With a background spanning luxury, fashion, lifestyle, beauty, food, and future innovation, I work across brand strategy, narrative development, storytelling, and creative direction to develop brand worlds that feel as good as they look.
Case study: Transforming Raw Material into Emotional Narrative
The Challenge
ECCO Leather sought to elevate its brand perception by transforming uncut leather,
a raw, abstract material, into a compelling narrative that resonates emotionally with audiences.
The goal was to highlight the material's heritage and natural evolution without relying on traditional historical storytelling.
Embracing the Unexpected:
We identified an opportunity to reframe the perception of uncut leather by focusing on its transformative nature. By highlighting the emotional journey of the material as it changes over time, we aimed to create a narrative that speaks to both tradition and innovation.
Cross-Disciplinary Collaboration:
Partnering with CGI artist Alexis Christodoulou and IGNANT Production, we developed a visual story that bridges the tactile qualities of leather with the digital realm. This collaboration allowed us to explore new perspectives and present the material in a context that appeals to modern aesthetics.
Visual Storytelling:
Utilizing CGI art and the visual language of platforms like Instagram, we crafted imagery that symbolizes the passage of time and the evolving nature of leather. The centerpiece—a zen sand garden featuring a smooth leather sphere and a large rock—serves as a metaphor for balance, transformation, and the interplay between natural elements.
The Approach
Image credits: Ignant and Alexis Christodolou
Turning abstract ideas into emotionally resonant stories.
Turning abstract ideas into emotionally resonant stories.
What I Delivered
Strategic Briefing: Developed the foundational creative brief that articulated the emotional and conceptual goals of the campaign, shaping how ECCO Leather’s material could be reimagined beyond traditional product storytelling.
Collaboration Initiation: Identified and brought together the right creative partners, IGNANT for concept development and Alexis Christodoulou for visual execution, ensuring a synergy between strategic intent and artistic output.
Narrative Positioning: Defined the campaign’s narrative arc, framing uncut leather as a metaphor for transformation and emotion, and aligning it with ECCO Leather’s innovation-driven brand identity.
Creative Guidance: Provided directional input during key phases to ensure the final outcome stayed true to the intended message and emotional tone.
The campaign successfully redefined ECCO Leather's brand narrative, presenting uncut leather not just as a material, but as a living entity that embodies change and emotional depth.
The innovative use of CGI and metaphorical imagery resonated with audiences, opening avenues for deeper engagement and expanding the brand's reach.
Client: ECCO Leather in collaboration with IGNANT Production and Alexis Christodoulou
Year: 2021
Industry: Luxury Materials, Design, Fashion
Scope: Brand storytelling, concept development, creative direction, campaign strategy
This case presents the original strategic concept and brand narrative. While elements of the final execution were adapted by internal teams, the foundation, audience insight, storytelling structure, and experiential direction, remains central to the project’s outcome.