META
Launch strategy for Meta AI as the #1 AI assistant in Nigeria. From positioning through to creative platform and go-to-market architecture across a mobile-first, data-conscious market.
Launch Meta AI as #1 AI assistant in Nigeria's cluttered tech market
86% of Nigerian early adopters are AI-ready, 60% under 25. Every GB of data counts
Nigerians carry a moral obligation to do more so they can be more
"Be More Naija"
Amstel
Brand platform and campaign architecture for Amstel South Africa. Unifying fragmented brand narratives into a single idea that captures the everyday momentum of progress.
Multiple brand narratives creating consumer confusion
25-35 Black male audience saturated by progress-and-hustle messaging
The most fulfilling satisfaction comes from taking a step forward, big or small
"I Am Still Brewing"
Stellantis
LEAP
Launch campaign for LeapMotor C10 REEV in South Africa. Introducing both a new automotive brand and a new vehicle category to a market skeptical of electrification.
Launch both a new brand AND a new vehicle category (REEV) in SA simultaneously
EV curiosity exists but affordability, range anxiety and infrastructure hold people back
People wonder if they're ready for the future, right now
"Take A Leap Forward"
Baby Soft
Brand strategy and creative platform for Baby Soft Moist Toilet Tissue. Unlocking category growth by reframing hygiene as self-care territory.
Unlock growth of a small but profitable Moist Toilet Tissue segment
The self-care movement raised the bar, but consumers are on autopilot with hygiene basics
We don't know what we don't know about the levels of clean we can achieve
"Make Your Undies Proud"
Qiddiya
Communications planning and brand strategy for Saudi Arabia's Qiddiya mega-project. Repositioning from theme park perception to a globally recognised destination-city under Vision 2030.
Rebrand from "large-scale theme park" perception to globally renowned destination-city
Saudi Vision 2030 mega-project. 600K residents, 48M annual visits, 360+ km²
The transformative potential of play can reshape how people live
"Play Life"
Makro
Massmart
Brand positioning strategy for Makro. Reframing South Africa's warehouse retailer from "big and cheap" to a destination that delivers the experience of abundance every trip deserves.
"Big" is just a physical description. Makro needs to explain what big means and how it feels
Convenience of nearby discounters and the stickiness of mall culture are the true enemies, not competitor pricing
None of us remembers the R50 you saved last month BUT the feeling of abundance lives large in our hearts and minds
"Experience Abundance"
