Huawei:
The Power of Touch.
For my first campaign as Global Creative Director at Huawei, we launched the Mate S at IFA in Berlin; beating the iPhone to market as the first smartphone to implement Force Touch with haptic gestures. We built the strategy around "The Power of Touch," delivering a modern evolution of the world's oldest language to move the brand toward a more sophisticated, human-centric way of communicating. The integrated launch broke internal sales records, delivered an impressive ROMI, and earned both a Silver Effie and a Bronze Lion at Cannes.
Touch Made Universal.
The strength of the "Power of Touch" strategy lay in its simplicity. Touch gestures are a universal human language. By leaning into this visceral, “wordless” communication, we were able to roll out a massive volume of work across diverse global markets without the need for heavy adaptation. This gallery showcases how a single, powerful visual idea can dominate the scale of a global customer journey and remain consistent across every culture and touchpoint.
Best of Mates.
This global launch was a turning point for the brand. Tasked with shifting the perception of the company from a hardware OEM to a premium consumer powerhouse. The sheer scale of the reception in Berlin, from the auditorium to the crowds outside, confirmed that the strategy had landed. By moving away from technical specs and toward a more cinematic, human-centric visual language, we successfully established the brand on the world's largest stage.
