Wynstan, an Australian leader in window coverings and security screens, needed to establish their brand in the US market, beginning with Los Angeles. Their existing approach relied heavily on fear-based messaging and crime statistics—a strategy that has diminishing returns in driving response.

The solution emerged in two strategic phases:

First, a shift from statistics to solutions transformed the security screen narrative. New motion graphics templates emphasized product benefits and promotional offers, creating an action-oriented message that empowered rather than frightened consumers.

Next, the "Beautiful & Tough" campaign executed in partnership with award-winning Raindrop Agency leveraged a powerful Los Angeles visual cue—security bars—to create an authentic connection with the local market. This creative platform balanced education with entertainment, reframing security screens as a design-forward solution for modern homes that don’t need ugly bars for strength.

The year-long campaign spanned broadcast and digital channels, establishing Wynstan as a sophisticated choice for homeowners seeking both protection and style.

My Contributions

Creative Strategy · Creative Direction · Copywriting · Art Direction · Production · Paid/Organic Social · Email/SMS

Target Audience

Affluent homeowners in Los Angeles, aged 40 and above. This audience prioritizes both aesthetics and functionality in their homes. They reside in established neighborhoods throughout Los Angeles characterized by high-income earners and a safe environment (low non-violent crime rates). Examples of desirable neighborhoods include Echo Park, Pico-Robertson, Hancock Park, Pasadena, and North Hollywood.

Channels

TV, Social, Programmatic