Brief:
A luxury residential developer in Uzbekistan aimed to enhance visibility by featuring Mike Tyson. However, the client's initial concepts didn’t resonate with the celebrity, requiring a strategic adjustment to establish common ground.
Client: Arup Group
Scope of work: Crafted the script and collaborated with pre-production and production teams to align execution with the creative vision.
Goal:
The campaign needed to bridge the gap between the developer’s vision and Mike Tyson’s personal brand.
Standard real estate messaging wasn’t enough—without a concept that genuinely aligned with both parties, the collaboration risked feeling forced or inauthentic. The task was to craft a narrative that resonated with Tyson while maintaining the project's luxury appeal.
How do you craft a story that feels effortless for both the brand and the talent?
Achievement:
Delivered a clear narrative that ensured the final video successfully communicated the project’s key messages in a simple yet impactful way, meeting the expectations of both the client and the celebrity.