https://danielwhitelegge.com danielwhitelegge Mon, 08 Sep 2025 12:25:56 +0000 https://danielwhitelegge.com en https://danielwhitelegge.com/Home Thu, 31 Jan 2019 11:02:07 +0000 danielwhitelegge https://danielwhitelegge.com/Home DANIEL WHITELEGGE O’HIGGINS CREATIVE LEAD | ART DIRECTOR | COPYWRITER | DESIGNER https://danielwhitelegge.com/HOW-TO-CAPRI Mon, 08 Sep 2025 12:25:56 +0000 danielwhitelegge https://danielwhitelegge.com/HOW-TO-CAPRI How to Capri is a film series for the Ford Motor Company, showing how to wrangle the new all-electric Ford Capri like it’s 1978. It pays homage to the legendary old-school detectives whose iconic swagger made the classic Capri one of the hottest stars on TV in the ’70s and ’80s. Directed by Craig Ainsley, the films tap into the growing #nostalgiacore trend of uploading archival footage from retro shows. They were shot to the specifications of a vintage TV and designed to feel like clips from a lost cop drama, complete with VHS fuzz. And because no cop show is complete without a montage, we’ve teamed up with GIPHY to build a set of panache-packed reaction GIFs that appear with the top trending search terms, seeding them in the wildest depths of social media.... the groupchat. <img width="800" height="659" width_o="800" height_o="659" data-src="https://freight.cargo.site/t/original/i/98071f7608bd14166555585778d84d03ad55db70d8dbf1e8d5be222b10a56437/Screen-Recording-2025-09-01-at-11.39.51.gif" data-mid="237945239" border="0" src="https://freight.cargo.site/w/800/i/98071f7608bd14166555585778d84d03ad55db70d8dbf1e8d5be222b10a56437/Screen-Recording-2025-09-01-at-11.39.51.gif" /> <img width="886" height="738" width_o="886" height_o="738" data-src="https://freight.cargo.site/t/original/i/715ad7838d995a07344eeeecb3e07115dbe57b24ec06b3414f8d6a3052641e44/Screen-Recording-2025-09-01-at-11.43.28.gif" data-mid="237945243" border="0" src="https://freight.cargo.site/w/886/i/715ad7838d995a07344eeeecb3e07115dbe57b24ec06b3414f8d6a3052641e44/Screen-Recording-2025-09-01-at-11.43.28.gif" /> <img width="800" height="659" width_o="800" height_o="659" data-src="https://freight.cargo.site/t/original/i/b99fc0cab2100e5abad46e2a526ea0aeae47e9627c6110a7f9006a1e6c9519d3/Screen-Recording-2025-09-01-at-11.40.59.gif" data-mid="237945240" border="0" src="https://freight.cargo.site/w/800/i/b99fc0cab2100e5abad46e2a526ea0aeae47e9627c6110a7f9006a1e6c9519d3/Screen-Recording-2025-09-01-at-11.40.59.gif" /> <img width="888" height="738" width_o="888" height_o="738" data-src="https://freight.cargo.site/t/original/i/b99038ccb486bcba38c86d423f89e73e85195633cab798d716ea920c4c4d7eff/Screen-Recording-2025-09-01-at-11.37.50.gif" data-mid="237945236" border="0" src="https://freight.cargo.site/w/888/i/b99038ccb486bcba38c86d423f89e73e85195633cab798d716ea920c4c4d7eff/Screen-Recording-2025-09-01-at-11.37.50.gif" /> <img width="888" height="732" width_o="888" height_o="732" data-src="https://freight.cargo.site/t/original/i/5579c46d2b637bce0cad8babc682452eb628c2b3f1a8cf90a9c37d8f96a0cddc/Screen-Recording-2025-09-01-at-11.38.58.gif" data-mid="237945237" border="0" src="https://freight.cargo.site/w/888/i/5579c46d2b637bce0cad8babc682452eb628c2b3f1a8cf90a9c37d8f96a0cddc/Screen-Recording-2025-09-01-at-11.38.58.gif" /> <img width="880" height="744" width_o="880" height_o="744" data-src="https://freight.cargo.site/t/original/i/60fce5aa909a14ff3857ec4a7c7b01eb933792e153466f5fe4c0eef73f0a6bca/Screen-Recording-2025-09-01-at-11.44.35.gif" data-mid="237945244" border="0" src="https://freight.cargo.site/w/880/i/60fce5aa909a14ff3857ec4a7c7b01eb933792e153466f5fe4c0eef73f0a6bca/Screen-Recording-2025-09-01-at-11.44.35.gif" /> <img