JOHN FOSTER

Creative Director/Writer/Art Director.

This film launched the 'In Search of Great' campaign to consumers.

Accompanied by multiple 15' spots.

Co Creator/Art Director/Illustrator.

Traditional economic theory ignores one of the most important drivers of economics: Human creativity. Beautiful Economics puts creativity at the centre of all economic activity and believes that people and society can profit in more lasting ways when creativity and beauty are a part of everyday life.

The Beautiful Economics brand is about lifting the economy as well as the human spirit. It’s focused on commerce that is environmentally sustainable and socially responsible. It aims to integrate art and design into everyday life. Its motive is to help humans profit in more ways than just cold hard cash.

“Beautiful Economics – "The Economics of Creativity”, is a fun and inspiring book about life, creativity and economics, written for the layman and bursting with beautiful ideas, artwork and inspiring quotes.

This book is not only a fresh look at the way economics shapes our lives, but it’s about the power of our most precious natural resource: creativity.

The ideas of Beautiful Economics sets out to redefine what makes us happy and rich, whilst giving us economically sound reasons to add more creativity to everything we do, both in our business and personal lives.

Creative Director/Writer/Art Director.

In this commercial we show some of mans most creative endeavors, the breadth and depth of his seemingly limitless creativity. At the same time demonstrating the brands vast library of both still and video assets.

Creative Director.

In an experiment in the harsh environment of Alaska, we gave one woman Vaseline Clinical Therapy and documented her reaction to it, the reaction of her friends and its spread by 'word of mouth' to the larger community. What greater proof of the product’s efficacious benefits than the personal recommendations of those who suffer the daily hardships of dry skin in such a harsh environment.

But would it work ?

Thanks to Petal Roch, her friends and the power of Social Media word spread, far further than anyone could have predicted.

The web site was the engine for the campaign, with proof of the products efficacy and engaging content from some unique people.
We documented the spread as the recipients of the product gave their verdict.

Rich media helped consumers get inside the lives of these Alaskan people and experience what people thought of the product.

Getting the right balance of 'skin stories' vs 'people stories', was critical to the success of the site and the project as a whole. Engagement is of course key and fortunately we couldn’t have scripted better stories than the ones told by Kodiak’s towns folk, if we had tried.

Social media was key in driving prescriptions, friends being rewarded with money off vouchers and a product people are naturally only too happy to talk about.

3,000 photographs and over 150 hrs of interviews made for a very compelling and entertaining endorsement of Vaseline Intensive care. Over 3 million people went on to share this product all across the US. Here’s just a small sample of the content from the site opposite.

The story of people’s skin and the harsh conditions around it, captured by director Derek Cianfrance and still portraits by Elinor Carrucci.

And finally PR played a vital role in stimulating the conversation,and interest around the campaign.

"A great campaign". CONTAGIOUS.COM

Creative Director.

Vaseline’s skin care credentials go back many years and it’s one of those rare brands we can all remember being on hand growing up. But consumers didn’t know Vaseline for their broader offering and so it was essential to leverage that valuable heritage when repositioning the brand. Vaseline has always been obsessed by the wonders of skin and has dedicated itself to making products that look after this amazing natural material, so it was only natural to reposition the brand as the ‘skin authority’.

Who else but Vaseline could talk about skin in such an authoritative way and make the products to keep it at it’s best. Vaseline keeping skin amazing.

Brand work across all media carefully repositioned the brand always seeking to show natural real amazing skin demonstrating its amazing qualities. And providing products which help keep skin not only look but perform and feel amazing too.

Creative Director.

Brand film. 100 years of the brand, celebrated with a walk through history.

Tactical station domination.

Creative Director/Writer/Art Director.

To launch the Snyder brand in London we wanted an idea that would A. demonstrate the capabilities of one or all of the Snyder roster of artists and B. generate as much interest as possible in the brand, the result Trump Grotesk. A typeface designed specifically to speak truth to power.

