Work ↗
Work ↗
Executive Creative Direction & Brand Strategy
World 01 — Creative Campaign
Enter a universe where every single chicken in the world dreams of one destiny.
Keep scrolling ↓
The campaign lived on Instagram — so browse it the way its audience did. Creative direction, visual tone, and messaging by Elen for Davel Creative Agency.
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Every single chicken in the world dreams of becoming a Dave's Hot ChickenShared by Marketing Rebels · 31,736 followers · LinkedIn
Out-of-home takeover
World 02 — Social Impact · with Cancer Support Community LA · 2025
A campaign that shifts the frame from illness to identity, dignity, and everyday humanity.
The series
Ordinary life doesn't stop for treatment. Four moments, documented in a minimalist visual language. Keep scrolling — discover each one.
Social connection during treatment
Family interactions following surgery
Daily routines — groceries, coffee, rituals
Quiet moments that preserve confidence and self-identity
The discipline behind it
World 03 — Brand Identity & Packaging · Executive Creative Director
The lights go down. Armenian heritage, wrapped in modern restraint.
The label
Brand positioning, visual identity, and the full packaging system — directed end to end.
World 04 — Nostalgia Creative Campaign · Creative Director
Cultural memory used as a branding mechanism — quality ingredients, straightforward craft, authentic flavor.
The campaign piles up
Independent publications
World 05 — Product Launch · Executive Creative Director · Shorty Awards Nominee
Launching Oriflame's WAUNT skincare for female Gen Z — the natural, vegan, cruelty-free answer to K-Beauty. Oriflame: Swedish-founded, HQ Schaffhausen, 60+ countries, 6,000 people.
Strategy
Top Armenian Gen Z creators — sound, dance, and lifestyle influencers — as the launch engine.
An original campaign song and dance, built with a leading sound creator and a Eurovision-experienced choreographer.
Visual language rooted in real locations, routines, and behaviors — never studio-polished trends.
What happened next
Facebook · Instagram · TikTok. Keep scrolling.
Facebook · Instagram · TikTok — Shorty Awards, 8th Impact nominee
The original song and dance escaped the campaign — then were reused across Oriflame's international markets. Everywhere it travelled:
Identity-driven storytelling over aesthetic-only trends.
World 06 — Corporate Rebranding & Logo System · Creative Director
Rebranding 40 years of legacy — without eroding an ounce of trust.
Built for the houses that build luxury
The brief
Longevity without ever appearing dated
Credibility and scale for high-end commercial clients
Architectural rigor balanced with modern motion and digital
It piles up
World 07 — Social Impact · Rearmenia Platform · Creative Strategist & Campaign Lead
Crowdfunding reframed as participation, dignity, and shared ownership — children as active contributors, never passive recipients.
"We are the children building a playground and a library — and you can be part of it."The campaign message — trust as marketing strategy
The reframe
A transparent crowdfunding structure on a public platform — every donor sees their contribution and the collective progress, live.
A parallel global book-collection initiative united Armenians across countries:
Elen personally represented the initiative on Armenian Public TV and national radio — press play to watch
Armenian Public TV
Seven worlds. One point of view.
From global product launches to social-impact storytelling — every brief begins with strategy and ends with work people remember.
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