• MARKETING CAMPAIGNS I design marketing campaigns as systems, not one-offs — built around real problems, one strong idea, and all the places it needs to show up. Then I see if people actually pay attention.
Ads are built to be forgotten. Scroll, blink, gone.
Some of mine didn't go. They've been picked up by Adfolio, landed in magier's ad examples library, and turned up in LinkedIn posts I didn't write.
Turns out getting saved to someone's swipe file is the real metric.
I lead brand and campaign work at Foleon.
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Every campaign starts with a real problem, not a feature list. I work with Product and Sales to find what's actually changing for the customer, then narrow it to one line that can carry an entire launch. That concept gets presented to executive stakeholders and pressure-tested before a single asset exists.
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Then I build the world around it. Imagery, type, motion, and the rules for how it bends.
And I make sure it survives contact with reality — a 300x250, a vertical story, a magazine cover, a stage backdrop three metres high. These days I direct a lot of that imagery in Midjourney and Flow. The craft doesn't disappear. It moves from execution to direction.
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One idea only holds if the copywriters, content marketers and designers are all telling the same story.
I lead that bit. Tone of voice, visual language, and the hundred small calls made by people who weren't in the room when it started.
Older projects
Different products, same job: find the real problem, land on one idea, then make it survive 500 display assets in five languages without falling apart.
At Bird I built the visual identity for a worldwide advertising push — including our first WhatsApp campaign, where I had to sell a messaging product without showing a single phone or chat bubble.
At Happeo I led design across product launches and (up)sell campaigns, pitching ideas to the CMO and Head of Brand, then A/B testing them and changing what didn't work.
Some of it I'd art-direct differently now. That's rather the point.
Client
MessageBird (now Bird)
Year
March 2019
Year
March 2021
Client
Happeo