https://leslieali.com leslieali Wed, 06 May 2026 20:37:08 +0000 https://leslieali.com en https://leslieali.com/Page-1-1 Tue, 21 Apr 2026 09:04:49 +0000 leslieali https://leslieali.com/Page-1-1 <img width="2525" height="1424" width_o="2525" height_o="1424" data-src="https://freight.cargo.site/t/original/i/d41f1cb26644741e2fac96efd9870c4116d4867ffbc5e17d83ad2a022c3054ed/Ltampon-TN13.png" data-mid="247493405" border="0" src="https://freight.cargo.site/w/1000/i/d41f1cb26644741e2fac96efd9870c4116d4867ffbc5e17d83ad2a022c3054ed/Ltampon-TN13.png" /> <img width="1790" height="990" width_o="1790" height_o="990" data-src="https://freight.cargo.site/t/original/i/c7e083506e98ab75cdac4283ec58677dca0a8d302fc54b7dd82f61ca280d96b0/NikeSh-TN12.png" data-mid="247493247" border="0" src="https://freight.cargo.site/w/1000/i/c7e083506e98ab75cdac4283ec58677dca0a8d302fc54b7dd82f61ca280d96b0/NikeSh-TN12.png" /> <img width="1851" height="1422" width_o="1851" height_o="1422" data-src="https://freight.cargo.site/t/original/i/7c735532e895a93c19ea791410faa59e5c0c6da8dcf6056512e90c6781dd358e/Nike-TN11.png" data-mid="247493248" border="0" src="https://freight.cargo.site/w/1000/i/7c735532e895a93c19ea791410faa59e5c0c6da8dcf6056512e90c6781dd358e/Nike-TN11.png" /> <img width="1845" height="1418" width_o="1845" height_o="1418" data-src="https://freight.cargo.site/t/original/i/db3439b7351807b9caed8b7507ca992503392ed4548ab9e568ac0fa53bf2f1e4/Nike-TN10.png" data-mid="247493249" border="0" src="https://freight.cargo.site/w/1000/i/db3439b7351807b9caed8b7507ca992503392ed4548ab9e568ac0fa53bf2f1e4/Nike-TN10.png" /> <img width="2481" height="1350" width_o="2481" height_o="1350" data-src="https://freight.cargo.site/t/original/i/cbe5a3a73777697fb53302ad544bc30509b25b8a8112ecf501c874ccf59ec1a9/3-TN9.png" data-mid="247493250" border="0" src="https://freight.cargo.site/w/1000/i/cbe5a3a73777697fb53302ad544bc30509b25b8a8112ecf501c874ccf59ec1a9/3-TN9.png" /> <img width="2486" height="1375" width_o="2486" height_o="1375" data-src="https://freight.cargo.site/t/original/i/239103d668afad0790cadf9712fc75cd4bc75d3988f8a321c0f1785283514cda/KS-TN15.png" data-mid="247493408" border="0" src="https://freight.cargo.site/w/1000/i/239103d668afad0790cadf9712fc75cd4bc75d3988f8a321c0f1785283514cda/KS-TN15.png" /> <img width="2304" height="1174" width_o="2304" height_o="1174" data-src="https://freight.cargo.site/t/original/i/1cb035f08b0d47ef411526840b587179f2ca5f98d96fb63971f41da0a277e3fc/Ikea-TN7.png" data-mid="247493252" border="0" src="https://freight.cargo.site/w/1000/i/1cb035f08b0d47ef411526840b587179f2ca5f98d96fb63971f41da0a277e3fc/Ikea-TN7.png" /> <img width="1877" height="1086" width_o="1877" height_o="1086" data-src="https://freight.cargo.site/t/original/i/4457b8a637aef06d9eab84c7d659f815bdd191c01017cb2b37f4f4196ff75176/VW-TN5.png" data-mid="247493254" border="0" src="https://freight.cargo.site/w/1000/i/4457b8a637aef06d9eab84c7d659f815bdd191c01017cb2b37f4f4196ff75176/VW-TN5.png" /> <img width="1796" height="1109" width_o="1796" height_o="1109" data-src="https://freight.cargo.site/t/original/i/532ff78352dd1e19acc50ab681adef04e02f38c4df763c8aae9d56d1306eaf81/Ltampon-TN14.png" data-mid="247493409" border="0" src="https://freight.cargo.site/w/1000/i/532ff78352dd1e19acc50ab681adef04e02f38c4df763c8aae9d56d1306eaf81/Ltampon-TN14.png" /> <img width="2347" height="1340" width_o="2347" height_o="1340" data-src="https://freight.cargo.site/t/original/i/a1dbc9d60373645bf8bf91dd51d360896e669b8ae1940a854a55a42aa2ae9699/KS-TN3.png" data-mid="247493256" border="0" src="https://freight.cargo.site/w/1000/i/a1dbc9d60373645bf8bf91dd51d360896e669b8ae1940a854a55a42aa2ae9699/KS-TN3.png" /> <img