When I joined Nano Magic in 2021, the company had a strong product portfolio but a fractured identity. I repositioned the brand through the Jester archetype - bold, irreverent, and disruptive - and gave it a character strategy inspired by Tony Stark: a genius showman who mixes innovation with perfectly timed wit and humor.

By 2022, that character came alive. I rebuilt the brand strategy and led creative execution with agency partners, shaping Nano Magic into a confident, witty challenger.

The breakthrough was our two-minute ad, “Our Balls Are Smaller…Nanotech-Powered Balls,” written and produced under my direction. It echoed the disruptive tone of Dollar Shave Club, injected humor into a stale category, and reintroduced Nano Magic as a brand ready to go head-to-head with giants like RainX, Windex, and Clorox, by shouting we’re “better than all your X’s”!