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At the time when Alfemo opened a pitch for rebranding, it was a non-written rule for furnishing companies to target families when describing a home. As a woman living on my own and needing furniture, I wanted to change who we were talking to. ''Your home, your masterpiece'', tells the story of a woman, building her home with memories.


I had the pleasure of concepting a fresh brand attitude for Alfemo, coming up with the new tagline, and scripting

the film while I was moving out myself. Winning this pitch also resulted in me writing a 400-page long catalog, which I would like to call my first published book. 


From the early strategy to last-minute crises, I was hands-on with whatever was needed, including playing a little part

in the film to save the day. 



Advertiser: ALFEMO
Agency: K A R P A T Independent Advertising Agency
Creative Chairman: Karpat Polat
Creative Director: Ç. Tolga Akyüz
Copywriter: Başak Özkeskin

Art Director: Hilal Yücel
Strategy Director: Armağan Özkaynakçı
Group Account Director: Tülin Karaman
Account Director: Ayşegül Dinç
Account Executive: Gülşah Akbıyık
Production: Shortcut
Director: Levent Onan

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