With over 10 years of experience, Vinay has led multiple projects for brands including the BBC, Bentley, Williams F1, Mind, the English Cricket Board and Virgin.

Vinay spearheads the hiring of creatives from around the world, as well as promoting young people to have an equal voice in the design industry.

He also lectures across the U.K. at universities and leads Popped Corn Collective, a group of international designers who love to create, explore and experiment.

We spent two minutes with Vinay to learn more about his background, his creative inspirations and recent work he’s admired.

Vinay, tell us …

Where you grew up, and where you live now.

I was born and raised in Bradford, a small city in West Yorkshire, U.K. After university, I moved to London, which is now my forever home.

How you first realized you were creative.

As a kid I LOVED drawing new football kits for FC Barcelona. I’d draw new shirts with different patterns and colors without really knowing what I was doing.

A person you idolized creatively early on.

I loved Benjamin Zephaniah’s poetry. I was drawn to his perspective and raw emotion. It was something I could see all around me in Bradford. He was the inspiration for my final high school project.

A moment from high school or college that changed your life.

I created a fake brand for a fake bar called “Flex.” This was the first project where I developed a logo using any materials I could find. From this point, I knew I wanted to create logos for a living.

A visual artist or band/musician you admire.

I’ve been listening to 50 Cent since his debut. His journey, stories and hunger for more shows that no matter where you’re from, with a no-fear attitude you can always succeed.

A book, movie, TV show or podcast you recently found inspiring.

I recently watched Dune Part Two and it’s one of the most awe-inspiring films I’ve ever seen. The cinematography, score and visual effects are expertly crafted. This is what cinema was made for.

One of your favorite creative projects you’ve ever worked on. 

“OneFootball.” We created a super smart symbol and wanted to develop a generator that would develop the rest of the visual assets. We didn’t know how to do this, so we made sketches and animation tests to show how this might work. We eventually got buy-in from the client. We collaborated with Artificial Rome to develop the generator, which has led to the awesome visuals you can now see.

A recent project you’re proud of. 

Working with the mental-health charity Mind has been incredibly fulfilling. It makes me so proud to be a part of the creative industry, knowing that what we do can change lives.

Someone else’s work that inspired you years ago. 

The London 2012 Olympics brand by Wolff Olins. It came out to some mixed reviews, but it was so powerful in its story (to inspire a generation) and so distinctive in design. I learned that when you create something innovative not everyone will understand it right away—but that’s a good thing.

Someone else’s work you admired lately. 

Right now, I’m in love with Yonk, a Dutch duo using VR sculpting to create 3D animations. Everything they do blows my mind. We’ve even collaborated with them on some characters for SVNS.

Your main strength as a creative person.

Telling stories and finding that emotional hook.

Your biggest weakness.

To settle when I think something is right. That’s why I work with so many people with different perspectives, so we keep exploring to create something new.

A mentor who helped you navigate the industry.

As a junior at Interbrand I worked with Dan Barber, a freelance creative director who took me under his wing and showed me how to craft a brand identity. A lot of my early success is because of Dan’s guidance.

How you’re paying it forward with the next generation of creatives.

We regularly present and set design briefs for university students. This way we can share our industry knowledge and help them get ready for the world of work.

What you’d be doing if you weren’t in branding.

Working at a factory in Bradford.

The post Vinay Mistry, ECD at DesignStudio, on Finding That Emotional Hook first appeared on Muse by Clios.

“Don’t Drink and Dive,” created by Wieden+Kennedy London, consists of a hero PSA, short-form vids called “Daley Reminders” and floating billboards. Watch as Daley puts down his Pina Colada and makes his way to the diving board, only to be reminded that one in four drownings in the U.K. involve alcohol. He reconsiders and the messaging on his knitted Speedo encourages folks not to drink and dive.

Daley even released a limited-edition line of merch via his knitwear brand, Made With Love. Up for grabs are those bum-huggin’ briefs, along with sunglasses, a bucket hat and sliders. All proceeds benefit the Royal Life Saving Society U.K. Although we wouldn’t recommend wearing them near water.

“Malibu and W+K wanted to do a responsible drinking campaign that would actually create change and feel authentic,” agency creative director Freddy Taylor tells Muse. So, our strategy director, Brian Ritter, led us to water—literally. He found that quite a high number of U.K. drownings were alcohol-related, which sparked everything.”

