© 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...
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Ten Past Monkey—Brand Launch
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O’Neill—Ride More
Oak Milk—Hungrythirsty?
Oak Milk—Reverse Robberies
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Smirnoff Africa—The Double Side



72andSunny, AmsterdamGlobal Creative Director
To launch Smirnoff Double Black in Africa, we faced a perception problem. Among male drinkers, Smirnoff was seen as a ‘ladies’ drink.’

The idea came from a cultural observation. After sundown, many African men transform their workspaces, back rooms, and businesses into something else entirely. We called it the Double Side.

Fun fact: the Kenya launch alone exceeded Diageo’s annual sales target for the entire African continent within a few months.





The campaign launched in Kenya with the long-form film rolling out in clubs, online, on music video channels, supported by shorter films, social, OOH, POS, and branded activations. 





To further seed the brand, we partnered with Kenyan musician MadTraxx to remix the film’s track and share his process on social. DJs picked it up, radio followed, and sales took off.






You can’t create a campaign for Africa without understanding Africa first. Time spent in Nairobi and Lagos, drinking with locals, immersing in culture, and even trying goat head soup, became the foundation for 200 double-sided zines used as a cultural reference, helping ground Diageo Global and the wider Smirnoff Africa team in the culture.

Kenya


Nigeria