Norwegian 4x4- From Lab to Lifestyle

Context

This project was developed as part of the FMP and focused on how the Norwegian 4x4 Protocol App could drive growth in a highly competitive fitness market, where scientific credibility alone is no longer enough to differentiate a brand.

Challenge

The app had strong research-based authority, but clinical communication, heavy use of scientific language, and weak UX created friction, reduced user confidence, and positioned the brand more as an expert tool than a lifestyle companion.

Insight

Primary research showed that 72% considered scientific evidence highly important, but only 12% actually understood the 4x4 method well. At the same time, 68% preferred simple everyday language over clinical communication. Audiences engage more when fitness feels personal, achievable, and motivating.

Strategy

The strategy was to reposition Norwegian 4x4 from a clinical training tool into a personal lifestyle companion by combining scientific authority with human-centred communication, personalisation, social proof, and visible progress.

Solution: From Lab to Lifestyle

A full-funnel campaign built around a personalised 4x4 Performance Quiz that assigns users to an archetype (Wolf, Eagle, or Jaguar). This was supported by influencer-led awareness assets, UGC content, a redesigned website, and an updated app UX featuring progress tracking, leaderboards, monthly challenges, and biological age feedback.

Canal+ (D&AD) - Canal+ Odyssey

Context

This project was completed as part of the international competition D&AD New Blood Awards, where all participants had to choose briefs from leading companies, and develop effective solutions to solve them. I chose the brief from Canal+.

Challange

The challenge was to develop a new way of experiencing entertainment. The solution could be a new technology, design concept, or new content format that could redefine how the audience engages with content. The solution had to reflect Canal+ as a brand and its emphasis on culture.

Insight
Streaming services offer extensive content based on Western algorithms, meaning local content is often less prioritised, which creates a disconnect in countries such as South Africa, where audiences place strong value on local culture and live entertainment experiences.

Strategy
The strategy was to connect digital entertainment to real-world entertainment experiences by making a physical presence necessary to access exclusive content.

Solution: Canal+ Odyssey

A physical NFC-enabled bottle that unlocks exclusive Canal+ content when users attend live cultural events such as sports events, concerts, or festivals.

Lloyds Bank- Life on your terms

Challange

Create a campaign that helps increase the registrations of affluent professionals to Lloyds Premier in the UK.

Insight

The affluent audience does not have a scarcity of money, but struggles to handle life admin tasks. Their jobs often come with large responsibilities, also leading to less time and reduced mental capacity. The banking category mainly focuses on functional benefits, creating an opportunity for positioning Lloyds Premier around the feeling of control over one’s time and life.

Strategy

The strategy is to reposition Lloyds Premier from being a service that provides the audience with functional solutions to audience barriers, including mortgage support, Private GP access, and private financial support, to a partner that supports the audience and gives them more time, control, and freedom.

Solution

The campaign is built around a clear problem/solution creative platform, which on one side visualises the audience's complex and often stressful everyday life and lack of time, and on the other side shows how Lloyds Premier takes over time-consuming and mentally demanding tasks related to finances, investments, and administration. This contrast makes the campaign effectively communicate the emotional benefits of Lloyds Premier, ultimately creating a deeper audience connection.

Visit Cardiff- The Ghibli Trail

The challenge

The challenge was to attract a new audience to Cardiff and achieve longer stays of visitors by developing an insight-driven campaign that increases awareness, attracts the new audience and encourages deeper engagement with the city beyond major events.

Insight

Wales has a clear cultural connection to the famous Ghibli Studio movies Laputa: Castle in the Sky and Howl’s Moving Castle. At the same time, there is an increasing interest in anime, with the interest being biggest in countries such as Japan, Thailand, the Philippines, and South Korea.

Strategi

The campaign positions Cardiff as the gateway to a Ghibli-inspired travel route through key destinations used as inspiration for the two anime movies, including Castell Coch, Caerphilly Castle, and the South Wales Valleys, while positioning Cardiff as the starting point of the journey.

Solution

The campaign centres around The Ghibli Celebration Weekend at Cardiff Castle, which acts as the entry point to The Ghibli Trail. The trail is supported by a map that outlines the journey, functioning as a lead capture tool, where all campaign assets encourage the audience to download the map and continue the customer journey.

Who Gives A Crap- From awareness to loyalty

Challange

The challenge was to create an insight-driven campaign and media strategy for the subscription brand Who Gives A Crap to increase sign-ups, through the development of targeted audience segmentation, effective media channel selection, and KPI frameworks for measuring campaign success.

Insight

The target audience is driven by two clear motivations of sustainability and convenience. Long-term growth in subscription services is driven by customer loyalty and the customer lifetime value, meaning that the focus should be on retention and advocacy rather than only acquisition.

Strategy

The focus is on using a subscription lifecycle approach through the development of a cohesive customer journey that covers the entire customer journey, from awareness to consideration, and finally to conversion and retention. By adapting the messaging to align with the two core motivations, the campaign becomes more relevant to the audience, increasing the likelihood of the audience progressing through the different stages of the customer journey.

Solution

The solution is a campaign using a full-life cycle approach, including strategies such as referral programs, loyalty rewards, and targeted emails to strengthen audience retention and acquisition.

Welsh Rugby Union- From Barriers to Clearity

Challange

The challenge was to make Rugby attractive and accessible for young women in the age of 16 to 22, by developing a campaign that can engage and motivate women to participate in the sport by showcasing the different available roles in the sport.

Insight

Research shows that the core reason for women's limited Rugby participation is the barriers they experience in the sport. The most common barriers include low self-esteem, uncertainty around one's own capabilities, and the perceptions that the Rugby environment is inaccessible and exclusionary. Competitors' campaigns analysed, including This Girl Can and I'm Powered Differently, mainly focus on motivation and empowerment, but do not address the root cause of women's lack of participation in sports, and how these barriers can be overcome. This indicates a strategic gap in the market.

Strategi

The strategy is built around using stories of female rugby players at WRU, using their personal stories with navigating commonly experienced barriers of poor physical health, mental health, and lack of girls' teams to show how the women overcame the barriers with the support of WRU and the accessibility of f other roles than being a player. By combining emotional storytelling with clear visualisation through the animation videos, as well as showcasing the process of how to start with Rugby through the different assets, the campaign builds both motivation and a feeling of accomplishment.

Solution

The solution was a full-funnel animated campaign. Three female players shared their experiences with barriers such as mental health challenges, illness, and playing on male teams. By highlighting both their struggles and how they overcame them, the campaign demonstrates that the challenges women face in the sport are real but surmountable, while increasing the likelihood of participation.

The animation videos

Here are the videos created for the campaign, including one introductory video featuring all participants, along with three individual videos highlighting each woman’s personal story and experience with rugby.