Creative Direction for Product & Brand Launches

Founders, CMOs, heads of brand and marketing, and product leaders at startups, technology companies and consumer brands: anyone launching a product, app, service, brand, campaign or development, or taking an existing one into a new market. I work with the people making the decisions, in English or Hebrew, remotely or on site.

When something new is being introduced and the story for it does not exist yet: a product launch, a category the audience has never seen, a rebrand that needs a centrepiece, a repositioning that has to change what people already believe.

Also when the product is genuinely hard to explain: new technology, a complex service, something that only makes sense once you have felt it. That is where a clear decision about the idea creates the most value.

Most launches fail quietly. Not because the work was badly made, but because nothing at the centre held it together: three agencies, four formats, one week, and no single idea strong enough to make them feel like one event.

The second common failure is explanation. Teams close to a product describe how it works; audiences need to know why it matters, and usually decide within seconds.

• The central concept: the one idea the launch rests on, tested against the audience it has to move
• Narrative and structure: what is shown, in what order, and what is deliberately left out
• The visual world: look development, art direction, motion language, 3D and image-making
• Direction through production: working with directors, production companies, animators, editors and composers so the idea survives contact with schedules
• Direction for the launch website and digital touchpoints, so the product experience and the campaign tell the same story
• Coherence across every format the launch lands in, from the hero film down to the smallest cutdown

I work independently and bring in what the concept demands: a director and production company for film, animators and 3D artists for built worlds, illustrators, editors, sound. On projects run with an agency or an in-house team already in place, I fit the role the project needs - leading the creative direction, or contributing concepts, design and 3D within the team.

Simply Vision Pro The launch visualization - concept and look development through hands-on 3D tracking, modeling and simulation. Amdocs: Make It Amazing Early concept development for a rebrand film directed by Roy Raz, translating the director’s vision into visual concepts. Mako 12+ The campaign that launched a streaming service, with one visual language from design through edit, animation and compositing. SkyMax A credit-card proposition turned into a visual world, carried from concept art into a national 3D commercial. Channel 13 A national network rebrand launched on air as a complete system, made as part of the Shortcut Playground team. Google Shopping IL Local businesses put at the centre of a national shopping event, in a layered 2D-and-3D world.

Past projects in this area. My role differed from project to project - each case study states my individual contribution.

Some briefs arrive with a problem and need the central idea found. Others arrive with a direction already set - by a director, an agency or an in-house team - and need visual concepts, look development and 3D that carry it further.

I work in both modes, hands-on: developing the concept, contributing to an existing direction, or collaborating with specialists through production.

Independent engagements typically begin at ₪30,000. Launches involving film, 3D or a full production team are scoped separately with the team the work requires. Read how to brief a creative director before writing. It is the fastest way to a useful first conversation.