“‘Don’t Drink and Dive’ and its knitted apparel were created with Tom Daley in mind. He was excited to become a water safety spokesperson as it felt so authentic to him. Lots of nice chats and collaborative sessions. We were in Mallorca with Tom sporting the knitted pants, standing at the end of a diving board. Dreamy.”

Video and photography assets, produced by W+K London’s in-house creative production studio WracK, feature Daley sporting knitted trunks and other apparel.

To learn more about water safety and view all campaign assets, visit www.dontdrinkanddive.com.

“Tom was super collaborative throughout, from every item’s design to shooting way into overtime. He was committed to ensuring every part was as good as it could be to maximum positive change,” Taylor says.

The post Merch From Malibu Rum and Tom Daley Promotes Water Safety first appeared on Muse by Clios.

The Olympic flame may be out. However, its most remarkable moments are still burning in the memories of fans across the globe. From surprise partnerships to viral products, the Paris 2024 Olympics were a masterclass in creative branding and cultural celebration.

Let’s dive into the 10 best marketing moments that had everyone talking, sharing, and clicking.

Snoop X NBC

Snoop brought his signature laid-back, humorous commentary to NBC’s Olympic coverage. Offering viewers a fresh and hilarious perspective on the Games. Whether he was cracking jokes about obscure sports or riffing on athletes’ performances, Snoop’s presence turned the Olympics into a pop-cultural phenomenon. His unique voice resonated across all demographics, making this partnership an instant win and one of the most talked-about marketing moments.

Olympic Village Chocolate Muffin

In a world where athletes need to fuel up, who would’ve thought that a simple chocolate muffin would become the star? The Olympic Village chocolate muffin became a viral sensation, with athletes from all over the world posting about its deliciousness on social media. It wasn’t long before fans and foodies started recreating their own versions at home, sparking a global chocolate muffin craze. This humble treat became the must-try item of the Games, proving that sometimes, the best things sell themselves.

Athlete and Celeb Olympic Pins

Olympic pins have always been a cherished tradition, but this year, they reached new heights of cool. Athletes and celebrities from Snoop Dogg to Simone Biles were spotted trading and showing off their unique pin collections, each representing different countries, sports and even special moments from the Games. From Instagram stories to TikTok videos, Olympic pins were everywhere, solidifying their status as the ultimate swag.

The Winners Gift

Amidst all the glitz and glamour, one subtle yet touching gesture stole the show—a gift given to winners on the podium. As athletes received their medals, they were also handed a golden box. Viewers by the millions took to social media to find out what the box contained, which turned out to be a now infamous commemorative map of Paris.  

Opening Ceremony Looks

The Opening Ceremony is always a fashion spectacle, and this year was no exception. Athletes from around the world stepped onto the global stage in stunning outfits that blended tradition with modern flair. Social media was abuzz, turning the established and upstart designers behind these looks into trending topics.

A Luxury Transport

The athletes weren’t the only ones looking stylish at the Games. Louis Vuitton added a little flair to the medals, too. The official Olympic partner crafted bespoke trunks with the brand’s signature Damier canvas and matte leather to transport the Gold, Silver, and Bronze medals and torches to Paris.

An Eiffel Tower Photobomb

The Eiffel Tower is a symbol of love, elegance and now, the Olympics, too! As athletes from around the world arrived in Paris, their social media feeds were flooded with stunning shots of the one and only Eiffel Tower. Whether it was a selfie, a team photo, or a creative take on the landmark, the Tower became the ultimate calling card of the Games. It was more than just a backdrop. It was a symbol of excitement and anticipation, making it one of the most recognizable images of the event.

Zhou Yaqin Impromptu Medal Photo

Sometimes, the best marketing moments are the ones that happen by accident. In a playful moment caught on camera, Chinese athlete, Zhou Yaqin bit her medal to join a winner’s podium photo moment. The sweet and spontaneous moment that reminded everyone of the joy and lightheartedness of the Games. In addition to inspiring viewers to explore the history of “biting the medal,” the photo became a meme sensation, with brands jumping in to create playful takes on the image.

