Laurent Marcus

Stowaway

FORMULA E CREATORS CHALLENGE

Stowaway is a generative AI short film made with Nathaniel Kiwi for the Formula E Creators Challenge 2026, run by Bionic Awards and presented by Google Cloud.

The film was created using Google's generative AI tools and imagery of the Gen4 car, as a non-commercial entry to the global challenge. It premiered at the BFI IMAX in London alongside eight other finalists from around the world, and won the Agency Creator Award.

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Build Your Own Super Bowl Commercial

UBER EATS

Uber Eats put its Super Bowl commercial inside its own app. Days before the game, fans could assemble their own cut from a library of alternate scenes, narrative paths and celebrity cameos — over 1,000 possible combinations — turning a one-way broadcast moment into an interactive, shareable experience.

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Mum-nipulate The Algorithm

KITCHEN WAREHOUSE

Helping mums get the gifts they actually want by serving hyper-targeted product ads directly to their families.

For Kitchen Warehouse, we activated a cheeky Mother’s Day retail campaign that gave mums the marketing power usually reserved for big brands.

We created six “Mum-nipulation” techniques, from scanning in-store QR codes to sharing cat videos secretly laced with retargeting, all designed to deliver personalised product ads to their household.

By flipping the algorithm in mums’ favour, the campaign reached hundreds of thousands of families, made smarter use of the media budget, and helped ensure no mum ever ends up with petrol station carnations again.

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The Recycling Rethink

PEPSI

Drinks brands constantly tell people to recycle their plastic and aluminium waste. But the truth is, two thirds of containers in Australia actually don’t get recycled. It was clear to us that ‘telling’ people how to recycling wasn’t enough to drive real action. So Pepsi decided to step up.

Australia’s existing recycling infrastructure relied on a stagnant 10c refund model that had not evolved in 50 years. To genuinely shift behavior, PepsiCo needed to make the act of recycling inherently engaging rather than relying on these empty lectures.

Partnering with TOMRA, global recycling tech company, and NSW Government-run recycling scheme “Return and Earn” we developed new identification code for Reverse Vending Machines that could detect unique Pepsi barcodes when deposited.

This technological breakthrough transformed a stagnant, rote chore into a gamified, consumer-first experience. In a world-first initiative, whenever a consumer deposited a Pepsi product, the machine's new code prompted it to print a unique QR receipt. By scanning this code in real-time, the consumer could instantly discover if they had earned the standard 10c refund, or an additional amount of $100, $1,000, $10,000, or $50,000. By drastically elevating the incentive, Pepsi turned passive recycling into an actively rewarding experience.

Excitingly, this functionality is now compatible with TOMRA’s global network of machines, meaning that any brand in the world, not just Pepsi, can encourage greater recycling as we have here in the state of NSW.

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DoppelFalcons

ANZ

Fighting fraud with 🦅 DoppelFalcons.

ANZ Falcon®, ANZ’s advanced fraud protection technology was introduced through iconic advertising in 2006. But, in the fifteen years since The Falcon was first seen by the public, the nature of cybercrime has changed dramatically. With individuals through to large organisations falling victim to cybercrimes, it is increasingly at the forefront of people’s minds. Sadly, no one is immune from the threat. It became clear to us that it was time to reintroduce the falcon to a new generation of Australians and reclaim its rightful place as the iconic symbol of ANZ’s security capabilities. But we had to bring it back in a whole new way that showed how ANZ Falcon technology® had evolved to keep up with today’s increased, sophisticated threat. So, Special did the only reasonable thing: created Falcons that look a little like their ANZ customer counterpart, affectionately dubbed ‘DoppelFalcons’ ‘DoppelFalcons’ repositioned the one-size-fits-all, generic Falcon, to an ever-present, personalised Falcon that learns from transactions, and watches over customers and their money 24/7.

DoppelFalcons was launched in TV, OOH but also online, using a digital experience inviting people to meet their DoppelFalcons. Each 🦅 DoppelFalcon is unique and generated based on your unique features. We engineered a system leveraging OpenAI GPT-4o to describe user's looks, outfit, ... and use a custom templated prompt back into Dall-E 3 giving us a consistent output, bringing users into the campaign.

Try it here: https://www.falconlens.com.au/

The launch also featured an innovative interactive OOH component, enabling anyone to add their DoppelFalcon to the dynamic outdoor campaign.

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Late Night Promo — QR PJs

UBER EATS JAPAN

Turning nightwear into the easiest way to order food.

Japan is famous for its late night culture. Uber Eats, the only delivery service in Japan to deliver late into the night, was seeking to own this market and highlight their major differentiator from the competition.

The solution:

We created pyjamas that turned your body into a menu and made ordering your favourite late-night dish so easy that you could do it in your sleep. This special ‘late night’ attire featured the most commonly ordered after-hours cuisines and highlighted just how conveniently nocturnal folk could satisfy their cravings, cementing Uber Eats as the premier late night food service in Japan.