width="882" height="732" width_o="882" height_o="732" data-src="https://freight.cargo.site/t/original/i/657f4375c47bda701ff7f23ed5563b085aa03756bf2b5fdd750cc9e6c71e3fbf/Screen-Recording-2025-09-01-at-11.42.01.gif" data-mid="237945241" border="0" src="https://freight.cargo.site/w/882/i/657f4375c47bda701ff7f23ed5563b085aa03756bf2b5fdd750cc9e6c71e3fbf/Screen-Recording-2025-09-01-at-11.42.01.gif" /> CREATIVE AGENCY: Wieden &amp; Kennedy London CREATIVE DIRECTIONS: David Coleman, Alex Sattlecker&nbsp;SENIOR CREATIVES: Daniel Whitelegge O’Higgins SENIOR PRODUCER: Erin Wright DESIGNER: Jon Barnett https://danielwhitelegge.com/PRIME-CONFESSIONS Sun, 07 Sep 2025 16:53:26 +0000 danielwhitelegge https://danielwhitelegge.com/PRIME-CONFESSIONS <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8639c666fe96e6d64a1e0fcc25814d8947437675a44b64c19e1410529b356d2d/6bd6d463-828f-4f7c-b0f9-498a0aacba85.png" data-mid="237917717" border="0" src="https://freight.cargo.site/w/1000/i/8639c666fe96e6d64a1e0fcc25814d8947437675a44b64c19e1410529b356d2d/6bd6d463-828f-4f7c-b0f9-498a0aacba85.png" /> Let’s be honest: there’s nothing more personal than your online history. You can tell a lot about a person by what they purchase, read, and stream. Which is exactly why we’re cracking it wide open! Prime Confessions is a viral editorial-style content series, where your fave A-list celebs EXPOSE their real Prime purchases and streams. Honest. Unscripted. Unfiltered. Episode 1: Keke Palmer — Actress, Podcaster &amp; Viral Meme Queen Episode 2: Issa Rae — Director, Screenwriter &amp; Actress <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c4a2e3ed8a017c06e85f95be41be3e25823fe4d5aec8f1682ff81515a8750d6d/Confessions_Keke-Issa_0000_Layer-Comp-1.png" data-mid="237917718" border="0" src="https://freight.cargo.site/w/1000/i/c4a2e3ed8a017c06e85f95be41be3e25823fe4d5aec8f1682ff81515a8750d6d/Confessions_Keke-Issa_0000_Layer-Comp-1.png" />CREATIVE AGENCY: Wieden &amp; Kennedy LondonCHIEF CREATIVE OFFICERS: Ana Balarin, Hermeti BalarinCREATIVE DIRECTIONS: Lucas Reis, Charlie Lanus, Anna ArnellSENIOR CREATIVES: Daniel Whitelegge O’Higgins, Winona Wee, Andre MezzomoSENIOR PRODUCER: Tara O’SullivasnHEAD OF BODEGA: Gabriel MarchiDESIGNER: Zhangzhe Peng https://danielwhitelegge.com/BUILD-A-BETTERVERSE Mon, 28 Mar 2022 18:27:50 +0000 danielwhitelegge https://danielwhitelegge.com/BUILD-A-BETTERVERSE &nbsp;<img width="1502" height="926" width_o="1502" height_o="926" data-src="https://freight.cargo.site/t/original/i/b8831a18836012a10ee3bf110e727b10c6a8a63e4bb82abdb74312217acc7a51/Screenshot-2023-02-01-at-00.25.37.png" data-mid="166837336" border="0" src="https://freight.cargo.site/w/1000/i/b8831a18836012a10ee3bf110e727b10c6a8a63e4bb82abdb74312217acc7a51/Screenshot-2023-02-01-at-00.25.37.png" />THE BRIEF: Create noise around George at Asda’s most sustainable line yet, and come up with a brand world and visual aesthetic that could be taken forward across all touchpoints.&nbsp; THE INSIGHT: George launched their Spring Children’s collection at a time when the Metaverse was the number one topic on everyone’s lips, alongside a growing sense of climate anxiety and a disconnect from nature. To tap into this conversation, we harnessed the optimism of children’s imagination as a counterbalance to the doom and gloom adults often feel about the future.