Asus, Don't Just Dream. Create.: brand and creative direction for global campaigns

ASUS, renowned for its cutting-edge technology, sought to connect more deeply with the creative community. Despite their innovative and sleek product designs, they struggled to resonate with creative professionals. As Creative and brand director I developed the concept, campaign branding, video, video production, and worked closely with art directors focusing on authentic storytelling to bridge this gap. Collaborating with artists, entrepreneurs, and musicians, we developed a docu-style content series, a custom microsite, and a suite of creative assets that elevated brand awareness and drove consideration among creatives.

Don’t Just Dream. Create. To inspire and engage, we featured stories from notable creatives like musician Skylar Grey, designer Shelby White, filmmaker Devin Graham, and photographer Sam Horine. Their journeys of transforming dreams into reality were showcased across digital and social platforms, fostering a genuine connection with ASUS’s target audience and positioning the brand as a true ally in the creative process.