Nokia Technologies leveraged the OZO camera to venture into the realm of VR. Our campaign played a pivotal role in introducing this groundbreaking technology to the global audience.
The extensive work on this award-winning multichannel program encompassed various facets, spanning from the creation of initial branding materials, naming, and launch campaign to orchestrating red carpet events and forging partnerships with film studios.
While at Saatchi & Saatchi in Geneva, Switzerland, I collaborated with the renowned Audemars Piguet to craft four distinctive campaigns aimed at enhancing the visibility of the 'Master Collections' and the brand overall.
Inspired from the inside
Character comes from within
Restless perfection
Emotion beyond question
The 'Performance Art' global product refresh platform prioritizes product intricacies and craftsmanship, celebrates its distinctive customer community, and showcases a remarkable lineup of brand ambassadors through three prominent brand pillars: Beautility, Evolution, and Planetarians.
Historically, film studios allocate the bulk of their marketing budgets to the two months leading up to the release and red carpet events. However, once the film hits theaters, marketing efforts often come to a halt.
To prolong the impact of a movie release, our collaboration with 21st Century Fox involved developing a comprehensive CXM platform. This platform empowered fans to connect with filmmakers, artists, and actors, share their creative expressions, receive recognition for their passion, and deepen their engagement with beloved stories.
Our journey began with the Maze Runner movie series, authored by James Dashner.
Golden 1 holds a special place in the hearts of Sacramento and San Joaquin Valley residents, cherished for its commitment to the community and exceptional financial services.
However, as Golden 1 seeks to introduce its new Brand Positioning to a wider audience across California, the challenge lies in not only maintaining its existing popularity but also in attracting new members, deposits, and loans. To achieve this, Golden 1 requires a comprehensive and integrated creative solution coupled with a strategic media approach. By harnessing the power of innovative marketing strategies, Golden 1 can extend its influence and establish a presence in new markets throughout the state, further solidifying its position as a leading financial institution in California.
Our multi-channel solution was designed to celebrate each life stage and the wonderful people from the golden state.
Landing your first job, opening your first bank account, getting your first (new) car, moving in with your partner, planning your wedding, buying your first place together, turning that old house into your new home, starting a family, upsizing that cool (old) car, launching that business you’ve always dreamed of, paying for college, going on a real adventure, finally splurging for a little sports car, looking after mom and dad, and getting ready to put your feet up.
Life is a series of stages, each starting with a single step. Make sure your first step is a Golden 1.
The launch campaign for the Ultrabook convertible spanned across more than 20 countries, taking a playful approach to highlight its primary features and blurring the boundaries between digital life and reality. It illustrated how experiencing the flexibility, speed, and enjoyment of an Intel-powered device would forever change one's perspective, making life without an Ultrabook unimaginable.
The outcomes were remarkable, with heightened engagement globally and an unparalleled click-out rate to third-party retailers. These outcomes served as crucial indicators of heightened category awareness and brand recognition.
The task at hand was to develop two television campaigns, complemented by social media extensions on platforms like YouTube and Meta, aimed at elevating the Sono Bello brand. The objective was to empower women and enhance its appeal to a more affluent demographic.
To meet this challenge, I conceptualized and filmed two television spots. These campaigns are set to launch in the second quarter of 2024, promising to bring a fresh perspective and heightened resonance to the Sono Bello brand.
Be Your Beautiful #1 :60 seconds
Our ambassadors will share their stories in an earthy-yet-elevated space. Empowered and pleased after their Sono Bello procedures, they’ll tell their stories in words—as well as through body language. They’ll present their personal Be Your Beautiful transformation, and reminisce on their “before” UGC image, proud of their new physique and highlighting Sono Bello USPs.
We’ll use gentle camera movements and subtle cross-fading techniques to add luxury to the experience.
Be Your Beautiful #2 :60 seconds
We will meet numerous Sono Bello customers—bright, happy, modern, upbeat—and excited after their transformational procedures. Each standing in front of richly colored backgrounds, having proudly transitioned from their “before” UGC image, highlighting their new physique and numerous Sono Bello USPs.
We will use modern camera filming transition and editing techniques to create one single fluid experience.
Addressing the substantial disparity between Starbucks' offline and digital platforms necessitated the development of a pioneering digital hub seamlessly integrating the brand's iconic essence with an e-commerce interface, thus effectively translating their meticulously crafted in-store experience to digital consumers.
This ambitious and high-stakes initiative demanded meticulous strategy, execution, and the cultivation of profound trust with Starbucks' executive team and Board, who bore ultimate responsibility for the project's success.
Salesforce's Trailblazer and Trailhead community boasts millions of members, yet its presence remained largely unknown beyond the company's confines.
