HAVAS PR
TECHNOLOGY SECTOR TRANSFORMATION
CREATIVE STRATEGY & NEW BUSINESS DEVELOPMENT
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SITUATION
Havas was pursuing major growth in the technology sector, where new business pitches often hinged on making complex technical narratives emotionally resonant. The challenge? Most decks were functionally accurate but narratively dead - failing to inspire either internal PR teams or potential clients.
TASK
Reimagine the pitch deck process to bridge the gap between technical specificity and brand storytelling. The goal: create beautiful, strategy-backed presentations that didn’t just explain process - they reframed them, sparking fresh narratives and deeper engagement.
Havas was pursuing major growth in the technology sector, where new business pitches often hinged on making complex technical narratives emotionally resonant. The challenge? Most decks were functionally accurate but narratively dead - failing to inspire either internal PR teams or potential clients.
TASK
Reimagine the pitch deck process to bridge the gap between technical specificity and brand storytelling. The goal: create beautiful, strategy-backed presentations that didn’t just explain process - they reframed them, sparking fresh narratives and deeper engagement.
ACTION
— Led creative strategy and visual storytelling across high-stakes new business pitches, particularly in technology and innovation-driven categories.
— Developed bespoke visual systems that translated dense specs into clear, emotionally compelling story arcs.
— Elevated pitch materials beyond transactional decks, turning them into PR tools that unlocked broader narrative opportunities.
— Served as a creative liaison between internal strategy, PR, and design teams - ensuring storytelling integrity from concept to client delivery.
RESULT
— Achieved a 90% success rate across high-stakes new business pitches, helping Havas secure major tech accounts.
— Inspired internal PR teams to expand their storytelling ambitions, using the decks as narrative launchpads rather than one-off sales tools.
— Helped clients see their own products differently - creating moments of recognition that led to stronger partnerships and richer media outcomes.
— Set a new internal standard for pitch design - where strategy and aesthetics work in lockstep to drive results.
— Led creative strategy and visual storytelling across high-stakes new business pitches, particularly in technology and innovation-driven categories.
— Developed bespoke visual systems that translated dense specs into clear, emotionally compelling story arcs.
— Elevated pitch materials beyond transactional decks, turning them into PR tools that unlocked broader narrative opportunities.
— Served as a creative liaison between internal strategy, PR, and design teams - ensuring storytelling integrity from concept to client delivery.
RESULT
— Achieved a 90% success rate across high-stakes new business pitches, helping Havas secure major tech accounts.
— Inspired internal PR teams to expand their storytelling ambitions, using the decks as narrative launchpads rather than one-off sales tools.
— Helped clients see their own products differently - creating moments of recognition that led to stronger partnerships and richer media outcomes.
— Set a new internal standard for pitch design - where strategy and aesthetics work in lockstep to drive results.
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EXEGER POWERFOYLE
2023 CES + 2023 EXPERIENTIAL, PR & ACTIVATION CAMPAIGNS
SITUATION
Exeger was launching Powerfoyle - a solar cell that could harvest energy from any light source. The product was groundbreaking, but the story around it was still rooted in conventional tech language. The challenge: elevate the narrative to match the innovation, and help stakeholders see beyond the science into the possibility.
TASK
Develop a visual pitch narrative that made Powerfoyle feel less like a solar product and more like a portal into the future. The deck needed to spark imagination, align internal teams, and provide PR with a launchpad for ambitious storytelling.
Exeger was launching Powerfoyle - a solar cell that could harvest energy from any light source. The product was groundbreaking, but the story around it was still rooted in conventional tech language. The challenge: elevate the narrative to match the innovation, and help stakeholders see beyond the science into the possibility.
TASK
Develop a visual pitch narrative that made Powerfoyle feel less like a solar product and more like a portal into the future. The deck needed to spark imagination, align internal teams, and provide PR with a launchpad for ambitious storytelling.
ACTION
— Designed a sci-fi-inspired visual world that positioned Powerfoyle between the magical and the attainable.
— Created a hero image of an astronaut - evoking exploration, scale, and transformation.
— Used cinematic, forward-looking visuals to suggest Powerfoyle’s potential as a cultural object - not just a technological breakthrough.
— Developed a pitch deck structure that moved beyond specs, framing Powerfoyle as an emotional, visual story meant to inspire press, partners, and clients.
— Treated the deck as a thought-starter, not a sales doc - designed to unlock new ways of seeing, writing, and pitching the product.
RESULT
The visual narrative reframed Powerfoyle from an advanced solar material into a vision of what comes next.