Launched on Twitch and leveraging nighttime media, like shopping channel on TV.

Results: 45% of all first time users acquired during the campaign period (mid Feb to end of March) came through the Late Night campaign. +75% monthly acquisitions 78% 'late night' messaging takeout Campaign contributed to 2.5% of the GB during this time. 1.8M impressions on social. 50% positive sentiment (making this the most loved UE social campaign of the year)

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Satisfy Your Strange

CHATIME

Seven characters built around the odd, specific cravings Chatime’s drinks satisfy — Centaur Baby, Earsplosion, Udder Delight, Wild Pearl, Set Him Free and the rest. Posters went up around Sydney and Melbourne carrying QR codes: scan one through the Instagram filter and its character comes to life and dances wherever you are. Characters designed by Jellygummies, brought into AR by Unbnd with retouching and animation help from Electric Art.

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Eat Your Words

OPORTO

Turning vegan haters into believers.

People think they can say what they want online with no consequences. So, when Oporto (Australia’s favourite chicken chain) launched their new Vegan Burger, we knew haters were gonna hate.

But, we were ready for them . . .

Knowing that we could change their mind, we invited those haters for a “tasting”. Unaware that we were about to serve them their own comments laser engraved on our vegan burger.

We filmed their positive reactions and reposted them online turning haters into our spokespeople. We monitored for hateful social comments on our channels and served back to haters a digital burger with their words on it, accompanied with a voucher to try it for free.

Oporto’s most successful social campaign to date. Doubled sales target.

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Cluck ’n Play

RED ROOSTER

Red Rooster makes really good fried chicken, but many young people were still unaware of the offering. Reaching a younger market meant appearing where they already spend their time — Twitch. The ‘Cluck and Play’ fork attachment clips onto a controller so gamers can eat and play at once without losing their trigger finger. Twelve gaming influencers ran live product demos on stream, eating boxes of chicken with the Cluck and Play controller and offering their followers Red Rooster deals.

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PowerShare Stations

SAMSUNG

Sharing power with people when they need it the most.

The Samsung Galaxy S10 has a battery so powerful, you can share it. We turned outdoor sites into PowerShare Stations using the technology from the Galaxy S10 so that people could charge their phones, wirelessly. We chose sites in areas with a high density of commuters, knowing that people there would likely be facing the anxiety of low battery after a long day.

To drive people to our PowerShare Stations when they were low on battery, we created dynamic mobile ads that used battery detecting technology, so we knew the exact battery level of people’s phones and tailored the message accordingly.

Through geo-targeting, we then gave them directions to their closest PowerShare Stations, which we placed in CBDs all over Australia so commuters could get a boost after a draining day, and relieve their low battery blues.

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Pre-Reviews

SAMSUNG

Turning any iPhone review on YouTube into an ad for the Samsung Galaxy Note 10.

​​​​​​​We were launching the Samsung Galaxy Note10 at the same time as our biggest competitor. And no tech product launch gets more reviews on YouTube than the iPhone, so despite being a superior product, the Note10 was being overshadowed.

Consumers in-market for a new phone consistently rely on YouTube Reviews when it comes to choosing a new device, so we needed to take advantage of that moment to hijack their attention and demonstrate the superiority of the Galaxy Note 10.

Introducing the Samsung Pre-Reviews: contextual YouTube pre-rolls that used smart media placement playing just before people were about to watch a review of the new iPhone: at the exact moment when they’re thinking of buying a new phone.

The objective was to highlight its superiority against other phones and bring relevant use cases to the in-market target audience.

Each Pre-Review looked, sounded and felt just like a normal product review. Except each one highlighted a feature that the new iPhone didn’t have…

We hijacked more than 750k YouTube reviews and increased marketing visits by 110% and intent to purchase by 413% compared to the previous Galaxy Note campaign.

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Tricks Roulette

RED BULL

Getting skateboarders to try new tricks on Instagram.

In early January 2020, “Which X character are you?” filters are all the rage on instagram. So I started to wonder if we could leverage that trend to get skateboarders on instagram off the couch and try skateboarding tricks.

I created an instagram filter called Tricks Roulette, which randomly gives a trick to the user as they record themselves. In just a couple of days, it reached over 1M people and started to spread around the world.

Legends such as Tony Hawk, Eric Koston, Chad Muska, Torey Pudwill, Joey Brezinski and more started using it, Youtubers started to make content with it.

I’ve gathered some of my favourite recorded tricks on the following Instagram account @TricksRoulette, accumulating over 5,000 followers.

+30M impressions

+2M captures

It caught the eye of the Red Bull Skateboarding team on instagram who decided to try a 1 week sponsored takeover of the filter, here is the case study of that week of activity.

They ended up acquiring the filter permanently.

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