width="2530" height="1369" width_o="2530" height_o="1369" data-src="https://freight.cargo.site/t/original/i/7675fb5a6dc8ad2b0f8cf3592b3f890c19500e0b526c901ab30ff336d12dc57a/Google-TN2.png" data-mid="247493257" border="0" src="https://freight.cargo.site/w/1000/i/7675fb5a6dc8ad2b0f8cf3592b3f890c19500e0b526c901ab30ff336d12dc57a/Google-TN2.png" /> https://leslieali.com/Kleenex-Global Sun, 22 Oct 2017 16:15:37 +0000 leslieali https://leslieali.com/Kleenex-Global Kleenex - Global CampaignJWT New York—Executive Creative Director Kleenex had become invisible —functionally essential, culturally absent. We gave people a reason to reach for it again. &nbsp; Across Europe, North America, South America and Asia, we reimagined the brand end-to-end: from packaging to product innovation to a tone of voice that felt human, modern, and alive. To bring that voice to life—and sell it in—we created Kleenex with Karl, a content series conceived and produced in two days. It became a living proof of concept for a brand that had forgotten how to speak, and a clear signal of how it could again. Kleenex - Global Campaign Style Guides&nbsp;I A little more life in every pack <img width="997" height="559" width_o="997" height_o="559" data-src="https://freight.cargo.site/t/original/i/406b0612594881ab392910cee166f89de6d18a60db41119fc6c05d35352314cc/Screen-Shot-2017-10-24-at-11.20.28-AM.png" data-mid="5680209" border="0" data-scale="83" src="https://freight.cargo.site/w/997/i/406b0612594881ab392910cee166f89de6d18a60db41119fc6c05d35352314cc/Screen-Shot-2017-10-24-at-11.20.28-AM.png" /><img width="995" height="563" width_o="995" height_o="563" data-src="https://freight.cargo.site/t/original/i/653691862b79c50962191bd072f6b583ab7f3312c28a15dd5afd9c988682129e/Screen-Shot-2017-10-24-at-11.20.43-AM.png" data-mid="5680208" border="0" data-scale="83" src="https://freight.cargo.site/w/995/i/653691862b79c50962191bd072f6b583ab7f3312c28a15dd5afd9c988682129e/Screen-Shot-2017-10-24-at-11.20.43-AM.png" /> Kleenex - Global Campaign Packaging I A little more life in every pack <img width="996" height="557" width_o="996" height_o="557" data-src="https://freight.cargo.site/t/original/i/9b53619e9cb4dfb21e4236c1bc65427755f47ae70881da56f9bceb86cf376a70/Screen-Shot-2017-10-23-at-11.53.35-PM.png" data-mid="5656224" border="0" src="https://freight.cargo.site/w/996/i/9b53619e9cb4dfb21e4236c1bc65427755f47ae70881da56f9bceb86cf376a70/Screen-Shot-2017-10-23-at-11.53.35-PM.png" /> Kleenex - Global Campaign Print&nbsp;I A little more life in every pack <img width="990" height="478" width_o="990" height_o="478" data-src="https://freight.cargo.site/t/original/i/bba7480cb494b631801073dc5386e14b174f4298340f06deb4df0cd54fb45805/Screen-Shot-2017-10-23-at-11.37.43-PM.png" data-mid="5656042" border="0" data-scale="100" src="https://freight.cargo.site/w/990/i/bba7480cb494b631801073dc5386e14b174f4298340f06deb4df0cd54fb45805/Screen-Shot-2017-10-23-at-11.37.43-PM.png" /> Kleenex - Global Campaign Partnerships I A little more life in every pack <img width="992" height="457" width_o="992" height_o="457" data-src="https://freight.cargo.site/t/original/i/3946dc613de23b978e745b4c8485e731bebf37a8beb0c783041a588773a83e32/Screen-Shot-2017-10-24-at-10.37.01-AM.png" data-mid="5677583" border="0" data-scale="100" src="https://freight.cargo.site/w/992/i/3946dc613de23b978e745b4c8485e731bebf37a8beb0c783041a588773a83e32/Screen-Shot-2017-10-24-at-10.37.01-AM.png" /> Kleenex - Global Campaign OOH I A little more life in every pack <img width="995" height="465" width_o="995" height_o="465" data-src="https://freight.cargo.site/t/original/i/d4aeddb9fec04fd1091f9a96a866e359dda6dd9ad525f306789b4c7139102730/Screen-Shot-2017-10-24-at-10.32.20-AM.png" data-mid="5677363" border="0" data-scale="100" src="https://freight.cargo.site/w/995/i/d4aeddb9fec04fd1091f9a96a866e359dda6dd9ad525f306789b4c7139102730/Screen-Shot-2017-10-24-at-10.32.20-AM.png" /> Kleenex - Global Campaign TOV (tone of voice) I A little more life in every pack&nbsp; VO:&nbsp; Modern, warm, helpful and human Kleenex - Global Campaign Press Kit / Editorial I A little more life in every pack <img width="993" height="561" width_o="993" height_o="561" data-src="https://freight.cargo.site/t/original/i/923751a59c9473cec5137a0f75f90c646734db413c7a75bdd7169fa70e3881ca/Screen-Shot-2017-10-23-at-11.46.57-PM.png" data-mid="5656177" border="0" src="https://freight.cargo.site/w/993/i/923751a59c9473cec5137a0f75f90c646734db413c7a75bdd7169fa70e3881ca/Screen-Shot-2017-10-23-at-11.46.57-PM.png" /> <img width="995" height="558" width_o="995" height_o="558" data-src="https://freight.cargo.site/t/original/i/40f50a04ee41d62861f8fa78727e47365d886755b63e3d2620079b7c6a2a063c/Screen-Shot-2017-10-23-at-11.47.16-PM.png" data-mid="5656176" border="0" src="https://freight.cargo.site/w/995/i/40f50a04ee41d62861f8fa78727e47365d886755b63e3d2620079b7c6a2a063c/Screen-Shot-2017-10-23-at-11.47.16-PM.png" /> <img width="994" height="560" width_o="994" height_o="560" data-src="https://freight.cargo.site/t/original/i/a69412d3da21aa20a347fe32b2bdfe524754da2959093472b2540618ca5a98d7/Screen-Shot-2017-10-23-at-11.47.34-PM.png" data-mid="5656175" border="0" src="https://freight.cargo.site/w/994/i/a69412d3da21aa20a347fe32b2bdfe524754da2959093472b2540618ca5a98d7/Screen-Shot-2017-10-23-at-11.47.34-PM.png" /> https://leslieali.com/Android-Google Wed, 14 Oct 2015 15:53:56 +0000 leslieali https://leslieali.com/Android-Google Google Android Google Creative Lab, NY CopywriterGoogle Translate was a utility. We made it a passport. The brief was adoption. The solve was reframing—positioning Translate not as a tool for tourists but as an everyday instrument for people who want to close the gap between themselves and the world. The launch film drove targeted adoption and awareness benchmarks for Android users within months of release. (Video courtesy of K. Kourtessis, our producer) Google Android - TV, Video I "100 Billion Words":60 https://leslieali.com/NIKE-China Thu, 21 Jul 2011 20:11:34 +0000 leslieali https://leslieali.com/NIKE-China Nike&nbsp;JDI 08 Wieden+Kennedy, Shanghai - Creative Integrated Brand Launch Campaign China's 14-22 year olds were the best athletes in a closed China. We helped them find a bigger platform and motivated an entire generation of proud, home-grown Chinese athletes to explode out of their shell. By listening to peer-to-peer chatter on Chinese social media channels, we discovered a spirited, brazen energy ready to embrace a global future with them at the center. We decided to build these 14-22 year olds a shrine to their yet-to-be-discovered athletic superpowers.