Most brands sponsor sports broadcasts. Michelob ULTRA reinvented how sports are broadcasted. Live. During the NBA Playoffs. 

We partnered with the New York Knicks and the MSG Network, helping Cameron Black become the first blind person to commentate an NBA game on TV. 

Over the course of the pregame show, the live game, and a 3-hour live stream, Cameron broke the boundaries of accessibility in sports media, experiencing basketball like never before and broadcasting to millions.

Most importantly, he helped us prove that it's only worth it if we all enjoy it.

Dreamcaster

iPager was an Android campaign with the goal of educating consumers and flipping the narrative around the ‘green bubbles’ in the U.S. Apple uses old SMS tech when texting with Android – instead of RCS, which is adopted by every other operating system - creating a lot of messaging issues, including pixelated media, lack of encryption, no reactions and more; and branding those issues Android’s fault with green text bubbles. To educate people and pressure Apple, we created the iPager: a real device that exposes the outdated messaging tech that Apple still uses.

iPager

Milan Design Week is one of Italy's biggest events. The city of Milan is filled with exhibitions and visitors coming from all corners of the world (over 500.000 this year). All restaurants are overcrowded, and finding a place to eat becomes an almost impossible mission. Even at McDonald's. TableToGo is a limited edition packaging capable of transforming Milan into the biggest open-air restaurant ever, multiplying the number of tables to enjoy a meal during the Design Week.

TableToGo

Stella Artois is one of the oldest beer brands in human history, dating back to 1366. With that in mind, the Artois Probability campaign calculates the likelihood of the beer featured in historical paintings actually being Stella Artois by crossing art history data with brand history data. The probability is based on containers, hue, location, and competitors. Once these data points are crossed, it can be safe to say that these beers portrayed are Stella Artois. The campaign strategy is for art and beer enthusiasts, inviting them to uniquely experience the brand's history.

The Artois Probability

People with Down syndrome stand to reap significant benefits from participation in exercise, but they don’t see themselves represented in sport. Introducing Runner 321, the movement led by adidas, that asks the world’s major marathons to reserve Bib 321 for a neurodivergent athlete who qualifies. Not only did we spark a global movement toward inclusion, but we successfully contracted all six of the world’s major marathons to reserve Bib 321 for a neurodivergent athlete, even though four of them are sponsored by our largest competitors.

Runner 321

Seventeen independent creatives, artists and filmmakers came together in 2023 to create the emotionally colourful tapestry of 25 looping scenes depicting life in modern Britain for Channel 4’s bold brand transformation. 

Drawing on the concept of the ‘4’ as a traveller through the truths of the nation, the creative agency interpreted five themes - identity, the land, system, release and love. 

Viewers dive through the changing idents inside the number four, indulging in live-action, animation and full CG scenes that represent chaos held together by one system.

Chief Creative Officer

Executive creative director

Co-founder and ECD

Executive Creative Director

Founder/Director

Channel 4 Idents

Direction Judge Chas Appeti, Director and Cinematographer at Nothing Lost, on the beauty of 4creative’s D&AD Yellow Pencil-winning Channel 4 idents: “You’re on a carousel of a camera movement which doesn't end… I've never, ever seen anything like it.”

Direction Judge Chas Appeti on Channel 4 Idents

'If you’re into it, it’s in the V&A’ was a highly targeted campaign that heroed the breadth of the museum’s collection. We worked with curators to showcase 70 different objects across out of home, press, digital and social media, reaching the general public and the most passionate of collectors alike.

Then we got crafty. From book-binding to gaming to metal-detecting, we produced a series of stunts and hid them across the UK for enthusiasts to stumble across. 

And we roped in the public. We recruited superfans to share their expertise on all things Taylor Swift, Crocs and more.

Curation by Siu-Lan Choi

Siu-Lan Choi

Experiential Jury judge D&AD

View Siu-Lan Choi's featured curation