Built on the tension that young women face relentless pressure to conform or hide their periods, Kotex’s global platform Own Your Flow rejects soft empowerment tropes to take a bold brand stance, reframing period red from a symbol of shame into an unmistakable mark of strength, confidence, and self-belief.

Built on real parents' anxieties around diaper blowouts, Huggies’ Expensive Sh*t delivered the brand’s first-ever live event: a bold, fun, and high-stakes product torture test where 18 well-fed babies crawled across $500,000 of luxury goods, turning an authentic parenting fear into an engaging, record-breaking cultural spectacle.

DPD Condensed is a custom humanist typeface designed around elegance, efficiency and character, with condensed proportions and subtly flared terminals that balance display impact with refinement; it grew from a brand’s need for a bespoke typographic voice of its own, and became an opportunity for me to explore a discipline where creating a coherent typeface depends on far more than producing attractive letterforms: proportion, rhythm, spacing, optical correction, historical knowledge, technical rigour and, above all, the trained human judgement that comes with craft and experience.

Challenging the deep-seated stigma in art history, where blood from violence and sacrifice has been celebrated for centuries while menstrual blood remains banned, Kotex created Art’s Missing Period, an initiative that provokes by unearthing the problem through the ages and rallying today's artists to turn centuries of censorship into a powerful act of female solidarity.

Reimagining everyday bladder leak pads as frontline preventative health screening tools for women living in medical deserts, Poise’s Drops of Hope comes to life through custom mail-in screening kits using metabolomic science to extract vital health biomarkers from dried urine to detect UTIs, diabetes, and hypertension, transforming a routine personal care product into a discreet, lifesaving health ally for underserved communities.

Leveraging the cultural rise of emotional data and movie-induced catharsis to ignite Amazon sales ahead of the Oscars, Kleenex’s Kleenex Score comes to life as an interactive IMDb rating system that gauges a film’s tear-jerking potential using distinctive tear-drop visual icons, seamlessly turning cinematic emotional preparation into a direct e-commerce purchase pathway.

Addressing the reality that bedwetting occurs at significantly higher rates among autistic children where non-verbal communication barriers turn nighttime accidents into moments of intense distress, the Autism Society of America created Language of Bedwetting, a free 461-symbol AAC visual vocabulary system designed to give children a voice and turn nighttime anxiety into real moments of connection and development.

Grounded in the true story of a neonatal nurse who returned to care for preemies in the very hospital where she fought for her own first breaths, Huggies’ Little Fighters (Savannah’s Fight) comes to life through intimate, documentary-style cinematography and quiet visual storytelling, framing micro-preemie diaper design as an undeniable badge of nurse-trusted care and emotional resilience.

Reframing premature infants from fragile hospital patients into resilient conquerors, Huggies’ Natural Born Fighters platform comes to life through the story of NFL champion Derick Hall, born at 23 weeks weighing just 1.5 pounds, narrated by his mother alongside other successful personalities who fought in the NICU, celebrating the lifelong strength of preemies to reinforce Huggies’ commitment to the most vulnerable newborns.

Destigmatizing childhood bedwetting by reframing nighttime underwear from a source of shame into a badge of courage, Goodnites’ Mission Dry platform comes to life through an unscripted, live Mission Control experience where 16 children spoke directly with real astronauts, amplified digitally by former NASA astronaut Scott Kelly, discovering that even their greatest heroes rely on absorbent systems during high-stakes missions to turn nighttime anxiety into proud, dream-worthy confidence.

When Charlotte’s parents reached out to NIVEA in search of help, the brand turned empathy into action, developing a bespoke cream just for her. We brought that remarkable story to life through animation and music, making a complex subject more accessible and engaging for wider audiences.

We turned NIVEA’s belief in the power of human touch into something tangible: Loving Touch, a kit designed to bring the benefits of parental touch to premature babies while they’re in incubators. Working with product designers and medical experts, we developed and trialled prototypes, using creativity and design to make a meaningful difference where human touch can have the greates impact.