Selected Work / Dream Logic
Dream Logic
A flat-geometric campaign about finding the clear path through the maze.
Advertising campaign · 2026
Role
Concept & Creative Direction
Scope
Campaign concept, key-visual series, OOH system
Outcome
A calm, confident visual system for a wayfinding, travel, or fintech brand
Challenge
Brands that promise to simplify a journey — travel, navigation, fintech, productivity — usually illustrate it with literal app screenshots. It is functional and forgettable.
Approach
A flat, architectural dreamscape where a lone figure walks a clear path through impossible, colorful geometry. The metaphor is the product: order found inside complexity.
Process
Built a modular set of scenes — staircases, arches, mazes resolving into a route — in a limited primary palette with a Bauhaus-meets-magical-realism flatness that scales from phone to billboard.
Creative Direction
Kept the geometry bold, the palette to three or four inks, and the human figure small but always present — the emotional anchor in the system.
Outcome
An OOH-ready campaign language that stays legible at highway speed and stays warm at pocket size.
Lessons learned
A strong metaphor out-performs a screenshot. Show the feeling of the product, not its interface.
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