Creative Direction

Campaign

Motion / Video

A Copenhagen night story with a daylight twist: party kids who are also park kids. Fast cuts, loud lettering, and a clean eyewear brand voice

A Copenhagen night story with a daylight twist: party kids who are also park kids. Fast cuts, loud lettering, and a clean eyewear brand voice

A Copenhagen night story with a daylight twist: party kids who are also park kids. Fast cuts, loud lettering, and a clean eyewear brand voice

Mar 2025

DK

Party Kids

MESSYWEEKEND is a Copenhagen-based eyewear brand (sunglasses and snow goggles) with a tone that’s confident, a bit ironic, and never too serious—while still caring a lot about product quality. Their positioning is very “Copenhagen”: culturally driven, clean design, and a mission that also connects to environmental action through their Clean Oceans initiative.
This campaign was not commissioned. It was one of those last-minute creative situations that happens in real life: fast decisions, a tight turnaround, and a group of people making something because it sounds fun—and because it can work.

MESSYWEEKEND is a Copenhagen-based eyewear brand (sunglasses and snow goggles) with a tone that’s confident, a bit ironic, and never too serious—while still caring a lot about product quality. Their positioning is very “Copenhagen”: culturally driven, clean design, and a mission that also connects to environmental action through their Clean Oceans initiative.
This campaign was not commissioned. It was one of those last-minute creative situations that happens in real life: fast decisions, a tight turnaround, and a group of people making something because it sounds fun—and because it can work.

What it was

We built a classic horizontal commercial-style spot around a specific type of character: the “night kids” who somehow also become “park kids.” The tone is playful, slightly chaotic, and very Copenhagen—energy first, explanation later.

My role (creative direction)

I stepped in on the creative side: naming, concept framing, and the visual appeal of the piece. I focused on what needed to feel recognizable immediately:

  • a strong naming hook (the “party kids / park kids” contrast),

  • typography and lettering that acts like a character, not decoration,

  • a clear aesthetic that feels aligned with a brand that is bold and humorous.

How we made it work (fast)

The production was led by Nova, and my contribution helped keep the spot coherent while we moved quickly. Most of the personality is built in post:

  • fast, rhythmic editing

  • After Effects work (type, motion, compositing)

  • small VFX touches and a bit of 3D to push key moments

Why the brand fit

MESSYWEEKEND talks about premium materials and a focus on quality without taking themselves too seriously—so the “fun first” approach felt appropriate. The campaign energy mirrors that: sharp product presence, but with a playful, street-level attitude.

I like projects like this because they are honest: limited time, high energy, real collaboration. I’m proud of how we turned a last-minute idea into a directed piece with a clear visual hook—where the lettering, the cut, and the attitude all work together in one fast language.

Produced by: Nova Jackson
Directed by: Eduardo Pellegrino

Thanks to:
Anton Kurmaz; Manuela Mingrone; Nikita Kitlen; Brenda Garcia; Nora Limstrand; Frida Andrea; Bartek Duda; Fedya Kozlov; Yura Ioptah

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