#TrueConnections Campaign
Client: Durex
Year: 2024
Freelance collaboration
My role: art direction, branding, and digital strategy
The challenge
Durex USA sought a new way to engage with Gen Z during their 2024 brand reposition. The brief called for a social-first campaign targeting 18-25 year-olds, encouraging emotional connections and meaningful engagement. The task was to create a social-first campaign.
The solution
Collaborating with a great team at an agency in South-Carolina (under NDA), I helped develop #TrueConnections with Durex. Drawing from insights into Gen Z’s values—authenticity, inclusivity, and emotional awareness— I proposed a campaign that emphasized real conversations about identity, relationships, and personal empowerment. Key elements included:
- Interactive Content Series: Q&A sessions, myth-busting videos, influencer collaborations, and engaging social media challenges.
- Educational and Relatable Messaging: Designed to resonate with Gen Z’s appetite for honest, inclusive, and visually engaging content.
- Expanded Campaign Elements: Virtual lounges with experts, newsletters, and eye-catching OOH
activations at college campuses.
Our art direction brought the concept to life with bold gradients and modern typography, symbolizing the fluidity, energy, and diversity of this generation.
*Although the campaign wasn’t selected, I’m proud of the creative approach and the thoughtful strategy we developed and presented.
Skills
Art Direction
Branding
Campaign Strategy
#TrueConnections Campaign
Client: Durex
Year: 2024
Freelance collaboration
My role: art direction, branding, and digital strategy
The challenge
Durex USA sought a new way to engage with Gen Z during their 2024 brand reposition. The brief called for a social-first campaign targeting 18-25 year-olds, encouraging emotional connections and meaningful engagement. The task was to create a social-first campaign.
The solution
Collaborating with a great team at an agency in South-Carolina (under NDA), I helped develop #TrueConnections with Durex. Drawing from insights into Gen Z’s values—authenticity, inclusivity, and emotional awareness— I proposed a campaign that emphasized real conversations about identity, relationships, and personal empowerment. Key elements included:
- Interactive Content Series: Q&A sessions, myth-busting videos, influencer collaborations, and engaging social media challenges.
- Educational and Relatable Messaging: Designed to resonate with Gen Z’s appetite for honest, inclusive, and visually engaging content.
- Expanded Campaign Elements: Virtual lounges with experts, newsletters, and eye-catching OOH
activations at college campuses.
Our art direction brought the concept to life with bold gradients and modern typography, symbolizing the fluidity, energy, and diversity of this generation.
*Although the campaign wasn’t selected, I’m proud of the creative approach and the thoughtful strategy we developed and presented.
Skills
Art Direction
Branding
Campaign Strategy