Uniqlo HEATTECH: Less is Warm

Uniqlo are rightfully proud of their HEATTECH clothing, but needed to find a way to communicate its emotional payoff. Collaborating with Belgian director duo Norman Bates, I provided creative direction and wrote scripts for four films showing true-life heroes empowered by HEATTECH—like Cate, a skyscraper washer and single mother. I provided creative direction, concepted, wrote scripts and supporting copy.