Promethean
ActivPanel 10 Global Campaign
Role
Led creative direction from concept through execution, guiding visual strategy and collaborating closely with senior editors and cross-functional partners.
Outcome
The campaign elevated how Promethean shows up in the market, moving beyond category conventions and reinforcing the product
as a tool for creativity, connection, and new ways of thinking. It also demonstrated that evolving the visual language, not just the message, could significantly increase engagement and differentiate the brand.
Average CTR: 5%
Average CVR: 4.6%
Top-performing CTR: up to 10%
Top-performing CVR: up to 8%
Challenge
In a category dominated by similar, product-forward creative, the goal was to create a campaign that would break through and reposition the product in a more distinctive, memorable way.
Approach
I identified that the category’s reliance on product-in-use visuals was limiting engagement, and made a deliberate shift toward a more conceptual, art-driven direction. I developed and led the visual system, pairing classical sculpture with ActivPanel 10 to express creativity that endures, bringing wit and a more modern, confident tone to the brand.
The visual system evolved across executions, incorporating elements like the ActivPen 2, a “Rock Solid” sash, and stylized details such as sunglasses and bold accents to reinforce a confident, imaginative tone.