Despite being one of the most ubiquitous brands on the planet, most people only know to drink Hennessy a handful of ways – usually neat, on the rocks or if they’re really adventurous with a simple soda like cola.
Made for More is about getting people to think differently about Hennessy by shining a light on this surprising versatility. Directed by Andreas Nilsson and photographed by Micaiah Carter, we launched the campaign with Teyana Taylor and Damson Idris.
We also marked the introduction of a refreshed brand identity for Hennessy. One that pays tribute to the iconic brand that has been built over centuries, while also revealing a new lighter side to match the vibrancy of the product and its consumers.
Role: Creative Director
2024
To help Nike launch the world’s first performance-based swimwear line for modest female athletes, we created a campaign targeting women in the Middle East that celebrated the sense of community and limitless possibility that awaits you when you take the plunge – whether you’re a professional athlete or first-time swimmer.
This was a part of Nike’s 2020 global campaign, ‘You Can’t Stop Sport.’
We featured real Middle Eastern athletes training for their sport, including amputee and everyday athlete Zainab Al Eqabi, UAE National Rower Maha Al Ameri, and Manal Rostom, the Egyptian Nike running coach and triathlete who founded Surviving Hijab.
We also launched Nike’s first-ever swim clinic for women led by Olympian swimmer, Sarra Lajnef. The swim clinic builds on Nike’s commitment to provide access to sports and swimming to women in the region.
Cannes Lions Entertainment Bronze, 2021
D&AD Sound Design & Use of Music - Wood Pencil, 2021
Clio Sound Design Bronze 2021
OneShow Online Films & Video Finalist 2021
For its global launch, Montblanc reintroduced itself to the world with the help of American writer/director Spike Lee, British singer and actor Taron Egerton, and Chinese actor and writer Chen Kun.
We worked closely with them over several months to bring their unique and real stories to life with a series of films, print & OOH, and social content.
June 7th is Vice President Mike Pence’s birthday. His birthday also happens to fall at the beginning of Pride Month.
To ‘celebrate,’ we reinvented that iconic moment from 1962 when Marilyn Monroe sang a sexy rendition of, ‘Happy Birthday, Mr. President’ to JFK - with a 2019 twist.
We then partnered with six LGBTQIA+ organizations to encourage people to donate to an organization that supports the community on his birthday.
Our goal? To turn a day reserved for a man who has spread nothing but intolerance and hate towards the community into a day of love in support for it.
This was a personal project created with my partner, Macie Solar-Sala, and supported by Wieden+Kennedy.
An ever-growing collection of social posts we are creating for Hennessy (starting 2024).
Role: Creative Director
Facebook redesigned their platform to put more focus on Groups. The brand wanted to announce this change in a big way.
We created the U.S. launch film for this global campaign under the tagline, ‘More Together.’
The red and white checkerboard design of the Croatian jersey is one of the most iconic in the world – especially after the country's relentless and impressive 2018 World Cup run. While Croatia didn't end up defeating France in the final match, we created this concept that lived as out of home, social content and t-shirts worn by the team during their massive welcome home parade in Zagreb.
Eurobest Design Silver, 2014
Cannes Lions Design 2 Shortlists, 2014
New York Festivals Design - Silver, 2015
Agency: TBWA Istanbul
Art Director / Designer: Zeynep Orbay
While women around the world often feel constrained by traditional gender roles, athletes in Turkey are committed to pursuing their love for sport and fitness while staying true to themselves.
Our Nike campaign “This is Us” celebrates the stories of elite and everyday athletes from across Turkey. The film encourages women to push beyond personal barriers and the limitations others may place on them.
Cristiano Ronaldo – one of the most celebrated and awarded football players (and athletes) of our time – made a historic move to Italy.
To celebrate his move, we placed a massive billboard in Turin that listed out his greatest accomplishments and ended with one simple challenge: Now forget it all, and do it again.
The billboard went up in Turin right before his first home game.
Press: HighSnobiety, HYPEBEAST, Creativity, Muse by Clio, Campaign, ESPN
'Give A Fuck' is a charitable platform that serves to connect the creative community with social causes, created by the people at Wieden+Kennedy Amsterdam.
'What The Fuck' Dice is a set of hand-painted wooden dice that create the best fucking 'fuck' combinations.
