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TRUTH + IMAGINATION =
 IDEAS BUILT FOR BUSINESS

We help businesses harness creativity as a
strategic tool to unlock growth across brand, product, experience, and culture.

THE STRATEGIC POWER OF IMAGINATION.

Today's businesses have more people, more tools, more technology, more data than ever. Yet we see less trust, less differentiation, and less perceived value.
"What's missing isn't information; it's imagination."
Reports, research, data, and feedback is becoming quicker, easier and more affordable to do. But doing it isn't enough —  you need to unpack it, poke it, synthesise it, and reimagine it !

IMAGINE IF PEOPLE COULD GET HANDS ON FROM HOME WITH iPHONE

CREATIVITY ISN'T ORNAMENTAL.
IT'S INSTRUMENTAL.

IF LABS is built around a small hit squad of ex Google and Apple creatives, strategists and thinkers who work upstream to deliver you ‘ideas built for business’.

‍We believe in less layers and more doers. We can plug into your existing teams to create clarity and momentum, or run projects end-to-end.

PROJECTS

WHAT

CLIENT

REGION

DESCRIPTION

YEAR

Creative Strategy,
Creative Development

NIKON LENSWEAR

GLOBAL

We led the strategy and creative development for the
2nd iteration of Nikon Lenswear's global campaign
— Vision You Can Feel.

2025

Creative Direction,
Campaign Production

UBER TAXI

SOUTH KOERA

Developed and creative directed Uber Taxi's new positioning
‍Go Out and Play and staged a national “intervention” with a
K-pop idol. 20M+ views, 10K comments, national PR and a Seoul OOH takeover.

2025

Brand Strategy,
Naming

NIKON LENSWEAR

GLOBAL

We built the strategy for Nikon’s next big innovation in lenswear — a breakthrough story of Japanese craft meeting cutting-edge tech, designed for people who live unstoppable lives.

2025

Brand Strategy,
Investor Positioning

PICTUREWEALTH

AUSTRALIA

We shifted financial advice from a service for tomorrow to a tool for today. Ongoing creative, brand and business/product strategy is being provided to PictureWealth.

2025

Game Concept,
Story + Copywriting,
Creative Direction

MATTER LABS 
+ ZKSYNC

GLOBAL

IF LABS partnered with SUPERMARKET.LONDON to turn ZK SYNC's storybook merch into a fully fledged and addictive puzzle-game that teaches players the priciples behind Zero Knowledge cryptography.

2024

Local Market Positioning,
Strategic Facilitation,
Creative Development

UBER TAXI

HONG KONG

Positioned Uber Taxi in a street-hailing city as the way to Skip the Chaos, brought to life with action star Louis Koo. We worked with local partners to develop the insight, creative concept and execution that's now in its 2nd iteration.

2024

Brand Strategy,
Design Refresh,
Web Design

OCTAVIAN GROUP

AUSTRALIA

We defined the brand strategy for a specialist M&A advisory — positioning them as champions of WA businesses on the world stage. Built around clarity, trust and impact, Octavian makes
the most important deals of your life feel simple, personal
and done right.

2024

Creative Direction,
Campaign Production

UBER EATS

JAPAN

Don’t miss a gold-medal moment. We created a campaign with Akiyoshi Nakao showing the calamity of a quick conbini run during the Olympics.

2024

Experience Design,
Creative Direction

MATTER LABS 
+ ZKSYNC

US

IF LABS partnered with Look Mister and Good All Day Co to turn ETHDenver’s biggest booth into a cyberpunk aquarium containing an evolving underwater city powered by Zero Knowledge tech.

2024

Creative Development,
Social Content Platform,
Creative Direction

NIKON LENSWEAR

GLOBAL

The Nikon Lenswear 'Moment Makers' series was developed as a social B2B2C platform that strategically positions Nikon in the centre of a diverse range of customers. This social content will begin to roll out in 2025.

2024

Global Brand Strategy,
Creative Brand Platform

NIKON LENSWEAR

GLOBAL

Shifted Nikon Lenswear from technical to aspirational with a new global brand strategy and campaign platform — Vision You Can Feel.

2023

Brand Strategy,
Naming

ACCESS CORPORATE
GROUP

AUNZ

Developed the Brand Strategy for an unreleased online retail offering that curates the world's best wellness solutions — that really work.

2023

Naming,
Brand Strategy,
Creative Direction

HYBE USA

GLOBAL

Developed the name, brand strategy, design partner RFP and creative direction for a new record label that fuses Western edge and K-Pop energy.

2022

Experience Design,
Brand Activation

MATTER LABS 
+ ZKSYNC

US

Developed experiential concepts for ZK SYNC to engage
with developers at the world's largest Crypto Conference,
ETH DENVER.