&nbsp; THE IDEA: LET’S BUILD A BETTERVERSE -&nbsp;We gathered real kids to share their hopeful visions for the future, bringing a levity that can only come from a child, and brought this to life as The Betterverse. A utopian future that exists inside the minds of children—one that, if we worked hard enough, we could make real. Art Direction:&nbsp;The campaign uses the style of gaming to bring to life the way a child might see the natural world. We worked with 3D illustrator DesignLad to render what the Betterverse would look like based on my concept sketches, creating a bold, playful, and whimsical graphic style that nods to sustainability without forcing it in a way that would feel inauthentic. <img width="1036" height="1046" width_o="1036" height_o="1046" data-src="https://freight.cargo.site/t/original/i/daf433ae29f8814c74f9208944201174993d906afe9276de86fdfa0e1e78f534/Screenshot-2022-03-28-at-19.34.17.png" data-mid="137820642" border="0" src="https://freight.cargo.site/w/1000/i/daf433ae29f8814c74f9208944201174993d906afe9276de86fdfa0e1e78f534/Screenshot-2022-03-28-at-19.34.17.png" /> <img width="1590" height="1652" width_o="1590" height_o="1652" data-src="https://freight.cargo.site/t/original/i/f0447aab915a4a1deca7746cafc0d1db4c86f48fc5dfc166c59ac651a8cc0ceb/Screenshot-2025-09-10-at-23.29.15.png" data-mid="238087031" border="0" src="https://freight.cargo.site/w/1000/i/f0447aab915a4a1deca7746cafc0d1db4c86f48fc5dfc166c59ac651a8cc0ceb/Screenshot-2025-09-10-at-23.29.15.png" /> <img width="1042" height="1038" width_o="1042" height_o="1038" data-src="https://freight.cargo.site/t/original/i/54996e36b0e894b66d66ce1a01fae6767900852483943f3857fb11329fcd80d4/Screenshot-2023-02-01-at-00.48.49.png" data-mid="166837293" border="0" src="https://freight.cargo.site/w/1000/i/54996e36b0e894b66d66ce1a01fae6767900852483943f3857fb11329fcd80d4/Screenshot-2023-02-01-at-00.48.49.png" /> <img width="1588" height="1268" width_o="1588" height_o="1268" data-src="https://freight.cargo.site/t/original/i/a9b604c182522939c091642d3d075a81f60dab4607a4296bd24822222ff6bf04/Screenshot-2023-12-14-at-15.32.40.png" data-mid="199433289" border="0" src="https://freight.cargo.site/w/1000/i/a9b604c182522939c091642d3d075a81f60dab4607a4296bd24822222ff6bf04/Screenshot-2023-12-14-at-15.32.40.png" />CREATIVE AGENCY: ImperoECD: Micael Scantlebury CREATIVE DIRECTOR: Al MillsSENIOR CREATIVE: Daniel O’HigginsDESIGN DIRECTOR: Longbin LiDESIGNER: Catalin Margarit https://danielwhitelegge.com/PHANTOM-LAUNCH Mon, 28 Mar 2022 18:14:28 +0000 danielwhitelegge https://danielwhitelegge.com/PHANTOM-LAUNCH Creating an Out-of-This-World Launch for Paco Rabanne’s Phantom For Paco Rabanne’s biggest fragrance launch in nearly two decades, the ambition was clear: this moment had to be rooted in culture, not confined to beauty counters. So we seized the year’s biggest milestone—the lifting of lockdown. After months of isolation, people were ready to step back into the world, hungry for optimism, craving escapism, and eager to imagine what the future could hold. Phantom wasn’t just a fragrance; it was a tech-driven, connected experience. Housed in a chrome, robot-shaped bottle equipped with an NFC chip, it unlocked exclusive content and experiences.&nbsp;Built to collapse the boundary between the physical and digital worlds, that became our creative brief. We kicked off with a headline-grabbing PR stunt: a UFO landing in Spitalfields. The spectacle sparked curiosity and conversation, capturing press from the likes of Dazed &amp; Confused and Art Plugged.The we lead into a curated exhibition of AR digital art from future-facing new media artists, scouted from across social media.