CREATIVE DIRECTOR / CONSULTANT / STRATEGIST

There are two reasons I put this campaign here. First, it's a perfect example of how a brand can get local from the very beginning of a launch. The second reason is subjective: I just love how the crafting of this project turned out to be so stunningly beautiful. So let me explain it. 

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Turkish people are a “domestic goods first” society when it comes to brand consumption. No matter how big or small, if a foreign brand fails to acknowledge local culture, it cannot be successful.

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As a part of the global expansion plan, Netflix wanted to launch in Turkey. We created a launch campaign that is made entirely with one of the oldest Turkish art forms - Ebru. By bringing Netflix Original Shows and Ebru together, unique art pieces were created with the help of contemporary artist Garip Ay.

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Traditionally Ebru is a static art form that takes place on paper. For our campaign, we’ve captured the process and turned it into a performance art for digital media. Online videos, GIFs and typographical social media posts were created using Ebru to promote Netflix Turkey.

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Featuring shows like Narcos, The Crown and Stranger Things, Ebru Originals provided a fresh perspective on a dying art and became a cultural phenomenon.

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