Rethinking Innovation

‘The Fifth Generation’ is an international brand campaign I created in collaboration with Lonelyleap for Alcatel-Lucent’s world changing 5G technology.


Consisting of filmmaking, design, copywriting and studio photography, the ‘Fifth Generation’ is based on the idea of humanising the internet; gradually moving away from the cold term of ‘5G’ and renaming it ‘The Fifth Generation.

For 18 months I was the Creative Lead on the campaign. Partnering with producers, photographers, art directors, graphic designers and copywriters to create something memorable, vibrant and historic.

During the course of the campaign, ‘We are the Fifth Generation’ became more widely adopted, implemented across social media channels, within new technology launches and across almost all marketing collateral.

In 2015 Alcatel-Lucent was acquired by Nokia and our ‘Fifth Generation’ campaign was sadly discontinued.

Lonelyleap NYC

Alcatel Lucent

RED Epic + Canon 5DMKIII


Chris Ungcro + Stephen Roe

Nate Vidal

Origami Biro