&nbsp; Together, they became The Paco Collective—co-shaping a vision of tomorrow through a fully digital experience. The selected artists were awared a grant from Paco Rabane as well as editorial profile on ID magazine.&nbsp; Phantom went on to win Ultimate Launch at the UK Fragrance Foundation Awards. OUTSIDE:&nbsp;An interactive Phantom spaceship&nbsp;landed with integrated sampling for three days. <img width="1742" height="1046" width_o="1742" height_o="1046" data-src="https://freight.cargo.site/t/original/i/6348cf5a8d7013e8e9e20aef91e67753385c737ef7bf500597ee94988264704f/Screenshot-2023-02-01-at-14.18.22.png" data-mid="166893953" border="0" src="https://freight.cargo.site/w/1000/i/6348cf5a8d7013e8e9e20aef91e67753385c737ef7bf500597ee94988264704f/Screenshot-2023-02-01-at-14.18.22.png" /> INSIDE:&nbsp;An exhibition celebrating the Future of Fragrance,&nbsp;featuring six future-gazing artists who reimagined&nbsp;the sensory experience of fragrance via digital and VR mediums. <img width="2342" height="1126" width_o="2342" height_o="1126" data-src="https://freight.cargo.site/t/original/i/35f58981d156effbb0d98336a9d81346a05f39c105b8257a3a0c6e19a90567bf/Screenshot-2022-03-28-at-19.07.37.png" data-mid="137818681" border="0" src="https://freight.cargo.site/w/1000/i/35f58981d156effbb0d98336a9d81346a05f39c105b8257a3a0c6e19a90567bf/Screenshot-2022-03-28-at-19.07.37.png" /> <img width="2190" height="1428" width_o="2190" height_o="1428" data-src="https://freight.cargo.site/t/original/i/afb898add7cdcfc695574f27aeb749f5dd50a4c7fa233e8ac987d4d03667443c/Screenshot-2025-09-08-at-12.12.58.png" data-mid="237937985" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/afb898add7cdcfc695574f27aeb749f5dd50a4c7fa233e8ac987d4d03667443c/Screenshot-2025-09-08-at-12.12.58.png" /> <img width="2190" height="1422" width_o="2190" height_o="1422" data-src="https://freight.cargo.site/t/original/i/dd4105fe25cace60309ce9569acf78c0a61fc27a43a1bd97030619edc55f7aca/Screenshot-2025-09-08-at-12.14.19.png" data-mid="237938056" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/dd4105fe25cace60309ce9569acf78c0a61fc27a43a1bd97030619edc55f7aca/Screenshot-2025-09-08-at-12.14.19.png" /> <img width="2186" height="1420" width_o="2186" height_o="1420" data-src="https://freight.cargo.site/t/original/i/f02d63385dd0b405a560e0855392877d110900d8fa9a18d3dc31a01344ee3782/Screenshot-2025-09-08-at-12.14.06.png" data-mid="237938055" border="0" src="https://freight.cargo.site/w/1000/i/f02d63385dd0b405a560e0855392877d110900d8fa9a18d3dc31a01344ee3782/Screenshot-2025-09-08-at-12.14.06.png" /> <img width="1114" height="988" width_o="1114" height_o="988" data-src="https://freight.cargo.site/t/original/i/89927a8897cea5cc96c9d510007cbd19337e6cef0e12383a0bd4a96a5781b17c/Screenshot-2022-03-28-at-12.48.17.png" data-mid="137818722" border="0" src="https://freight.cargo.site/w/1000/i/89927a8897cea5cc96c9d510007cbd19337e6cef0e12383a0bd4a96a5781b17c/Screenshot-2022-03-28-at-12.48.17.png" /> <img width="2676" height="1460" width_o="2676" height_o="1460" data-src="https://freight.cargo.site/t/original/i/10fe1610594d54b35bf2bb31a4b81149aa6de85500b4c04c159183463b18a277/Screenshot-2022-03-28-at-19.05.59.png" data-mid="137818656" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/10fe1610594d54b35bf2bb31a4b81149aa6de85500b4c04c159183463b18a277/Screenshot-2022-03-28-at-19.05.59.png" /> CREATIVE AGENCY: ImperoACD: Ade Yeo ECD: Micael ScantleburySENIOR CREATIVE: Daniel O’HigginsSENIOR CREATIVE: Melissa McWirther DESIGN DIRECTOR: Longbin Li DESIGNER: James ParkinsonEXPERIENTIAL AGENCY: Bearded Kitten https://danielwhitelegge.com/ED-SHEERAN-X-HEINZ Tue, 27 Feb 2018 