The provocation
Inspired by the storytelling and high-contrast world of Breaking Bad, I built an immersive branding persona instead of another polite design promotion. I became the Heisenberg of branding, created campaign language, funnels, social pieces, and physical drops designed to interrupt attention.
The physical campaign
Business cards featuring the hazmat-clad character were paired with blue candy in small baggies and left in coffee shops. It was theatrical, risky, funny, and easy to understand. The campaign did not ask people to appreciate a portfolio; it gave them an encounter.
What happened
A coffee-shop owner was curious enough to hire me for a rebrand. An automotive client saw the commitment and said that if I could get his attention that way, he needed to hire me. The project worked because the concept went all the way through the experience.
The rule
Branding has to do more than look good. It must capture attention, create curiosity, and remain in memory. Half an idea produces half a reaction. Breaking Brand was a practical demonstration that full commitment changes how people read the work—and the person behind it.
