For the last four years, Freddy has been mining the zeitgeist at Motion Sickness. There, amongst other things, he created a scent for the nation's most notorious street, worked on a book of culinary solutions for the inebriated, instigated a masochistic restaurant month, peddled seafood for plants, and most recently, abetted an attempt to make New Zealand the best place in the world to have herpes.
Some of the above has been momentarily validated with these.
KARANGAHAPE ROAD
Karangahape Road needed to be the culinary epicentre of New Zealand once again. We delved down into the illicit underbelly of the famed road, where food and sex collide and emerged with EAT IT.
An ode to the provocative character, potent sexuality and one of a kind gastronomical offering of Karangahape Road. Submit your senses, open wide.
NZ HERPES FOUNDATION
How on earth do you dismantle the stigma surrounding herpes? You start small, keep it local, and make New Zealand the best place on earth to have herpes, naturally.
A pioneering herpes destigmatisation course was helmed by a cast of patriots and yesteryear icons, that simultaneously decreased virus stigma, and bolstered a waning sense of national pride.
FIRE & EMERGENCY NEW ZEALAND
In New Zealand 1 of 4 of fires start in the kitchen, and half of those involve drugs or alcohol. FENZ asked us to help change this, because distracted cooking is a recipe for one thing, disaster. We created You’re Cooked, a buffet of recipes independent of oven or stovetop, to help satiate those late night cravings without burning the house down. Said recipes were then put to the test by befuddled chefs in the wild, during a very late night activation in central Auckland.
KARANGAHAPE ROAD
Equal parts delicious, pungent and provocative, ROAD is a scent as heady as any trip down Karangahape. Like any luxury fragrance, ROAD required a smolder heavy campaign shot by a Vogue photographer. Only available for purchase on the street, this one of a kind spritz bounced from business to business, inciting a feverish month-long treasure hunt.
SEALORD
A product with no name that smelt strongly of fish, that's all we knew. It turned out to be a potent garden fertilizer. So we called it Naked, and told everyone to get Naked. The seeds of misinterpretation were further sown via a series of voyeuristic spots that encouraged getting Naked for inlaws, online, and in store, but ultimately for your garden.
HEART OF THE CITY
Most of us can cook, but there’s a difference between dinner and dining. Despite your best efforts, you simply have no chance against rarified Japanese steel, unpronounceable ingredients and fanatical chefs. That was the job, to remind Auckland of our potent gastronomical scene. Don’t try this at home, try it at Restaurant Month instead.
LES MILLS
After decades of providing the best workout money can buy, there was a creeping assumption that Les Mills was now only for the Greek gods among us. They wanted to return to their historically egalitarian identity, to a time before gymtimidation. Be Imperfect embraces the missteps, missed alarms and sweat drenched reality of every fitness odyssey.