&nbsp; My partner Creative Director Dean Wei and I designed this new Chinese generation’s online hub, connected to a series of IRL court experiences — keepy-uppy marathons, dance-offs, LeBron shot challenges—experiences that invited young athletes to test themselves against each other, their secret sports heroes and themselves. Within days, male and female athletes across China were participating en masse. A vibrant online community of peer athletes emerged, and through participation, practice and competition, thousands improved their game by embracing their unknown. <img width="654" height="600" width_o="654" height_o="600" data-src="https://freight.cargo.site/t/original/i/95bc6748e5ebf1fe906c67692fbf9f5d79cf11bb405ff1814773f3e6ef9eacd3/JDI-poster-3.png" data-mid="247490214" border="0" data-scale="100" src="https://freight.cargo.site/w/654/i/95bc6748e5ebf1fe906c67692fbf9f5d79cf11bb405ff1814773f3e6ef9eacd3/JDI-poster-3.png" /><img width="667" height="453" width_o="667" height_o="453" data-src="https://freight.cargo.site/t/original/i/a3606b9dd5528b92d639d639c643cb63a1d7b42e7ae25df45d019a55383b3281/JDI-poster-1.png" data-mid="247490216" border="0" data-scale="100" src="https://freight.cargo.site/w/667/i/a3606b9dd5528b92d639d639c643cb63a1d7b42e7ae25df45d019a55383b3281/JDI-poster-1.png" /> <img width="648" height="846" width_o="648" height_o="846" data-src="https://freight.cargo.site/t/original/i/4f6e1831380bffc6b6baf0ddb1b45d8b90639401960c3de4d2492ddba6edfced/JDI-poster-2.png" data-mid="247490215" border="0" src="https://freight.cargo.site/w/648/i/4f6e1831380bffc6b6baf0ddb1b45d8b90639401960c3de4d2492ddba6edfced/JDI-poster-2.png" /> Nike JDI 08 Brand Launch Video I "Discover Your Unknown":60 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; &nbsp; Nike JDI 08 Brand Launch Stunt I "Discover Your Unknown" At Dong Dan and other sporting grounds, court markings inspire kids to push/test themselves by following, literally in the footsteps of their sport heroes.&nbsp; Ex: GAME 5, EASTERN CONFERENCE FINALS 2007 /LEBRON HIT THE GAME WINNER IN 2OT FROM THIS SPOT Nike JDI 08 Brand Launch Exchange Program I "Discover Your Unknown" A one-way sports exchange program where young Chinese athletes are flown to cities where the competition is fiercer (ie. sending a kid from Kuming to a basketball camp in Kansas, or arranging for a striker from Guangzhou to join a Barcelona youth league…) A bigger pond, by design. Nike JDI 08 Brand Launch Training Sessions I "Discover Your Unknown" Play To Your Weakness training sessions, pitches and courts built specifically to make the game harder. Left-foot-only shots. One-handed basketball. Lay-ups 15,000 ft above sea level. The theory: master the weakness, elevate the whole game. Nike JDI 08 Brand Launch OOH I "Discover Your Unknown" &nbsp;<img width="267" height="106" width_o="267" height_o="106" data-src="https://freight.cargo.site/t/original/i/cdd8fc1e37f1ab4e125bfa8b1eff13912c49fff58b88c6fdd74363cd2634bf97/JDI-08-OOH-credit.png" data-mid="247490645" border="0" src="https://freight.cargo.site/w/267/i/cdd8fc1e37f1ab4e125bfa8b1eff13912c49fff58b88c6fdd74363cd2634bf97/JDI-08-OOH-credit.png" /> <img width="668" height="505" width_o="668" height_o="505" data-src="https://freight.cargo.site/t/original/i/1b6f29dbb1821fc5514ffa4991a2c03612219905497ea2f76ac3de3d4ae05cb9/JDI-poster-4.png" data-mid="247490213" border="0" data-scale="100" src="https://freight.cargo.site/w/668/i/1b6f29dbb1821fc5514ffa4991a2c03612219905497ea2f76ac3de3d4ae05cb9/JDI-poster-4.png" /> https://leslieali.com/HELPER-ai Wed, 06 May 2026 20:37:08 +0000 leslieali https://leslieali.com/HELPER-ai Helper.AI AI Product Management Bootcamp Product Designer Demo Day People’s Choice Winner<img