I was Creative Director on the global launch campaigns for the Huawei Mate 10, 20 and 30.

Huawei was a challenger brand in every sense. The product was genuinely world class. But the perception hadn't caught up yet. In a market owned by Apple and Samsung, standing out meant more than a good spec sheet.

We needed a tone of voice that felt premium without being cold. Confident without being arrogant. Human enough to connect but distinctive enough to be remembered.

Work that ran across multiple markets and — in my humble opinion — played a role in shifting how people saw Huawei and its flagship product.

Of everything we made, my favourite is still the very first piece.

Produced in collaboration with The Mill and FilFury.