11:33:36 +0000 danielwhitelegge https://danielwhitelegge.com/ED-SHEERAN-X-HEINZ <img width="1104" height="716" width_o="1104" height_o="716" data-src="https://freight.cargo.site/t/original/i/8c688861ad7d104a7fa104402b46cde999d63043676711457c2f42ff61047a9c/Screenshot-2020-07-29-at-10.36.44.png" data-mid="79664301" border="0" src="https://freight.cargo.site/w/1000/i/8c688861ad7d104a7fa104402b46cde999d63043676711457c2f42ff61047a9c/Screenshot-2020-07-29-at-10.36.44.png" /> <img width="1610" height="800" width_o="1610" height_o="800" data-src="https://freight.cargo.site/t/original/i/ac59a6ed6ce1e1bf476d9967535f192efadaa507be249f724c266c08e3c24278/Screenshot-2020-07-25-at-21.23.01.png" data-mid="78337826" border="0" src="https://freight.cargo.site/w/1000/i/ac59a6ed6ce1e1bf476d9967535f192efadaa507be249f724c266c08e3c24278/Screenshot-2020-07-25-at-21.23.01.png" /> <img width="0" height="0" width_o="0" height_o="0" data-src="https://freight.cargo.site/t/original/i/1ce4fe6658ebea9fca9835dcb0e8d3bd9794cd47493cc9ef36eb1851e009d3b2/Screenshot-2019-10-27-at-23.15.44.png" data-mid="80170573" border="0" src="https://freight.cargo.site/w/0/i/1ce4fe6658ebea9fca9835dcb0e8d3bd9794cd47493cc9ef36eb1851e009d3b2/Screenshot-2019-10-27-at-23.15.44.png" /> When Heinz Ketchup Superfan Ed Sheeran DM’s your brand to collab, you go for it. He reached out on Instagram with a crazy idea for an iconic partnership — a true meeting of two icons... As an avid lover of Heinz Tomato Ketchup (so much so that he has it tattooed on his arm), Ed was only too keen to see his likeness applied globally to the iconic label. As the in-house Creative Lead for Heinz at the time, I illustrated the Edchup label and art directed, concepted, and designed the key visual for the global partnership. The work was seen across all markets worldwide — from Ed’s Instagram to billboards, retail displays, food service, and even temporary tattoos. <img width="8858" height="13398" width_o="8858" height_o="13398" data-src="https://freight.cargo.site/t/original/i/24652e8142073da92692a7effda8d18ccdf3a2c68ad03d7d1590ce32086390c2/PROJECT-X-UK-KV.jpg" data-mid="78337715" border="0" src="https://freight.cargo.site/w/1000/i/24652e8142073da92692a7effda8d18ccdf3a2c68ad03d7d1590ce32086390c2/PROJECT-X-UK-KV.jpg" /> The lock up blended Ed’s logo with the iconic Heinz logo,&nbsp; and Key Visaul consists of a split bakcground where the iconic Heinz red cdc meets a pop punk black grunge background that represents Ed’s world. The headline “Perfect” — lifted from Ed’s number one song — captured exactly how people see the iconic, unbeatable taste of Heinz Ketchup: simply perfect. <img width="1708" height="996" width_o="1708" height_o="996" data-src="https://freight.cargo.site/t/original/i/430610972a9ccca870790a94208824df5f90c3ae3f2d082212588df2d225e09c/Screenshot-2025-09-10-at-22.36.46.png" data-mid="238084850" border="0" src="https://freight.cargo.site/w/1000/i/430610972a9ccca870790a94208824df5f90c3ae3f2d082212588df2d225e09c/Screenshot-2025-09-10-at-22.36.46.png" /> <img width="1940" height="1290" width_o="1940" height_o="1290" data-src="https://freight.cargo.site/t/original/i/1143de74a8b7e3bdcb10d34d14b7c84ad7dc4097782043bb32c9913a4a163b7d/Screenshot-2025-09-10-at-22.50.14.png" data-mid="238086073" border="0" src="https://freight.cargo.site/w/1000/i/1143de74a8b7e3bdcb10d34d14b7c84ad7dc4097782043bb32c9913a4a163b7d/Screenshot-2025-09-10-at-22.50.14.png" /> Gift with Purchase: As a knod to Ed’s tattoo of Heinz Ketchup on his own arm, we even created a set of temporary tattoos as a gift with purchase for Heinz Edchup, which I illustrated. Creative Agency: David MiamiPR Agency: WonderlandClient: KraftHeinz https://danielwhitelegge.com/HP-UNDER-CONSTRUCTION Wed, 11 Sep 2019 13:00:22 +0000 danielwhitelegge https://danielwhitelegge.com/HP-UNDER-CONSTRUCTION <img width="1340" height="760" width_o="1340" height_o="760" data-src="https://freight.cargo.site/t/original/i/2d84b2efb7cbe92c6cd5209cb6c33f23565fc0831147a7cbce34bf3f50c5042b/Screenshot-2019-08-28-at-15.03.53.png" data-mid="50370548" border="0" src="https://freight.cargo.site/w/1000/i/2d84b2efb7cbe92c6cd5209cb6c33f23565fc0831147a7cbce34bf3f50c5042b/Screenshot-2019-08-28-at-15.03.53.png" /> To celebrate the 160th anniversary of Big Ben JKR proposed to update the iconic HP sauce labelling to reflect it’s current appearance with scaffolding as it undergoes restoration work. The design update will remain until the construction is complete.&nbsp; My role was to redesign the label by illustrating the scaffolding including two tiny workmen in front of the clockface. The activation was rolled out by Pr Agency:&nbsp;Wonderland Comms to great success and the design was awarded a D&amp;AD wooden pencil for Limited Edition packaging design. <img width="976" height="549" width_o="976" height_o="549" data-src="https://freight.cargo.site/t/original/i/175d2d9445a12f219a665746b90c96fbcf07433b37597898ea5395c8fb910478/_107179777_hppa4-1.jpg" data-mid="78746241" border="0" src="https://freight.cargo.site/w/976/i/175d2d9445a12f219a665746b90c96fbcf07433b37597898ea5395c8fb910478/_107179777_hppa4-1.jpg" /> https://danielwhitelegge.com/FIBRE-ONE-THE-CRAVE-CLUB Mon, 28 Mar 2022 18:37:35 +0000 danielwhitelegge https://danielwhitelegge.com/FIBRE-ONE-THE-CRAVE-CLUB The Brief:&nbsp;FibreOne offers 90-calorie dessert treats, including brownies, donuts, and birthday cake bars. With the tagline “Have What You Crave”, they needed a campaign that celebrated guilt-free indulgence. The Idea: We created a TV ad, written by our CD Al Mills, that celebrated Fibre One’s indulgent community through The Crave Club—a playful, not-so-secret space where everyone is welcome. Filled with delectable treats, it became the perfect destination to give in to cravings without guilt. Experiential:&nbsp;The Fibre One Crave Club House was brought to life as a playful, immersive space designed to banish January blues. Visitors were invited to embrace indulgence in every form — from sampling sweet treats like Fibre One brownies, to sharing moments with friends, to enjoying unexpected touches such as complimentary hand massages. Bright, welcoming, and unapologetically fun, the experience encouraged guests to say yes to the little things that make life enjoyable. By positioning Fibre One brownies at the heart of the activation, the Club House reframed them as the perfect symbol of “permissible indulgence” — proof that cravings can be embraced, not denied. <img width="1546" height="1030" width_o="1546" height_o="1030" data-src="https://freight.cargo.site/t/original/i/188b266c6d497eb6fa3f8a948c3873a9998850ec56dcf1f718d58f3746b47fac/Screenshot-2025-09-08-at-13.07.56.png" data-mid="237940303" border="0" src="https://freight.cargo.site/w/1000/i/188b266c6d497eb6fa3f8a948c3873a9998850ec56dcf1f718d58f3746b47fac/Screenshot-2025-09-08-at-13.07.56.png" /> <img width="1544" height="864" width_o="1544" height_o="864" data-src="https://freight.cargo.site/t/original/i/bc7dcff5830caf986180cd97019f8428a4ce1c288544b8647db1c75ff8a1a1ba/Screenshot-2025-09-08-at-13.08.02.png" data-mid="237940306" border="0" src="https://freight.cargo.site/w/1000/i/bc7dcff5830caf986180cd97019f8428a4ce1c288544b8647db1c75ff8a1a1ba/Screenshot-2025-09-08-at-13.08.02.png" /> <img