For five years Freddy mined the zeitgeist at Motion Sickness. There, amongst other things, he created a scent for the nation's most notorious street, worked on a book of culinary solutions for the inebriated, instigated a masochistic restaurant month and peddled seafood for plants.
Some of the above was momentarily validated with these.
Freddy now works at Mother New York, by way of Mother London.
KATHMANDU
Getting outdoors is too often made to feel like an unrelenting war with nature. Who knew adding a comma to a common phrase could change all that. A global brand campaign for Kathmandu to remind people, outside isn’t where your comfort zone ends, it’s where it begins.
KARANGAHAPE ROAD
A store where everything is for sale but your money’s no good. Karangahape Returns housed lost relics, very special one offs and deep cuts from the area's storied history. The only way to purchase these items of desire was via receipts from other businesses on the road. Prove your loyalty, and keep the receipts.
KARANGAHAPE ROAD
Equal parts delicious, pungent and provocative, ROAD is a scent as heady as any trip down Karangahape. Like any luxury fragrance, ROAD required a smolder heavy campaign shot by a Vogue photographer. Only available for purchase on the street, this one of a kind spritz bounced from business to business, inciting a feverish month-long treasure hunt.
SEALORD
A product with no name that smelt strongly of fish, that's all we knew. It turned out to be a potent garden fertilizer. So we called it Naked, and told everyone to get Naked. The seeds of misinterpretation were further sown via a series of voyeuristic spots that encouraged getting Naked for inlaws, online, and in store, but ultimately for your garden.
FIRE & EMERGENCY NEW ZEALAND
In New Zealand 1 of 4 of fires start in the kitchen, and half of those involve drugs or alcohol. FENZ asked us to help change this, because distracted cooking is a recipe for one thing, disaster. We created You’re Cooked, a buffet of recipes independent of oven or stovetop, to help satiate those late night cravings without burning the house down. Said recipes were then put to the test by befuddled chefs in the wild, during a very late night activation in central Auckland.
KARANGAHAPE ROAD
Karangahape Road needed to be the culinary epicentre of New Zealand once again. We delved down into the illicit underbelly of the famed road, where food and sex collide and emerged with EAT IT. An ode to the provocative character, potent sexuality and one of a kind gastronomical offering of Karangahape Road. Submit your senses, open wide.
HEART OF THE CITY
Most of us can cook, but there’s a difference between dinner and dining. Despite your best efforts, you simply have no chance against rarified Japanese steel, unpronounceable ingredients and fanatical chefs. That was the job, to remind Auckland of our potent gastronomical scene. Don’t try this at home, try it at Restaurant Month instead.
KATHMANDU
Kathmandu wanted to reintroduce themselves to a new generation of more discerning hikers, walkers and runners. Bold colours, wide lenses and bitter temperatures were abundant during a dogged 2 day circumnavigation of Ōpuke Mt Hutt.
LES MILLS
After decades of providing the best workout money can buy, there was a creeping assumption that Les Mills was now only for the Greek gods among us. They wanted to return to their historically egalitarian identity, to a time before gymtimidation. Be Imperfect embraces the missteps, missed alarms and sweat drenched reality of every fitness odyssey.