JCB

Role: Head of Video & Motion, Transmission B2B
Agency: Transmission B2B

As Head of Video & Motion at Transmission B2B, I led the creative direction and production of JCB's 'Better With Omotenashi' campaign — a project that drew on Japanese philosophy to reframe JCB's Asian heritage for European markets.

Omotenashi — Japan's art of sincere, anticipatory hospitality — became the conceptual spine of everything. Visually, I developed animated watercolour illustrations inspired by Nihonga painting, creating a warmth and cultural authenticity that would have been impossible to fake. The campaign ran across OOH, HTML banners, talking-head video series, and social — all tied together by the same visual and editorial logic.

The result was a cohesive campaign that made a global construction equipment brand feel genuinely human — communicating trust, care, and long-term partnership in a visual language its audience had never seen from JCB before.

Winner of Gold at the 2025 Drum Marketing Awards EMEA, in the Rebrand category.