Citizen Wolf - Australian apparel brand specialising in custom-made clothing, combining body-scanning technology with local, zero-waste manufacturing. Working directly with the founders, I led creative development across brand campaigns, product launches and commercial advertising. I translated the brand's technology, manufacturing process and values into creative concepts that communicated its point of difference, connected with customers and supported sales. My role spanned campaign strategy, concept development, scripting, visual direction and end-to-end film production.
1 Star - Using a real one-star review as the opening hook, turning customer objections into an opportunity to highlight what makes Citizen Wolf different.
10 vs 1 - Contrasting the cost of repeatedly replacing cheap T-shirts with the long-term value of investing in quality garments made to last.
Diamond - Presenting Citizen Wolf's shirts like diamonds, combining high-tech laser cutting and traditional craftsmanship to showcase the quality of custom-made garments.