British American Tobacco
Corporate & Internal Storytelling
Creative Director · Haus of Park
British American Tobacco engaged us to elevate internal communications beyond functional updates, shaping narrative work that could support leadership alignment and cultural cohesion across the organization.
The Challenge
Internal communication operated within a large, highly regulated organization, where messages passed through multiple layers of leadership, functions, and markets. Each handoff introduced risk of dilution, misinterpretation, or loss of intent.
The Approach
I began by observing how strategy actually moved through the organization, rather than how it was presented at the top. From there, I developed narrative frameworks that aligned tone, pacing, and visual language. Using storytelling and motion design selectively to support understanding where abstraction or distance existed.
Creative Execution
A series of internal films and narrative tools designed to reinforce alignment and shared understanding across the organization.
A human-centered narrative capturing purpose, craft, and empathy inside BAT. Shot with documentary realism and grounded interview framing.
Love Our Consumer
Supply Chain of the Future
A motion-driven story articulating innovation, logistics, and transformation at a global scale. Kinetic typography, data overlays, and an elevated design system grounded the message.
The Outcome
The work strengthened BAT’s internal narrative and clarified strategic priorities across the organization. The films became tools for alignment, culture-building, and leadership communication, proving that internal storytelling can remain clear, human, and credible at scale.