NTT DATA wanted to elevate its UK brand perception and engage senior business leaders through a storytelling-driven TTL campaign.

To connect emotionally with its audience, I leaned into NTT’s Japanese heritage and the legend of the koi fish - a story of transformation and perseverance. This became the central metaphor: swimming upstream to reach the dragon gate, just as NTT empowers its clients to reach new heights.

The narrative took form through an interactive direct mail experience, complete with origami instructions that invited recipients to participate in the story. The result was not only memorable but effective, sparking inquiries and potential new business opportunities.