We planned to launch this as a prank on the world on March 15th, 2020, but the world pulled a bigger prank on us. One year, and many-many team departures later we released the film festival circuit, as a non-fiction documentary. I am proud to have kept this idea alive partnering with the team, the local client and ending up editing the case study myself. Which is worse than the full documentary. Watch it here.
This was a junior team idea that languished at the bottom of a drawer for three years. Despite our persistent pitching, it seemed destined to be forgotten—a familiar tale.
It might have gathered dust indefinitely, until the idea encountered Um Ali, a Lebanese cook and influencer in her own right, thanks to our incredible Lebanese CCO at the Dubai FP7/McCann office. We are forever indebted. And so are thousands of women across the world.
L'Oréal aimed to create a positive aging campaign to promote their Age Perfect product range. We boot-camped this brief across Europe and were fortunate to convince Vogue to partake in it.
True Name was the foundational piece for the “financial inclusion” creative strategy. What’s less known is that the idea was launched in a press release, even before we had the card bought by a bank. This helped the team led by my NYC partner Pierre Lipton make the pitch to the banks and later spread globally being adopted in more than 50 markets.
Mastercard's ‘Roadside Market’ aimed to drive card usage to an underbanked audience: local farmers and artisans. We hijacked Waze to bring their fresh produce and handmade goods directly to consumers.
The Bihor Couture initiative fights back at cultural appropriation in high fashion by empowering local artisans and preserving authentic Romanian craftsmanship. One of the many Romanian cultural clashes that inspires so much our work.