The brief challenged us to empower PYXERA Global by crafting a strategy that would elevate traditional Ghanaian Kente cloth in the global market, while also creating a campaign that resonated with both current and prospective stakeholders. As the lead market researcher, I was responsible for uncovering deep insights into the market landscape, allowing us to strategically position Kente cloth as a cultural symbol with modern relevance. In my role as co-director and editor of the campaign video, I helped shape a narrative that was both authentic and impactful, ensuring the visual storytelling captured the essence of Kente. Additionally, lending my voice as the narrator allowed me to bring a personal touch to the project, reflecting my West-African heritage. This cultural connection was crucial in delivering a presentation that not only met but exceeded the client’s expectations, striking a balance between tradition and innovation.