MAALIK AUSAR OBASI

JAGUAR

One of the most defining moments in my career was leading the creative direction for Jaguar’s Gorgeous  global campaign ; a pivotal opportunity to elevate the brand beyond its traditional automotive space. The challenge was clear: Jaguar was perceived as elegant but aging, and it needed a bold repositioning to resonate with a new generation without alienating its legacy audience. I approached this by anchoring the campaign in the emotional allure of beauty and desire, crafting a visual and narrative world that positioned the car as an object of aspiration, not just performance. We partnered with iconic directors and photographers, aligning the brand with fashion and culture rather than only engineering. The campaign garnered global acclaim, revitalized Jaguar’s image across key markets, and directly contributed to a notable uptick in sales ; generating over $1 billion in global revenue within its first 18 months. It remains a benchmark for luxury brand reinvention through emotional storytelling.

KEY ASPECTS

-Led as Creative Director overseeing global rebranding for the luxury automotive marque.

-Managed a large multidisciplinary team across strategy, design, and experiential verticals

-Employed a precision-based methodology rooted in narrative and luxury cues to modernize the identity while maintaining heritage.

GIORGIO ARMANI BEAUTY

SUMMARY

For the digital launch of Giorgio Armani Beauty, the challenge was to translate the brand’s timeless elegance and haute couture sensibility into a digital-first experience without losing its signature restraint and sophistication. My approach was rooted in crafting an ecosystem that felt cinematic, tactile, and immersive—mirroring the texture of the products and the precision of Armani’s design philosophy. We developed a cohesive digital narrative through rich content, interactive storytelling, and elevated UX design that guided users through the sensory world of Armani Beauty. From virtual try-ons to editorial-style product drops, every touchpoint was treated as an extension of the brand’s runway presence. The result was a seamless digital launch that not only captivated new, younger global audiences but also reinforced brand loyalty. The campaign earned critical acclaim across the industry and significantly increased engagement metrics, contributing to a strong uplift in digital sales and positioning Armani Beauty as a leader in luxury e-commerce.

KEY ASPECTS

-Directed digital identity evolution for Armani’s beauty division.
-Led teams across content, UX, and design to express understated luxury.

-Focused methodology on visual reduction, elegance, and continuity across global markets.

SWAROVSKI

SUMMARY 

For the Swarovski digital launch, the core challenge was evolving a legacy brand known for physical brilliance into a modern, digitally fluent icon without compromising its heritage. I approached this by reimagining Swarovski’s digital ecosystem as a constellation , each digital touchpoint designed to refract the brand’s light in a new way. From immersive shoppable storytelling and editorial-driven product pages to AR-enhanced campaigns and influencer integrations, every element was crafted to feel luminous, aspirational, and culturally attuned. We unified the brand’s global platforms into a cohesive, visually elevated experience that invited discovery and emotional connection. This transformation not only modernized Swarovski’s digital presence but also fueled a marked increase in brand engagement and online conversion rates. The launch reestablished Swarovski as a contemporary luxury force, earning global recognition and setting a new standard for digital craftsmanship in the jewelry space.

KEY ASPECTS 

-Headed creative vision for digital rebrand rooted in elegance and heritage.
-Collaborated with cross-functional global teams to craft cohesive visual taxonomies.

-Approach blended fine detail, minimalism, and light-driven aesthetics to echo brand DNA.

LEICA

SUMMARY

For the LEICA digital and global campaign, the challenge was to reignite emotional relevance for a storied brand revered by purists, while expanding its appeal to a new generation of visual storytellers. I led the digital strategy and global campaign development by anchoring the narrative in the idea that <em data-every frame is a legacy; positioning LEICA not just as a tool for photography, but as an emblem of mastery, intention, and timeless design. We built a refined digital ecosystem that mirrored the precision of the cameras themselves, integrating rich editorial content, community-driven storytelling, and seamless e-commerce functionality. The campaign launched across key markets with evocative films, influencer-driven narratives, and immersive digital experiences that honored LEICA’s heritage while propelling it into cultural relevance. The result was a 27% increase in global revenue in its first quarter post-launch, along with a surge in online engagement and brand affinity across emerging creator segments—solidifying LEICA’s position as both a legacy icon and a contemporary creative force.

KEY ASPECTS

-Brand consultant and digital strategist for this legendary camera company.

-Collaborated with global partners to refine digital touchpoints.

-Methodology emphasized heritage, precision, and artistic community.

KYNDRYL

SUMMARY

For Kyndryl’s digital transformation, the challenge was to define and launch a distinct brand identity post-IBM spinoff—one that conveyed both technical mastery and human-centered innovation. I led the development of a dynamic digital ecosystem that brought this new narrative to life, balancing enterprise-grade clarity with a sense of experiential depth. From architecture to visual storytelling, every digital surface was meticulously crafted to reflect Kyndryl’s mission of advancing the vital systems that power progress. Beyond the screen, I oversaw the experiential strategy, curating immersive brand activations and live installations that translated complex infrastructure solutions into tactile, emotionally resonant moments. Whether through interactive data visualizations or multisensory executive engagements, these experiences made the brand feel alive, intelligent, and deeply human. The combined impact of the digital and experiential work elevated Kyndryl’s market presence, driving awareness, stakeholder trust, and global recognition as a bold new leader in the tech services landscape.

KEY ASPECTS

-Led creative direction , experiential & brand strategy for this IBM spinoff.

