A Uniqlo campaign that celebrates the freedom you feel when you’re less weighed down, but warmer than ever.

The work: Uniqlo are rightfully proud of their HEATTECH clothing, but needed to find a way to communicate its emotional payoff. Collaborating with Belgian director duo Norman Bates, I provided creative direction and wrote scripts for four films showing true-life heroes empowered by HEATTECH—like Cate, a skyscraper washer and single mother. 

What I did: Creative direction, storyboards + scripts, supporting copy

Agency: MP Creative