Nike’s Debate Inducing Commercial

Nike’s Olympic spot, “Winning Isn’t For Everyone | Am I A Bad Person?” divided the internet. In one camp sat those who loved the idea of the sporting brand paying homage to the glory of unapologetic winners. In the other sat those who found the ad—and supporting campaign—antithetical to what being a champion is all about. Who was actually right was hard to pinpoint in the flood of industry think pieces and TikTok takes that ensued.

Disneyland Paris

After the intensity of the Olympics, what better way to unwind than with a magical trip to Disneyland Paris? The park became the ultimate post-Olympic destination for athletes and their families. From posing with Mickey Mouse to enjoying the rides, Disneyland Paris provided a fairy-tale ending to the Olympic journey. It was even sweeter for the entertainment brand Disney, which was not an official sponsor of the Paris Olympics.

The post The Best Marketing Moments From the 2024 Paris Olympics first appeared on Muse by Clios.

Dominic Lobalu was down—but not out.

The runner—an orphan, originally from South Sudan, who now resides in Switzerland—fell (along with others) during yesterday’s 5,000-meter preliminary race in Paris. But his hopes for a medal remain alive, and he’ll compete again on Saturday.

Swiss footwear maker On—always primed for big marketing moments with pop-culture appeal—profiled Dominic in an acclaimed doc last year.

Now, the brand and directors J.M. Harper and Hector Aponysus feature Lobalu once more in the 9-minute film “To Chase a Dream.”

“It’s no secret that Dominic’s backstory has been covered in the previous 30-minute documentary,” notes Harper. “Profiling the same character again required that we approach with a fresh context, visuals and thematic takeaway.”

So, rather than dig deep into Lobalu backstory (“To Chase a Dream” accomplished that mission), the team strove to present a brisk but compelling portrait of the athlete, mixing interviews and track footage with deft editing to fine effect. The film’s quiet, at times brooding intensity adds a gravitas to the story. The contemplative pace feels compelling. It provides an intriguing contrast with the subject matter, slowing things down in a world where speed’s king and events dash past in the blink of an eye.

“The story vividly illustrates how being a top runner represents not just a competitive achievement, but also a deeply personal story of resilience and the support of many,” Harper said. “We were aiming to reveal the layers of Dominic and his team’s collective dream as his story continues to evolve and his dreams come within reach.”

Other recent On efforts of note range from this artful outing with Zendaya to her not-so-serious air tennis encounter with Roger Federer.

(8/10: Update: Lobalu finished fourth.)

CREDITS

Directors
J.M. HARPER
HECTOR APONYSUS

Editors
BYRON LEON
GABRIELA TESSITORE

Director of Photography
JAN METTLER

Composer
WILLIAM RYAN FRITCH

Sound Designer/Mixer
RAPHAËL AJUELOS

Colorist
AYUMI ASHLEY

Production
PARK PICTURES LONDON

The post On Footwear Profiles Olympic Refugee Runner Dominic Lobalu first appeared on Muse by Clios.

Photographing the Olympics is “an Olympic event for photographers. It’s the ultimate assignment.” So says Jamie Squire, chief sports photographer at Getty Images, the official photographic agency of the International Olympic Committee.

He and 59 other Getty editorial photogs have been putting in 18-hour days shooting the 2024 Paris Games. “It’s non-stop, but that’s what we want to be doing. We will rest later,” he says.

Kansas City-based Squire, who has shot several Olympics for Getty since 1996, was focusing his lens on the women’s and men’s gymnastics competitions when we spoke last week. He is also covering basketball, beach volleyball, fencing, sports climbing and rhythmic gymnastics at the Paris games.

“When they said, ‘Hey, do you want to do the gymnastics?’ I was like, ‘‘’Yeah! I mean, twist my arm—marquee sports, Simone Biles, absolutely,'” he says.

The night before our interview, Squire snapped one of the most iconic photos of the Olympics to emerge thus far—an image of Biles, the G.O.A.T. of women’s gymnastics, showing off her diamond-encrusted goat necklace after winning gold in the all-around competition. Squire, who has been alternating between shooting from the photographer’s pen and the floor during the women’s gymnastics competition, happened to be on the floor that evening, perfectly placed in front of the athlete as she celebrated.

“After she won, her teammate [Jade Carey] came down to give her a big hug. She put on her necklace, and she’s holding up her necklace, and I’m right in front of her. So, that was something a little bit different,” he says. “You don’t get that access every day.”

