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HASSANAYN RAUF: SENIOR CREATIVE

  • email: hass@9amtilidone.com
  • phone: 07894 084 544
  • location: London

3 questions in the following order; Is it good? Does it make sense? Is it original? If YES applies to all 3, then we're likely to find common ground. Ok...it's probably not going to be particularly original, but it's the intent that counts. Savvy?

  • 2014 _ 2016
  • AKQA
  • SENIOR CREATIVE

  • NIKE
  • BARCLAYCARD
  • LEVIS
  • M&S
  • CHANEL
  • COUTTS

Focussed on Nike for the best part of 3 years (I love sport and working on sport feels right > better than working for Benson & Hedges anyway). Nike have a very particular way of working so it was often a struggle, but always one I revelled in. So much work doesn't make it out so I feel lucky to have so much to show for my time. Moving away from the Nike account recently felt like the right thing to do > It was important to flex my conceptual muscles elsewhere.

  • 2012 _ 2014
  • FREELANCE
  • ART DIRECTOR

  • STELLA
  • MENTOS
  • COCA COLA
  • IKEA
  • THREE & MORE

After building up a unique portfolio through Mustard Up, I found it fairly easy to find work in the 'real' industry, but if I'm honest it was just about getting my foot in the door and finding out what made me tick. I quickly got bored of simple digital design updates and 2 week freelance contracts > I craved a more strategic, conceptual opportunity. I was however very lucky to spend some time at Unit 9 working under Anrik Bregman whose advise and work ethic was a direct inspiration.

  • 2008 _ 2012
  • MUSTARD UP
  • CREATIVE PARTNER

  • VIRGIN MEDIA
  • BBC
  • THOMSON REUTERS
  • EMI
  • HEDGEHOGS & MORE

Mustard Up started through pure bloodymindedness in the face of endless temping hours and low self morale. I learnt everything on the job, often through my business partner Tom Price, but soon realised that my brain was wired correctly for the creative industries. I dabbled in concept, design, direction, production, management, accountancy and parking fines and that gave me, what I believe to be, a fairly unique, definitely unconventional education in film, digital, print & branding. The fun didn't last forever though > when we got too busy doing corporate animations and couldn't fit in a couple of sets at the tennis court across the road each day Mustard Up was eternally doomed.
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BARCLAYCARD: MUSIC SHOWDOWN

  • Agency: AKQA
  • Art: Hass Rauf
  • Copy: Matt longstaff
  • Design: Joao Olivera
  • Build: Will Hancock
  • Production: Bliink

Every year Hyde park is taken over by the British Summer Time festival for 2 weeks of energizing live music. Their official partner, Barclaycard, had also turned 50 and was in the mood to celebrate. Put these two things together and we had the perfect excuse to create a musical party piece; not just for UK’s most loved credit card, but for every music-lover in Britain.
And so The Great British Music Showdown was born. We started by designing a group of 24 digital dancers that represented the UK’s 12 biggest music genres from the past 50 years.
We also created a themed background to represent each genre > each featuring a unique, contextual copy template for user personalisation. For the finishing touch, we composed 12 different versions of the same melody for the characters to dance to.
Then, to find out which genres we hold closest to our hearts, we partnered with Buzzfeed to design a quiz that would reveal the nation’s musical makeup.
The quiz transformed everyone’s results into their own, personal music DNA…which we used to form a unique dancer, made with parts from our original set. These mix-ups celebrated the UK’s varied taste in the form of personal, sharable animations.
On launch day, partygoers at British Summer Time could discover their musical DNA using touchscreens installed at the event and get their dancers immortalised on a piece of essential festival-ware. Online, the mix-ups invaded social networks, encouraged by Buzzfeed. The campaign spread across news sites, bringing in wave after wave of Brits eager to make a one of their own.
Then, we launched a digital version of the Hyde Park festival for all the mix-ups to party at. 1000's of mixed-up dancing genres on a fully navigatable isometric map with filter functionality and an eclectic soundtrack to boot.
The Buzzfeed quiz proved a huge hit, with the average dwell time beating standard Buzzfeed activity 5 times over. More than half a million people completed the quiz, with almost 100,000 sharing their dancer to the virtual festival.
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NIKE FOOTBALL: NEW TURF ORDER

  • Agency: AKQA
  • Art: Hass Rauf
  • Copy: Joe Fox
  • Design: Samuel Mensah
  • GFX: Andy Briscoe
  • Production: New Kid

