Collaborators

Bacon
Rasmus Weng Karlsen
Bianca Poletti
Frederik Lindstrøm

FontS

RH Phonic – Schick Toikka
Martina
Plantijn – Klim Type

Since 2005, Chobani has popularized Greek yogurt across America, becoming one of the leading brands in the category. With a growing focus on high-protein diets and the promotion of active lifestyles in both media and branding, Chobani sought to expand its product portfolio into high-protein offerings — starting with a new ready-to-drink product line.

In a competitive landscape where high-protein products are often marketed with a hyper-masculine, performance-driven narrative, Chobani wanted to redefine what protein can represent, open up the high-protein category, and appeal to a much broader audience across age, lifestyle, and gender.

Together with Chobani, we set out to define the communication platform for the launch of their High Protein Greek Yogurt. The direction is rooted in a modern understanding of health and exercise, where a nutritious diet is both delicious and enjoyable, and fitness is social and fun. It’s a fresh and accessible approach to high protein that not only aligns more naturally with the Chobani brand but also differentiates it from competitors.

Collaborators

Jason Idris – Photographer

GUBI is a global design house, creative force and curator behind some of the most extraordinary designs of the 20th century. Founded in Denmark yet embracing an intercontinental style, GUBI has become a beloved brand worldwide.

As portable lamps were shaping a new category of lighting, GUBI sought to enter this space with a new product line. We were tasked with establishing a narrative and visual language around their portable lighting category and creating the global launch campaign for the Portable Multi-Lite. Portable lighting serves as a natural bridge between design and lifestyle, with its mobility allowing us to authentically speak to both intimate moments at home and aspirational out-of-home scenarios.

The concept “Unplugged” captures the essence of portability—the balance between intimacy and freedom. We set the lamps free and placed the human experience at the heart of the story.

Collaborators

Stonefire – Film and Content Production

As an employer of more than 200,000 people worldwide, IKEA places societal responsibility at the core of its values, actively promoting diverse employment and talent development. Since 2019, IKEA’s Skills for Employment initiative has supported more than 2,900 refugees and engaged over 700 other businesses to help integrate refugees into their workplaces. However, discussions about refugees are often one-sided and can quickly become political. This has made it challenging for IKEA to communicate about the initiative without facing backlash or accusations of purpose-washing.

Together with IKEA, we worked to creatively unfold their strategic initiative, “Change the Narrative”, reinforcing IKEA’s position as a global corporation committed to reshaping how refugees are perceived. The campaign and its concept aim to return the narrative to the people directly affected, challenge biases, and embrace authenticity in expression by posing a simple yet powerful question: “What do you see?”