Lelo · Concept / Copy / Art direction
LELO's regional teams operated with their own marketing budgets, and the Australia/Pacific team wanted to build a persuasive case for bringing HEX condoms to the local market. I was brought in to develop a campaign concept that could demonstrate the opportunity and help secure support from global headquarters.
Given an open creative brief and access to the existing product assets, I developed the campaign from concept through to finished execution, writing the copy, defining the visual direction and producing the final artwork.
HEX had a distinctive product story: its honeycomb structure gave the product an immediately recognisable visual device. I used that geometry as the campaign's connective tissue, pairing it with premium editorial imagery and concise, playful copy rather than the visual clichés commonly associated with the category.
The aim was to position HEX as a design-led lifestyle product, confident, premium and contemporary, while keeping the product benefit present in the communication.
Because I was responsible for both the copy and visual execution, the messaging and image direction could be developed together rather than treated as separate layers. The lines moved between product reassurance, playfulness and premium lifestyle language while remaining part of one campaign voice.