2022

Creative Strategy,
Concept Development

GOOGLE

JAPAN

For Google's 2022 Summer Search campaign we reframed the power of Google Search for Gen Y + Z by showing how the careers of top creators started with a search.

2022

Experience Design,
Creative Development

SK-II

SINGAPORE

Metaverse concept for SK-II Facial Essence.

2022

Brand Strategy,
Creative Direction

MATTER LABS 
+ ZKSYNC

US + EU

Brand Strategy and Visual Identity exploration and partner onboarding.

2022

Future Visioning

DELOITTE DIGITAL

AUNZ

Exploring the future of healthcare and user-experience.

2022

User Experience Design,
Future Visioning

PERSOL

JAPAN

Exploring the future of recruitment and the intersection of brand and user-experience.

2022

Future Visioning

DELOITTE DIGITAL

AUSTRALIA

Exploring the future of telecommunications and user-experience for Optus.

2021

Experience Design,
Creative Development

SK-II

SINGAPORE

Interactive online story and UX experience concept for SK-II Facial Essence.

2021

Creative Development

OPEN UNIVERSITIES AUSTRALIA

AUSTRALIA

Developed the Here To Guide You There campaign concept for the Summer '22 enrolments period.

2021

Prototyping

R/GA

JAPAN + INDIA

Google Home use-case concepts and prototype development for new markets.

2021

IMAGINE IF A REMOTE CONTROL COULD GET KIDS OUTSIDE

SERVICES

FUTURE VISIONING
Be excited by the future again.
Imagine a future that genuinely excites you, your people and your business.

We build upon trends and technology to identify the opportunities that your business and brand has permission to pursue today.
STRATEGIC WORKSHOPS
Workshops that actually make work.
We bring teams, leaders, and partners together to work through complex problems, find clarity, and build momentum.

The result: shared ownership, clear direction, and real outcomes.
APAC EXPERTS
New market entry
that really lands.
Anyone can hand you a generic APAC playbook.

We help your brand enter complex markets  authentically by navigating rules, culture, and the unknown so you can show up with impact.
BRAND STRATEGY
Clear strategies for complex realities.
Brand strategy should result in transformational work, not 100 page PDFs.We combine Truth and Imagination to deliver creative strategy that is focused on positioning your business to win a share of the future.
CREATIVE & INNOVATION SPRINTS
Get to great
ideas faster.
We work upstream with decision makers, product teams, and marketers to quickly shape, test, and refine ideas that deliver real impact.
EXPERIENCED CREATIVE LEADERSHIP
16 Years of Ideas Built for Business
We’ve led creative for the world’s most famous brands and agencies for over 16 years.

Embed that experience inside your team — we lead by example and deliver results.

“ IF Labs are a powerhouse. Their ability to understand and unpack a problem, rapidly research and develop insight, then ideate and conceptualise solutions, is second to none and a marvel to watch unfold. ”

Emad Tahtouh - Principal (Creative & Brand)
‍Deloitte Digital

“ Working with IF Labs was a great experience! They were smart, creative and persistent throughout the whole process, even though it was a very bumpy one. Their positivity and enthusiasm helped the whole team! ”

Kyoko Yonezawa - Creative Tech Director
‍Wieden+Kennedy Tokyo

OUR PARTNERS + CLIENTS

PAST CLIENT + PARTNER EXPERIENCE

Our way of working doesn’t produce one shape of output: it unlocks ideas built for business.

From social to ad campaigns, product innovations or helping brands enter new markets, the selected works below shows how truth + imagination can move people and move business across the world.

IMAGINE IF WE
STAGED A NATIONAL INTERVENTION TO
GET A FAMOUS KPOP STAR OUT OF THE HOUSE POWERED BY HER FANS?

Uber Taxi + Special Group  

IF Labs worked with Special Group and local market partners to develop Uber Korea’s brand positioning and launch them into the market — Go Out and Play. We brought it to life in a non-traditional way, by helping the friends of South Korea’s most famous Homebody, Taeyeon from Girls Generation, stage a national intervention and get her out of the house with Uber.
‍
20+ million organic views, 10,000 comments, a national PR and an OOH takeover of Seoul later, we finally did it!

IMAGINE IF WE COULD TAKE A TECHNICAL & INVISIBLE PRODUCT AND MAKE IT ASPIRATIONAL.

Nikon Lenswear + SOS IN Bel Air

IF Labs has partnered with Nikon Lenswear and SOS IN Bel Air for the last 2 years to develop and launch a global brand positioning and social content platform.Both the brand campaign VISION YOU CAN FEEL and the content platform NIKON MOMENT MAKERS are live and rolling out globally in over 8 markets and using the people behind the product to show us all what the Nikon difference really is.

