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.
Average CTR: 5%
Average CVR: 4.6%
Challenge
In a crowded category dominated by predictable classroom and workplace imagery, the goal was to create a campaign that would break through and reposition the product in a more distinctive, memorable way.
Approach
Rather than relying on traditional product-in-use visuals, the campaign took a more unexpected and artful direction. I developed the visual system and led the design direction, pairing classical statues with the ActivPanel 10 and its accessories to symbolize creativity that stands the test of time while bringing wit and modern relevance 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.