Agency: Huge
Problem: How to launch a Jeep and host X Games during a pandemic with only blueprints?
Solution: A low poly 3D AR Jeep 4xe Hybrid in an immersive gamified virtual world.
Result:
The activation boosted audience interaction time by 35%, drove over 500K unique engagements, and strengthened Jeep’s position as the leading adventure brand with 70% brand lift.
Cleaning as an art
Agency: Lowe Prague
Problem: Graffiti threatened Prague’s historic sites and tourism.
Solution: A campaign redefining what’s considered art.
Result:
Major European PR coverage
Stricter graffiti regulations at key sites
Lennon Wall transformed into a curated gallery
Rogue cleaners emerged, restoring historic landmarks.
Moving forward
Agency: JWT Malta
Approach
HSBC Bank Malta hadn't made a local brand film in over a decade, while competitors attracted thriving businesses. We pitched a simple, relatable script with an elegant visual style, speaking directly to Maltese business owners. Keeping production small and local, we stayed true to the film's message of connection.
Result
The campaign boosted sales and customer engagement by 25%.
This endeavor aimed to infuse over 300 million Euros into the local economy, specifically supporting small and medium-sized enterprises (SMEs). My pride in this project stems from various facets. Firstly, it played a pivotal role in effecting tangible social and economic change, marking a significant milestone in my professional journey.
Bring a little light
Agency: Ogilvy
Approach
Leontinka is a blind kids charity based in Prague. In the heart of Prague, a young boy has a special metal container that captures the sun’s warmth and light. Every day, he gives this container to his blind sister, allowing her to feel the glow of the sun for the first time. The film beautifully captures their deep bond, as the boy’s simple act of love brings a bit of light into his sister’s world of darkness. With the call to action, “Bring a little light to a blind child’s life,” the story encourages viewers to support the Leontinka Foundation, bringing light, hope, and opportunity to children with visual impairments.
Result
60% completion rate, 9% engagement rate, 85% positive sentiment (comments expressed support for the cause, shared personal stories of children with visual impairments). CZK 300,000 raised.
We created a custom AR experience so one could see through the eyes of someone with an eye disease.
Different world
Creative Direction & Photography (by me) for Adrian T. Bell’s Album - Different World.
Approach
From a technical standpoint, I approached this shoot with a very modest set up. I wanted to focus on technique with no post production to bring the mood to life as organically as possible. The shots were taken in a tunnel under Vyšehrad Cathedral in Prague, Czech Republic. I used it as an impromptu studio while testing shots in a light rain. Ambient natural lighting helped capture some frontal details, while long exposures were used to capture the rain drops falling in mid-air.
Concept
The ethereal dance of darkness and highlights took center stage as I attempted to frame and capture the essence of space. The deliberate use of negative space accentuates the vastness, creating an atmosphere that resonates with cosmic serenity. Each photograph becomes a portal, inviting you to lose yourself in the enchanting balance between void and substance.
Recognition
AIGA - Professional Association for Design Feature - Photography
Agave Magazine (cover) Vol.2, Issue 3
The Sun (Published for photography) The Sun Magazine Issue 472
Vamp Magazine: Artist/Photography Feature
Behance: Featured for Excellence in Photography
