#Makethefuture
Shell—Make the future campaign
As Creative Director, Shane led the global Shell Make the Future campaign 2016, a large-scale initiative designed to reframe how people think about the future of energy through storytelling, technology, and participation. At the center of the campaign was an interactive film built around Best Day of My Life, where viewers could actively explore Shell’s clean energy initiatives by tapping into different moments within the experience. Each interaction not only revealed a real-world innovation, but also unlocked a musical layer, turning the film into a living composition.
Featuring global artists including Jennifer Hudson, Steve Aoki, Pixie Lott, Luan Santana, Yemi Alade, and Tan Weiwei, the experience allowed users to switch between performers and dynamically remix the song, blending voices, instruments, and stories into personalized versions of the track. The result was a seamless fusion of narrative, music, and interactivity, where learning about the future of energy became an engaging, participatory experience.
The project was also adapted into a global linear campaign, broadcast worldwide, extending its reach across multiple platforms and audiences. Produced in collaboration with teams across the globe and filmed in New York, the campaign became one of the most viral of its time, reaching hundreds of millions of viewers and redefining what branded storytelling could be at scale.
How it worked.
Each of six “hives” in the video represents a different energy system: Bio-Bean, Capture Mobility, GravityLight, Shell Eco-Marathon, MotionECO and Pavegen. A broader view of the interconnected “beehive” makes up a life-size diorama that demonstrates how the systems are best used together for a more sustainable future.
Tap on a hive to reveal the energy system
Tapping also introduced a musical instrument. The more you reveal the more instruments get introduced to the song.
Tap on the singer to change between the different artist
OVER 260MIL VIEWS
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new york / LONDON / BUENOS AIRES
Work
Shell - Executive Creative Director
#Makethefuture was an integrated campaign of events, tours, and media focusing on six social entrepreneurs.
The centerpiece of the 2016 campaign was the music video Best Day of My Life, starring Jennifer Hudson, Steve Aoki, Pixie Lott, Luan Santana, Yemi Alade and Tan WeiWei.
Skills
Executive Creative Director / Creative Ideation / Project and Team Leader / Game Design.