EVERY DENT TELLS A STORY
How Travel Shapes You
RIMOWA
Rimowa were looking to be at the forefront of culture, reach new discerning travellers or put simply be the most interesting person in the room. One of the really interesting product truths is that an aluminium Rimowa gets better with age – the bumps are almost an indicator of how far you have travelled.
As part of their Never Still campaign platform, we created Every Dent Tells a Story – highlighting the stories of New York nomads Rujeko Hockley co-curator of the Whitney Museum of American Art, Robert Hammond founder of the High Line, and urban farmer Wen-Jay Ying.
“My parents were essentially residents of the world, and I picked that up from them. I’m always opting for a path that other people aren’t taking.” – Wen–Jay Ying
“The idea here was if you had something old you tore it down and built something new. But I saw different thinking in Europe, in Asia, of how you find those layers of history and reuse these pieces of the past.” – Robert Hammond
“On a conceptual level, on a macro level, it's enabled me to think very broadly and to be comfortable with difference, and comfortable with holding even conflicting ideas at the same time.” – Rujeko Hockley
Outcome
- 29 M total impressions
- 67 K page views
- 7.15% average CTR on social
Page views
Total impressions
Reaction
“Nicely done! I actually belong to Wen-Jay’s CSA, the world is smaller than you can ever imagine!” – Robert Corrado
“Amazing work as ever” – Malin Cornelia
“Dang I Love that headline! Branded content done right” – Joe Escobedo
“Trust your intuition”
Studio: The New York Times / Creative Direction: Chomoi Picho-Owiny / Writing: Nelly Gocheva / Photography: Caroline Tomkins
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Adhacker
Every Wednesday I share the best in creative, tools, resources, updates and crucially real insights on how the top 1% of creatives think.
Work
Select clients
Select studios
- AKQA
- Grey
- Leo Burnett
- Manifest
- Ogilvy
- Publicis Sapient
- The New York Times
- We Are Social
Thoughts
Tools
- Live Customer Persona coming soon
- Better Describe for Midjourney coming soon
Testimonials
Dream to work with
There is only one word for Chomoi. PHENOMENAL. I LOVED working with this man. He’s creative gold. Absolutely brilliant and a dream to work with. He’s just great.
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Lucy Witts
A great inspiration
I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.
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Mandy Chan
A valuable mentor for me
Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.
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Fernando Lobina
A true inspiration
Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.
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Amber Howe
I’d jump at the chance to work with him again
Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.
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Eleanor Nugent
Genuine creative talent
Chomoi is insightful, passionate and a genuine creative talent. He is an absolute pleasure to work with and you can always rely on Chomoi to come up with strong creative work to be proud of at every meeting. I miss working with him and recommend him extremely highly!
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Maggie Lonergan
A rare breed
Chomoi was an inspiration. He created solutions that clients loved, users understood, all the while focusing on the bottom line of the business. His innovative style always pushed projects further than the brief. A rare breed of Creative Director.
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Hitesh Supeda
An inspiring professional
He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.
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Sara Simoncini
Visionary and out of the box
His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.
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Pawan Udernani
His greatest forte is to contantly question key fundamentals of what’s being delivered
Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him. He is also quite a connoisseur of fine dining and boutique hotels.
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Daisoo Lee
Innovative ideas
Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.
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Shailesh Sreedharan
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