width="1550" height="852" width_o="1550" height_o="852" data-src="https://freight.cargo.site/t/original/i/0b9ce13fcc9a6b2c2aa4f84d82d1778b8591782d0bebb3dbbce2425db0a4c180/Screenshot-2025-09-08-at-13.07.50.png" data-mid="237940302" border="0" src="https://freight.cargo.site/w/1000/i/0b9ce13fcc9a6b2c2aa4f84d82d1778b8591782d0bebb3dbbce2425db0a4c180/Screenshot-2025-09-08-at-13.07.50.png" /> Shopper and Retail:&nbsp;Alongside the experiential activation, I art directed the shopper and retail key visual to carry The Crave Club into stores. Shot by Rob Streeter, the image featured a woman’s hand — styled with a metallic gold sleeve and immaculate manicure — bursting triumphantly through a dramatic chocolate splash while holding a box of Fibre One brownies. The visual directly referenced the TVC, creating a seamless link across channels and amplifying the idea of indulgence in a bold, celebratory way. Rolled out across retail touchpoints, it ensured Fibre One’s message of “permissible indulgence” felt just as striking in-store as it did on-screen. <img width="1642" height="1340" width_o="1642" height_o="1340" data-src="https://freight.cargo.site/t/original/i/bc4936be4b5e2fbcee1671fdfaa8be02de9a760cf496b52f31fb5a80f7bad1f5/Screenshot-2023-01-31-at-23.06.40.png" data-mid="166868967" border="0" src="https://freight.cargo.site/w/1000/i/bc4936be4b5e2fbcee1671fdfaa8be02de9a760cf496b52f31fb5a80f7bad1f5/Screenshot-2023-01-31-at-23.06.40.png" /> <img width="1984" height="832" width_o="1984" height_o="832" data-src="https://freight.cargo.site/t/original/i/f505ee742b06af425bd76ff012eb5cab931b3db8f8aad50e936452fce95cb0de/Screenshot-2023-02-01-at-09.47.50.png" data-mid="166869662" border="0" src="https://freight.cargo.site/w/1000/i/f505ee742b06af425bd76ff012eb5cab931b3db8f8aad50e936452fce95cb0de/Screenshot-2023-02-01-at-09.47.50.png" /> <img width="1636" height="1318" width_o="1636" height_o="1318" data-src="https://freight.cargo.site/t/original/i/1d8a6bc93bd98704519e90d256b11bfb64c226968ceb37ec3d91c1ff7da86848/Screenshot-2023-01-31-at-23.06.52.png" data-mid="166868955" border="0" src="https://freight.cargo.site/w/1000/i/1d8a6bc93bd98704519e90d256b11bfb64c226968ceb37ec3d91c1ff7da86848/Screenshot-2023-01-31-at-23.06.52.png" /> <img width="1522" height="1238" width_o="1522" height_o="1238" data-src="https://freight.cargo.site/t/original/i/2f3350653a0416daf03f2893776d77d5ee1c23d004d477e605761da2a9ec9211/Screenshot-2023-01-31-at-23.06.47.png" data-mid="166868979" border="0" src="https://freight.cargo.site/w/1000/i/2f3350653a0416daf03f2893776d77d5ee1c23d004d477e605761da2a9ec9211/Screenshot-2023-01-31-at-23.06.47.png" /> Conceptual Sketches Always-On Social Content:&nbsp;To extend the campaign beyond the TVC and retail, we transformed Fibre One’s social channels into The Crave Club. The feeds became a playful, indulgent space filled with relatable content and crave-worthy food imagery, all designed to reinforce the idea of “permissible indulgence.” Alongside recipe videos and product inspiration, user-generated content was curated to celebrate real fans and their everyday cravings. This mix of aspirational and authentic storytelling helped position Fibre One’s platforms as more than just brand channels — they became the digital home of The Crave Club. <img