creative
We took inspiration from the Statue of Liberty’s iconic poem, using its spirit of renewal and pride as the backbone of our copy. Armed with a talented DP, I concepted and art directed a series of spots that blended gritty realism with striking beauty—capturing the sparks, smudges, and sweat of the work, alongside the stunning before-and-after reveals. The result was a campaign that honored the craft, elevated the brand, and made even the toughest jobs look like pure art in motion.