Squire, who has also photographed Super Bowls, Stanley Cup Finals and World Cup soccer matches, says gymnastics is particularly challenging because so much happens all at once. Multiple athletes simultaneously compete on different apparatuses—the vault, the uneven bars, the balance beam and the floor.

Which is why Squire and his fellow Getty Images photogs arrived at the Olympics a week before the Games began and scouted the venues to figure out the best site lines. “We have a plan before we even step out on the floor of how we’re going to cover the event,” he says.

That said, there are also a lot of split-second, gut decisions that a photographer has to make in the heat of the moment. “You’re not just physically running around, you’re also thinking, ‘Okay, if this happens, then I need to be over here. And what if she falls, or what if she stumbles? Then this person could win, and then I’m going to have to be over here,'” he says.

Squire values the autonomy he is given by Getty whether he is covering gymnastics at the Olympics or another sporting event. “They’ll send me out to an assignment, and they’ll just say, ‘Go cover the assignment.’ They don’t tell me, “You have to get the winner crossing the finish line. You have to get this or that. It’s not lost on me that I’m responsible for Getty’s gymnastics coverage at the Olympics. None of this is life or death situations or world changing or whatever. But that’s a big responsibility to know that their coverage relies on me. It’s scary and motivating at the same time.”

All of the Olympic venues are wired for digital photo delivery, which allows Squire to send photos to his editors (more than 40 Getty editors are live-editing remotely from the Getty Images London office) within seconds of taking them. Speed is of the essence. “It’s very competitive to get the pictures out as quickly and as early as possible,” he stresses, noting there are photographers from various photo agencies covering the events. “So, technology is a huge factor in how we work.”

When he photographed the 1996 Atlanta Summer Olympics, Squire shot on film, and the process of getting the images from camera to clients involved runners, couriers and photo editors peering at pictures through light boxes.

Back then, Squire shot fewer photos. “You had a finite number of images on a roll of film. With digital, we take hundreds, thousands more images than we would have back in the old days when we would have had to be a lot more selective,” he reflects. “Now, we can just shoot freely and then delete later or put them on a hard drive somewhere and save them. You have a lot more to choose from shooting digitally.”

Once he is done with his assignments for the day, Squire catches up with his fellow photographers. Like the athletes who compete on teams, the shutterbugs enjoy a sense of camaraderie. (In addition to Getty’s editorial photographers, there are 24 Getty commercial photogs operating throughout the games to capture content for sponsors and paid assignments). “We all come back [to the hotel] at the end of the night, and everybody sits down and has dinner—or you run into people and you have a drink—and asks, ‘Hey, what’d you do today?'” Squire says.

“We’re an international company. So, there are friends of mine that I’ve known for 20 or 25 years, and we only see each other at these big events,” he continues. “We’ll always get the pictures. But, for me, it’s about the experiences, and it’s about the people. And the people at Getty are like my family. I’ve been there for 30 years. These people—I’ve grown up with them.”

Squire started taking photos professionally when he was a student at Atlanta’s Emory University, shooting for the Atlanta Journal-Constitution and Sports Illustrated. After graduating from college in 1995, he was hired by Allsport Photography, a sports photo agency that was acquired by Getty a few years later. (Getty covers all kinds of events, including the Met Gala.)

To this day, the Getty photog marvels at being able to make a living doing what he loves. “It’s a dream job. A lot of people I talk to—they’re fascinated by what we do and how we do it. They’re like, ‘You have the coolest job. You’re right on the sidelines.’ And it’s true,” he says. “I don’t do anything to dispel that because I’m witnessing history. I’m right there.”

The post Inside Getty’s Photo Coverage of the Paris Games first appeared on Muse by Clios.

The Summer Games are a good time to whip out some fun cross-cultural work. Enter DDB Paris’ “Welcome as You Are” for McDonald’s, a twist on the brand’s longtime slogan “Come as You Are.” We watch a stream of tourists debark in France and use their own linguistic nicknames for McD’s to try locating one. Confusion ensues! In the end, a guy cuts through with the old standby, “Big Mac.” (Luckily he didn’t try that with a Quarter Pounder.)

Where do forgotten beers end up? Heineken’s poetically morose “Forgotten Beers” by LePub doesn’t answer that question. But against a warm rendition of Claude Debussy’s “Clair de Lune,” it makes the case for forgetting suds. Because what’s happening in the room is the reason for beer in the first place.