Cannes Lions - PR - 2 Gold Lions
Cannes Lions - Media - Silver Lion, Bronze Lion
Cannes Lions - Cyber - Shortlist
Cannes Lions - Direct - Shortlist
D&AD - White Pencil, Creativity for Good - Wood Pencil
One Show - Interactive - Shortlist
Eurobest - PR - Bronze
Eurobest - Media - Shortlist
New York Festivals – Digital - Finalist
Golden Drum - Digital - Silver Drum
Golden Drum - Media - Shortlist
Golden Drum - PR - Shortlist
Crystal Apple Awards - 4 Crystal Apples, 2 Silver Apples
Mixx Awards - Grand Prix, Gold, Silver
Felis Awards - 3 Felis Awards
The pressure of the Turkish government on media became clearer by the advent of the Gezi Park protests on May 2013. When the big news channels left people uninformed, internet became the main source of news. That’s why the government declared war on internet and was about to pass a new internet law. A law that allows authorities to erase any internet content within 4 hours, without even a court order.
Radikal, one of the major newspapers of Turkey wanted to raise awareness about the law. Yet we only had a few days to create a strong impact.
Agency: TBWA Istanbul
Executive Creative Director: İlkay Gürpınar
Creative Director: Volkan Karakaşoğlu
Art Director: Zeynep Orbay, Güney Soykan
Copywriter: Zeynep Orbay, Güney Soykan, Emre Gökdemir
Digital Head: Serhat Poyraz
Account Executive: Clara Sera Altparmak
Account Director: Ayse Erdogan
Video Case Producer: Omur Cicek
Agency Producer: Ovunc Hitay
To help Instagram launch the world's first vertical video platform, IGTV (and prove that vertical video as a medium just makes sense), we created a horizontal launch film with the most important piece missing from it.
This film ran globally and was used to introduce the product to the world on Instagram's official account and via an Instagram live video.
We created ‘I’m Open To That’, a manifesto film communicating its brand philosophy: Life Opens Up With Galaxy.
Premiering at the Samsung Unpacked event in August 2021, the aim of the film was to bring the brand philosophy to life. It’s a celebration of the infinite possibilities that present themselves to us when we let our pioneering spirit take the wheel and floor it.
And what better way to celebrate all that life has to offer than with a song and dance. The ultimate full-throated film follows the bear-turned-man-turned-zombie-turned-woman-turned-whoever they want to be, as they go about dancing with penguins, learning new languages, popping aliens and taking a big bite into the delicious wonder of our world…and beyond. Proving that life is that more interesting when we just…open up.
Fortescue Future Industries (a global green energy and product company) is committed to producing zero-emission green hydrogen from 100 percent renewable sources. As world leaders assemble for the COP26 climate conference in Glasgow - where the fossil fuel industry will continue finding ways to bully and bribe the international community into subsidising their transition - we launched the brand via a provocative campaign which calls out the fossil fuel industry’s promises by exposing them as the half-truths they are.
We created a print campaign for Jotun (a prominent paint brand) to promote their new color collection. The idea was based on the dual meaning of the word "tonlar". It means both "color tones" and "tonal weights" in Turkish.
A project in collaboration with Guney Soykan.
Photography by: Beste Zeybel
Some examples of the work I created at New York City Ballet. 2008 - 2009
(The identity for the Ballet is designed by Pentagram, Paula Scher in 2007)
OneShow, Design/Brand Identity, Silver Pencil, 2013
New York Festivals International Advertising Awards, Finalist Certificate, 2013
Golden Drum Awards Design Grand Prix, 2012
Golden Drum Awards Gold, 2012
Eurobest Shortlist, 2012
Cannes Lions Design Shortlist, 2012
GMK Promotional Item Design Award, 2012
As TBWA globally changed its corporate typography to Helvetica we redesigned all of our stationary items.
Stemming out of the Helvetica spirit we wanted them to look as Swiss as possible. Everything is stated and specified perfectly in the general Swiss way of packaging. All the precise info about size, weight or materials take place directly on the packaging itself.
We did the same. But off course, we made some little tricks and added some wit-spice disrupting the specifications and the rigid Swiss-design.
The design understanding is intentionally kept subtle letting users discover each idea as they use these items on a long term basis.
The Stationary is being sold at the Istanbul Museum of Modern Art and Delicatessen.
Guney & I designed a yearly planner for Jotun. We created die-cut layouts, used the cut pieces to make confetti, and filled balloons with them (which we gave with the planners) to start the year with the right celebration!
Label design for a wine Brand, "Mahrem" (which means intimacy in Turkish).
Moiré is a line of houseware products that give reference to graphic design, with a focus on typography.
Moiré won
How Magazine - International Outstanding Design Award - 2009
Paula Rhodes Design Achievement Award - 2008
