A strategic campaign positioning LBS as the catalyst for transformational leadership in uncertain times.
Senior Art Director — Led end-to-end creative campaign for LBS Executive Education, targeting global C-suite professionals.
Crafted a bold, insight-led campaign that positioned LBS as the catalyst for transformational leadership in uncertain times — driving a 32% increase in executive programme inquiries.
Promote a two-day leadership masterclass to ambitious professionals — using print advertising that conveyed inner strength, responsibility and calm authority without relying on corporate clichés.
As Art Director I developed a visual narrative inspired by the archetypal leader — shown in moments of real-world responsibility: addressing journalists, guiding a strategy table, walking with purpose through an office. The imagery used light, composition and restrained styling to suggest depth, focus and quiet confidence. Later, I explored how this concept could extend into motion by creating a speculative AI-assisted video to test its potential in digital formats.
The campaign stood out by portraying leadership as a human practice — not a pose. The later motion test confirmed the idea’s adaptability, showing how a strong visual narrative can evolve across media while keeping its core meaning intact.
