Any creative will know the frustration of having a great idea that never sees the light of day.

Sometimes the concept is cooler than the final product; sometimes a good idea doesn't make it to the final round; sometimes the brief changes at the last minute; and sometimes a campaign just gets scrapped altogether.

Just because the project never went live though, doesn't mean it's not worth showing.

Be it work in progress, concepts, or pitches, this is some of my favourite work that never quite made it off the drawing board.

This poster was orignally designed for the ICHI office space based on one of ICHI's "Ways of working" principals, "Setting the bar".

Each designer and art director was asked to create their own design on the principal of their choosing, with no restrictions on how to execute the idea and no requirement to follow ICHI's brand guidelines.

A somewhat subversive interpretation of the brief, I chose to create my design around the idea that sometimes mantras are best ignored and rules are meant to be broken in order to make the best work possible.

Digital Out Of Home design concept for EE to promote the launch of the Google Pixel 6 phone by emphasising how it stands out from the crowd.

The brief was to show the idea of "breaking out" and breaking away from the norm.

This was a campaign idea I pitched for HowNow learning management system.

HowNow prides itself on being a learning management platform that provides companies with a lightning fast knowledge base at their fingertips.

I pitched the concept of "Evolve at the speed of thought", the idea that growth is no longer hampered by slow access to knowledge, the only restriction is how fast you can think.