Warner Music Group
Cultural Transformation Campaign
Role: Creative Director — Strategy, Art Direction, Campaign Design
Challenge
Post-pandemic return-to-office initiative for a global music company with highly creative, distributed workforce resistant to traditional corporate mandates.
Approach
Led creative strategy and visual system design that reframed RTO as cultural reconnection rather than compliance. Developed campaign architecture that balanced corporate messaging with artist-driven aesthetic.
Impact
Multi-touchpoint system deployed across 20+ offices globally. Campaign drove 40% increase in voluntary office attendance within first quarter.
