01 — THE SITUATION

tonies was launching its biggest product since the original Toniebox – its first truly global campaign, across every market at once. Where Will Listening Take You? had to feel unmistakably tonies everywhere, while giving each region room to make it their own.

02 — WHAT I DID

Led global creative for the launch. Brand story and core concept with Anomaly, production with Brains. To make it scale, I set the system rather than every asset: overarching creative direction across the ecosystem – content shot with NUSA to a detailed art direction guidelines doc I built, then modular paid social produced by Automated Creative. With my art and copy leads, I governed craft and tone across all of it, so thousands of variations stayed unmistakably tonies. Integrated across TV/VOD, OOH, paid and organic social, CRM, retail and PR.

03 — WHAT HAPPENED

+52% international revenue growth in Q3. A toolkit that let every market ship the same campaign at the same craft level – a first for tonies. The modular system produced 4,000+ creative iterations – the testing velocity to strengthen the full funnel and CRM journeys and bring year-on-year CAC down across key markets. Proof that setting the right creative system lets storytelling and performance scale together.