Poster design for a short film by director Phoebe Arnstein about the frustrations and pressures of motherhood.

Independent Creative

Co-Founder & Creative Director

If You're Happy

Graphic Design Judge ​​Tyrone Ohia, Founder & Creative Director at Extended Whānau, breaks down the beauty of the film poster for Phoebe Arnstein’s short ‘If You’re Happy’. The D&AD Yellow Pencil-winning work was produced by Pentagram New York for clients Agile Films and Pulse Films: “It was a poster that could have been designed in 2024 but also arguably could have been designed in the 60s.” 

Graphic Design Judge ​​Tyrone Ohia on If You're Happy

• An eye-catching and cost-effective poster for a design conference entitled ‘Innovation. Inspiration. Imagination. Invention.’
• Printed on a range of 100% recycled papers supplied by conference sponsor Fenner Paper.
• The poster draws attention to the richness of the St Bride printing library – one of the largest and most significant type specimen collections in the world – by using type sourced from the library itself.

St Bride Foundation Conference Poster

A wayfinding system for railway builders

Totetsu Kogyo Co., Ltd. is a general construction company with far-reaching expertise in the field of rail-related construction.
We created a wayfinding system at the Totetsu Training Institute, which the company built to help preserve and develop highly capable human resources.
For our design motif, we used rail lines—the core identity of Totetsu Kogyo. The rail-line design marks flow lines to rooms, offering affordances for spatial movement.

Through the design, we strove to create a space that would help trainees feel a sense of pride in their work.

Totetsu Training Institute

To introduce thew new Leica M11 to the Brazilian market and start pre orders of the new camera, we created an exhibition that showcased the power of the new Leica M11 60MP sensor. Using one single photo, we cropped the image into 32 individual unretouched images. 
The exhibition was held at the Wickbold gallery and was also made into give away prints and a book.
During the event, all 40 M11 available for pre-order were sold.

The One Exhibition

Japan Railway is well known for its practical convenience and on-time record, but our campaign enabled people to view the company in a more personal context. Using an interactive web app that was specifically designed for rail users, we created a pathway for people to engage in a conversation with the brand. 

This effectively turned everyday commuting into a brand experience, changing the way people felt about the company. Besides,it encouraged them to travel by rail to more distant destinations, and gave them an outlet for their creativity as they visited scenic attractions throughout Japan.

Exec Director, Design

Graphic Designer and visual artist

Art Director

Designer

Executive creative director

My Japan Railway

Judges Ali Brown (President of  PRETTYBIRD) and Roberto Coelho (Music Producer at Satelite Audio) on Dentsu Tokyo’s Black Pencil-winning work ‘My Japan Railway’ for JR Group: “It just blew us away for the level of thought from start to finish, from concept to execution.”

Judges Ali Brown and Roberto Coellho on My Japan Railway

For the promotion of the short film “Armchair on the pavement” which documents a couple’s battle with dementia, we depicted the broken communication between the two lead characters. We printed Olga's question to her husband: “Remember how we met, dear?” across the length of four posters and mixed them around, so that they don’t make sense.

Posters were placed on walls around Athens and Drama ahead of the film screening at DISFF (Drama International Short Film Festival) 2023. 

Posters must viewed side by side in the wrong order.

Rem How Ember We Met, Dear?

855-HOW-TO-QUIT-(OPIOIDS) is an innovative approach to help those struggling with opioids. It’s a helpline that turns the object of addiction into a way out, to reach out to people in the most critical moment – when they have a pill in their hand. The helpline uses the familiar opioid pill codes as phone extensions, connecting the caller with a person who managed to quit that very same pill, sharing their experiences and advice on how to quit. The initiative launched as a nationwide campaign on location and context specific OOH media, film, and social.

Curation by Rosey Trickett

Rosey Trickett

Graphic Design Jury judge D&AD

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