Inspired by the #PassengerPrincess craze on TikTok, W+K London’s creative studio Bodega created a Passenger Princess Kit for Ford. The limited-edition set, celebrating the Mustang Mach E with handsfree tech, includes shades, a keychain, multi-rings and more. It was created in collaboration with Beta Design Office and will be plugged by influencers including “soft babe” Nella Rose. On TikTok and Instagram, fans can win their own kits. It’s all very androids-meet-Lisa Frank.

It’s not all fun and games during the Olympics. For Czech NGO People In Need, VCCP Prague created “The Deadly Games,” which compares the suffering of various global populations to popular Olympic sports.

We’ll wrap with some viral Olympic fun. Gymnast Giorgia Villa, representing Italy, is an ambassador for parmesan cheese—no particular brand, just overall. On behalf of this relationship, there are photos of her hugging, flipping over and generally hyping cheese wheels. A perfect 10!

Olympic silver medalist and Italian gymnast Giorgia Villa is sponsored by parmesan cheese and takes many of her photos while posing with large wheels of cheese pic.twitter.com/klx8PEuFPN

— Women Posting W’s (@womenpostingws) July 31, 2024

The post Bodyform, McDonald’s, Ford, Heineken and More Breakthrough Work From Europe first appeared on Muse by Clios.

First up: British swimmer Alice Tai. While browsing in a music shop, she overhears a conversation between two schoolgirls.

“What do you think happened to her?” one asks, noting Tai’s prosthetic leg.

“I’ll tell you what happened,” Alice replies. “I trained my entire life for this moment. I knew exactly how I was going to do it—and that’s exactly what I did.”

A similar scenario starring U.S. wheelchair hoops champion Trey Jenifer unfolds in a restaurant:

“I’ll tell you what happened,” Trey responds to an inquisitive kid nearby. “The number-one guy ion their team—that’s who I wanted. You throw yourself against the best until you are the best. And in that game, I was.”

Memorable stuff—slightly in-your-face, with great poise and good humor. This honest, simple approach should resonate.

Publicis Creative developed the campaign with director Cole Webley and photographer Jordan Nicholson. Paralympians Scout Bassett, Lauren Steadman, Diede de Groot and Ntando Mahlangu also appear.

The post Citi’s Paralympic Athletes Give the Best Answers first appeared on Muse by Clios.

One reason the brand partnership has worked so well is Snoop’s more than a commentator. He’s a superfan. From donning a Simone Biles T-shirt to joining Jordan Chiles’ parents in the stands to shedding tears during the U.S. national anthem; Snoop’s heartfelt interactions have endeared him to Olympic audiences across the globe.

Another reason Snoop has been able to turn his NBC Olympic engagement into such a big branding moment is his extensive experience in elevating brands. The “Drop It Like Its Hot” rapper has starred in dozens of marketing campaigns through the years for international brands like Pepsi, Sketchers, and Corona. To say, he understands the assignment would be an understatement.

As the Paris Games continue to unfold, Snoop Dogg’s presence is proving to be more than just a novelty; it’s a strategic stroke of genius that is reshaping how audiences experience the Olympics. With his infectious energy and genuine passion, he’s not only capturing the spirit of the Games but also bridging the gap between sports and entertainment in a way that only he can. The result? NBC’s Olympic coverage is now a must-watch event in its own right, and Snoop Dogg has solidified his place as a pivotal figure in the world of sports media.

Here are some of our favorite Snoop Dogg commercials that showcased his brand-boosting abilities long before the Paris Olympics, proving that his knack for turning any opportunity into a memorable experience is truly unmatched:

Snoop turned a cozy Christmas tale into a hilarious rap in this spot for Pepsi, proving that even Santa could use some swagger.

Snoop and SodaStream helped the world enjoy the small things during the holiday season:

Corona enlisted basketball legends and Snoop to motivate consumers to live their best lives:

Dutch fashion brand G-Star RAW tapped the Dogg to add lyrical flavor to its “Hardcore Denim” spot:

And footballer Harry Kane scores some serious style points with a little help from unlikely fashion coach Snoop in this Sketchers commercial:

The post Snoop Scored Big For Brands Before The Olympics first appeared on Muse by Clios.