IMAGINE IF CINEMA CULTURE COULD HELP POSITION UBER'S BENEFITS IN AN AUTHENTIC WAY?

Uber Taxi + Special Group

IF Labs worked with Special Group and their local partners to find a role for Uber Taxi in Hong Kong - a city where the streets are crazy yet street-hailing is the go-to way to grab a cab.
‍
We ran research and strategy workshops with in-market partners to develop the brand positioning and creative campaign platform ‘Skip the Chaos’. For a culture that prides itself on its Kung Fu heritage, made famous by the big screen, we decided to bring in action star Louis Koo to launch 'the calm amongst the chaos' in an impactful and authentic way.

Imagine if a remote control could get kids outside.

Google + Panasonic(Developed while at Google, 2019)

We designed, developed and created PA!GO - a magic remote for children to explore their world with. Our product uses a Coral Tensor Flow Accelerator for on device machine learning, letting kids point their remote at their surroundings to learn more about them. This visual diary is saved, analyzed and referenced against Google’s knowledge graph and spoken back to them.

The product was launched at Tech Open Air Festival in Berlin and developed as maker kits on SEEED. Following this it also recieved a ‘Gold’ world design award.

IMAGINE IF WE CREATED A GAME COMBINING CULTURE + CLASSROOMS

Google + Glico (Developed while at Google, 2016)

In 2016 Japan announced they would only make computer science mandatory in schools beyond 2020. So we developed a world first educational app that uses computer vision to turn the famous Pocky snack into a visual coding language. We designed a game that could be played and controlled by laying out snack sequences teaching the fundamentals of algorithmic thinking to kids as young as five. The app has been translated into three languages and features on all boxes of Pocky (the game is being evolved and still features on all boxes today ‘23).

IMAGINE IF WE DESIGNED A PLAYABLE LAUNCH CAMPAIGN THAT ONLY OUR TRUE FANS COULD CRACK

Google + OnePlus  (Developed while at Google, 2019)

We turned the OnePlus 6T phone launch into the world’s biggest crypto challenge. CRACKABLES is a race against the clock to solve a range of digital crypto puzzles, that we know our loyal fan base of hackers, coders and techies love. The global mobile-based experience was written by Sleep Deprivation Lab and powered by Google’s DialogFlow platform, and even required the finalists to use a custom built audio board to decode signals from the web app.

IMAGINE IF WE COULD SEND KIDS TO SPACE

YouTube + JAXA (Developed while at Google, 2017)

Japanese NASA wanted re-inspire and excite school kids about the application of science in space. We created the first ever VR Cardboard Space Helmet to coincide with astronaut Takuya Onishi being onboard the ISS. Mr Onishi recorded live videos while in space and we developed them into a VR game for kids to play inside their helmet. To launch this we sent thousands of kits to schools and held a live YouTube stream with Mr Onishi in space.

Apple + TBWA\Media Arts Lab (Developed while at MAL, 2020)

With most of Apple’s retail stores closed around the world, how could we give people that first ‘hands-on’ experience of walking into an Apple store and holding the new iPhone? We created iPhone12 Studio, the first iPhone configurator for the first iPhone you could actually customize, right from the comfort of your couch.

IMAGINE IF PEOPLE COULD GET HANDS-ON FROM HOME WITH iPHONE 12

IMAGINE IF
E-COMMERCE WAS MORE HUMAN

Google Assistant + Flipkart (Developed while at Google, 2018)

Everyone loves a good deal, but in India haggling is so serious it could almost be a sport. So for India’s biggest ecommerce sale, Flipkart’s Big Billion Days, we developed the world’s first immersive haggling experience. Anyone in India could haggle with our HAGGLEBOT on any item, and a deal was determined by how good you were. Thanks to Google’s voice platform we were able to build robust game mechanics and use Natural Language processing to build-in colloquial terms and nuances from different Indian regions.

Apple + TBWA\Media Arts Lab (Developed while at MAL, 2020)

How do you launch the world’s most famous product during the 2020 global pandemic? Well, with most of the world WFH, why not give them something to watch, learn, and create while in lockdown. We created two Instagram Experiment series which showed off the amazing camera of the iPhone 12 Pro and taught people how to create their own visual experiments at home.

IMAGINE IF WE TAUGHT PEOPLE HOW TO TURN THE ORDINARY INTO EXTRAORDINARY

UNLOCK IDEAS BUILT FOR YOUR BUSINESS

LET'S CHAT

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