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Challenge
In a climate of economic instability andrising costs, corporate self-promotion feels "out of touch." Traditional branding often focuses on the institution's own prestige, failing to resonate with businesses and individuals who are fighting to stay afloat.
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Idea
HSBC stops talking about itself and starts talking about its customers. By "donating" its iconic media space, the bank highlights the diverse "reds" of the businesses it serves from local pizza shops to global fashion brands. This moves the brand from "chest-beating" to sincere partnership, proving that real progress is achieved only when we move forward together.
Patagonia
Mother Nature Is in Menopause
Art Direction / Copy Writing / Strategic Planning
The Challenge
People have grown numb to traditional climate messaging. The statistics, images, and warnings about climate change have become background noise, familiar yet easy to ignore.
Patagonia needed a new way to break through the apathy and reconnect people emotionally to the Earth’s suffering.
The Idea
When we personify pain, we empathize. By framing climate change as symptoms of menopause, a universally human and deeply emotional experience, we make the crisis relatable. It’s not just scientific fact anymore; it’s someone we love, mother [nature], finally speaking up.