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Selected work

How judgment shapes the work

Each selected case shows three things: the problem we saw, how that judgment shaped the work and what the project left behind.

01 / Caltrate

Your Move, Your Strength

Mobility matters at every stage of life.

Caltrate Your Move, Your Strength campaign image series
The challenge

Calcium messaging often stops at ingredients and age, losing its link to everyday movement.

What we did
  1. Unified the 30th anniversary around Your Move, Your Strength.
  2. Used family, everyday and active-life scenes across different needs.
  3. Linked products, people and life stages with one yellow movement device.
What remained

Created a visual system across ages and products, framing calcium around continued movement.

02 / Centrum

The Beauty of Vitamins

Individual ingredients were easy to see. The value of the formula was harder to understand.

Centrum The Beauty of Vitamins campaign image
The challenge

Words alone could not explain why different vitamins and minerals belong together.

What we did
  1. Used microscopic imagery to make nutrients visible.
  2. Structured the information around science and function.
  3. Built four themes for the exhibition and educational content.
What remained

Made the formula logic visible and reusable across the campaign and exhibition.

03 / McDonald’s

Light Up Dreams

Family participation turned a promise about children's growth into something parents and children could do together.

McDonald’s and CLEP Light Up Dreams campaign image
The challenge

A promise about children's growth needed an action families could join.

What we did
  1. Began with hands-on family workshops in restaurants.
  2. Extended the experience into expert-guided rocket exploration.
  3. Published the children's work beyond the event.
What remained

Turned the platform into a program families could join by building, launching and sharing their work.

04 / McDonald’s

Angus MAX

A visible action made the product experience memorable.

McDonald’s Golden Mask Angus MAX campaign image
The challenge

Generic product claims created no memorable bridge from interest to trial.

What we did
  1. Named the cheese-over-patty action the Golden Mask treatment.
  2. Used crossover intrigue to make the Golden Mask treatment memorable.
  3. Used live and social content to create interest, then brought the idea into restaurants for trial.
What remained

Created a repeatable launch mechanism linking a visible cue, experience and trial.

05 / Li-Ning

Watch Me

Watch Me turned the athlete's confidence into an invitation others could take up.

Li-Ning and Yang Hansen Watch Me campaign image
The challenge

Talent and achievement alone would not make the brand attitude feel personal.

What we did
  1. Built one shared expression for athlete and brand: Watch Me.
  2. Placed it in training, competition, imagery and film.
  3. Turned the athlete's line into an invitation others could act on.
What remained

Created a recognizable line and campaign system linking athlete, basketball and action.

06 / Caltrate

Caltrate 1787 Launch

A specialist product needed a credible sporting context.

Caltrate 1787 launch key visual
Product factsExpert explanationReal movement
The challenge

A list of ingredients did not explain the product's relevance to active people.

What we did
  1. Placed the product in a real sporting context through trail running.
  2. Gave experts, athletes and specialist discussions distinct roles.
  3. Connected the event, social content and launch activity.
What remained

Created reusable launch assets linking product facts, expert explanation, sport and content.

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