Selected Work / Totem
Totem
A totem-animal brand campaign where each creature carries the character.
Advertising campaign · 2026
Role
Concept & Creative Direction
Scope
Campaign concept, editorial key-visual series
Outcome
A premium, characterful key-visual system for a heritage or spirits brand
Challenge
Premium and heritage brands — spirits, finance, sport, membership — reach for crests and stock gravitas. It reads as expensive and says nothing.
Approach
Give the brand a totem. Painterly editorial animals — the rooster, the ram, the raptor — set against a city skyline, each embodying a trait the brand wants to own: pride, resilience, vision.
Process
Developed a consistent portrait treatment: heroic three-quarter profile, textured brushwork, a warm-cool palette and a red sun motif, animal and skyline fused into one composition.
Creative Direction
Held the framing, palette, and lighting across the set so a lineup of very different animals still reads as one campaign — characterful without becoming a mascot.
Outcome
A flexible, ownable key-visual system with instant personality — premium without a single crest.
Lessons learned
Character beats grandeur. A brand people can describe as a who is stickier than one they describe as a what.
Next case study
Metamorphosis →