GLOBAL CAMPAIGN ARCHITECTURE & PRESTIGE BRAND GOVERNANCE​
​
Shaping idea-led creative worlds across luxury, technology, and entertainment—where concept, design, motion and craft lead, and advanced technology amplifies ideas at scale.
APPLE GLOBAL LAUNCH PIPELINES
​
The Strategy:
Functioning as an embedded Creative Director within Apple’s global Marcom ecosystem. Operating as a satellite delivery team aligned with Apple HQ and Media Arts Lab (TBWA\MAL) to enforce the world's most demanding brand aesthetic through advanced production models.
​
The Automation & AI Engineering:
Integrating AI art direction into high-volume production design, replacing manual layout assembly with real-time automation. Utilised AI-powered workflows in Figma, Celtra, and Adobe Firefly to enhance visual consistency and free up space for creative craft.
​
The Launch Scale:
Directed a focused internal team of designers, motion artists, and copywriters to support global product launches across iPhone, Apple Watch, MacBook, and Apple TV+. Contributed to high-volume production workflows delivering 10,000+ localised assets and 900+ social-first motion outputs, supporting secure deployment across 25+ languages and 40+ regional markets under strict privacy governance.
​​​​​
​
ROLEX & PATEK PHILIPPE
LUXURY BRAND NARRATIVE
​
The Proposition:
Elevating heritage through disciplined narrative craft.
​
The Big Idea:
Evolving legendary brand platforms—including Patek Philippe’s iconic "Generations" narrative—into contemporary digital, film, OOH, and experiential expressions across 30+ global markets.
​
The Leadership:
Orchestrated continuous always-on and reactive campaign structures featuring high-profile global ambassadors (including Federer and Woods). Enforced uncompromising luxury art direction, composition discipline, and cinematic tonal control to reinforce multi-generational brand prestige while maintaining flawless market governance.
​​​​​
​
ROLEX GLOBAL PRODUCTION
& GOVERNANCE SYSTEM
​
The Strategy:
Scaling multi-market creative delivery across 30+ international regions while enforcing bulletproof luxury brand governance.
​
The Creative Governance:
Managing the secure, highly confidential handling of unreleased watch references across a 65-person multidisciplinary studio. Designed modular layout systems and authored comprehensive, definitive style guides, ensuring high-volume global assets remained culturally nuanced yet brand-consistent.
​
The Quality Operations:
Operated within a hyper-rigorous SaaS environment where every transcreated asset was audited via internal design governance, an offshore QA hub in India, and hardware-matrix testing. Systems included automated screenshot proof-of-delivery, protecting brand equity within a zero-error, unit-fined framework.
​​​​​​
​​
ROLEX STAKEHOLDER ALIGNMENT
& REACTIVE CAMPAIGNS
​
The Global Matrix:
Interfacing across a high-stakes stakeholder network spanning Rolex HQ in Geneva, WPP/Wunderman Thompson in New York, and onshore production hubs in London to present and defend creative systems within executive review processes.
​
The "War Room" Velocity:
Implemented a high-speed reactive framework delivering a 4-hour turnaround cycle during peak global sporting moments (Wimbledon, F1). Enabled the brand to instantly capture real-time cultural attention by being the first to congratulate victorious brand ambassadors
in-feed, directly driving long-term brand desire.
​​​​​​
​​
PATEK PHILIPPE
BRAND STEWARDSHIP & AUTOMATION
​
The Institutional Vision:
Acted as the "Gatekeeper of Quality," bridging the gap between the Stern family's heritage vision and global multi-market requirements. Directed the design execution to safeguard 180 years of horological legacy, evolving the iconic "Generations" platform into a contemporary expression of family continuity.
​
The Meticulous Scale:
Leveraged an automated in-house production tool to scale premium visual assets across 30+ international markets. By driving smart Adobe-integrated automation, we eliminated layout errors across high-volume, multi-language outputs while maintaining a pristine, completely hand-crafted appearance.
​
The Luxury Strategy:
Instilled an absolute commitment to luxury craftsmanship over speed, ensuring all digital outputs retained a timeless aesthetic. Directed long-form editorial content for YouTube alongside platform-native short-form social edits, paired with private digital campaigns for exclusive concierge networks and elite collector groups.
​
​​​​​​​
​​
PLAYSTATION LIFECYCLE
& LONG-TERM CREATIVE STRATEGY
The Strategy & Personas:
Collaborated with executive leadership to drive the creative strategy for a global Sony Interactive Entertainment (SIE) pitch response. Solved the complex challenge of mapping tailored, platform-native messaging to seven distinct player personas, proving how to drive scalable user acquisition and lifecycle retention.
​
The Insight-Driven Design:
Translated deep behavioural insights from core data streams into actionable visual treatments and structural templates. Directed the creative execution of platform-native design systems built for social constraints—ensuring automated asset variations for flagship software launches like Spider-Man 2 accounted for localised UI safe zones while leveraging live time-to-launch countdowns and real-time situational triggers.
​
The Visual Execution & Production Integration:
Directed the high-end design layouts, motion animation, and post-production workflows to demonstrate our scaled delivery model. Partnered seamlessly within multi-agency teams to build out a live pilot project, driving rapid production sprints to deliver high-velocity proof-of-concept assets for the flagship PlayStation portfolio.
​​​​​
​
CREATIVE LEADERSHIP CAPABILITIES
​
Directing high-stakes brand governance, multi-market campaign strategy and high-craft visual execution for the world's leading luxury and entertainment houses.
EXECUTIVE DIRECTION
Global Brand Governance, Multi-Market Campaign Strategy, Creative Network Leadership, New Business Pitch Win Execution.
​
CRAFT DISCIPLINE
Luxury Art Direction, Cinematic Storytelling, Typographic Systems, Advanced Post-Production Management, On-Set & Shoot Direction.
​
OPERATIONAL SCALE
Offshore Production Hub Management, Multi-Agency Integration (WPP, Omnicom), Scaled Design & Social Production.
​
​
​​​