Creative Director

Integrated: ATL print, digital & retail

Video promo






HMX pitched for Alcatel's  European integrated account with a striking campaign for the Pop 4 that resonated with teens and young adults.

We won the pitch with a strategy built around our audience's casual and anonymous online behaviour. They want to keep digital life separate from real, partly because they know whatever they post or sign up to could follow them around later on in life. But we also realised our audience are going online to explore their developing identity in quite a playful way. So our campaign presented that online persona as a bright and direct visual identity that riffed on the idea of anonymity. We cut the copy to a minimum and used iconography wherever possible. The Pop 4 was the smartphone that didn't ask you to sign up to anything.