Never Miss Campaign | Creative Direction for a More Flexible Future
Overview
I led the creative direction for the launch of Digital Workplace, a platform designed to give people the freedom to work from anywhere, at any time. The campaign centred around a simple but powerful human truth: life doesn’t pause for work and with the right tools, you should never have to choose between productivity and presence.
The core idea, “Never Miss,” became the emotional backbone of the campaign. From family moments to fitness classes to spontaneous adventures, the message was clear: wherever life happens, Digital Workplace enables you to stay connected without compromise.
Strategic Approach
From initial concept to final execution, I guided a cross-functional team through the entire creative process. We explored what modern-day freedom looks like, how work-life balance has evolved, and how technology can support a more fluid and intentional lifestyle.
This strategic foundation shaped our narrative pillars, visual direction, and campaign voice, all grounded in real, relatable human experiences.
Key Contributions
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Led collaborative ideation workshops to define the brand story, messaging pillars, and campaign themes
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Developed visual concepts and storytelling narratives that showcased real-world flexibility
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Art directed lifestyle content, capturing moments such as emails on the beach, meetings during school runs, and work squeezed in between everyday life
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Designed digital and social assets to roll out the campaign seamlessly across multiple platforms
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Co-developed video storylines and worked closely with the editor to ensure tone, message, and visuals were aligned and cohesive