width="1044" height="1034" width_o="1044" height_o="1034" data-src="https://freight.cargo.site/t/original/i/5a49ff4bad7b3293061700cac65d5bfb2e3ce5968a272c1d06f037e7ac1832a4/Screenshot-2023-12-14-at-15.46.52.png" data-mid="199434104" border="0" src="https://freight.cargo.site/w/1000/i/5a49ff4bad7b3293061700cac65d5bfb2e3ce5968a272c1d06f037e7ac1832a4/Screenshot-2023-12-14-at-15.46.52.png" /> EXECUTIVE CREATIVE DIRECTOR: Michael ScantleburyCREATIVE DIRECTOR: Al Mills&nbsp; SENIOR CREATIVE: Daniel Whitelegge O’Higgins PRODUCER: Clare Thomas https://danielwhitelegge.com/HEINZ-MONSTER-MASH-UP Tue, 06 Oct 2020 17:40:08 +0000 danielwhitelegge https://danielwhitelegge.com/HEINZ-MONSTER-MASH-UP The Brief:&nbsp;Heinz wanted to surprise the public with a mind-boggling mix of their iconic Beanz and Cream of Tomato Soup. The Idea:&nbsp;For an extra spooky Halloween twist, we showcased this delicious monstrosity by releasing a limited edition Glow in the Dark “Monster Mash-Up” pack. I designed the pack and also concepted and directed the Instagram launch for the product.Double, double, toil and trouble,Two Heinz favourites in the pot to bubble.Rich, tomatoey soup that’s full of Beanz—It’s a Heinz Monster Mash-up for Halloween!🎃🍅🥫👻 <img width="1418" height="1218" width_o="1418" height_o="1218" data-src="https://freight.cargo.site/t/original/i/a7ea6dd9b59f00e379a02efdc88601b6b90dae01dd34ce29d8bad384a19041ae/Screenshot-2023-12-14-at-15.24.43.png" data-mid="199432105" border="0" src="https://freight.cargo.site/w/1000/i/a7ea6dd9b59f00e379a02efdc88601b6b90dae01dd34ce29d8bad384a19041ae/Screenshot-2023-12-14-at-15.24.43.png" />&nbsp; &nbsp; &nbsp;&nbsp; Pack production by clements createand we created a spooky launch video produced by Hogarth Worldwide using product photography by wonderland comms https://danielwhitelegge.com/DIPPED Wed, 18 Apr 2018 08:22:21 +0000 danielwhitelegge https://danielwhitelegge.com/DIPPED The Concept: ’Dipped’ is a conceptual beauty brand designed for the next generation of cult-followers. Its hero product—a buildable lip pigment—moves seamlessly from a barely-there tint to full, high-impact color. By pairing soft, dreamlike beauty imagery with a bold, unapologetic identity, ‘Dipped’ cuts through the noise of a saturated lip market to claim space of its own. The Identity: Inspired by the brand message of “exploring identity,” I designed a 3D, liquid-inspired logo that flows and transforms across the layout, reflecting the fluidity of self-expression and the freedom to move between different looks. The campaign celebrates individuality, featuring a diverse cast of models whose unique styles bring the concept of personal expression to life. <img width="2332" height="1454" width_o="2332" height_o="1454" data-src="https://freight.cargo.site/t/original/i/69a6262b0490ac058b78651c7501fa6cb0d1d947b02539012aa22588f8110bc4/Screenshot-2023-06-02-at-15.29.20.png" data-mid="180798967" border="0" src="https://freight.cargo.site/w/1000/i/69a6262b0490ac058b78651c7501fa6cb0d1d947b02539012aa22588f8110bc4/Screenshot-2023-06-02-at-15.29.20.png" /> <img width="2048" height="1365" width_o="2048" height_o="1365" data-src="https://freight.cargo.site/t/original/i/528b037db1b69c813e81b4b9404768dd10d9f7a166824ec47308781d75e4cb95/dipped.jpg" data-mid="180799004" border="0" src="https://freight.cargo.site/w/1000/i/528b037db1b69c813e81b4b9404768dd10d9f7a166824ec47308781d75e4cb95/dipped.jpg" /> <img width="3715" height="2522" width_o="3715" height_o="2522" data-src="https://freight.cargo.site/t/original/i/f034f2cdf8e4469f0cd2151b61f3ef3910d1754178698e5518a58d3ac6743b41/dipped.png" data-mid="180799005" border="0" src="https://freight.cargo.site/w/1000/i/f034f2cdf8e4469f0cd2151b61f3ef3910d1754178698e5518a58d3ac6743b41/dipped.png" />