Air Canada, ‘Ticket To Dream’

FCB Canada follows two journeys across time. As a young couple moves in search of a brighter future, an athlete strives to achieve her Olympic dreams:

Digicel, ‘One Jamaica’

Digicel Jamaica aims to foster unity among Jamaicans this summer with a rousing, upbeat Olympic campaign:

Corona, ‘For Every Golden Moment’

Grey Brazil encourages everyone to experience their own unique style of Olympic victory. Because the Games are for all of us:

Omega Watches, ‘Official Timekeeper’

The Swiss team of Trash_adv and Indiana Productions transforms Paris into a dreamlike playground in this visually stunning film:

Yes Bank, ‘Cheer for Team India’

Conceptualized by McCann India, this vibrant outing aims to shine a light on the unseen sacrifices and support that fuel athletes’ rise to greatness:

BBC, ‘Paris 2024’

According to this playful and unique animation, love can make you do wild things. But can it transform you into an Olympic athlete? (Spoiler: Yes!):

The post Olympic Gold From Air Canada, Corona, the BBC and More first appeared on Muse by Clios.

But as I entered advertising, it was amazing to see that it wasn’t just my legs that could take me there; creativity was my way into this amazing experience.

And while the Olympic stage helps the world come together around sports, too often, it’s a tale of the haves and have-nots. Especially when talking about the 184 nations sending athletes to compete in the 2024 Paris Summer Olympics.

If you look behind that number, there is a disparity in access to equipment, Olympic Committee staff and marketing funds. In light of such disparities, I believed I could make a difference working with a smaller nation.

After speaking to Jabari Michael-Khensu, a runner and mentee of mine, about this desire, I was introduced to the Saint Vincent and the Grenadines Olympic Committee (SVGOC). I was able to use my expertise to help support the country.

What we ultimately accomplished was a complete retooling of the SVGOC brand, including a new Olympic Crest, motto, fan gear and pins. We also aligned them with a track and field sponsor.

Our lessons can be applied across every sector, unlocking creativity that scales.

COMMUNITY

While I am not from Saint Vincent and the Grenadines, I sought out friends who were born and raised there to help educate me about the country. My Vincy friend Burton and his family played key roles. During lunches with them and my wife, I learned about the significance of the three diamonds that make up the SVG flag; came to appreciate the St. Vincent parrot—which is only native to the island; and absorbed the fighting spirit of the Garifuna, who defended against the British in the First Carib War.

This underscores the importance of first-party research and why having honest conversations with members of the community is so important. The ability to immerse myself in history, taste the food and hear folklore helped guide many decisions during the project.

Often, brands rely solely on syndicated data, removing humanity and nuance critical to breaking. Instead, they should expand their research, regardless of whether they have a big budget. Mine the comment sections of social posts and invite community members into the strategy phase! Nothing can replace deeply understanding your audience.

FLEXIBILITY

The Olympic Standard applies to more than just the times and distances it takes to get into the Games. It also applies to brand design and approvals. We had to be highly flexible as we approached the design aspects of the Olympic Crest and how we captured content around the fan gear.

Initially, we planned on creating photos and videos of the gear we produced in St. Vincent. However, due to Hurricane Beryl—which tragically left many locals without power or even homes—we pivoted by working with a U.S.-based Vincy photographer. Denise Stephanie Hewitt brought a new vision to life that reflected the excitement and pride of fans living far from the island.

You don’t need to be married to one idea. When faced with the unexpected, brands must embrace the power of the blank page. While scary, there is an opportunity to rewrite a narrative and deliver impact.

TEAMWORK

Working alongside my project partner Jacob MacDonald, we built workstreams, bounced ideas and provided encouragement when things didn’t go as planned. We brought in I’ve Got Dreams to assist with elevating the design and worked closely with Bandit Running on our track and field kits. This collaborative effort was instrumental in achieving our goals.

Brands must understand that a team of players can include people outside their organization. Also, having motivational figures beyond technical expertise helps with stamina throughout projects like this one, which was over two years in the making.

If you’re looking to be triumphant in a category where you’ve been underestimated, think like an athlete—and apply the principles of underdog heroism to the brand banner. Inspiration and motivation can come from places you least expected, no matter what game you’re playing.

The post This Olympic Committee Reboot Provides Lessons for Underdog Brands first appeared on Muse by Clios.