A global campaign was developed for ABB’s AI-powered software, designed to transform data into instant insights and help plant managers act faster to boost efficiency. I created the creative direction, art direction, and design for the campaign, shaping the concept from initial idea through to final execution. The campaign visualises data in a striking typographic effect, where portraits emerge from lines of code-like text, with key questions and answers highlighted to demonstrate the software’s ability to quickly surface critical information.

By leading the visual and design approach, I ensured that every element from imagery and typography to layout and digital assets communicated the software’s intelligence and efficiency in a visually compelling way. The result is a cohesive campaign that clearly conveys complex functionality while engaging a global audience across multiple channels.