Through our Trailblazer amplification platform, we celebrated remarkable individuals by showcasing their achievements, delving into their interests, and championing their approach to work.
By elevating each Trailblazer as a hero, our campaign inspired admiration from everyone they encountered, cultivating a community of avid supporters.
In 2016, the renowned Huawei brand made its debut in America. My responsibility entailed spearheading the digital transformation journey – transitioning from China's information-rich and marketplace-focused approach to a lifestyle-centric, minimal-tech-specs model tailored for the American audience.
Despite facing formidable challenges such as tight deadlines, team distribution logistics, and navigating multiple time zones, this exhilarating and intricate undertaking stands out as one of the most gratifying experiences in my career.
In support of the 2020 launch of the groundbreaking Xbox Series X, we were tasked with conceptualizing and crafting an immersive online experience aimed at showcasing key console features and four highly anticipated AAA launch titles:
Assassin’s Creed Valhalla (featured)
Cyberpunk 2077
Destiny 2
The Medium
Our RPG-style experience invited enthusiastic fans to delve into unreleased game content, encounter new characters, engage with never-before-seen vehicles, and unravel story elements unavailable elsewhere. Upon completion, our audience gained access to exclusive game content for download and the opportunity to pre-order the Series X. They could also revisit the experience, make alternate choices, and unlock additional material.
The creation of exclusive downloadable content in collaboration with the original game developers was a genuine honor and a pinnacle achievement for our agency.
With an insatiable appetite for content, fresh experiences, and exclusive offers, this campaign resonated profoundly with the global gaming community, marking an unparalleled success for Xbox.
The Windows 10 campaign captures genuine everyday instances of personal accomplishment, creativity, self-expression, enthusiasm, and contemplation within the following sectors:
Creative Professionals
Independent Creatives
Medical
Students
Small Businesses
Education
Collaborating with a globally renowned pop star for the launch of her beauty line, Fenty Beauty, we facilitated fans' connection with the star through embracing their individual "glow."
Through our CXM platform, fans were empowered to discover their personalized color palette, embodying their distinct "glow" and unlocking access to the Fenty Beauty universe.
Possessing a portfolio comprising of nine distinguished ski destinations, each catering to distinct demographics, Vail Resorts sought a single unified design system.
Our approach involved crafting nine distinct brand experiences within the Vail Resorts ecosystem. This strategy ensured consistency with the master brand while allowing each property's personality and unique selling proposition (USP) to shine through.
Our task was straightforward: bolster the introduction of eight newly curated coffee blends by enlightening and enticing both current and prospective consumers.
The ensuing concept involved crafting a wholly distinctive, interactive, and pleasurable digital psychometric journey. It aimed to unveil the insights into your personality based on the coffee selections you make daily. This acclaimed customer experience resonated strongly with Nespresso patrons globally, sparking the establishment of numerous international discussion forums.
Highlighting authentic K&N customers, the 'Performance Unlimited' platform of 2022 served as an ideal content ecosystem, enabling us to strategize and execute the upcoming 24 months of marketing and brand-building initiatives.
Introduced in February 2022, this groundbreaking endeavor has already shattered all of K&N's previous marketing and sales benchmarks.
The ask: Create a standout series of video-led campaigns that will shift and elevate brand perception while driving consideration and celebrating Super 8’s 50-year anniversary and rich history.
I developed three campaigns:
Love Letter to the American Road Trip
An anthemic love letter from Super 8. One that depicts the iconic American road trip, as seen through the eyes of the experienced, as well as a new generation of travelers. We’ll showcase the highs, bond over lows, and celebrate the best qualities of today’s road-tripper: grit, authenticity, and perseverance. Placing Super 8 at the center of the world’s love of the road trip.
Granddad’s Car
For generations, Super 8 has been synonymous with the American road trip. Our story shows how today’s Super 8 is so much more than “your grandfather’s favorite motel.”
We take pride in our place in history, and we’re excited about our transformation. Super 8 has been perfectly created for the modern road trip.
Super Excited
When you’re traveling the big miles, where you stay has a surprisingly big impact.
People know Super 8 as a place to rest their road-weary heads. But today’s properties offer so much more: With updates like sleek finishes and modern amenities, Super 8 has become the unexpected highlight of any road trip.
Like all great experiences, a Super 8 stay seeps into your thoughts. It lingers in your memory as you long to return to the open road, looking forward to your next super visit.
Everywhere you turn, there’s a Super 8 experience just waiting for you - and you’re excited to let everyone know, so they, too, can have a super road trip.
So we asked, “How would Super 8 fans spread the good word?”
