How Chinese brands changed the competition
A sourced account of Chinese brands since 2022, across cars, skincare, cleaning, 3D printing, drinks and collectibles, built from campaign evidence and company filings.
Campaigns*
Take the work apart. The creative decisions, the distribution, and the evidence left behind.
Duolingo made the audience part of the plot.
The Dead Duo campaign connected a public story to a familiar action inside the app. What that structure suggests, and what the published figures cannot isolate.
Michael CeraVe gave the joke a job.
CeraVe's 2024 Super Bowl campaign made a celebrity rumor resolve into a product message. A close look at the sequence, the roles, and the evidence limits.
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