My Approach
I started each brief by finding a clear human insight. I looked for truths about how people think or behave and built ideas that challenged those habits in a simple way. Each concept focused on shifting perspective and giving the brand a distinct role in that shift. I aimed to make every idea easy to understand, culturally relevant and executional.
Challenges
The main challenge was turning clever thoughts into ideas that could actually live and work. Each campaign had to stay true to the brand and serve its purpose, whether sparking conversation, building awareness, or driving action while still cutting through a saturated platform. Getting a balance right between humour, tone, and clarity was key, from teasing curiosity with MOOD to shaping dark humour for Lucent Globe to capturing real emotion for Canon.
Conclusion
AWARD SCHOOL taught me how to turn insights into ideas that feel real and purposeful and strengthened how I think and create as an art director. I learned to strip ideas back to what makes them work, from the insight, the visual hook, and the cultural truth behind it. The best ideas don’t just look good, they shift how people see a brand.
