Dick Moby
eyewear

I loved doing the creative strategy, direction and tone of voice for these sustainable Amsterdam eyewear designers. At the time, ‘sustainability’ often meant sacrificing your looks (or taste) to a higher cause. ‘That’s crazy!’ we thought. Why not just let people be selfish - about their face and their oceans. And then obviously we wrote the whole thing as a country and western tune sung by a disgruntled crab. 

[Click/tap images to enlarge]
A bus stop advertisement featuring a woman with twisted hair wearing sunglasses and colorful earrings, smiling. The text on the advertisement says, 'LOOK GOOD FOR YOUR PLANET' and 'DICK MOBY sustainable eyewear.' In the background, there are people w
An outdoor wall with three large posters: two featuring women wearing sunglasses at a beach, and one bright yellow poster with the quote 'Treat the planet to something nice for yourself' by Dick Moby.
A large outdoor advertisement banner displaying a quote about sustainability and beauty, alongside a photo of an elderly man wearing sunglasses. Construction cranes are visible in the background.
Billboard advertisement for sustainable eyewear by Dick Moby, featuring images of a woman with sunglasses and text messages encouraging sustainability and beauty.
A black A-frame sidewalk sign displays a pink and yellow poster with the quote 'You've only got one planet but you do have two eyes.' The poster features an illustration of green sunglasses and a planet with an eye, with the text 'Dick Moby' at the b
A weathered outdoor poster on a grungy wall promotes sustainability with a woman wearing orange sunglasses and the phrase 'Sustainable is doable. All you gotta do is be beautiful.' by Dick Moby.

Music video

The first (and, so far, only) country & western music video I have ever directed. (We also wrote and performed the song, together with the clients.)

Brand strategy
Concept development
Copy

My role(s)

Director
Creative Director
Songwriting
Guitar/ Banjo