The Nike Turf League is a small-sided football tournament run yearly in partnership with the Turkish FA. But this year, we wanted to create a campaign that resonated with all street footballers, not just the 50,000 or so participants.
2015: Pro football in Turkey had reached an all time low. The stadiums were empty, the football was flat, the players weren't coming through. So, we remixed Turkish football, taking the best elements of the pro league and giving them to where football was still being played with passion > the turf.
The deafening noise, the blinding flares, the epic skills, the freshest product. We launched recruitment on the Nike Football App with 3 remix films that heroed local Nike talent by putting them alongside Turkish Captain and talisman Arda Turan.
All together they were viewed over 1 million times on Nike Football's Facebook feed and a record 43k FOTs signed up for the 2015 tournament.
We created epic lenticular remix graphics and posted them all around turf pitches across the country to inspire the would be finalists. The message was simple > Same game, different turf.
Then, we rewarded the most active teams on the Nike Football App by remixing their game with professional ringers and the freshest Nike training product.
There were 4k downloads of NFA with a 65% increase in activity plus 800K visits to nike.com during the campaign.
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NIKE RUNNING: PARADISE 92

  • Agency: AKQA
  • Creative Director: Toby Burnett
  • Art: Hass Rauf
  • Copy: Alvin Helmandi
  • Photography: RJ Shaughnessy
  • Build: The Village

Moscow is a cold unforgiving city. But for the 92 days that make up summer, a transformation takes place. Small pockets of outstanding beauty spring up across the capital - that most Moskovites are oblivious to. Rather than creating a campaign to get people to just run, we created a campaign to get them to discover these 92 hidden destinations. More than a running app, we became a travel agency.
In partnership with The Village, Moscow’s premiere website for culture, we created the Paradise 92 game – challenging runners to visit as many of the 92 destinations they could - from sun rise on June the 1st to sun set on the last day of August.
Each destination was heroed by an influencer athlete whose run was captured at sunrise/sunset and showcased online with it's geographical profile and informative, but inspiring commentry.
A simple installation was created at each destination - so runners could prove they had visited with a foot selfie shared on Instagram and Nike+.
The 92nd and final destination was the finish line of We Run Moscow 2014, where thousands discovered Moscows more famous locations.
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NIKE FOOTBALL: ICE KINGS

  • Agency: AKQA
  • Creative Director: Toby Burnet
  • Illustration: Pedro Villas Boas
  • Copy: Alvin Helmandi
  • Art: Hass Rauf
  • Neon: Rizon Parein
  • Production: Iconoclast

Professional football teams in Russia take a break over winter, and travel to a warm destination to train for three months because the weather gets so bad. But some hardcore kids play through this extreme weather, in the back streets of Moscow. They are the Ice Kings.
We created a campaign to reward those kids, by holding tournaments to find the ultimate Ice Kings. Those winners were given the keys to unlock their heroes stadium for one night - Spartak Moscow.
We recruited for the tournament with this image in social. The event was over subscribed within 48 hours of one post.
We created tutorials and guides to playing in the snow and shared them on the Nike football app and we held weeks of knock out tournaments throughout Moscow.
The winning teams got sent a digital key to their phone, which opened up Spartak Moscow's stadium when scanned at the door. The kids had the whole place to themselves.
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NIKE FOOTBALL: KOROBKA REBELS

  • Agency: AKQA
  • Creative Director: Toby Burnett
  • Art: Will Battersby & Hass Rauf
  • Copy: Matt Bennett
  • Illustration: Pedro Villas Boas

Petro dollars have funded the new face of Russian Football. But at a cost. A lack of opportunity and a feeling of distrust has set in amongst the next generation of young players. So we sparked a revolution across the korobka (cage) football pitches, to shine a light on fast and fearless football and inspire belief that anyone can rise to the top if they risked everything.
We kick started this movement by inspiring over a million and a half viewers with the story of Kirill Laptev. The Nike Chance winner who also came from the Korobka, and put everything on line to make it pro.
Russian rapper L'One created the rebel soundtrack of the korobka movement, shared it on itunes to over a million listeners.
We recruited on over 1000 Korobkas. 3000 players signed up across the 10 districts of Moscow.
Finals were held at the Nike Football Korobka where the energy exploded. 1 million visitors passed through the gates. 20 epic days of phenomenal football.
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NIKE RUNNING: 212 VS 216

