Case Studies
ASICS
ASICS is famous for its running shoes and ethos - to give people “A Sound Mind In A Sound Body.” But it was a line you respected, not one you could feel.
When we won the pitch, ASICS wanted a new version of their story that would resonate with a modern audience.
The popular narrative at the time was that sport is measure in external results - “Just do it” by Nike or “Impossible Is Nothing” by Adidas.
1. Human Change
The outcome that ASICS wanted people to feel:
People feel sport is about proving something.
We want people to feel that sport is about feeling something.
2. Story Creation
The single sentence story that ASICS promised customers:
“I Move Me”
3. Story Engineering
ASICS launched this new story in Global launch and Running TVCs, Billboard takeovers in London, emblazoned on gear, and the ultimate compliment - users around the world made their own slogans - “I MOVE TOKYO” / “I MOVE SYDNEY”
Levi’s
Levi’s had disappeared into the world of denim. They wanted to change their story and remind people that legends created their legends in Levi’s.
In our research, I realised that everyone had a story about something that happened to them in a pair of Levi’s. That these jeans were the co-author of so many life events.
1. Human Change
The outcome that Levi’s wanted people to feel:
People feel jeans are part of an outfit.
We want people to feel jeans are part of their history.
2. Story Creation
The single sentence story that Levi’s promised customers:
“Live In Levi’s”
3. Story Engineering
Levi’s launched this new story globally with TV, print, poster, record breaking product launches, and regional specific work. It went on to pick up metal at the awards shows, and breathed new life into the brand.
Interos
Interos is an AI analysis tool of supply chains. In a nutshell, it maps global supply chains in 3D in real time.
Great idea, but the story wasn’t right. Because how do you make usually male, aged 50+, Fortune 500 CEOs see that value of it? And not have a story that gets lost in the tech?
1. Human Change
The outcome that Interos wanted people to feel:
CEOs feel their supply chain is their massive blind spot.
We want them to feel a friend has eyes on it.
2. Story Creation
The single sentence story that Interos promised customers (a case where the story was never consumer facing, but is still the North Star):
“Your supply chain wingman”
3. Story Engineering
Interos bought double page spreads in NYC, LA and DC and dominated the billboards of those cities in launch week.
2025: Interos valued at over a billion pre-IPO.
FlowUp
FlowUp is a Berlin based startup looking to make life easy for freelancers in Germany. Bureaucracy makes freelancing so difficult that many folks give up, or move to other countries.
Many freelancers’ businesses die in their second year when all the often unknown and unwarned tax obligations kick in.
1. Human Change
The outcome that FlowUp wants its users to feel:
Freelancers feel punished, we want them to feel powerful.
2. Story Creation
The single sentence story that FlowUp promise customers:
“Freelance fearlessly.”
3. Story Engineering
FlowUp changed its UX, adapted features pre-beta, and changed their future funding approach—all of which pays off the promise of its story “Freelance fearlessly.”
Every month the team look how they have made “Freelance fearlessly” true in one aspect of policy, product, and PR.
FlowUp’s story has streamlined the path to their German launch, development into a multiple offer hub, and expansion across Europe.