Vuse - Unleash the POWER of Creativity Campaign
Action: Build a brand from the ground up. The brand ‘Vype’ will migrate to ‘Vuse’. A global brand in existing and new markets.
Reaction: Our brand challenge was to transform a trusted brand into a provocative pace-setter. Enter the creative class, global, progressive, an urban cultural group and credible storytellers. To thrive they need to be multifaceted, and have an insatiable hunger for inspiration.
We created inspiration through our products and brand, flavours, tastes, sensations and experiences.
Be ELECTRIFYING, JOYFUL, COURAGES, AGILE, EVER CURIOUS.
CHARGE BEYOND because ‘INSPIRATION COMES TO THOSE WHO GO LOOKING’.
My role: Global Design Director/illustrator/Retoucher/Brand Guardian (see below).
My role as Global Design Director
1. Briefing & Discovery
Understand the client’s objective: What is the campaign trying to achieve?
Target audience analysis: Who is the campaign aimed at?
Brand guidelines: Colours, typography, tone, existing visual identity.
Research market trends & competitors: Identify gaps and opportunities.
2. Concept Development
Brainstorming sessions: Creative ideation among the team.
Moodboards & references: Visual inspiration and direction.
Narrative/theme development: What story or emotion should the campaign convey?
Multiple creative routes: Generate several creative directions for client consideration.
3. Visual Strategy & Design Planning
Define core visual elements: Composition, hero image, typography, colors.
Hierarchy of information: What gets visual priority?
Format planning: Adaptability for digital, print, OOH.
Photography/CGI/Illustration direction: Custom assets.
4. Design Execution
Sketches or wireframes: Layout and placement.
Initial mockups: Design variations for internal and client feedback.
Custom asset production: Photography, illustration, 3D rendering, and CGI.
Typography and layout refinement: Precision in visual balance and readability.
Color grading and effects: Consistent mood and emotional tone.
5. Senior Stakeholder Meetings
Internal reviews: Internal team critique.
Client presentation: Walkthrough of Creative Direction and Design rationale and visual impact.
Revisions: Based on client or stakeholder feedback.
Testing visuals: A/B testing or focus groups.
6. Finalisation and Retouching
Master KV design: Final high-resolution version with Design Principles.
Adaptations: Versions for all required platforms (web banners, social media, billboards).
Export assets: Optimised formats for each channel.
Guidelines - Design Principles: Usage rules and visual consistency notes.
7. Rollout Launch Oversight of VML London/Madrid and Partner Agencies
Direct and Manage: Outputs of VML London & Madrid and partner agencies including Prism, The Beat, Wunderman Thompson, Social Labs, The Mill and Landor & Fitch.
8. Global Governance and Creative/Design Direction
Oversight: VML Commerce including US, Canada, Brazil, Germany, Italy, Columbia, South Africa, Middle East and NWEA, to ensure consistency and creative excellence
9. Post Campaign Review with Senior Stakeholders
Evaluate effectiveness: ROI, reach, and creative performance.
Client debrief: What worked and what could improve.
Vuse - Street Covers Campaign
Action: The Creative Class hustle hard and believe in their music all they need is exposure. How can Vuse facilitate collaboration and creativity.
Reaction: STREET COVERS + Billboard magazine, giving emerging artist their own album cover designed in collaboration with cover artist and using the street as canvas, with QR codes that link direct to Spotify and Venmo for the audience to download and support local talent, and giving them the exposure they need.
Vuse - Shapes of Sound ‘Mashup’ Campaign
Action: The Creative Class seek mixed styles to find inspiration – their art is inspired by the music they listen to, like their music is inspired by art. Although our audience like mixed styles and collabs, we needed to have a clear role for the brand as to why we’re present at the moment of collaboration and creativity.
Reaction: The ‘Shapes of Sounds’ campaign mixes together two of our audience passion points; art and music. We teamed up a graphic designer and a musician. As the musician rapped his track, the artist brought this to life visually. We then took the artist design and adapted them to be wraps for the ePod device - so the audience could see the inspiration behind the skin design. This gave Vuse a clear role and gave the audience something they could purchase after watching the content.
Vuse - Find Your Frequency Campaign
Action: Canada is a highly restricted ‘dark market’ which means they cannot do any lifestyle advertising. We needed to find a way to connect with our audience, the Creative Class, around their passion point of music in a meaningful and engaging way, without linking to musicians.
Reaction: As an adaptation of the ‘Shape of Sound’ campaign we created for the US, with Canada we focused more on the product - ePod skins and brought this to life with the schematics of music. To explain the idea behind the skin design, we created a product webpage where you could explore the frequencies that travelled through sand and water to inspire the design. Depending on the type of frequency you select, you get different versions of the product. Even in a highly restricted market, we found a way to creatively position a music-inspired product design. This created an engaging online experience that allowed our audience to ‘find their frequency’ and select a custom designed product.
Vuse - 1st Carbon Neutral Vape Brand Campaign
Action: Our ambition is to become the world’s most sustainable vaping brand. Together we can enjoy vaping while being kind to our planet.
Reaction: Create OOH Campaign and animation. DROP THE POD: We take back through a global recycling programme for pods and devices. POD FUNDING: Every pod backs a local project. CUT THE WRAP: We will cut back removal of unnecessary single use plastics. Co2 Via H2O: We will reduce our carbon emissions with 2 years. CARBON NEUTRAL: We are all in for zero.
Vuse - ePOD 2 Campaign
Action: The Creative Class live in a world of flux. They value experiences over ownership and they are extremely adaptable. The internet and changing job market has allowed them to become online entrepreneurs, who turn hobbies into side hustles. Their vaping experience needs to keep up with their on-the-go lifestyle.
Reaction: The hustle is the on-the-go lifestyle of The Creative Class. The new ePod 2/2+ powers your hustle with its fast charge, vape while you charge, Bluetooth* syncing and premium charging case. The campaign shows the Creative Class in their hustle. Our upcoming partnership with Rudimental and video content we’re creating with Creators Network will show the stories behind the creative hustle and how creatives powered their career to the next level.