— Sparked richer conversations around media positioning, leading to more expansive, imagination-driven PR angles.
— Helped the client rediscover their own product through a new lens - one that emphasized wonder as much as function.
— Proved that a well-crafted pitch deck can do more than inform - it can ignite.
— Designed a sci-fi-inspired visual world that positioned Powerfoyle between the magical and the attainable.
— Created a hero image of an astronaut - evoking exploration, scale, and transformation.
— Used cinematic, forward-looking visuals to suggest Powerfoyle’s potential as a cultural object - not just a technological breakthrough.
— Developed a pitch deck structure that moved beyond specs, framing Powerfoyle as an emotional, visual story meant to inspire press, partners, and clients.
— Treated the deck as a thought-starter, not a sales doc - designed to unlock new ways of seeing, writing, and pitching the product.
RESULT
The visual narrative reframed Powerfoyle from an advanced solar material into a vision of what comes next.
— Sparked richer conversations around media positioning, leading to more expansive, imagination-driven PR angles.
— Helped the client rediscover their own product through a new lens - one that emphasized wonder as much as function.
— Proved that a well-crafted pitch deck can do more than inform - it can ignite.
excerpts
COVER ART/ KEYART
Strategy deck excerpts - CULTURAL TRUTHS, LANDSCAPE, INSIGHTS, HOW WE WIN, and CREATIVE CAMPAIGNS based on the strategy and insights.
EXPERIENTIAL CAMPAIGN
SITUATION
Exeger was preparing to launch Powerfoyle - its breakthrough solar tech capable of drawing energy from any light source. But awareness was low, and the science wasn’t intuitive. The challenge: create a public-facing campaign that made the technology real, tangible, and unforgettable -not just explained, but experienced.
TASK
Design a guerrilla experiential campaign that could educate, engage, and spark conversation - while reinforcing Exeger’s brand as a visionary in sustainable innovation. The campaign had to serve multiple masters: public education, social virality, media attention, and partner attraction.
Exeger was preparing to launch Powerfoyle - its breakthrough solar tech capable of drawing energy from any light source. But awareness was low, and the science wasn’t intuitive. The challenge: create a public-facing campaign that made the technology real, tangible, and unforgettable -not just explained, but experienced.
TASK
Design a guerrilla experiential campaign that could educate, engage, and spark conversation - while reinforcing Exeger’s brand as a visionary in sustainable innovation. The campaign had to serve multiple masters: public education, social virality, media attention, and partner attraction.
ACTION
— Conceived three distinct experiential concepts centered around live, real-time demonstrations of Powerfoyle’s energy-harvesting capabilities.
— Integrated QR codes into installations, driving to a custom microsite that explained the tech and applications in accessible language.
— Crafted an influencer amplification strategy targeting sustainability and tech creators to extend reach and credibility.
— Developed creative platform concepts around the idea of ‘limitless power’, offering co-branded opportunities for strategic partners.
— Built a comprehensi ve PR strategy covering:
• Media relations and press event concepts
• Social media activation playbooks
• Narrative frameworks for earned content
• Content production strategy for live moments
• Cross-platform partner engagement architecture
RESULT
— Reframed Powerfoyle as a cultural proof-of-concept - elevating it from niche tech to a vision of what's next in clean energy.
— Designed immersive, shareable moments that could make the invisible visible and drive organic amplification.
— Positioned Exeger as a credible innovation leader -provocative enough to earn media, compelling enough to attract strategic partners.
— Laid the groundwork for a scalable brand ecosystem across channels, markets, and collaborations - ready for real-world activation.
— Conceived three distinct experiential concepts centered around live, real-time demonstrations of Powerfoyle’s energy-harvesting capabilities.
— Integrated QR codes into installations, driving to a custom microsite that explained the tech and applications in accessible language.
— Crafted an influencer amplification strategy targeting sustainability and tech creators to extend reach and credibility.
— Developed creative platform concepts around the idea of ‘limitless power’, offering co-branded opportunities for strategic partners.
— Built a comprehensi ve PR strategy covering:
• Media relations and press event concepts
• Social media activation playbooks
• Narrative frameworks for earned content
• Content production strategy for live moments
• Cross-platform partner engagement architecture
RESULT
— Reframed Powerfoyle as a cultural proof-of-concept - elevating it from niche tech to a vision of what's next in clean energy.
— Designed immersive, shareable moments that could make the invisible visible and drive organic amplification.
— Positioned Exeger as a credible innovation leader -provocative enough to earn media, compelling enough to attract strategic partners.
