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BiC
INSIGHT
In a world of endless apps, devices, and digital tools, working professionals still rely on simple, dependable essentials. The most trusted objects earn their place by being consistent, always within reach, and ready when it matters.
RESPONSE
I pitched multiple creative directions, then developed a series of ads positioning the BiC pen as a dependable tool for modern professionals. The work framed the pen as the everyday choice people reach for because it works, each time.
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