  • Agency: AKQA
  • Creative Director: Toby Burnett
  • Art: Hass Rauf
  • Copy: Alvin Helmandi
  • Photography: Barbaros Kayan

Istanbul is a city of intense rivalry, of 2 halves separated by an iconic strait. We wanted to fuel that rivalry in the build up to We Run Istanbul, inspiring runners to push themselves further by representing their side. Who will you run for? East or West? 212 or 216?
First up, we inspired runners each side of the river with manifestos that spoke to the difference in lifestyles East & West of the Bosphorus. The East is smooth & sunny; the West is fast & furious.
We created a mirror concept for all our campaign comms. Runners in the East were shot in profile running from right to left. Those in the West were shot in profile running from left to right. The graphics were designed to match so that, eventhough the artworks would rarely be seen together, each side of the river became a visual representation of a city divided.
Runners were able to rack up miles for their team by signing up to the nike.com Fuel It platform and were encouraged to wear their teams colours as a sign of alliegance whilst running the other side of the bridge. The Bosphorus Bridge became the focal point of the campaign inspiring the lock up and marking the finish line of the final showdown.
We scoured the city looking for locations that would work as mirrors of East & West to rally our competitors as the conclusive event approached. We ramped up the energy in the copy, but remained true to the conflicting characteristics of each side.
It all ended in the the dying days of Summer as East & West lined up together for We Run Istanbul. After a bitter fight, 216 consolidated their Fuel It lead and were crowned Kings of the Bosphorus.
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NIKE: PLAY RUSSIAN

  • Agency: AKQA
  • Creative Director: Toby Burnett
  • Art: Hass Rauf
  • Copy: Alvin Helmandi
  • Edit: Sam Rushworth

When the world shivers, Russia plays. To launch Nike’s first ever Winter campaign for the Russian market, we inspired everyday Russian athletes to get out there and show us what they're made of.
(That was the TVC produced by Weiden+Kennedy and directed by Mark Zibert)

With #PLAYRUSSIAN we created Nike's first ever 100% user generated film, dropped tactically on the opening day of the Sochi Winter Olympics 2014. This film celebrated the epic below zero activity of Russians during the Winter months.
Our campaign was supported by a huge social recruitment drive, online hub (by Stink Digital) and cross-category events. Users were given a sub zero rating for personal videos shared to the hub and the best clips were used in the UGC film and seen by millions during the live Sochi broadcast.
We created a series of inspirational Winter assets for Nike to share on their social channels, posters for the #PLAYRUSSIAN events plus postcards & stickers for influencer promotional packs.
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NIKE FOOTBALL: ELASTICO SUPERFLY

  • Agency: AKQA
  • Art: Hass Rauf
  • Copy: Adrian Stannard
  • Edit: Sam Rushworth
  • Director: Chris Read
  • Production: Pundersons Gardens

Nike Western Europe wanted to accompany the release of the Elastico Superfly with a series of skill tutorials starring Eden Hazard. We produced them with a twist > shot in an underground car park, Hazard struts his stuff in a cage game, throwing defenders this way and that, expressing himself to a Diplo soundtrack.
We showcassed some of his favourite in play tricks > Elastico, Hocus Pocus, Roulette Nutmeg...
...and cut them together with the usual Nike pace and flair, using rewinds, slo mos & super cuts to great effect.
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COUTTS: LOSE IT FOR GOOD

  • Agency: AKQA
  • Art: Hass Rauf
  • Copy: Matt Longstaff
  • Director: Pip
  • Production: Agile Films

To celebrate Coutts innovative online banking solution we created a 'montage of lost' to remind us all how frustrating the search for our card reader can be.
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STELLA: BLACK DIAMOND

  • Production: UNIT9
  • Interactive Director: Anrick
  • Assistant Interactive Director: Hass Rauf
  • Lead Designer: Jarrod Castaing
  • Agency: Mother

