Gilles Vandenoostende

Hi, I'm Gilles Vandenoostende - designer, illustrator and digital busybody with a love of language, based in Ghent, Belgium.

  • I conceived the site's setting as an over-the-top carnival.

  • Max It was Proximity's first (but not last) foray into the scary world of Facebook Connect.

  • The cabinets (and most of the rest of the site's design) were modeled and rendered in 3dsmax.

  • The view while we were connecting you to the live-stream.

  • There was always going to be some lag between pushing the buttons and the video coming back, so we warned players to take the delay into account.

  • The sketch that started it all.

Pepsi Max It


In the spring of 2009, Proximity BBDO launched its most ambitious (and successful) campaign for Pepsi yet: Pepsi Max It. The goal: users could remote control 6 real claw machines hooked up to the internet in our offices.

Using Flash, Photoshop, 3dsmax and Flex to craft the front-end and backed up by a custom-built .NET-based socket server hooked up to heavily modified claw machines, Pepsi’s Max It was probably Proximity‘s most ambitious project to date.

Me, Jan Algoed and Mark Hamill

Results: A record number of unique visitors, plus we won an Adobe MAX award for it!(Me, Jan Algoed & Mark Hamill @ Adobe MAX 2009 in L.A.)

I was lucky enough to be a part of the team responsible and as a reward got to join Adnerd Jan Algoed in going to L.A. to the Adobe MAX conference to pick up our award, from none other than Mark Hamill!