RFLCT was a screen protector with a reflective mirror surface, and the idea went straight into culture. I built the brand around Gen Z energy and female empowerment this unapologetic “you do you” mindset. Confidence first. No permission needed. The product made sense in that world because it literally reflected you back at yourself.

As Creative Director and brand architect, I created everything from the ground up: name, identity, colour system, brand language, and visual world. I partnered with make-up artists, content creators, and influencers, and I actively used Three Mobile’s creator database to seed and scale social content fast. This wasn’t random gifting it was strategically curated talent that already spoke to the audience.

I wrote all the Instagram copy, set the tone of voice, and created every influencer brief ensuring consistency across feeds, stories, and video. I oversaw content across Instagram, Amazon storefronts, VOD, and retail touchpoints so the brand never fractured.

I also creative-directed the launch film, running a 22-person crew on almost no budget, yet still delivering something premium and culturally sharp. Beyond the creative, I handled the operational reality speaking directly with the warehouse and factory in China, managing production, reorders, and the full pipeline.

That period was a real education in brand building. Not theory. Not moodboards. Actual end-to-end ownership from cultural insight to product, content, commerce, and supply. That’s how brands are really made.

The product appeared in Vogue & Harper Baazar - as fresh new product. We even did a campaign with a love island star - imagine that!