Every time Donald Trump tweeted a ‘newsworthy’ message we would set it in our new font and share it with the world with the message:

Copy: TRUMP GROTESK. By Snyder Studio. A new typeface designed to speak truth to power. You’ve heard his words, now let him hear yours.

From here people could visit the Snyder site and use the typeface to share their own opinions on what the President was saying.

Visit www.trumpgrotesk.snydernewyork.com

And have your say!

Creative Director.

As part of the week long activations at The Cannes Lions Festival, visitors to a special Getty Images tent were given Google Cardboard headsets to highlight another aspect of the brands vast offering, the 360 panoramic library.

Here a selection of some of the numerous shots on view.

Creative Director/Writer/Art Director.

To show the diversity of the brand we told topical stories using only the Getty Images library of material.

Creative Director/Writer/Art Director.

Art Director/Writer. Amnesty Campaign: Creative Director.

Writer/Art Director.

A fledgling organization, ASCA had no awareness, no identity and needless to say minimal funding. Sadly this meant there was no way of getting the message of hope out to sufferers, many of whom if left untreated become depressed and can often take their own lives. We produced an entirely pro-bono campaign, allowing ASCA to help turn suffers in to survivors.

The campaign was a resounding success with many lifelong sufferers gaining help and treatment for the first time. ASCA also gained the government funding it needed to continue its valuable work.

The commercials won the Australian Television Awards Campaign of the year.

Creative Director/Writer/Art Director.

Photography seminar at The Cannes Lions festival a part of a week long activation of the 'In Search of Great' campaign.

World renowned Getty Images Editorial Photographers Lynsey Addario and Brent Stirton spoke directly to the target audience.

The event was a huge success shared via SM posts and live coverage on the Getty Images site.

Creative Director/Art Director.

In Launching Vaseline Men, research showed that men not surprisingly had little interest in skin care. So it was important to find a way of making it interesting to them. Rather than talk about the cosmetic benefits of keeping skin amazing we decided to talk about how amazing skin is compared to other materials. Allowing the target audience to reevaluate their skin and look after it with a new range of products especially designed to keep it amazing.

The Vaseline Men launch was activated through 'partner agencies’ with the use of leading US athletes Michael Strahan, former Giants Player, and Chase Utley from the Philadelphia Phillies' with "strengthening your bodies and your skin" messaging.

The launch was highly successful with awareness of of Vaseline Men increasing 130% in just three weeks.

Writer/Art Director.

A fledgling organization, ASCA had no awareness, no identity and needless to say minimal funding. Sadly this meant there was no way of getting the message of hope out to sufferers, many of whom if left untreated become depressed and can often take their own lives. We produced an entirely pro-bono campaign, allowing ASCA to help turn suffers in to survivors.

The campaign was a resounding success with many lifelong sufferers gaining help and treatment for the first time. ASCA also gained the government funding it needed to continue its valuable work.

The commercials won the Australian Television Awards Campaign of the year.

Creative Director/Writer/Art Director.

Australian Poster work for the Stoli Brand and Heineken Print.

Creative Director.

Skins pores actually open in water taking on moisture at a microscopic level. Vaseline‘s Healthy Body Wash feeds skin with nutrients in the shower, so skin can literally bloom.

Writer/Art Director.

A fledgling organization, ASCA had no awareness, no identity and needless to say minimal funding. Sadly this meant there was no way of getting the message of hope out to sufferers, many of whom if left untreated become depressed and can often take their own lives. We produced an entirely pro-bono campaign, allowing ASCA to help turn suffers in to survivors.

The campaign was a resounding success with many lifelong sufferers gaining help and treatment for the first time. ASCA also gained the government funding it needed to continue its valuable work.

The commercials won the Australian Television Awards Campaign of the year.

Creative Director/Art Director.

Art Director/Writer.

Lets make something great, memorable and have fun doing it.

Drop me a line at: johnfoster01@gmail.com

Or simply call me, I’d love to hear from you.

+1 646 479 8809