-Guided internal design and communications teams through a launch-phase rebrand.

-Methodology was grounded in clarity, innovation, and enterprise-level storytelling.

BRITISH PETROLEUM 

SUMMARY

For BP’s global campaign and digital launch, the challenge was to shift public perception from a legacy energy provider to a forward-facing leader in sustainability and innovation. I led the creative strategy by reframing the narrative around energy with purpose, highlighting BP’s investments in renewable technologies and human-centric solutions. We developed a fully integrated digital ecosystem that balanced transparency, accessibility, and brand storytelling—bringing to life BP’s transformation through immersive content, interactive tools, and a streamlined user experience. The campaign was rolled out globally with tailored regional narratives, elevated visual language, and data-driven personalization, reinforcing BP’s commitment to both progress and accountability. The digital relaunch, paired with the global campaign, generated over $1.3 billion in new business revenue within its first year and was widely recognized as a benchmark for brand reinvention in the energy sector.

KEY ASPECTS 

-Directed global digital rebranding for BP.com with sensitivity to global impact and public trust.

- Managed cross-functional agency teams in a phased delivery.

-Strategy focused on sustainability, transparency, and corporate responsibility through design.

HEARST ASSOCIATES

-Creative Director for editorial storytelling and campaign design.

-Managed editorial designers and content strategists.

-Integrated visual journalism and narrative design to uplift underrepresented voices.

JORDAN / JUMPMAN

-Served as Strategic Creative Lead for experiential and digital brand activations.

-Directed creative teams to deliver culturally resonant campaigns aligned with athlete-driven storytelling.

-Utilized community-first strategy and immersive storytelling to align with core audience sensibilities.

JP MORGAN CHASE

-Oversaw digital brand alignment and communication strategy for asset management / private equity.

-Managed a team across design and strategy to ensure consistency and trust-driven tone.

-Executed corporate storytelling with a human lens for better stakeholder engagement.

TIME MAGAZINE

-Lead fully integrated campaign in strategy and design for special exploration on AI in the arts

-Directed designers and technologists in a high-collaboration format.

-Merged visual systems with futurist themes to express the tension and promise of AI in creative spaces.

CONRAD HOTEL GROUP

-Brand consultant and creative strategist for high-end hospitality branding.

-Coordinated between brand, interior design, and digital teams.

-Strategy emphasized timelessness, understated elegance, and cultural relevance.

VIA SPIGA

-Creative lead for fashion-forward digital campaigns and seasonal lookbooks.

-Managed content production teams, stylists, and photographers.

-Visual strategy married Italian craftsmanship with NYC modernity.

LOOK - DUANE READE

-Designed and launched identity for LOOK beauty brand under Duane Reade.

-Directed retail designers, packaging teams, and content creators.

-Approach prioritized accessibility, urban beauty culture, and brand freshness.

REDKEN FOR MEN

-Led creative campaigns targeting the male demographic for Redken.

-Worked with product developers and advertising specialists to develop digital brand experience.

-Crafted messaging that balances technical efficacy with lifestyle appeal.

BLUEGROUND

-Oversaw brand positioning, art direction and strategy or this global short-term rental platform.

-Managed designers and developers across remote international teams.

-Strategy emphasized clarity, livability, and premium digital hospitality.

BUNGALOW 5

-Led digital rebrand and ecommerce evolution for luxury furnishings brand.

-Guided creative, copy, social and production teams through visual storytelling.

-Merged heritage motifs with modern UX for a timeless online identity.

NIKE GLOBAL BRAND STRATEGY

-Led the development of Nike's overarching global brand strategy.

-Oversaw designers, marketers, and athlete liaisons to craft compelling narratives.

-Focused on athlete-centric storytelling, emphasizing authenticity and performance.

NIKE BASEBALL BRAND STRATEGY DOCUMENT

-Directed the brand strategy for Nike Baseball's All-Star Game initiatives.

-Oversaw designers, marketers, and athlete liaisons to craft compelling narratives.

-Focused on athlete-centric storytelling, emphasizing authenticity and performance.

HOUSE OF HOOPS

-Spearheaded the creative direction for the House of Hoops retail concept.

-Collaborated with retail designers, merchandisers, and brand partners.

-Created immersive in-store experiences celebrating basketball culture and heritage

LEXUS 

-Working at Vogue, led creative initiatives to enhance Lexus's brand presence.​

-Managed teams across advertising, digital media, and experiential marketing.

-Emphasized luxury and innovation, aligning with Lexus's brand ethos.

DUTCHMASTERS

-Directed the rebranding efforts for Dutch Masters cigars

-Worked with designers, copywriters, and product developers to build brand narrative.

-Blended heritage with modern appeal to rejuvenate brand image.

BULGARI

-Led creative direction for Garrard's branding initiatives.

-Coordinated with designers and heritage consultants.

-Merged historical significance with contemporary design elements.

GARRARD

-Led creative direction for Garrard's branding initiatives.

-Coordinated with designers and heritage consultants.

-Merged historical significance with contemporary design elements.

SCOUT MAGAZINE

-Directed the visual and editorial strategy for Scout Magazine.

-Managed writers, editors, and designers.

-Curated content that resonates with target demographics, emphasizing authenticity.

MAPLE

-Oversaw brand development for Maple, focusing on market positioning.

-Led a team of strategists and creatives to develop product design.

-Utilized market research to inform brand narratives and visual identity.