Rose’s Cordial
Hidden advice In partnership with Rose’s Cordial The Idea A print ad featuring three women sitting together, comforting a friend going through a breakup. When the page is folded in half, a hidden message from Rose’s Cordial is revealed. get in touch
Dear Boobs
Dear Boobs In partnership with Strawberry Lips The Idea COSMO ran a survey, and more than 1 800 women took part. The results revealed that 60% of you wish your-boobs looked different This insight led to our newest campaign, #DearBoobs, which aims to empower women to love their boobs just as they are. For Breast […]
Cosmopolitan Sexy Men
Slice Slice Baby! In partnership with Col’Cacchio, to extend the campaign’s “cheesy” creative world. The Idea To reimagine Cosmopolitan’s iconic Sexiest Men franchise, we flipped the premise on its head and dialled up every cliché associated with objectification. Instead of presenting a polished celebration of male attractiveness, we intentionally exaggerated the genre with over-the-top poses, excessive […]
Cosmopolitan International Photoshoots
Cosmopolitan Photoshoots International cover stars Context As Creative Director at Hearst Media, I crafted compelling visual narratives alongside some of the world’s most influential talent. From directing high-profile editorial photoshoots to creating culturally relevant content experiences, I led creative productions that connected audiences with iconic personalities. This included travelling to Los Angeles to oversee exclusive […]
Cosmopolitan Local Cover Stars
Cosmopolitan Photoshoots South African cover stars Context As Creative Director at Hearst Media, I had the opportunity to shape visual narratives with some of South Africa’s most inspiring talent, directing high-profile photoshoots and creating impactful editorial experiences month after month. Here are a few of my many favourites. Cover star – DJ Zinhle: Shot in […]
Rossi
Rossi Create a brand positioning and identity for a local, South African tech brand https://juanclaude.com/wp-content/uploads/2026/06/Rossi.mp4 THE ASK Create a brand positioning and brand identity for a local, south African tech brand. THE EXECUTION To execute the Rossi brand identity, we developed a modular logo system that can adapt across horizontal, vertical and square formats, ensuring […]
Sanlam – Voice Of Confidence
Sanlam – Voice Of Confidence From individual voice to shared experience: putting staff at the centre of brand & businessConfidence isn’t claimed – it’s heard when individual voices come together as one across people, teams and regions. https://juanclaude.com/wp-content/uploads/2026/06/SOC-manifesto-video.mp4 PROBLEM TO SOLVE: GET: Sanlam employees across the enterprise,WHO: sometimes feel like a collection of businesses instead […]
Sanlam – Growing Confidence
Sanlam – Growing Confidence A personalised digital tool designed to unlock the power of every platform that each individual intermediary needs to thrive according to their needs. THE ASK In 2024, Spotify launched their first ever Podcast Studio in the heart of Johannesburg, at Rosebank Mall. This was a brand new and supportive space, allowing […]
Cosmo Men Stand Up
Cosmo Men Stand Up A campaign that encourages South African men to recognise the everyday realities of sexual harassment, take a public stand against it, and inspire collective action to combat gender-based violence. We challenged South African men to step into a woman’s shoes, publicly pledging to call out everyday sexual harassment and drive support […]
Spotify – Podcast Studio
Spotify – Podcast Studio Design a brand identity for the Spotify Podcast Studio THE ASK In 2024, Spotify launched their first ever Podcast Studio in the heart of Johannesburg, at Rosebank Mall. This was a brand new and supportive space, allowing podcasters of all genres alike to create their worlds of entertainment and insight. In […]