Philips Hue was entering a crowded home lighting market with something genuinely different – a colour-changing, mood-responsive system that went far beyond the functional. The opportunity was to launch it not as a product, but as an experience; one with the emotional range and creative flexibility to speak to everyone from young families to busy professionals, across every channel from print to large-scale retail and exhibition.
Philips tasked us with creating a campaign to launch their new Hue LED colour-changing lighting system – a product sitting within their broader home lighting range but with a distinctly different proposition. The challenge was to move beyond product features and find a way to connect with a wide audience, from busy professionals to families, across both print and digital channels.
The campaign centred on a single, powerful question: "What will you be?" – tapping into the mood-altering potential of the product and positioning light as a tool for personal transformation. The concept was deliberately broad and flexible, adaptable across the full Philips product range and scalable from digital display through to large-format exhibition and store graphics.
I developed the full campaign concept from initial theme through to execution – defining the creative idea, shaping the visual and copy direction, and ensuring the work translated consistently across print, digital and out-of-home formats.
