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Guiding Greatness through DM
NTT Data
Creative Direction · Art Direction · Design
The Challenge
NTT DATA wanted to lift its UK brand perception and reach senior business leaders in a crowded, rational B2B landscape. Awareness alone wouldn't cut it. NTT needed a way to talk about long-term partnership that felt human and distinctly theirs.
My Role
I led the narrative concept, designed and art directed the campaign, translating strategic intent into a crafted, storytelling-driven, through-the-line activation.
The Approach
Narrative insight
The digging started with NTT's Japanese heritage. There I found the koi legend: the fish that swims upstream, clears the dragon gate and becomes a dragon. A story of perseverance and reaching potential, and a natural fit for a partner that helps clients through complexity and change.
Concept development
The narrative arc became the campaign: swimming upstream, overcoming obstacles, reaching the gate. It reframed NTT's offering as an enabler of long-term growth.
Experiential execution
Custom packaging and tactile materials built an interactive direct mail experience centred on participation rather than passive consumption. An origami element invited recipients to fold their way into the story, and the narrative carried across OOH and digital.
Carry it through the line
The narrative extended seamlessly across the wider out-of-home and digital campaign.
Outcome
A brand moment senior decision-makers remembered and referenced, direct enquiries and conversations with prospective clients, and clear water between NTT and its feature-led competitors.
Why this matters
Enterprise sales cycles are long, and the brand that gets retold in the room wins. A culturally grounded story gave decision-makers something to repeat, and the interactive format showed that storytelling drives business development in B2B tech when it's rooted in real heritage.
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