Client: ST Engineering, 2022
The Problem
Post-Covid, masks meant one thing to most people—restriction. Two years of mandates had turned protective masks into a symbol of everything people wanted to leave behind. AIR+ needed to launch regionally as a premium mask brand in a world that was actively trying to forget masks existed. The challenge wasn't just awareness. But reframing the entire category.
The Idea
Repositioning AIR+ not as a mask, but as gear for the world ahead—one that was dirtier, more uncertain, and more in need of the right equipment than ever before.
A manifesto film set the platform, making the case that the new world demanded new gear. Three campaign films brought that idea to life across different human contexts, shot across Singapore and Australia to give the campaign genuine regional scale.
My Role
Lead copywriter on a won pitch. Wrote the manifesto film, three campaign films, and digital and social assets end-to-end, working with my art director under the creative direction of the ECD.
The Result
The campaign successfully repositioned AIR+ from a functional mask brand into a premium lifestyle and protection brand, launching regionally with a manifesto-led creative platform built for multi-market rollout.