Mother London have long positioned the Stella Artois brand with the cool side of classic French cinema. For the Black Diamond campaign they wanted to bring on-board immersive theatre innovators Punchdrunk, to work with Anrick and their own creatives in order to combine an immersive mix of real-life cinematic theatre and online interactive storytelling.
The story starts when a man spontaneously proposes to his lover, but a street thief snatches the diamond ring. The man curses; ‘Who ever has it, will never be able to keep it’. And so the legend begins. 2 lovers. 1 diamond. A thief. A curse. A classic film noir movie coming straight from late night Paris in the 1960s. And you. You are the spectator, but also the actor. Only you will discover the secrets of The Black Diamond.
The online experience needed to achieve two very distinct objectives for two very different audiences. For those who attended the live event and had a vested interest, the site needed to continue the experience and help fill in the blanks. For those who missed the event, the site had to be an all in one experience. There was also a functional side to the project, a way to distribute the roughly 1000 free tickets for the live event.
UNIT9 director Anrick created the interactive online film to offer the users their own perspective on the Black Diamond story. Orchestrated around the key locations in East London, the Black Diamond follows the diamond as it passes from person to person and is eventually reunited with its rightful owner.
An open ended story set in Paris in the swinging sixties, told through cinematic black and white imagery, a series of interconnected characters and a rich and immersive stereoscopic soundtrack.
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MENTOS: UP2U

  • Production: UNIT9
  • Interactive Director: Anrick
  • Assistant Interactive Director: Hass Rauf
  • Lead Designer: Jarrod Castaing
  • Production: Holster

UP2U is a two-layered chewing gum pack from Mentos – the first slab gum to ever give two choices of flavours in the same pack. With 4 combo packs & 8 unique flavours to showcase, the Martin Agency approached us to create a browser based experience targeting a largely teenage male audience.
UP2U is a browser-based experience consisting of eight very different, and subtly synchronised films. Viewers can choose to switch between the different films, as if switching between different realities. Zombies or Gameshow?
The unique interface allows users to seamlessly slide between two scenarios and choose which ‘flavour’ film to watch. As they do so, the viewer starts to notice that some events happen the same way in both of the stories they are watching.
The films are synchronised and connected. Run from zombies or take part in a crazy Japanese game-show, become a hip-hop star or an astronaut in the future. Have you ever wanted to be in two places at once? The choice is UP2U. Hip Hop or Astronaut? (Featuring Naughty By Nature)
Superhero or Supermodel? The eight films were written and directed by Anrick and his teams from UNIT9 and live action partner Holster in London. Each film had it’s own actors, set design, and a bespoke score composed for the project.
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LOVE GLOVE: BRANDING

  • Production: Mustard Up
  • Creative Partner: Hass Rauf
  • Technical Partner: Tom Price

Branding and concept design for the South London disco collective.
Some clever person was fooling around with a 45 rpm plastic insert and realised that if you removed some of the linkages it would look like the letters L & G. I think that person was me, but I can't remember exactly. Anyhow, it would make for the perfect logo...We then built the typeface using the serifs to form the basis of each letter.
Then it was just a case of getting hold of some classic 70's images...anything really > thank you internet.
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SCOFFLAW: THE BONNEVILLE

  • Production: Mustard Up
  • Creative Partner: Hass Rauf
  • Technical Partner: Tom Price
  • Photography: Phil Wright

Branding, photography, concept design and illustration for beautifully quirky East London gastro pub The Bonneville Tavern.
The sign is both classic and original > the emblem was cut & burnt into reclaimed oak.
I created a set of neo-gothic flower illlustrations to accompany the main emblem > for use on menus, drip matts, towels etc...and throughout the website. below are some of the creative explorations...
...and art directed a photoshoot that brought to life, on camera, the inspired vision of The Bonneville's owner and desinger Ruairi Gilles.
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SEVEN EIGHTHS: THE HUNTER-S

  • Production: Mustard Up
  • Creative Partner: Hass Rauf
  • Technical Partner: Tom Price
  • Illustration: Reiss Simmonds

Branding, photography, concept design and illustration for popular East London gastro pub The Hunter-S.
Back when parallax scrolling was all anyone ever did, we used it to combine 3 graphic elements of The Hunter-S brand; Photography, Illustration and authentic graphic design. The illustrations told the story of the establishment, from their commitment to freshly sourced food to their love of stainless copper ceilings and taxidermy.
We actually did the pub sign too with our Ralph Steadman influenced illustrations packing a much bigger punch in print, but I don't have a picture so you'll have to take my word for it and make do with this >
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QUEENS ENGLISH: NEW BALANCE

  • Production: Mustard Up
  • Creative Partner: Hass Rauf
  • Technical Partner: Tom Price
  • Director of Photography: Phil Wright

Yes, I was once proud member of Uk Hip Hop collective Queens English. Amongst designing all the branding, artwork and merchandise I collaborated with some industry friends to make this promo for the release of 'New Balance' > shot up in the hills near Valencia, Spain and debuted at our Spanish themed single launch.