Made of Moments

Why

Kornuit wanted to completely rebrand to strengthen its connection to millennials — and launch the new mentality with a branded content film.

What we made

Millennials live differently than previous generations did at their age: less money, fewer possessions, more living in the moment. "Made of Moments" is the brand line that wraps all of that thinking into one platform — and a manifesto-style film that shows you're not defined by what you own, but by what you've experienced.

The Making Of Notes

A personal note: I was responsible for the strategy and tonality of the rebrand — working with the strategy director to turn detailed target research into a new brand platform. I led the concepting for the brand line, wrote the brand manifestos, and ideated the social and physical activations that showed how far the rebranded platform could stretch.