Selected Works
A glimpse into conceptual campaigns and strategic brand narratives.
The Telegraph
Campaign: "Know the unknown knowns."
Targeting educated, centre-right readers, this campaign leverages the idea of the 'unknown known.' It's a subtle intellectual nudge, reconnecting audiences with implicit truths and fostering a sense of deeper understanding.
Key Aspects:
- › Strategy: Engage discerning readers with nuanced philosophical concepts.
- › Execution: Utilized mockups of Twitter profiles, billboards, and app interfaces.
- › Impact: Reinforced The Telegraph's image as a source of insightful journalism.
American Express
Campaign: "Not just what you expect."
This campaign promoted the Everyday Cashback Platinum Card to a broad demographic. With a witty and sincere tone, it positioned the card as both accessible and premium, emphasizing its surprising value and benefits.
Key Aspects:
- › Objective: Broaden appeal and highlight cashback benefits.
- › Narrative Style: Relatable scenarios to showcase everyday card usage.
- › Outcome: Subverted expectations and reinforced Amex’s commitment to value.
Jaeger-LeCoultre
Conceptual: "It's like a door. #ItsADoor"
A minimalist and intriguing concept designed to spark curiosity and conversation around the Jaeger-LeCoultre brand, using ambiguity and a simple visual to provoke thought.
Key Aspects:
- › Approach: Minimalist visual paired with a provocative tagline.
- › Engagement: Utilized a hashtag to encourage interpretation and dialogue.
- › Aesthetic: Focus on elegance, mystery, and intellectual appeal.
Porsche
Campaign: "Porsche drivers define the limit."
Acknowledging the thrill of speed, this campaign positions Porsche as the definitive vehicle for those who dare to push boundaries. It echoes the subversive intelligence of classic Porsche advertising with a modern, human touch.
Key Aspects:
- › Core Idea: Align the driver's desire for speed with the Porsche brand identity.
- › Tone: Confident, witty, and unapologetically human.
- › Execution: Included provocative print visuals and a concept for a Spotify audio ad.
Monster Energy
Campaign: "Rip it."
A high-voltage call to action that embodies the raw, unfiltered energy of Monster. "Rip it" is about unleashing inner power, whether in sports, gaming, or intense focus sessions, amplified by dynamic visuals and social engagement.
Key Aspects:
- › Brand Essence: Capture raw energy and a call to action.
- › Visuals: Explosive imagery like a bullet through the can.
- › Marketing Mix: Video spots, #RipItChallenge, and influencer collaborations.
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