© 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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Samsung—Unboxing

72andSunny, AmsterdamGlobal Creative Director
We had the tricky job of building excitement for Samsung’s keynote, but all the key product details and innovations were kept under wraps for security.

So, we created a keynote film that celebrated Samsung’s impressive history of world-first breakthroughs, turning ‘unboxing’ into a larger-than-life narrative mechanic that set the stage for the next chapter.

Fun fact: The video earned 37 million views in its first week.

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Keynote Event: The film debuted live at Samsung’s Keynote Conference with a bespoke ending. The VR user at the end reached for a floating black box, triggering the 'unboxing' of the stage itself and revealing the speakers. VR headsets placed under every seat turned the event into a fully immersive Galaxy experience.

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Behind The Scenes:We shot it in Prague over 8 days, with lots of in-camera ‘unboxing’ trickery.