MERCEDES-BENZ C-CLASS SPORTS COUPE: ‘Shiny?’

Discounting premium products can be risky. It can take decades to build up a premium positioning for a brand, to give their products a value beyond the materials and man hours that have gone into their making. Once you start discounting you risk making it feel less special, because people know that, generally, products get discounted because they aren’t selling, if they aren’t selling it must be because nobody wants them. MERCEDES-BENZ PROBLEM: A stock-pile of C-Class Sports Coupe’s. They decidedRead more

Hands up who’s heard of Satoshi Saikusa?

I came across these images the other day, it turned out to be the work of artist Satoshi Saikusa. When worked on Adidas I was constantly on the hunt for photographers, we were shooting athletes from all over the world on a regular basis, and trying to shoot them in a way that was distinctive and own-able was the goal. Satoshi was always top of my list. Unfortunately, for either financial, timing or simply clients feeling he was too exotic,Read more