Building a global content studio for local relevance.

Global social content can easily become generic: consistent enough for the brand, but disconnected from the people and culture of each market. I led the development of iShop, a full-service studio that partnered directly with INFINITI’s regional teams to turn local audience insights into distinctive, platform-native campaigns—without losing the craft or consistency of the global brand. Over two years, the model delivered more than 16 four-week sprints across China, Canada, the U.S., Hong Kong and the Middle East.

+3360%

Increased Views

+50%

Regional adoption

30+

Campaigns annually

Stories shaped by culture, not translated into it.

We worked with regional teams to create stories rooted in the people, places and experiences of each market.

We worked with regional teams to create stories rooted in the people, places and experiences of each market.

Middle East

Bringing a lost pearl-diving tradition back to the surface.

Bringing a lost pearl-diving tradition back to the surface.

Canada

Finding adventure in the country’s landscapes and cabin culture.

Finding adventure in the country’s landscapes and cabin culture.

United States

Showing how cars become part of the lives we grow into.

Showing how cars become part of the lives we grow into.

Asia

Showing how curiosity becomes something we inherit.

Showing how curiosity becomes something we inherit.

Turning cultural moments into product stories.

We used moments already capturing attention to make INFINITI’s product stories more timely and relevant. Each idea connected the occasion to a clear brand or product truth, giving INFINITI a natural reason to participate without forcing its way into the conversation.

We used moments already capturing attention to make INFINITI’s product stories more timely and relevant. Each idea connected the occasion to a clear brand or product truth, giving INFINITI a natural reason to participate without forcing its way into the conversation.

When three cameras changed how people saw the world.

As people tested the iPhone’s new wide, standard and telephoto lenses, we created a three-image carousel that revealed more of the story with every angle.

As people tested the iPhone’s new wide, standard and telephoto lenses, we created a three-image carousel that revealed more of the story with every angle.

When Dog Day met white leather seats.

We celebrated the messier side of loving a dog by letting a muddy pup leap into a pristine INFINITI, turning an easy-to-clean interior into the punchline.

We celebrated the messier side of loving a dog by letting a muddy pup leap into a pristine INFINITI, turning an easy-to-clean interior into the punchline.

When the world stayed home, we brought the joy of driving inside.

We created Carigami, a printable INFINITI people could fold and build at home, turning the car into a small moment of creativity during lockdown.

We created Carigami, a printable INFINITI people could fold and build at home, turning the car into a small moment of creativity during lockdown.

When INFINITI turned 30, we went big.

We transformed oversized birthday candles into a driving course, giving the car an unexpected way to race through the celebration and blow them out.

We transformed oversized birthday candles into a driving course, giving the car an unexpected way to race through the celebration and blow them out.

Experiences built around social behaviour.

Instead of treating social as a place to post films, we built ideas around how people scroll, tap, play and participate.

Instead of treating social as a place to post films, we built ideas around how people scroll, tap, play and participate.

Testing the limits of shrinking attention spans.

As social edits became faster and attention spans shorter, we pushed the behaviour to its extreme. The film accelerated with every scene, challenging people to keep reading as it approached the speed of an INFINITI.

When the car was too powerful for the platform.

People know exactly how a social interface is supposed to behave. We disrupted those expectations by making INFINITI’s speed and performance appear to break through the feed itself.

Turning Instagram’s newest feature into a driving game.

Instagram’s new Quiz sticker made rapid choices a familiar social behaviour. We transformed it into a driving game where every decision came faster than the last.

The Ultimate side by side component

see project

see project