Hybrid
Strategy.
With experience across brand, content and communications, from cultural research to experience design, my approach is uniquely hybrid - CONSTANTLY shaped and inspired by the demands of each project.
Throughout my career I combined different disciplines to help global brands develop authentic roles in culture and meaningful connections with their audiences.
some of the brands I've worked with
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SPR
ITE
2020 POSITIONING & BRAND PLATFORM
Context
Sprite as a product had been growing steadily for quite a while, but as a brand it had yet to truly connect with its audience in a long-lasting way.
Answer
Sprite has always championed a transparent way of talking, calling bullshit every time the world needed a bit of refreshment. In 2020, when the world seems to be more opaque than ever, we looked at the product for a meaningful and authentic role to play in the life of our audience.
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KLA
RNA
2020 POSITIONING AND WORLDWIDE LAUNCH
Context
As a beloved local brand, Klarna was known for its abstract and captivating visual universe. When scaling up globally, however, it was missing an ownable positioning that spoke to who they are and what they do.
Answer
We elevated the business beyond the (boring) world of payments, connecting it with what people love: SHOPPING. Strong cultural stories put Klarna at the centre of what people care about, and gave its products a proper emotional identity.
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GOO
GLE
GOOGLE HOME EUROPEAN LAUNCH
Context
Launching a new piece of hardware from a brand mainly know for its software, while also carving space in a category dominated by another competitor.
Answer
With a superior product and an ecosystem that everyone already uses, we doubled down on the product as the centrepiece of every piece of communication, championing how it easily blends in - and adds to - the joy of everyday life.
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AXE/
LYNX
GOLD FRAGRANCE LAUNCH
Context
Axe created a deeper connection with its audience by igniting the conversation about toxic masculinity. To launch the new GOLD fragrance we had to bring the conversation back to the product, while still remaining true to the brand’s mission.
Answer
We leveraged internet culture to tackle the moments where smelling great counts for guys in the modern game of attraction; through content that spoke to them in the formats, locations and situations they care for.
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SMIR
NOFF
"WE ARE OPEN" GLOBAL EXPANSION
Context
“We’re Open” established Smirnoff as the most inclusive alcohol drink in the world and solidified its commitment to turning nightlife into a democratic space of acceptance. To build on this purpose, we needed to shine a light on new stories, ‘opening up’ places beyond the US and UK.
Answer
Turn Smirnoff into a symbol of unapologetic openness by finding and championing local stories of those who stand against prejudice by taking the night as a platform of pride.
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ADI
DAS
FIRST NEVER FOLLOWS
Context
Launching six new kits during the pre-season, a time in which the conversation (and audience’s attention) is more scattered than ever, with much attention being paid to gossip and not so much to football.
Answer
Leverage the speculation around our key athlete to turn the largest player transfer at the time into a conversation about Adidas. We took out the rumour mill from the inside, letting pundits, our audience and the media broadcast the story for us.