— Laid the groundwork for a scalable brand ecosystem across channels, markets, and collaborations - ready for real-world activation.
ENOVIX BRAND COMM/PR STRATEGY
HOW DO YOU MAKE BATTERIES CAPTIVATING?
SITUATION
Enovix, a pioneer in silicon anode lithium-ion batteries, needed to convey the radical potential of its innovation. The product was visually minimal, abstract to non-engineers, and at risk of being lost in a sea of technical jargon and commodity visuals.
The challenge: turn an invisible energy leap into a media-ready story with emotional and conceptual power.
TASK
Design a PR pitch deck that reframed Enovix’s battery technology in a way that was intellectually rich, emotionally resonant, and visually distinctive. The goal was not just to inform - it was to inspire: media, investors, internal teams, and the client itself.
Enovix, a pioneer in silicon anode lithium-ion batteries, needed to convey the radical potential of its innovation. The product was visually minimal, abstract to non-engineers, and at risk of being lost in a sea of technical jargon and commodity visuals.
The challenge: turn an invisible energy leap into a media-ready story with emotional and conceptual power.
TASK
Design a PR pitch deck that reframed Enovix’s battery technology in a way that was intellectually rich, emotionally resonant, and visually distinctive. The goal was not just to inform - it was to inspire: media, investors, internal teams, and the client itself.
ACTION
— Rejected cliché energy visuals in favor of a narrative framework drawn from Lewis Carroll’s Alice in Wonderland.
— Opened with a surreal visual of the White Rabbit consulting his pocket watch - a metaphor for time, urgency, and stored potential.
— Built a visual and conceptual arc that paralleled battery innovation with imaginative evolution, culminating in the Red Queen’s quote about needing to run twice as fast to stay in place.
— Integrated the Red Queen Hypothesis - a metaphor from evolutionary biology - to position Enovix within the arms race of energy innovation.
— Created a deck that acted not just as a pitch, but as a strategic storytelling asset: a tool for expanding PR narratives and reframing product perception.
RESULT
The pitch deck transformed Enovix’s positioning from a specs-driven battery company into a thought-leading innovator - bridging science, culture, and imagination.
— Inspired media narratives that went beyond performance metrics, tapping into deeper cultural and philosophical themes.
— Helped internal and external stakeholders see the product not as a component, but as a conceptual leap in energy evolution.
— Reinforced the idea that strategic visual storytelling can unlock entirely new avenues of brand and media engagement.
— Rejected cliché energy visuals in favor of a narrative framework drawn from Lewis Carroll’s Alice in Wonderland.
— Opened with a surreal visual of the White Rabbit consulting his pocket watch - a metaphor for time, urgency, and stored potential.
— Built a visual and conceptual arc that paralleled battery innovation with imaginative evolution, culminating in the Red Queen’s quote about needing to run twice as fast to stay in place.
— Integrated the Red Queen Hypothesis - a metaphor from evolutionary biology - to position Enovix within the arms race of energy innovation.
— Created a deck that acted not just as a pitch, but as a strategic storytelling asset: a tool for expanding PR narratives and reframing product perception.
RESULT
The pitch deck transformed Enovix’s positioning from a specs-driven battery company into a thought-leading innovator - bridging science, culture, and imagination.
— Inspired media narratives that went beyond performance metrics, tapping into deeper cultural and philosophical themes.
— Helped internal and external stakeholders see the product not as a component, but as a conceptual leap in energy evolution.
— Reinforced the idea that strategic visual storytelling can unlock entirely new avenues of brand and media engagement.
excerpts
MASIMO CONSUMER HEALTH
2023 EXPERIENTIAL & PR CAMPAIGN
SITUATION
Masimo Consumer Health was preparing to expand its global footprint - but doing so meant stepping directly into Apple Watch territory. The product had clinical credibility but lacked cultural capital. Competing in that space meant more than proving technical superiority - it required a story, an image, and a presence that could sit confidently next to the most design-forward brand in the world.
TASK
Elevate Masimo’s positioning from medical device maker to premium health-tech challenger. The visuals for the startegy needed to balance clinical precision with contemporary design sensibility - without losing the brand’s professional credibility. Visual storytelling had to operate at Silicon Valley levels of sophistication while emphasizing Masimo’s difference.
Masimo Consumer Health was preparing to expand its global footprint - but doing so meant stepping directly into Apple Watch territory. The product had clinical credibility but lacked cultural capital. Competing in that space meant more than proving technical superiority - it required a story, an image, and a presence that could sit confidently next to the most design-forward brand in the world.
