Hi, my name is Clara Ilena. It’s nice to meet you.
I am a digital designer and art director originally from South Africa. I started my career in adverting working for global networks such as M&C Saatchi, Y&R and McCann. I decided to go back to University a few years back to study UI/UX and front-end development and haven't looked back since. I am obsessed with beautiful design, delightful details and intelligent strategy. I am also a passionate illustrator and an avid traveler who prides herself in visiting at least one new country every year and trying one thing she either cannot pronounce or is absolutely terrifying.
Brief: Nespresso tasked us to cut through the promotional noise and create a meaningful connection with its audience during the month of Ramadan as part of a pitch proposal. The market they were considering included most of North Africa and the Middle East - an area vastly diverse and spread out.
Solution: One of the ideas, which I really liked, came from the thought that a cup of coffee can produce many moments, especially if shared between 2 people. Coffee connects and inspires us. With this in mind, we created the 'Innovator Platform' that would connect entrepreneurs and creators from across the region with each other and the world. Nespresso would curate their profiles on a digital platform and enable anyone anywhere in the world to purchase their product. The implications of such a platform, and considering the vast region in which it would be hosted in, are truly inspiring.
Role: Creative Direction UI / UX Copywriting
Agency: MRM//McCann Dubai
The Essence of Ramadan
Solution: Another route we explored as part of the same pitch was based on the thought that everyone celebrates Ramadan in their own way. Much like Christmas in the west, every nation has their own customs and unique nuances, every region their own cuisine and every family their own traditions. Ask anyone in the middle east about their Ramadan tradition, and they will have at least one story to tell. We wanted to share these stories with the region to demonstrate that although everyone has their differences, we all are a little bit the same.
The campaign would launch with a series of videos that would explore what the Essence of Ramadan really is by showing influential personalities (designers, chefs, environmentalists and entrepreneurs) making themselves a cup of Nespresso and talking about their favourite Ramadan memory. Each story would link to a specific Nespresso capsule that would later be sold as part of a special Ramadan Collection.
We would then create social content asking ordinary people to share their Ramadan memories with the Nespresso's Followers revealing that the hunt for the Essence of Ramadan lies in the memories and stories of each and everyone who observes it.