Radio Ads
Kinokuniya -
Welcome to the Club
Client: Kinokuniya
Product: Bookstore
Challenge: To create a radio ad that rekindles people's emotional connecting to reading without saying the word book.
Insight: For many, reading is a forgotten hobby that felt like a quiet ritual. A secret identity. A doorway into a private world.
Strategy: Position Kinokuniya as the unofficial home of a secret society — one made up of night-time readers, page-turners, and literary daydreamers.
Proposition: The Kinokuniya. Welcome to the club.
Client: Bearaby
Product: Weighted Blanket
Challenge: To disrupt the morning commute with a message about rest — at the exact time people are forcing themselves to hustle.
Insight: In a world that rewards burnout, rest isn’t just a luxury — it’s a quiet rebellion. Especially when it’s the last thing you’re “supposed” to d.
Strategy: Let the blanket itself speak. Gently call out the listener for leaving it behind, and invite them to do the unthinkable: go back to bed.
Proposition: Bearaby. Come back to bed.
Highland 2 -
No More Gregs
Client: Highland 2
Product: Writing Software
Challenge: To dramatize the real creative struggle of writing — the spiral, the chaos, and the quiet clarity that Highland 2 helps restore.
Insight: Every writer hits that moment: when ideas crumble, dialogue disappears, and all that’s left is existential dread and five versions of the word “Greg..
Strategy: Write a radio ad from inside the spiral — letting the sound design mirror the mess — until Highland 2 arrives like a structural reset.
Proposition: Highland 2. For when your brain forgets it’s a writer.
