Campaigns / Nike / Ennismore / Dubai
Work that ran in market.
Each with the full account: what the strategy was, what shipped, what worked, and what was hard.
Nike / Brazil 2018 World Cup jersey launch
Brasileiragem
We did not launch a jersey. We launched a piece of national identity.
Nike / Nike React launch, Sao Paulo
So Vai
Made running feel like culture, not cardio.
Hyde Hotel Dubai / Lifestyle hotel rebrand, Business Bay, Dubai
Always Summer
Rebranded a hotel around a feeling, then built the scene that proved it.
O Beach Dubai / Pre-opening launch, Dubai, 2024
O Beach Dubai
Not a campaign. An operating system for demand generation.
Built / Software / AI systems
Things I wrote myself.
The other half of the practice. Agents, servers, engines, and pipelines, built because the tool I needed did not exist.
Marketing Architecture Audit
A free tool that tells a marketing team which of its roles a system could do instead.
Claude Skills / Markdown
Instagram MCP Server
A Model Context Protocol server that lets an AI assistant run an Instagram account properly.
TypeScript / Model Context Protocol / Meta Graph API
SEO Engine
A system that reads a site’s health from its own analytics and decides what to do about it.
Python / GA4 API / Search Console API
Brand System Builder
A pipeline that takes a business from no brand to a finished brand book.
TypeScript / Claude / pptxgenjs
Command Centre
A briefing room where five AI agents argue about your problem and then agree.
TypeScript / React / Canvas
Foresight Engine
A simulation that models how a market reacts to a decision before the decision is made.
Python / Multi-agent simulation / Next.js
Ayla
An autonomous agent whose only window to the world is a social feed.
TypeScript / Gemini / Flux LoRA
The method
The architecture behind the work.
Every campaign and system on this page ran through the same method: find the cultural truth the brand could own, build the system that scaled it, and let AI compound the demand it created. Strategy set the direction. The system made it repeatable.
Insight
Found the cultural truth each brand could own. Strategy came before spend.
Architecture
Built the funnel, content, and data system that scaled the idea.
Demand
AI compounded reach, relevance, and revenue, and the system kept optimising.
The demand funnel
- Amplified reach with KOLs and creators
- Coordinated PR and media for coverage
- Ran social and digital ads for reach
- Reach
- Low cost
- Interaction
- Deployed SEO and a content distribution strategy
- Used brand collabs to reach new audiences and create buzz
- Traffic
- Low cost
- Conversion
- Ran CRO and ads to convert traffic into bookings and sales
- Activated events and experiences that closed
- Revenue
- Return on spend
- Return
The full-funnel blueprint
- Audience
- Interest-based
- Creative
- Video, 15 to 20s
- Channel
- Meta
- Metrics
- Reach, frequency, hook rate
- AI leverage
- Audience modeling and creative velocity
- Audience
- In-market and lookalikes
- Creative
- Carousels, statics and video
- Channel
- Meta, Google Display
- Metrics
- CTR, CPC, impressions
- AI leverage
- Personalization and lookalike expansion
- Audience
- Retargeting, intent-based, social fans
- Creative
- Dynamic creatives, responsive search
- Channel
- Meta, Google Search
- Metrics
- Conversion rate, ROAS
- AI leverage
- Predictive bidding and propensity scoring
The throughline
The same architecture, proven in Dubai.
The method behind the Nike and Hyde campaigns became the operating system for five hospitality brands in Dubai: the same strategy, systems, and creative discipline, run by a team of three.
The brands behind the work
Still going
More of it every month.
I write about what I am building while I build it.
Lucas Stamm