DUREX
As Art Director for Durex, I led the overall creative strategy and visual direction, shaping campaigns that engaged, educated, and entertained the target audience aged 16–30.
I oversaw the development of content and experiences that were relatable, humorous, and informative, challenging stigmas around safe sex while encouraging open dialogue and interaction. This included concept creation, guiding tone and style, and collaborating with designers, copywriters, and other creative stakeholders to ensure every piece aligned with the brand’s voice and objectives.
The work not only strengthened engagement and brand awareness but also reinforced Durex’s position as the world’s leading condom brand in 2022.
I helped shape the rebranding of Durex, defining a modern, provocative yet respectful tone that could be applied consistently across all channels.
I guided the development of the brand guidelines, covering visual identity, typography, color palette, and messaging, ensuring they reflected Durex’s core values of innovation, passion, and safety.
These guidelines provide a cohesive and approachable voice, reinforcing the brand’s distinctive, cutting-edge personality while serving as a clear framework for global creative communications.
I also led the visual direction for a 30-second ad showcasing that Durex condoms deliver both physical safety and emotional satisfaction in intimate relationships. I defined the overall aesthetic, including neon elements, bold contrasts, and a visually striking style designed to engage a younger audience.
My responsibilities included shaping the script’s visual interpretation, guiding the design and tone, and collaborating closely with the cinematographer, director, and editor to bring the concept to life and ensure a cohesive, high-impact final ad.
OTHER PROJECTS
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