This brief was intentionally unusual, we had to build full campaigns around everyday objects. Mine was the keychain.

Instead of treating it as something small and functional, the campaign reframes the keychain as a pocket-sized archive of identity: raw, unfiltered and deeply human. In a world obsessed with gigabytes, data, photos and followers, the idea proposes that the real cloud has always been analog: the keychain. Every charm, scratch and jingle becomes storage measured not in MB or GB, but in character — chaos, romance, childhood, routine. An everyday object reimagined as a storage system for identity.

Visually and verbally, the campaign breaks the keychain down like data, turning its noise into poetry and its weight into meaning, inviting people to see it as the original cloud of who they are. From posters and films to digital “breakdown cards” that translate keychains into identity profiles, the project transforms a mundane object into an icon of personality. Storage, measured in character.