Helped shape the narrative through early interviews with Charles, uncovering themes of attention, birdsong, and the relationship between nature, focus, and wellbeing. Those insights became the foundation for the campaign's visual and editorial direction.

Led the visual direction and campaign system across paid and organic channels, developing a calm, immersive visual language inspired by the landscapes of Lofoten and Charles' approach to observation.

Worked closely with filmmakers and external partners throughout production and post-production, attending the shoot in Lofoten and contributing to the edit to ensure the story remained cohesive across film, stills, and campaign assets.