Brand & Creative Consultancy
Shubhankar Ray was born in 1968 in Calcutta, India. After graduating from Manchester University in 1989 with a Chemistry Bsc (Hons), Ray has spent the last 25 years re-inventing & transforming some of the world’s most important fashion & lifestyle brands such as Levi’s, Camper, Caterpillar and G-Star Raw, as well as ad-hoc projects for Sony, The United Nations, Prince Charles’ Charities and Fitflop. His work is based in global branding, consumer-social reality and designing multi-level communications systems including international advertising campaigns, TV spots, short films, magazines, gallery installations, music, web and shop systems. He started his career as a Scientist, but left the lab early to work for Levi’s and was later Global Creative Director at Caterpillar for 5 years followed by Global Creative Director at Camper for 6 years and was Global Brand Director for G-Star Raw for 10 years.
Ray is mostly known for his award winning & innovative long running global campaigns and brand image created for Caterpillar in the 1990s, Camper during the 2000s and G-Star for a decade between 2006 to 2016. In 2006 he joined G-Star Raw, the Amsterdam based street wear to luxury denim brand, as Global Brand Director. His collaboration with G-Star created new concepts and new ways for the brand to communicate worldwide. During his tenure, Ray has worked on campaigns with photographers, Anton Corbijn & Ellen Von Unwerth and cultural luminaries such as Dennis Hopper, Benico Del Toro, Vincent Gallo, Liv Tyler, Michael Madsen, Skrillex, Kasabian & Pharrell Williams to name a few. For G-Star, he has pioneered ground-breaking ideas such as a record label, virtual nightclub-museum, pop up gallery, poetry, infotainment fashion shows & the world’s first denim made from recycled ocean plastic. His main scope of work is global brand image, message, positioning, strategy, advertising and new ideas.
Since 2016 Ray has worked as Global Brand Director for biomechanics to comfort to fashion brand Fitflop creating a ‘fast track-supersize’ branding model to re-invent and transform the brand from niche toning sandals to global comfort footwear player. He created the “For Superwomen” campaigns collaborating with Hollywood icon, Uma Thurman, charity partnerships such as Habitat For Humanity and #Superwomen Nights NYC featuring Daddy G/Massive Attack x live opera x art.
Ray is a globally recognized thought leader in branding & creativity and has pioneered a counter-intuitive approach to re-framing and developing modern brands in the 21st century. His work and films have also been shown in the world’s most known galleries and museums including the Design Museum in London (2015, 2005), Victoria Miro Gallery in London (2005), Centre for Contemporary Culture in Barcelona (2002), Museo Del Mar in Barcelona (2002), V&A museum in London (2000), Venice Biennale (1999) and Atlantis Gallery in London (1999). Ray has received numerous advertising & design awards including : Cannes Lion Grand Prix (2014), Cannes Lion (2013), Cannes Cyber Lion (2004), D&AD (UK 2015, 2004, 2002), Premios Laus (Spain 2004, 2003, 2002), Emma Award (UK 1999). He has also lectured widely on Creativity, Visual Communications and Branding at Oxford University, as well as other institutions in London, Los Angeles, New York, Barcelona, Bangkok, Berlin, Milan, Munich, Paris, Amsterdam, and Cape Town.