We believe the best way to get people to care is to make them feel something. While Branson was Group Creative Director Now Comms Asia in Singapore, he had the opportunity to bring that philosophy to life with Dell APJ’s sustainability campaign—a project that needed to make green initiatives feel relatable, engaging, and memorable. The challenge? Sustainability messaging often feels distant, corporate, or overly serious. His solution? Inject humor and human connection.

Branson handled the creative direction, copywriting, and directing, crafting a script that put Dell executives in unexpected, lighthearted scenarios—like cracking jokes while sorting e-waste. This approach humanized Dell’s sustainability goals, making the message feel real, shareable, and fun.

The Impact: This project proved that sustainability storytelling doesn’t have to be dry—it can be playful, engaging, and still drive real impact. Oh yeah, even though it was made for the APAC region, Headquarters picked it up and It went global.