TASK
Elevate Masimo’s positioning from medical device maker to premium health-tech challenger. The visuals for the startegy needed to balance clinical precision with contemporary design sensibility - without losing the brand’s professional credibility. Visual storytelling had to operate at Silicon Valley levels of sophistication while emphasizing Masimo’s difference.
ACTION
— Developed a strategic PR framework for global launch, targeting media, influencers, and healthcare partners.
— Designed the campaign’s presentation materials to mirror its strategic intent: confident enough to rival Apple, distinct enough to showcase Masimo’s unique strengths.
— Ensured that every visual and narrative element communicated reassurance as well as revolution - a key duality in personal health technology.
RESULT
— Reframed Masimo’s positioning in the health-tech space - elevating it as a credible, premium alternative to Apple’s consumer-first narrative.
— Garnered strong internal traction, with stakeholders responding to the visual maturity and strategic clarity of the deck.
— Encouraged a more ambitious, culturally attuned approach to consumer marketing across teams.
— Set a new internal benchmark for visual storytelling -demonstrating that medical-grade credibility and brand charisma can coexist within a unified design system.
— Developed a strategic PR framework for global launch, targeting media, influencers, and healthcare partners.
— Designed the campaign’s presentation materials to mirror its strategic intent: confident enough to rival Apple, distinct enough to showcase Masimo’s unique strengths.
— Ensured that every visual and narrative element communicated reassurance as well as revolution - a key duality in personal health technology.
RESULT
— Reframed Masimo’s positioning in the health-tech space - elevating it as a credible, premium alternative to Apple’s consumer-first narrative.
— Garnered strong internal traction, with stakeholders responding to the visual maturity and strategic clarity of the deck.
— Encouraged a more ambitious, culturally attuned approach to consumer marketing across teams.
— Set a new internal benchmark for visual storytelling -demonstrating that medical-grade credibility and brand charisma can coexist within a unified design system.
excerpts
THE EXPERIENTIAL CAMPAIGN
INTRO
The centerpiece of my work was the 'Pulse of the Nation' campaign.
This was a bold experiential campaign that reimagined public health engagement by turning crosswalk posts into interactive health hubs - collecting anonymous data while democratizing access to medical-grade metrics. Inspired by voices like Huberman Lab, the initiative gamified wellness through city-to-city competition, positioning Masimo as a civic-minded innovator with real-world tech credibility.
SITUATION
Masimo needed a high-profile, culturally resonant way to stand apart from lifestyle-first health brands like Apple. The opportunity: create a public campaign that turned health itself into a shared, measurable experience - and Masimo into a brand known for activating civic innovation, not just personal devices.
TASK
Design a large-scale experiential activation that could elevate Masimo's profile, generate national conversation, and showcase the real-world utility of its technology -without relying on traditional product marketing.
The centerpiece of my work was the 'Pulse of the Nation' campaign.
This was a bold experiential campaign that reimagined public health engagement by turning crosswalk posts into interactive health hubs - collecting anonymous data while democratizing access to medical-grade metrics. Inspired by voices like Huberman Lab, the initiative gamified wellness through city-to-city competition, positioning Masimo as a civic-minded innovator with real-world tech credibility.
SITUATION
Masimo needed a high-profile, culturally resonant way to stand apart from lifestyle-first health brands like Apple. The opportunity: create a public campaign that turned health itself into a shared, measurable experience - and Masimo into a brand known for activating civic innovation, not just personal devices.
TASK
Design a large-scale experiential activation that could elevate Masimo's profile, generate national conversation, and showcase the real-world utility of its technology -without relying on traditional product marketing.
ACTION
— Developed Pulse of the Nation, a national urban installation campaign that repurposed crosswalk posts as real-time health check-in points, offering anonymous, medical-grade diagnostics to the public.
— Infused the campaign with competitive storytelling -ranking cities by collective metrics to trigger civic pride, press interest, and social sharing.
— Modeled the tone and ambition of the campaign after voices like Andrew Huberman, aligning Masimo with the cutting edge of health discourse.
— Designed the activation as a media and policy-ready statement - not just a marketing play, but a provocation about the future of public health.
— Positioned Masimo as a quietly radical player in tech: not chasing trends, but building infrastructure for a healthier society.
RESULT
— Positioned Masimo as a civic-tech brand in the making - not just a med-tech player - giving it a narrative edge over lifestyle-first competitors.
— Established a scalable platform concept designed to activate local partnerships and generate repeatable, PR-worthy moments.