width="1640" height="1140" width_o="1640" height_o="1140" data-src="https://freight.cargo.site/t/original/i/6b5915cec6b4d1db43936ed8ec6629a89c6e7aa74306f156e022566725d1cb5a/UI-of-HELPER-v2orig-PRD.png" data-mid="247962954" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/6b5915cec6b4d1db43936ed8ec6629a89c6e7aa74306f156e022566725d1cb5a/UI-of-HELPER-v2orig-PRD.png" /> Meet the Sandwich Generation <img width="522" height="644" width_o="522" height_o="644" data-src="https://freight.cargo.site/t/original/i/c5c1e9653de721e185a25183a9a898b2a3ea4a4e9107d89fce953cf9601640ca/Screenshot-2026-04-23-at-1.26.12-PM.png" data-mid="247964670" border="0" data-scale="48" src="https://freight.cargo.site/w/522/i/c5c1e9653de721e185a25183a9a898b2a3ea4a4e9107d89fce953cf9601640ca/Screenshot-2026-04-23-at-1.26.12-PM.png" /> This is Sarah, our buyer, 47 years old, Senior Account Manager, working mother of three, daughter of one. She’s married, works, takes care of her family, and her mother - she carries her mom’s safety like a second job she can never put down.&nbsp; And as it turns out, Sarah is completely unserved by every product currently on the market. But what our research told us was that for HELPER to be useful to Sarah, her mom,&nbsp; Margaret, has to want to use it (which no other product in the market has achieved to date.) This is how we solved it. <img width="1584" height="1031" width_o="1584" height_o="1031" data-src="https://freight.cargo.site/t/original/i/4cd6126e2bd50069f07205287509e04f968c9f09b58d2fecded4b1a2bda3062b/Helper-front-cover-of-deck.png" data-mid="247965216" border="0" src="https://freight.cargo.site/w/1000/i/4cd6126e2bd50069f07205287509e04f968c9f09b58d2fecded4b1a2bda3062b/Helper-front-cover-of-deck.png" /> <img width="1584" height="1031" width_o="1584" height_o="1031" data-src="https://freight.cargo.site/t/original/i/4cd6126e2bd50069f07205287509e04f968c9f09b58d2fecded4b1a2bda3062b/Helper-front-cover-of-deck.png" data-mid="247965216" border="0" src="https://freight.cargo.site/w/1000/i/4cd6126e2bd50069f07205287509e04f968c9f09b58d2fecded4b1a2bda3062b/Helper-front-cover-of-deck.png" /> <img width="1265" height="712" width_o="1265" height_o="712" data-src="https://freight.cargo.site/t/original/i/613619ad7d32c766f09ec6f7e4ae67337249fe44a1d699247e374e508ee3eebe/page2-HELPER-PITCH-deck.png" data-mid="248081349" border="0" src="https://freight.cargo.site/w/1000/i/613619ad7d32c766f09ec6f7e4ae67337249fe44a1d699247e374e508ee3eebe/page2-HELPER-PITCH-deck.png" /> <img width="1265" height="711" width_o="1265" height_o="711" data-src="https://freight.cargo.site/t/original/i/b6727713283fa79e3424a226ff5e7de97a528edfabb56329b26aacfb66e27873/page3-HELPER-PITCH-deck.png" data-mid="248081350" border="0" src="https://freight.cargo.site/w/1000/i/b6727713283fa79e3424a226ff5e7de97a528edfabb56329b26aacfb66e27873/page3-HELPER-PITCH-deck.png" /> <img width="1269" height="714" width_o="1269" height_o="714" data-src="https://freight.cargo.site/t/original/i/aee1777ae43986a47c116bf2fa283925b9797649d91f21b38edac67d2d999b76/page4-HELPER-PITCH-deck.png" data-mid="248081410" border="0" src="https://freight.cargo.site/w/1000/i/aee1777ae43986a47c116bf2fa283925b9797649d91f21b38edac67d2d999b76/page4-HELPER-PITCH-deck.png" /> <img width="1263" height="712" width_o="1263" height_o="712" data-src="https://freight.cargo.site/t/original/i/d61aa6cd8c42b0fdb9fff2464ff1e3825175005b2aa212108580bb2f2c1c29ae/page5-HELPER-PITCH-deck.png" data-mid="248081415" border="0" src="https://freight.cargo.site/w/1000/i/d61aa6cd8c42b0fdb9fff2464ff1e3825175005b2aa212108580bb2f2c1c29ae/page5-HELPER-PITCH-deck.png" /> <img