Brother.
It Just Works.

Art Direction / Copywriting.

Technology companies sell us the dream that their products can solve all our problems, making us better, faster, more creative, and more connected than ever before. For the most part, these things fit seamlessly into our day-to-day lives — until they don't. We are so reliant on technology now that when it stops, our world stops, leaving bold promises broken and expectations unmet.

Take office printers, for example. They have one job, to print, yet are renowned for being the tropical fish of the workplace. One day, they're working just fine, but the next, you wish you had studied mechanical engineering, wondering if a little love tap will fix the paper jam somewhere deep within the bowels of the mysterious grey box.

Brother has put great emphasis on creating simple, reliable, high-quality products that let people get on with the task at hand. While they might often be overlooked by many, there's a reason why they are still around after over 100 years in business. Their "It Just Works" brand platform reflects not only the products they produce but also the practical needs and values of their New Zealand customers.

Since helping to develop the "It Just Works" brand platform a few years ago while working with Wave Agency, technology has kept pushing forward at a great rate of knots. Yet, those broken promises and unmet expectations still ring true. So, when Wave Agency asked me to come back and write one of the most extensive billboard campaigns I've ever seen, this art director jumped at the chance. Here are a few of them...