Global CD. Three flagship launches. Mate 10, 20 and 30.

Huawei had a problem most brands would kill for. The product was genuinely world class. The perception hadn't caught up.

In a market owned by two giants, a good spec sheet wasn't enough. We needed a tone that felt premium without being cold. Confident without being arrogant. Human enough to connect. Distinctive enough to be remembered.

Work that ran across multiple markets. And in my humble opinion, played a real role in shifting how the world saw Huawei.

My favourite is still the first one we made.