Meet Dr. Luova Dahl, the leading simulated expert on creativity. Okay, so she might not be a real doctor, or even a real person, but this chatbot we created at Format can analyze the source of a person’s creativity in just 4 questions. The tongue-in-cheek campaign insists creatives do things better than everyone else. The witty commercials played on this theme with colourful characters that poke fun at the all-too-familiar truism that creatives think they’re better than everyone else while simultaneously applauding them by paying homage to the multi-faceted nature of their talents.



Dr. Dahl was our capstone of a 100k rebrand campaign entitled “Few Can Do What You Do”, which included PR, 6 commercials, 25 landing pages, and 400 banner ads targeting 5 main creative professions: illustrators, photographers, designers, artists, and fashion professionals.


The campaign publicized a long-awaited overhaul of Format’s portfolio-building software, including a reimagined UI and updated themes, in addition to the launch of a strategic partnership with photo-sharing giant 500px.

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My brilliant team, consisting of 2 content specialists, a creative director, a graphic designer, a production designer, and 2 developers, developed and pushed out the campaign with less than 2-months’ lead time.


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The technology, which is based on research conducted by cognitive neuroscientist Arne Dietrich, identifies four unique creative types. The chatbot delivered any of 16 subtypes as results, with tarot cards featuring customized iconography and sassy copy, all of which was shareable as OG posts on social networks.



A collection of 6 short videos showcasing why ‘Creative Minds Do It Better’ focus on each of 5 main professions, as well as a 60-second spot for creatives that did not fall under the 5 specified professions.

Each of the shorts spotlights a boastful creative and a bizarre set of activities that they’re better at than most, because, few can do what they do.






Fashion Professionals


Individual pitches were sent to over 200 media outlets and blogs, alongside a press release and press kit containing images capturing the rebranding process.

The campaign garnered tens of thousands of views, as well as high-profile mentions from Dribbble, DesignTaxi (twice), BetaKit, Brand New, HOW Design, and Typewolf.