A global campaign for Capgemini University’s leadership programme, built on a simple belief: anyone can be a leader.
The brief was to stand out and make leadership feel accessible, not reserved for the few at the top. I chose gummy bears as the heroes, small, colourful and instantly likeable. Each scene shows a different face of leadership: one bear taking the stage, another guiding a line across a bridge, another lighting the way in the dark or working late at the desk. Cinematic light and miniature-world detail make a serious topic warm, playful and impossible to miss.
The campaign achieved its goal and became a big success. It was refreshed four times with new scenes, formats and a video, while keeping one recognisable visual world.
Role: Concept, art direction, visual identity, AI image generation, video
Client: Capgemini University
Scope: Key visuals, video, digital and social formats
Client: Capgemini University
Scope: Key visuals, video, digital and social formats
Christmass leadership campaign
