ROLE: Creative Director & Strategic Lead
DELIVERABLES: Brand Strategy, 360° Campaign Concept, Event Space Visualisation ("Dressing the Room"), OOH Design, and Copywriting.
CONTEXT: Proactive Strategic Pitch (Conceptual).

from 
cocoa bean 
to couture .

OOH: THE TAKEOVER

OOH: THE TAKEOVER

Our Out-of-Home strategy was designed to disrupt the polished veneer of London’s fashion districts. We personified the iconic Tony’s bar, giving it a high-fashion edge that screamed for attention.

Concept 1 : The Arrival

A massive, witty, hand-drawn Tony's bar owning a pair of stilettos. The copy? "IT'S TIME." A punchy, multi-layered call to action that resonated from Soho to Shoreditch

Concept 2 :
The Catwalk

A squad of Tony's bar characters owning the runway with the headline "COME ON, VOGUE." It was playful, it was cheeky, and it was 100% Tony’s.

IMPACT LIVE 
WITH BAD BUNNY.

To anchor the entire campaign, we needed a
game-changing moment. Enter Bad Bunny.

Anchoring Tony’s LFW presence with a concert at THIS IS ICON wasn’t just a show—it was a masterstroke of conscious disruption. This was where "Impact Live" became an electrifying reality.

THE PITCH

Step into the "Cabaret of Conscience," where glittering curtains and disembodied velvet gloves present Tony’s bars like precious jewels. Lush cocoa trees frame live models in Fair Trade couture, embodying our "Fibre to Frock" ethos against a
floor-to-ceiling Tony's Bar Wall. Center stage.

"FROM COCOA TO COUTURE" mantra burns bright on massive Neo QLED screens, contrasting the raw reality of West African farmers with the glamour of LFW. With a tactile Gift Shop preview and the Bad Bunny OOH campaign on loop, the room isn't just dressed—it's a revolution ready to launch.

To the left, the TONY’S STATION. This isn't standard catering; it's a culinary homage to our roots.

We’re serving up a menu inspired by the vibrant flavours of Ghana and Côte d'Ivoire—think club burgers, rich desserts, and bespoke cocktails. It’s the taste of West Africa meeting the luxury of London hospitality.

The moment you walk in, the tone is set.
You are greeted by the icon himself—a life-size,
Met Gala-ready Bad Bunny standee. But don't get too comfortable; expect the real deal to make an appearance. We are signalling to the team that this isn't just a sponsorship; it's a cultural takeover