Looking at at a pair of broken glasses won’t mean much for our people. What matters is the story.
Imagine the same glasses worn loose by a grandfather staring closely at the TV set on the weather channel, trying to figure out what to wear this morning to walk his grandson to the kindergarten.
We don’t show (the moment) something is broken, we tell the story of what has been fixed and the bond that has been reinforced.
My Role
Strategy, creative framerowk, art direction, presentation pitching.