Work
Selected work across product, culture, and commerce. Each case study breaks down the challenge, my role, the creative system, and the measurable impact.
PRODUCT: Samsung Galaxy S25 - Amazon Live EU Europe's first shoppable live launch.
PRODUCT: Microsoft - Laptops for Your Lifestyle Stopped selling specs. Started selling identity.
CULTURE: Pepsi MAX - Half-Time to the Max Didn't sit alongside football culture - lived inside it.
COMMERCE: Braun True Testers You can't advertise trust for an £800 device. You have to build it.
CULTURE: Laphroaig - Opinions Welcome A divisive taste turned into a global platform.
CULTURE: Krug - The Krug Krêperie Luxury earns new audiences by deepening what it already is.
PRODUCT: Oral-B iO - Virtual Showroom Immersive online experience.
PRODUCT: Oral-B iO - Alexa, ci pensa iO Italy's first AI-integrated national TV commercial.
CULTURE: Volvo - Prime Now Test Drive We brought the test drive to your door.
COMMERCE: American Express - Cashback Calculator products become desirable when they feel personal.
PRODUCT: BMW iX, Built Once, Sold Globally
