ABOUT

For over a decade, I worked with Philips across multiple brands and product ranges, creating everything from major campaigns and content to point-of-sale and packaging.

The Brief

As established competitors pushed innovation and emerging brands moved quickly into smart grooming, Philips needed to claim this new territory. The launch of the S5000 and S7000 was an opportunity to make its SkinIQ technology meaningful to consumers, while giving each range a clear and compelling proposition.

The Work

We brought the idea of smart choice to life through a cast of creative, entrepreneurial characters, building personas around their work, interests and everyday lives. By letting audiences into their worlds, we made Philips’ smart technology part of a broader idea of what it meant to make smart, considered choices.

I led the creative direction across the campaign, from the central idea and visual language to films and photography, product and technology introductions, educational content, point-of-sale and ecommerce.

The Impact

One of Philips’ strongest-performing campaigns to date, driving increased engagement across social, retail and ecommerce, and contributing to increased market share.