width="1264" height="714" width_o="1264" height_o="714" data-src="https://freight.cargo.site/t/original/i/7abdbc07c6557759274d27657390c32a4120c9ed24d4fabe301f91922023eeeb/page6-HELPER-PITCH-deck.png" data-mid="248081427" border="0" src="https://freight.cargo.site/w/1000/i/7abdbc07c6557759274d27657390c32a4120c9ed24d4fabe301f91922023eeeb/page6-HELPER-PITCH-deck.png" /> <img width="1265" height="712" width_o="1265" height_o="712" data-src="https://freight.cargo.site/t/original/i/2f4c9aa1776ebdf37f5e09cca96b253d035dd2eaef9a8f3be2f057ebd5ef5081/page7-HELPER-PITCH-deck.png" data-mid="248081430" border="0" src="https://freight.cargo.site/w/1000/i/2f4c9aa1776ebdf37f5e09cca96b253d035dd2eaef9a8f3be2f057ebd5ef5081/page7-HELPER-PITCH-deck.png" /> <img width="1265" height="713" width_o="1265" height_o="713" data-src="https://freight.cargo.site/t/original/i/8c6a386b95c5023a1bde499060c18ce37700ec5e8dac2a04b71bcd277d118025/page8-HELPER-PITCH-deck.png" data-mid="248081433" border="0" src="https://freight.cargo.site/w/1000/i/8c6a386b95c5023a1bde499060c18ce37700ec5e8dac2a04b71bcd277d118025/page8-HELPER-PITCH-deck.png" /> <img width="1267" height="712" width_o="1267" height_o="712" data-src="https://freight.cargo.site/t/original/i/0097e81a463bf8bdbbe9bea18f5ffee172bb4e4d3eb09b978fcffa0f4ea078bc/page9-HELPER-PITCH-deck.png" data-mid="248081436" border="0" src="https://freight.cargo.site/w/1000/i/0097e81a463bf8bdbbe9bea18f5ffee172bb4e4d3eb09b978fcffa0f4ea078bc/page9-HELPER-PITCH-deck.png" /> <img width="1267" height="713" width_o="1267" height_o="713" data-src="https://freight.cargo.site/t/original/i/ffa49a9c0bb0697dbdfbbc507fc20f1e2bbf3b51fdd65643c2acd15719798242/page10-HELPER-PITCH-deck.png" data-mid="248081444" border="0" src="https://freight.cargo.site/w/1000/i/ffa49a9c0bb0697dbdfbbc507fc20f1e2bbf3b51fdd65643c2acd15719798242/page10-HELPER-PITCH-deck.png" /> <img width="1265" height="712" width_o="1265" height_o="712" data-src="https://freight.cargo.site/t/original/i/499a5518d1ae7f05fbe1339bb3d1bbbbbc965add57029c19091740e497591e0d/page11-HELPER-PITCH-deck.png" data-mid="248081449" border="0" src="https://freight.cargo.site/w/1000/i/499a5518d1ae7f05fbe1339bb3d1bbbbbc965add57029c19091740e497591e0d/page11-HELPER-PITCH-deck.png" /> https://leslieali.com/VW-Polo Wed, 23 May 2012 13:46:59 +0000 leslieali https://leslieali.com/VW-Polo Volkswagen Polo BMP/DDB, London - Art Director / Co-Writer An ode to the driver who didn't know they needed comfort until they had it. Volkswagen UK’s tone was always understated, dry and quietly funny. We stayed exactly there — reminding the torque-loving Polo faithful that engineered comfort wasn't a compromise. It was the point. VW Polo TVC I "Heaven":60 https://leslieali.com/Air-New-Zealand Mon, 16 Apr 2012 11:35:08 +0000 leslieali https://leslieali.com/Air-New-Zealand Air New Zealand Host/Havas, Sydney–Executive Creative Director/Director We found Australia's most vocal New Zealand critics and told them they'd been selected for their own travel show. They thought they were going to Las Vegas, Tuscany, Bali, and Berlin. We took them to New Zealand instead. The branded content series turned four adamant sceptics into accidental influencers — redirecting thousands of conversations toward flight offers on one dedicated microsite. Air New Zealand Branded Content Campaign Sizzle Reel&nbsp;I “Kiwi Sceptics - The Series” The episodes ran online and featured