We use wordplay and humor to amplify the transformative experience of staying with us - and show how even one night can change the mind of a Super 8 guest.
Operated by Pegasus Resorts, Telo Surf Lodge stands as one of the planet's most prestigious havens, reserved solely for A-list movie stars and the elite few. Our task was to capture every facet of this secluded gem nestled in the Indian Ocean and present an interactive, unparalleled surf experience—never before witnessed—to ordinary individuals.
The "Irresistiful" campaign, introducing Orville Redenbacher’s Ready To Eat Popcorn product, seamlessly integrated digital, social, experiential, print, and out-of-home (OOH) elements, strategically timed to coincide with TIFF in 2013.
This initiative earned accolades, including an IAC Internet Advertising Award and an honorable mention in the Alternative Media category at the 2013 Creativity International Awards.
Microsoft enlisted our expertise to aid in maintaining developer loyalty to the Microsoft toolset.
Recognizing that loyalty stems from identity, our approach commenced with crafting a written and visual language tailored to resonate with this discerning and binary-minded audience.
With a wealth of international experience in developing numerous fan-generation and audience-loyalty platforms over the years, I was exceptionally well-equipped for this endeavor. Please refer to the relevant project list provided below.
Mars - “Believe” 2006 World Cup
In the fiercely competitive quest for developer talent, AWS pioneered an AI-powered vehicle. Our strategic vision sculpted the entire ecosystem surrounding it.
Top-tier developer talent found themselves irresistibly drawn to the chance of attaining fame. Within our universe, these "drivers" were granted a heroic narrative to inhabit, revisit, and immortalize.
Consequently, DeepRacer has garnered widespread adoption within developer communities worldwide.
Now available to purchase on Amazon
While situated in Switzerland, my team and I received the task of reenvisioning and crafting a fresh digital platform for TAG Heuer. Like numerous Swiss watchmakers, TAG Heuer's existing digital presence failed to mirror the brand's excellence, the allure of its collections, or its esteemed engineering heritage.
In close collaboration with TAG Heuer HQ in La Chaux-de-Fonds, my agency based in Lausanne, Electronlibre SA, conceived a groundbreaking digital experience for this iconic brand. This included the development of an integrated native iOS application, a concept unheard of at the time.
As a result of our efforts, TAG Heuer emerged as one of the pioneering Swiss watch brands to fully embrace Apple and its burgeoning marketplace.
Within our Microsoft Developer Collective platform, we curated an acclaimed series of initiatives aimed at captivating a fresh wave of developers.
Presented by Mayuko, Crash Course is a captivating show where two distinguished developers are tasked each week with elucidating software engineering concepts, trends, and ideas using only the resources available in the room.
Through gamification of the content, we succeeded in rendering intricate ideas more accessible to a wider audience, thereby fostering community growth and enhancing Microsoft's value proposition.
The President/CEO of Napster posed a straightforward query: "What would you do with the brand if you were Napster?"
Our response was both strategic and bold:
We proposed a multi-phased strategy aimed at revitalizing Napster, enabling it to recapture lost ground and restore former glory by emancipating music from the streaming model, much like they once liberated it from traditional labels.
No matter what your upscale travel needs are—from business, to family travel, to a romantic getaway—there’s a namesake Hotel by Wyndham for them.
For Every Side Of You - TV Spot :30
Introducing our star: a poised, dynamic woman embarking on a bustling day.
Who is she, you might wonder?
She's a savvy business leader primed for her upcoming pivotal meeting. She's also a devoted mother to two spirited children.
She's a loyal friend who thrives on enjoyment.
She's a passionate partner to her supportive husband.
As her day unfolds, she'll navigate through three appointments at our three signature brands. However, there's a twist: only one is strictly business!
As these "meetings" progress, we'll witness how each one unveils a different facet of her personality—interspersed with lighthearted moments stemming from the whirlwind of her schedule. Along the journey, we'll highlight how perfectly tailored each property is to cater to all the diverse aspects of her life.
For every aspect of your identity, your Wyndham awaits.
In my view, the Jaquet Droz Grande Heure stands out as one of the most exquisitely beautiful timepieces ever crafted. Collaborating closely with CEO Manuel Emch and incorporating images from Dan Hiller, we crafted a dark and timeless ambiance for the Grande Heure collection to reside within.
With the Tokyo Olympic Games on the horizon in 2020, Intel aimed to leverage this prominent global sporting event to showcase its True View technology to broadcasters worldwide. Our strategy involved creating a "white label" application and head-mounted display (HMD) experience, highlighting the technology's capabilities while offering extensive branding opportunities for all broadcast partners.
Regrettably, the Tokyo Olympic Games were postponed due to the pandemic.
