Apple’s most iconic campaigns didn’t sell features or specs. They sold identity. This observation looks at 1984 and Think Different to explore how restraint, symbolism, and commitment earned attention—and why trusting the audience mattered more than explaining the product.
Red Bull didn’t just promote a product; it redefined what the brand was. This observation examines how Red Bull shifted from advertising an energy drink to creating culture, media, and moments—and why long-term commitment turned attention into ownership.
Old Spice was a dusty, forgettable brand—until it decided not to act like one. This observation explores how humor, self-awareness, and creative risk rebuilt trust, earned attention, and proved that even “boring” categories can feel alive again.
Gap’s 2010 rebrand wasn’t a failure of design—it was a failure of clarity. This observation explores how change without a clearly articulated “why” turns attention into confusion, and why iconic brands can’t rely on motion alone to create meaning.
When brands borrow the language of belief without committing to its cost, meaning becomes decoration. This Observation looks at the consequences of misalignment, the fatigue audiences feel, and why clarity—not commentary—is often the boldest move a brand can make.
An exploration of simplicity as a discipline—not a shortcut. This Observation looks at the advertorial as a lost art form, the intelligence of the Golden Age of Advertising, and why saying less only works when the thinking underneath is complete.