As Executive Creative Director, I led the creative vision for this high-impact campaign, working alongside a specialist agency and a multidisciplinary internal team. My role involved setting the strategic direction, guiding tone and storytelling, and ensuring the campaign resonated emotionally with our target audiences. From concept to delivery, I oversaw the development of inclusive, accessible creative assets across multiple channels.

The campaign launched with a soft rollout in the US and is being adapted for global audiences. I continue to lead the in-house creative execution, ensuring consistency and quality across all touchpoints. Post-launch, we’re tracking engagement through A/B testing, heat-mapping, and accessibility metrics — using insights to refine and evolve the campaign. My goal is to set a new benchmark for brand storytelling within the organisation.