on Air New Zealand owned channels. OLA banners appeared on other travel sites. Thousands of conversations were prompted and managed on the brand’s own social media channels, redirecting participants to a dedicated Sceptics microsite, featuring all four Sceptics, their itineraries, personal travel recommendations alongside the relevant flight offers, while messaging ran on targeted travel platforms and other lifestyle-related publications. Reality TV star Lara Bingle even featured in a surprise episode incorporated into her own reality show, Being Lara Bingle the following year, earning Air New Zealand another 650,000 fans. Air New Zealand Branded Content Campaign Episodes&nbsp;I “Kiwi Sceptics - Aussie Aussie Episode 1” Air New Zealand Branded Content Campaign Episodes I “Kiwi Sceptics - Bali Girl Episode 2” Air New Zealand Branded Content Campaign Episodes I “Kiwi Sceptics - Hipster Episode 4” https://leslieali.com/3-Hutchinson Tue, 11 Sep 2012 12:18:36 +0000 leslieali https://leslieali.com/3-Hutchinson 3 Hutchinson WCRS, London –Executive Creative Director / WriterMobile Brand Launch Campaign Nobody understood what 3G could do for them. So we stopped explaining and started demonstrating to the most receptive audience. The insight was simple: cool stuff happens in Asia six months before it hits the UK. We built an entire futuristic Asian-influenced world around that truth — strange, beautiful, completely unlike anything on British TV. "Jellyfish." "Cherry." "Tuperzik." Ads that 18-24 year olds embraced immediately and everyone older didn't understand at all. Which was exactly the strategy. 3 Hutchinson was the first brand to pioneer a different kind of behavior, now giving people the ability to play, share, text, and listen to music on their phone. It became the most popular telecom brand in the UK among 18–24-year-old students and young professionals, selling 3-–4x more contracts and minutes over the next three years. 3 Hutchinson - TVC I "Cherry":60 3 Hutchinson - TVC I "Jellyfish":60 3 Hutchinson - TVC I "Tuperzik":60 The launch was supported by mobile branded content, mobile interstitials, TV, print, radio, OOH, POS and retail TV. Here are a couple examples. 3 Hutchinson - TVC I "Panda":20 Retail 3 Hutchinson - TVC I "Eel":20 Retail https://leslieali.com/NIKE-WAYGRF Thu, 21 Jul 2011 21:01:59 +0000 leslieali https://leslieali.com/NIKE-WAYGRF Nike "What Are You Getting Ready For?" Wieden+Kennedy, Portland Art Director The brief was to open Nike up to people who didn't think Nike was for them. The whole Portland agency was working on it. My partner and I put two ideas into the final mix: two :30 TV spots that showed sport folding quietly into ordinary life. The campaign won awards for the next two years and became a pivotal reframe for the brand's mainstream positioning. Nike - TV I "Jumper" :30 Nike - TV&nbsp; I "Restaurant" :30 https://leslieali.com/IKEA Mon, 17 Sep 2012 22:25:36 +0000 leslieali https://leslieali.com/IKEA IKEA The Monkeys, Sydney&nbsp; Creative DirectorNational Launch Campaign IKEA was unknown in Australia. We made it feel like it had always belonged there. The brand's DIY philosophy and design-for-all ambition mapped cleanly onto the Australian instinct to try anything. We launched a fully integrated campaign to open three new superstores, with city-wide takeovers, speaking directly to the women who saw their homes as something worth reinventing. IKEA - Case Study Video I "Have A Go":120 IKEA - Cinema, TVC, OLV I "Have A Go":60