AUDIBLE | Pride & Prejudice
As Lead Art Director for Audible's global launch of Pride & Prejudice, I helped develop a campaign that reimagined the classic story for modern listeners while honoring its literary legacy.
Launching across six languages with localized casts, immersive Dolby Atmos production, and a global marketing rollout, the project represented one of Audible's most ambitious Original releases to date.
WORK TYPE
Global content campaigns
ROLE
Art Direction
Reimagining a Classic for a Global Audience
OPPORTUNITY
As one of Audible's largest global Original launches, Pride & Prejudice required a campaign that could honor Jane Austen's legacy while introducing the story to a modern audience.
The campaign needed to scale globally across multiple markets, languages, talent partnerships, and activation formats while maintaining a consistent creative identity.
Creative Direction
Embroidery as a Core Visual Device
Embroidery became a central storytelling element throughout the campaign, appearing across digital marketing, social content, out-of-home, and experiential activations. All embroidery elements were hand crafted but legendary atelier Hand & Lock.
Partnering with Alphabetical, we developed a visual system meant is illustrate the unique but intertwined personas of our two leads.
A notable first for Audible, the campaign prominently featured lead talent across all localized versions of the title, creating a stronger connection between audiences and the cast.
Campaign Toolkit
To support a global rollout, I guided the development of a scalable design system and Figma toolkit that could be adapted across markets and talent executions.
The system supported:
Global and localized key art
Social and digital marketing assets
Talent creative
Out-of-home advertising
Experiential activations
Production guidance for regional teams
By creating a flexible framework, teams were able to tailor the campaign to local audiences while preserving a unified global identity.
Bringing the Campaign to Life
In addition to digital channels, the campaign extended into large-scale experiential and out-of-home activations.
I developed custom embroidered out-of-home executions in Brooklyn and Los Angeles, transforming the campaign's handcrafted visual language into larger-than-life installations.
I also art directed Canada's "Thread the Square" activation, an interactive experience that invited audiences to engage directly with the campaign through live embroidery and listening moments.
Impact
The launch became one of the strongest-performing Audible Originals to date.
The campaign delivered:
#1 Audible Original in Listening Starts in it’s first 30 days
3.9K+ Membership First Listeners across global markets
4.8-star rating from nearly 4,000 listeners