My Role: Creative direction on the client side; resource management; final approval.

Notes: This ad was part of a series for a new product launch. In addition to working internationally with our overseas partners, we worked with the agency Mangos developing the creative.

Coming up with a single campaign to be used on multiple continents is always challenging, but even more so when there are several parties involved in the decision making process. Everything from model selection to individual word choices becomes a group decision.

Original photography was shot for each of the five pieces.

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Introducing CENTRA. Central to What Really Matters.

* e2e wirelss enables precise localization, so she already knows her other grandchild is sneaking up beside her.
* DataLearning ensures her volume preference for conversations is learned and adjusted automatically.
* SoundSmoothing automatically suppresses the clattering of dishes being put away, without affecting her granddaughter's sweet voice.

What really matters to wearers is enjoying the most natural, personal, and comfortable listening experience possible. That's why Siemens developed CENTRA, the world's most wearer-focused hearing system. CENTRA features breakthrough technologies like SoundSmoothing, which suppresses impulsive noise such as the rustling of papers -- while leaving speech signals intact. DataLearning, which learns the wearer's loudness preferences and adjusts automatically. And e2e wireless, for natural and precise localization. For more information on this bold approach to better hearing, contact your Siemens Sales Representative at (800) 766-4500.