i IDENTS

Role: Executive Creative Director

Not many brands in the world have a single letter as their name, so we decided to make a virtue of it, putting the ‘i’ from the masthead right at the heart of our campaign. Then, avoiding the usual animation techniques, we created a real puppet to star in a series of short films, each of which take a witty and satirical look at current affairs - with special appearances from Donald Trump and Kim Jong-un. As a result the i Newspaper became the fastest growing daily newspapers, outselling the Guardian 2 to 1