#mcdonalds #christmas #foodandbeverages
#sports #streaming #entertainment
#beauty #skincare #haircare #nyc
#banking #creativeawards
McDONALD’s — CHRISTMAS
Problem
McDonald’s wanted to say “Merry Christmas,” but the holidays arrived in a tense, polarized climate. People felt cautious, hopeless, braced for things to go wrong. Ignoring that mood felt tone-deaf. The challenge was to acknowledge it without killing the Christmas spirit.
Insight
McDonald’s is one of the few shared grounds in Georgia across class, politics, and values. Everyone orders from the same menu and gets the same experience — a rare kind of neutrality in a divided country. In that moment, this wasn’t just a brand strength. It was something McDonald’s could use to bring people closer.
Strategy
Platform: “What Brings Us Together.”
Get: Urban Georgians who increasingly looked at each other with suspicion
To: Remember that they still share more than they think
By: Bringing them together around simple, familiar moments of enjoyment
McDonald’s wanted to say “Merry Christmas,” but the holidays arrived in a tense, polarized climate. People felt cautious, hopeless, braced for things to go wrong. Ignoring that mood felt tone-deaf. The challenge was to acknowledge it without killing the Christmas spirit.
Insight
McDonald’s is one of the few shared grounds in Georgia across class, politics, and values. Everyone orders from the same menu and gets the same experience — a rare kind of neutrality in a divided country. In that moment, this wasn’t just a brand strength. It was something McDonald’s could use to bring people closer.
Strategy
Platform: “What Brings Us Together.”
Get: Urban Georgians who increasingly looked at each other with suspicion
To: Remember that they still share more than they think
By: Bringing them together around simple, familiar moments of enjoyment
https://mcdonalds.ge/en/home
SETANTA — RE-BRAND
Problem
Setanta Sports was moving from a legacy TV broadcaster into a streaming platform and entering new markets across Eastern Europe and Central Asia. It had strong sports rights, but the brand still felt tied to old-school TV. The challenge was to shed that baggage and become relevant to younger, streaming-first fans across very different countries, cultures, and sports habits.
Insight
Fanhood is a spectacle of its own. The rituals, emotions, and obsessions of fans can be just as entertaining as the game itself. While every sports brand was glorifying athletes, we saw an opportunity to turn the spotlight onto the people who create the atmosphere around them.
Strategy
We built Setanta around the fans, not the field. “Fan of fans” became the core idea: a brand that celebrates the passion, chaos, humour, and irrationality of fandom. The launch campaign brought it to life through the people who experience that obsession up close — fans’ partners — creating a funny, relatable story that could travel across markets.
Results
Setanta expanded across 15 countries in Europe and Asia. In Georgia and Ukraine, the brand became top of mind in sports broadcasting, while new partnerships and premium content deals with brands including Netflix and Red Bull helped strengthen its credibility as it entered new markets.
Setanta Sports was moving from a legacy TV broadcaster into a streaming platform and entering new markets across Eastern Europe and Central Asia. It had strong sports rights, but the brand still felt tied to old-school TV. The challenge was to shed that baggage and become relevant to younger, streaming-first fans across very different countries, cultures, and sports habits.
Insight
Fanhood is a spectacle of its own. The rituals, emotions, and obsessions of fans can be just as entertaining as the game itself. While every sports brand was glorifying athletes, we saw an opportunity to turn the spotlight onto the people who create the atmosphere around them.
Strategy
We built Setanta around the fans, not the field. “Fan of fans” became the core idea: a brand that celebrates the passion, chaos, humour, and irrationality of fandom. The launch campaign brought it to life through the people who experience that obsession up close — fans’ partners — creating a funny, relatable story that could travel across markets.
Results
Setanta expanded across 15 countries in Europe and Asia. In Georgia and Ukraine, the brand became top of mind in sports broadcasting, while new partnerships and premium content deals with brands including Netflix and Red Bull helped strengthen its credibility as it entered new markets.
https://setantasports.com/
SPOILED CHILD — CAMPAIGN
Problem
SpoiledChild was entering the crowded, hyper-serious anti-aging market, where most brands used the same language of fear, correction and prevention. The challenge was to make a new skincare brand stand out and earn attention without repeating the category’s obsession with fixing age.
Insight
Growing older doesn’t mean you have to grow up. Instead of treating aging as something serious or shameful, we saw an opportunity to make it playful and give people permission to stay curious, impulsive and immature.
Strategy
We launched SpoiledChild with “Stay Immature.” The brand’s capsules became playful characters that appeared across New York, interrupting the usual language and imagery of the category.
I developed the creative strategy and helped turn it into a flexible content system: bold product visuals, straight-to-camera delivery and short copy built for fast recognition. We created 15 prototypes and 63 versions across Stories, Reels and in-stream video, then carried the same world into Times Square and other outdoor placements.
Results
The campaign reached 47 million people, increased ad recall by 13 points and lifted brand awareness by 4.4 points.
SpoiledChild was entering the crowded, hyper-serious anti-aging market, where most brands used the same language of fear, correction and prevention. The challenge was to make a new skincare brand stand out and earn attention without repeating the category’s obsession with fixing age.
Insight
Growing older doesn’t mean you have to grow up. Instead of treating aging as something serious or shameful, we saw an opportunity to make it playful and give people permission to stay curious, impulsive and immature.
Strategy
We launched SpoiledChild with “Stay Immature.” The brand’s capsules became playful characters that appeared across New York, interrupting the usual language and imagery of the category.
I developed the creative strategy and helped turn it into a flexible content system: bold product visuals, straight-to-camera delivery and short copy built for fast recognition. We created 15 prototypes and 63 versions across Stories, Reels and in-stream video, then carried the same world into Times Square and other outdoor placements.
Results
The campaign reached 47 million people, increased ad recall by 13 points and lifted brand awareness by 4.4 points.
Spoiled Child
BANK OF GEORGIA — PLATFORM
For all that size, the bank had no relationship with the people who banked with it. It was a financial institution — serious, correct, distant. Nobody loved it.
So that is what we built: a brand refresh and a platform designed to be made from, not just signed off - “Do not stop”. The agency then stayed with it for years, turning it into campaign after campaign, which is where a platform either holds up or quietly disappears. This one held.
It moved the things that are hardest to move. Bank of Georgia became number one in its market for brand sentiment and brand recall. The campaigns won creative awards and, more than that, got talked about — public reaction was the real measure. The brand came out of it with a narrative and genuine cultural influence, and the bank pulled its market share clear of its closest competitor.
Case Study