James Cleary

Concept, Art Direction

The brief was to create a campaign for the Heineken group to counter the perception that beer makes you fat.  The key facts were that half a pint of beer has fewer calories than a small glass of wine, and also protects the heart.

The solution? Refresh Your Perspective. The world is full of common misconceptions…

Marie Antoinette never said ‘Let them eat cake.’
The Great Wall of China is not visible from the moon.
Bulls are not enraged by the colour red.
Vikings did not have horns on their helmets.
A goldfish memory does not last a few seconds.
Ostriches do not bury their heads in the sand.
Chameleons do not change colour to match their surroundings.
Lemmings do not leap off cliffs.

Beer DOES NOT have more calories than wine.

We created ‘The Alliance of The Misunderstood’, a distinctive group of characters taken from the popular misconceptions above. They gather together to discuss their issues on The Great Wall of China and are unified by beer.

It is their ambition to educate this ignorant world…‘let them drink beer…’

©exposure
 Concept: Rupert Murphy & James Cleary
 Art Direction: James Cleary
 Copy: Rupert Murphy
 Illustration: Kyle Platts

Concept, Art Direction

The brief was to create a campaign for the Heineken group to counter the perception that beer makes you fat.  The key facts were that half a pint of beer has fewer calories than a small glass of wine, and also protects the heart.

The solution? Refresh Your Perspective. The world is full of common misconceptions…

Marie Antoinette never said ‘Let them eat cake.’
The Great Wall of China is not visible from the moon.
Bulls are not enraged by the colour red.
Vikings did not have horns on their helmets.
A goldfish memory does not last a few seconds.
Ostriches do not bury their heads in the sand.
Chameleons do not change colour to match their surroundings.
Lemmings do not leap off cliffs.

Beer DOES NOT have more calories than wine.

We created ‘The Alliance of The Misunderstood’, a distinctive group of characters taken from the popular misconceptions above. They gather together to discuss their issues on The Great Wall of China and are unified by beer.

It is their ambition to educate this ignorant world…‘let them drink beer…’

©exposure
 Concept: Rupert Murphy & James Cleary
 Art Direction: James Cleary
 Copy: Rupert Murphy
 Illustration: Kyle Platts

Concept, Art Direction

The brief was to create a campaign for the Heineken group to counter the perception that beer makes you fat.  The key facts were that half a pint of beer has fewer calories than a small glass of wine, and also protects the heart.

The solution? Refresh Your Perspective. The world is full of common misconceptions…

Marie Antoinette never said ‘Let them eat cake.’
The Great Wall of China is not visible from the moon.
Bulls are not enraged by the colour red.
Vikings did not have horns on their helmets.
A goldfish memory does not last a few seconds.
Ostriches do not bury their heads in the sand.
Chameleons do not change colour to match their surroundings.
Lemmings do not leap off cliffs.

Beer DOES NOT have more calories than wine.

We created ‘The Alliance of The Misunderstood’, a distinctive group of characters taken from the popular misconceptions above. They gather together to discuss their issues on The Great Wall of China and are unified by beer.

It is their ambition to educate this ignorant world…‘let them drink beer…’

©exposure
 Concept: Rupert Murphy & James Cleary
 Art Direction: James Cleary
 Copy: Rupert Murphy
 Illustration: Kyle Platts

Concept, Art Direction

The brief was to create a campaign for the Heineken group to counter the perception that beer makes you fat.  The key facts were that half a pint of beer has fewer calories than a small glass of wine, and also protects the heart.

The solution? Refresh Your Perspective. The world is full of common misconceptions…

Marie Antoinette never said ‘Let them eat cake.’
The Great Wall of China is not visible from the moon.
Bulls are not enraged by the colour red.
Vikings did not have horns on their helmets.
A goldfish memory does not last a few seconds.
Ostriches do not bury their heads in the sand.
Chameleons do not change colour to match their surroundings.
Lemmings do not leap off cliffs.

Beer DOES NOT have more calories than wine.

We created ‘The Alliance of The Misunderstood’, a distinctive group of characters taken from the popular misconceptions above. They gather together to discuss their issues on The Great Wall of China and are unified by beer.

It is their ambition to educate this ignorant world…‘let them drink beer…’

©exposure
 Concept: Rupert Murphy & James Cleary
 Art Direction: James Cleary
 Copy: Rupert Murphy
 Illustration: Kyle Platts

Design

With an orchard of over 40,000 trees, the Simunovich Estate is the largest privately owned olive grove in New Zealand. The oils come in two pure forms and two infusions. The first press oil is the first pour from each season and comes in a limited edition bottle.  

This packaging featured in issue 95 of Wallpaper* magazine, January 2007

©pHd3
 Directors: Peter Roband, Bella Akroyd & Jim Griffin
 Design: Bella Akroyd & James Cleary

Design

With an orchard of over 40,000 trees, the Simunovich Estate is the largest privately owned olive grove in New Zealand. The oils come in two pure forms and two infusions. The first press oil is the first pour from each season and comes in a limited edition bottle.  

