(1)
(overview)
A Fortune 50 company approached us with a challenge: they had recycling technology that could give plastic waste a new life, but no one knew they were even in recycling. We shaped the strategy, brand voice and CX for their products, then designed a flagship commercial that flipped the lid, and the world, on recycling plastics.
(case study)
The Challenge
Reframe advanced recycling from a technical, industrial process into a compelling global narrative, shifting perception from end-of-life waste to second-life value across diverse audiences.
Strategic Approach
Defined a new narrative platform centred on circularity and transformation, building a messaging framework that translated complex technology into clear, human, and emotionally resonant storytelling.
Creative Expression
Led end-to-end development across scripting and direction of a global ATL campaign, establishing tone of voice, visual language, and narrative consistency across film, digital, and go-to-market content.
Impact
Enabled a cohesive global repositioning, strengthening audience understanding and supporting expanded campaign investment and a multi-market rollout.
CATEGORY
STRATEGY / CX / CAMPAIGN / OOH
ROLE
Creative Director, Writer, Director
Credits
Client:
Fortune 50 Multinational
Agency:
MGM
Creative Director:
Aaron Bensaude
Writer:
Aaron Bensaude
Director:
Aaron Bensaude
Producer:
Danielle Clark, Claudia Simone
Cinematographer:
JP Lewis
Production Designer:
Anna Riot
Costume Designer:
Emma Sahai
Editor:
Nick Christie
Composer:
Jon Wygens
Sound Designer:
Ruth Rainey
VFX Supervisor:
Alex Joseph
Cast:
