This was innocents first foray into digital advertising so I didn’t want to do the usual thing in a banner ad.It was part of a bigger integrated campaign, but it’ll be unfair to show the press work as I just looked over Nick Darken’s shoulder in awe as he drew it. Go on, click on the chicken.

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For Fruitstock I developed a whole “pass it on” feel. So for banners I thought instead of filling them with info the user can carry on reading the Guardian website, but click on the stereo to hear a mixtape of music from the day. Oh no, flashback to hand-cramp from drawing loads with colouring pencils, arrgh. Press play to listen to it now.

The Fruitstock website enabled me take the Pass It On concept to another level. Any attraction or band featured on the site could be passed onto a friend, who you think may be excited by that particular thing - making it more personal.

This was the email invitation for Fruitstock. When it was forwarded, it automatically created a daisy chain of recipient names. As the email got passed around all your friend’s names got added to the daisy chain on the right, making the email more viral.

My Creative Director Matt Gibbins had an idea to film squirrels for a Fruitstock viral. So we all banded together filmed and edited a Fruitstock viral and a load of short stings. You’ll have to take my word for it but it got in the Lycos top 5 viral chart. Very prestigious.