Cubitt had the roles of a creative team in place —photographer, filmmaker, creative and two AI video specialists— but no direction tying them together. The challenge was to build and lead that audiovisual production team, and give each product launch a clear, coherent creative direction.
I took on creative direction, aligning every department —commercial, visual, marketing and social— under a single concept per campaign. We developed the Open Ear Buds launch and 'Hero Mode' for the new JR Hero Gen 4 watches, keeping the narrative consistent from the commercial brief to the final social piece.
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