© MATT HECK

I’m a creative leader and hands-on maker helping brands break out of their category through purpose, personality, and craft. My work spans world-class agencies and in-house teams, across channels and borders. Thanks for visiting.

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Jordan Brand—JT & Vince Staples
Unilever—Find Your Magic Shop
BBC—A Little Knowledge...
Nike—Runners Helping Runners
Jordan Brand—Light Work
Smirnoff Africa—The Double Side
Jordan Brand—Behind The Design
BBC—Humans Are Ace
Jordan Brand—To Be Zion
Unilever—Is it OK for guys...
Ember—Cold Cube
Carlsberg—Haircuts
Carlsberg—Vintage Label Series
Ten Past Monkey—Brand Launch
Jordan Brand—Westbrook Kids
O’Neill—Ride More
Oak Milk—Hungrythirsty?
Oak Milk—Reverse Robberies
Samsung—Unboxing Innovation
Carlsberg—Euro Cup
Otoh—Merch Design
Personal—Say Cheesef*ck
Personal—Skate Art Collaboration
Contagious—Photo Cover Shoot

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Lynx—Is it OK for guys...

72andSunny, AmsterdamGlobal Creative Director

Our research into online search behavior revealed men openly questioning what it means to be a man. Searches like “Is it OK for guys to cry?”, “Is it OK for guys to like cats?”, and “Is it OK for guys to do yoga?” inspired the idea. 

Working closely with Google helped us optimize the campaign rollout, while influencers responded with honest, personal videos, launching Axe/Lynx’s first purpose-led social mission.

Fun Fact: The campaign generated 1.3 billion impressions in just 3 months.
    

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