This packaging featured in issue 95 of Wallpaper* magazine, January 2007

©pHd3
 Directors: Peter Roband, Bella Akroyd & Jim Griffin
 Design: Bella Akroyd & James Cleary

Identity Design & Application

Bracu restaurant is located in the Simunovich olive grove.

The scope of the project included ‘print on-site’ menus, wine lists, special one-off function menus, hand-bound menu folders, brass menu pins, bags, kitchen and wait-staff uniforms, wine library tags, carpets, signage, vehicle livery, gift vouchers, brochures and a website.

©pHd3
 Directors: Peter Roband, Bella Akroyd & Jim Griffin
 Design: Bella Akroyd & James Cleary

Art Direction, Design

I was asked to help clean up the look of the photography, typography and layout for Claire’s AW12 look book.

©exposure
 Creative Director: Simon Boniface
 Art Director: James Cleary
 Photography: 

Art Direction, Design

I was asked to help clean up the look of the photography, typography and layout for Claire’s AW12 look book.

©exposure
 Creative Director: Simon Boniface
 Art Director: James Cleary
 Photography: 

Art Direction, Design

I was asked to help clean up the look of the photography, typography and layout for Claire’s AW12 look book.

©exposure
 Creative Director: Simon Boniface
 Art Director: James Cleary
 Photography: 

Concept, Art Direction

Following Exposure’s successful ‘Claire’s Alice In Wonderland’ collaboration, I was asked to create another campaign in partnership with the latest Twilight film, New Moon.

I art directed a series of images based around the two clans in the film, Werewolf and Vampire.  The resulting images were used across Claire’s European chain of stores and drove outstanding sales of the featured accessories.

©exposure
 Creative Director: Simon Shaw & Simon Boniface
 Concept & Art Direction: James Cleary
 Digital Art Direction: Simon Brown
 Photography: Daniel O'Connell

Concept, Art Direction

Following Exposure’s successful ‘Claire’s Alice In Wonderland’ collaboration, I was asked to create another campaign in partnership with the latest Twilight film, New Moon.

I art directed a series of images based around the two clans in the film, Werewolf and Vampire.  The resulting images were used across Claire’s European chain of stores and drove outstanding sales of the featured accessories.

©exposure
 Creative Director: Simon Shaw & Simon Boniface
 Concept & Art Direction: James Cleary
 Digital Art Direction: Simon Brown
 Photography: Daniel O'Connell

Concept, Art Direction

Following Exposure’s successful ‘Claire’s Alice In Wonderland’ collaboration, I was asked to create another campaign in partnership with the latest Twilight film, New Moon.

I art directed a series of images based around the two clans in the film, Werewolf and Vampire.  The resulting images were used across Claire’s European chain of stores and drove outstanding sales of the featured accessories.

©exposure
 Creative Director: Simon Shaw & Simon Boniface
 Concept & Art Direction: James Cleary
 Digital Art Direction: Simon Brown
 Photography: Daniel O'Connell

Concept, Art Direction

Following Exposure’s successful ‘Claire’s Alice In Wonderland’ collaboration, I was asked to create another campaign in partnership with the latest Twilight film, New Moon.

I art directed a series of images based around the two clans in the film, Werewolf and Vampire.  The resulting images were used across Claire’s European chain of stores and drove outstanding sales of the featured accessories.

©exposure
 Creative Director: Simon Shaw & Simon Boniface
 Concept & Art Direction: James Cleary
 Digital Art Direction: Simon Brown
 Photography: Daniel O'Connell

Design
The brief was to launch the worlds most beautiful sustainable font to the world.  My part of this project included designing elements for a film, website, PR and designing a poster along with 25 other creatives for each letter of the alphabet. 

Download the font here:
http://www.rymaneco.co.uk

©GREY London
Typface Design: Monotype
Executive Creative Director: Nils Leonard
Creative Director: Andy Lockley
Design: James Cleary, Chris Chapman, Paul Reddington
Creative Producer: Lucy Dunn

Design
The brief was to launch the worlds most beautiful sustainable font to the world.  My part of this project included designing elements for a film, website, PR and designing a poster along with 25 other creatives for each letter of the alphabet. 

©GREY London
Typface Design: Monotype
Executive Creative Director: Nils Leonard
Creative Director: Andy Lockley
Design: James Cleary, Chris Chapman, Paul Reddington
Creative Producer: Lucy Dunn

Design
The brief was to launch the worlds most beautiful sustainable font to the world.  My part of this project included designing elements for a film, website, PR and designing a poster along with 25 other creatives for each letter of the alphabet. 

©GREY London
Typface Design: Monotype
Executive Creative Director: Nils Leonard
Creative Director: Andy Lockley
Design: James Cleary, Chris Chapman, Paul Reddington
Creative Producer: Lucy Dunn