Pitches for Audi, Mitsubishi and Skype.

The brief: modernize the Audi brand and give it a digital experience no other carmaker had. I led the creative.

In print, we let the car do the talking. The ads lean on its industrial design and the lines of the bodywork, and treat them as art.

Online, we built interactive pieces that put people inside the Audi experience and let them explore it for themselves.

Mitsubishi was launching a new crossover and needed a position for it. Mine was four words: More Happiness Per Mile.

The line let the specs and the feeling sit together. Fuel economy, range and room became reasons to take the trip, not numbers on a sheet.

I led the creative and developed the visual language that carried it: bright, playful color, with silhouetted landscapes drawn inside the outline of the car, so every image holds both the vehicle and the road trip it is for.

Everyone knew Skype for one thing: video calls. That was the problem. It had a line of new products that nobody could picture.

So we gave each one a face. Every product became a character with its own look and personality, turning a feature list into a cast people could remember.