Work

EXPERIENTIAL BRANDING CONCEPT / FRONTIER AI LAB

Open shoji doors framing a pine tree in a Japanese room

ROLE — CONCEPT, CULTURAL RESEARCH, STRATEGY, SPATIAL IDEATION, PITCH DESIGN

A FRONTIER AI LAB TAKES ITS FIRST STEP INTO THE PHYSICAL WORLD

A concept for global branding of Claude in physical space. It pegs 8 product functionalities of Claude to 8 countries' cultures, specifically to their differing philosophies on what creativity is and where the creative spark comes from.

Strategy Inside

Don't introduce the brand simply as "creativity," but creativity in the local parlance.

Read the case

RETURN-ON-EXPERIENCE (ROX) AUDIT / TRADE FAIR / HOROLOGY

TAG Heuer booth main entrance at the watch fair

ROLE — CONCEPT, MOBILE ETHNOGRAPHY, SOCIAL LISTENING, JOURNEY MAPPING, PERSONAS, TOUCHPOINT IDEATION

A WATCHMAKER MEASURES TIME WELL SPENT

An audit of TAG Heuer's brand booth at the Watches & Wonders 2022 fair to assess return-on-experience (ROX): what was and wasn't working.

Strategy Inside

Every booth is shouting to out-sustainabilize the others on wrist straps. Bring the fight to the booth walls, instead.

Read the case

BUSINESS DEVELOPMENT & POSITIONING / SURVEY & INTERFACE DESIGN / NATIONAL PUBLIC BROADCASTER

Voice of the Visitor — giant illuminated mouth pavilion under an RTS neon arch at dusk

ROLE — BIZ-DEV. STRATEGY, AUD. SEGMENTATION, SURVEY WRITING, LOGIC FLOWS, INTERFACE TESTING, DATA ANALYSIS & VISUALIZATION

SWISS TV DARES TO TURN THE TELLY OFF

A new, live-experience business model for Switzerland's public broadcaster, when Gen Z were no consuming TV/radio. Backed up by national survey and a custom-designed, real-time interface.

Strategy Inside

When youth stop consuming traditional media, try live experiential as a new medium.

Read the case

HUMAN-AI INTERACTION DESIGN / POP-UP / FRAGRANCE

Two-way halo installation: a woman facing a mirror screen inside a lit ring

ROLE — CONCEPT, ROX AUDIT, BEHAVIORAL INSIGHTS & MECHANICS, PITCH DESIGN

A PARFUMIER WANTS TO KNOW WHAT YOU SMELL LIKE WHEN NOBODY'S WATCHING

Devising a measurement system to judge whether human-AI interactions in experiential are perceived as meaningful.

Strategy Inside

Perfume is worn on your body but marketed for others' noses. To get meaningful, build around the switch from performance to self-pleasure.

Read the case

EMPLOYER BRANDING CAMPAIGN / FINTECH

Adyen Flips Its Script — graffiti workshop with young participants

ROLE — CONCEPT, HIRING TEAM, LEADING IDEATION WORKSHOP, CULTURAL RESEARCH, SOCIAL LISTENING, FINANCIAL PSY., PITCH DESIGN & LIVE

A FINTECH SEEKING BLACK TALENT, FIRST, GETS A LESSON IN BLACK WEALTH

A concept for an employer branding campaign for a fintech trying to attract Black talent. Treating recruitment as a wealth question, it dares to ask: who really teaches you how to be rich?

Strategy Inside

Show that Adyen understands that the language of intergenerational wealth is an advantage passed down along with the money itself.

Read the case

IMMERSIVE LUXURY RETAIL CONCEPT / AI PET-TECH

A child resting against a shiba inu on a leather sofa

ROLE — CONCEPT, CULTURAL & CATEGORY RESEARCH, TAGLINE & TRANSLATION, SPATIAL IDEATION, PITCH DESIGN & LIVE

ASIAN PET TECH WONDERS... "WHAT IF WE KNEW OUR PETS' THOUGHTS?"

A heartfelt, immersive luxury retail concept for pet tech around the special bond between pets and their "hoomans."

Strategy Inside

Instead of organizing by product function, sequence the retail journey by stages of the pet-human bond: adoption, first night, learning, loss.

Read the case