Case Files

01

Mastercard and I&M Bank

Tanzania's first elite Mastercard

Luxury positioning and 360 degree premium experience

Challenge. Every premium card in the market was sold on features: lounges, limits, cashback. Features are matched within a quarter, so the category had no leader, only competitors.

Thinking. We defined elite as a lifestyle of prestige rather than a feature set, and built the theme Privilege is, positioning the card on the power of one card to unlock global access.

Execution: An invitation-only launch with bespoke styling, cinematic storytelling around lounges, concierge and travel, and a distinct visual language for every high-value asset.
Outcome: I&M established as the leader in luxury banking in Tanzania. Significant earned media value, a surge in high-tier customer acquisition, and full compliance with global Mastercard brand standards.

02

Airtel Tanzania

CSR as a reputation asset

CSR narrative, PR and in-house production

Challenge. CSR gets documented, not narrated. The result is a photo album, not a reputation asset.

Thinking. Every CSR moment carries one claim: transforming lives. We architect the story, then produce it ourselves.

Execution: Smart Wasomi across 20 plus rural schools. Full production of the UNICEF and government initiatives. News-ready film and photography for 5G and Airtel Money.
Outcome: A multi-year partnership and a standing asset library carrying one corporate story into national media.

03

TCC, a JTI company

Building desire where advertising is banned

Narrative engineering under regulation

Challenge. Conventional advertising is prohibited. Media weight is not available as a lever, and every asset is subject to regulatory review.

Thinking. If a brand cannot speak, it must be present. We engineered a lifestyle narrative that associated the portfolio with premium music, fashion and social experience.

Execution: A three year activation from 2022 to 2025 across the portfolio, including E-Circle, Trojan and Embassy. Event-led strategies and restrained visual content, cleared at every stage.
Outcome: Continued market leadership and deep youth affinity, achieved entirely through compliant, culturally native storytelling.

04

I&M Bank

Fifty years, Golden Legacy

Corporate thought leadership and 360 degree strategy

Challenge. Anniversaries invite nostalgia. Nostalgia does not win commercial banking mandates.

Thinking. We led the creative vision rather than documenting the event, positioning the bank as a stable, forward-looking institution that has financed East African growth for half a century.

Execution: Communication strategy, immersive event design, documentary production and digital PR, engineered so the fifty year narrative reached the boardroom and the street with the same weight.
Outcome: Elevated brand equity and a strengthened position among corporate and high net worth clients, reinforcing the bank's market authority.

05

Serengeti Breweries Limited

The Be More strategy conference

Internal culture engineering and event intelligence

Challenge. A national strategy meeting is where a company's plan either becomes belief or becomes a slide deck. Most of them become a slide deck.

Thinking. Treat the internal audience with the same rigour as a consumer audience. Convert the strategy into an experience the staff would carry out of the room.

Execution: Venue screen design with custom motion graphics and live data visualisation. Multi-camera live coverage feeding a real-time highlight loop. Post-event documentation and after-action films for internal distribution.
Outcome: The 2025 to 2026 priorities landed as a shared narrative across the commercial organisation rather than as a set of targets.

06

Hill Group

One group, four audiences

Integrated corporate intelligence and managed services

Challenge. A diversified group speaking to farmers, industrial buyers and mass-market consumers with one voice will be ignored by all three.

Thinking. A corporate narrative at group level, Vision 2030, with distinct market voices beneath it. The parent carries credibility, the subsidiaries carry relevance.

Execution: Group identity refresh, daily digital management across Hill Feeds, Hill Packaging and Hill Water, and a continuous content factory producing industrial photography, corporate documentary and product motion.
Outcome: A modernised corporate image built to attract international partnership and trade, with every subsidiary speaking correctly to its own market.

07

FlySunBird

Turning an airline's marketing into arithmetic

Performance marketing and demand systems

Challenge. Aviation marketing in the region is dominated by brand imagery with no line of sight to a booking.

Thinking. Rebuild the funnel around intent. Capture demand at the moment of route search, then use organic and creator channels to build preference for the next booking cycle.

Execution: Search and paid social restructured around route-level intent, creative iterated weekly against conversion data, organic channels rebuilt to compound.
Outcome: Return on ad spend of in a single month, with the Instagram audience growing from 178 to 1,497 over the same programme.

08

I&M Bank

Making a fixed income product feel urgent

Regulated financial product communication

Challenge. Deposit and bond products are sold on a rate. A rate is a number a competitor can beat on a Tuesday.

Thinking. Sell the behaviour, not the instrument. Position saving as capital that works while the customer does not, and write every line in Swahili and English so it lands in both registers.

Execution: Campaign platform, bilingual copy system, digital execution across LinkedIn, Meta and YouTube, out of home, launch event, creator briefs and a lead capture system, all cleared through compliance.
Outcome: A repeatable product communication system now used across the bank's fixed income portfolio.

09

Centric Studios

Production, owned and in-house

Film, photography, podcast and event production

Challenge. Outsourced production is where strategy dies. The idea survives the deck and then loses its edge in a rental house.

Thinking. Own the instrument. If we write it, we shoot it. Production is infrastructure inside the mandate, not a separate margin.

Capability: Broadcast and film crews. Studio photography and motion. Podcast and long-form sets. Event screen design with live data visualisation. AI-assisted post workflows.
Outcome: Airtel, Serengeti Breweries, Hill Group and I&M shot end to end by the same team that wrote the strategy.