— Reframed the conversation around wearables - from individual self-tracking to collective wellbeing - in a way only Masimo is uniquely equipped to deliver.
— Developed Pulse of the Nation, a national urban installation campaign that repurposed crosswalk posts as real-time health check-in points, offering anonymous, medical-grade diagnostics to the public.
— Infused the campaign with competitive storytelling -ranking cities by collective metrics to trigger civic pride, press interest, and social sharing.
— Modeled the tone and ambition of the campaign after voices like Andrew Huberman, aligning Masimo with the cutting edge of health discourse.
— Designed the activation as a media and policy-ready statement - not just a marketing play, but a provocation about the future of public health.
— Positioned Masimo as a quietly radical player in tech: not chasing trends, but building infrastructure for a healthier society.
RESULT
— Positioned Masimo as a civic-tech brand in the making - not just a med-tech player - giving it a narrative edge over lifestyle-first competitors.
— Established a scalable platform concept designed to activate local partnerships and generate repeatable, PR-worthy moments.
— Reframed the conversation around wearables - from individual self-tracking to collective wellbeing - in a way only Masimo is uniquely equipped to deliver.
I OPTED TO END OUR DECK WITH A QUOTE FROM NASSIM NICHOLAS TALEB, A QUANT AND THE WRITER OF ‘THE BLACK SWAN’ AND ‘ANTIFRAGILITY’ BOOKS, WHICH ARE GREATLY RESPECTED IN THE WORLD OF TECHNOLOGY AND RISK TAKING.
AICADIUM SINGAPORE
2023 B2B PR STRATEGY
SITUATION
AIcadium, a leading AI solutions provider for manufacturing, was facing the challenge of conveying the complex potential of AI in a way that felt accessible to business leaders.
At a time when AI was still emerging in the broader conversation - well before tools like ChatGPT became mainstream - the company needed a strategy to bridge the gap between technical sophistication and human understanding.
TASK
My role was to craft a compelling narrative and strategic framework that positioned AI as a crucial, non-threatening evolution in business, particularly within the B2B sector.
The challenge was twofold: making AI approachable without simplifying its transformative power, and addressing cultural resistance to AI adoption, all while building stakeholder trust in a highly technical context.
AIcadium, a leading AI solutions provider for manufacturing, was facing the challenge of conveying the complex potential of AI in a way that felt accessible to business leaders.
At a time when AI was still emerging in the broader conversation - well before tools like ChatGPT became mainstream - the company needed a strategy to bridge the gap between technical sophistication and human understanding.
TASK
My role was to craft a compelling narrative and strategic framework that positioned AI as a crucial, non-threatening evolution in business, particularly within the B2B sector.
The challenge was twofold: making AI approachable without simplifying its transformative power, and addressing cultural resistance to AI adoption, all while building stakeholder trust in a highly technical context.
ACTION
I led the creation of a narrative that combined sharp strategic insights with evocative design elements. The messaging focused on AI as an integral part of business evolution, warning that companies 'not born digital' risked being left behind by both technological and cultural shifts.
In parallel, I designed visual metaphors - ethereal representations of neural networks and AI-interpretations of botanical forms - that symbolized AI’s potential while making the technology feel more organic and human. This marriage of strategy and design allowed us to demystify AI’s complexity while positioning it as an evolutionary force, not a disruptive threat.
RESULT
The resulting deck successfully reframed AI for AIcadium’s stakeholders, transforming the abstract into the actionable and empowering business leaders to embrace AI as a future-forward tool for innovation. It positioned AI not as a threat, but as a natural, strategic evolution in human enterprise. This strategic vision, combined with the evocative design, helped AIcadium secure critical partnerships and expand its influence in the manufacturing sector.
I led the creation of a narrative that combined sharp strategic insights with evocative design elements. The messaging focused on AI as an integral part of business evolution, warning that companies 'not born digital' risked being left behind by both technological and cultural shifts.
In parallel, I designed visual metaphors - ethereal representations of neural networks and AI-interpretations of botanical forms - that symbolized AI’s potential while making the technology feel more organic and human. This marriage of strategy and design allowed us to demystify AI’s complexity while positioning it as an evolutionary force, not a disruptive threat.
RESULT
The resulting deck successfully reframed AI for AIcadium’s stakeholders, transforming the abstract into the actionable and empowering business leaders to embrace AI as a future-forward tool for innovation. It positioned AI not as a threat, but as a natural, strategic evolution in human enterprise. This strategic vision, combined with the evocative design, helped AIcadium secure critical partnerships and expand its influence in the manufacturing sector.
excerpts
