HI, I’M MARTIN Hayward!
I’m a creative leader focused on storytelling, strategy, and design. I specialize in video, branded content, and concept development for modern media platforms.
Scroll down to explore some of my recent work and learn a bit about what drives my creative process.
Samsung - Team Green (B2C)
The Challenge
Show Samsung’s sustainability work without sounding like corporate greenwashing.
The Insight
Gen Z tunes out jargon. They want playful, social-first stories with a real POV.
The Idea
Team Green: A cast of animated characters who bring Samsung’s eco-innovation to life across IG, YouTube, and Meta. Each character embodies a different sustainability value, creating a connected storytelling universe that turns technical initiatives into playful, relatable content.
My Role
Led concept to launch: built the creative framework, guided character development and narrative tone, partnered with animation and social teams to shape cross-platform rollout, and oversaw campaign performance review and iteration.
BlackRock - Defining factors (B2B)
The Challenge
BlackRock needed to make factor investing intuitive for everyday investors and financial advisors.
The Insight
Culture, not charts, creates a shared language that helps people understand complex financial ideas.
The Idea
Pair BlackRock’s Andrew Ng with cultural leaders to show how the logic behind their craft mirrors the logic behind factor investing.
My Role
I developed the concept and led the creative direction across the campaign, the weekly TV show, the digital hub, and the influencer-driven social rollout.
Wells Fargo - Quest for Better (B2B)
The Insight
Entrepreneurs respond most to stories about real innovators solving real problems (from tackling disease to aiding disaster response) and those narratives could create a more human, purpose-driven understanding of Wells Fargo’s value.
The Challenge
Wells Fargo needed to shift perceptions among business leaders, proving the bank understood both the ambition and the practical realities that drive modern entrepreneurs.
The Idea
Create Quest for Better, a six-episode series spotlighting companies making the world smarter, healthier, and more resilient, distributed across all five Bloomberg platforms to reach decision-makers wherever they consume media.
My Role
Led creative direction across voiceover, broadcast animation, graphic systems, intros/outros, and platform-specific visual storytelling, ensuring the series delivered a cohesive, elevated narrative across TV, radio, digital, print, and podcast.
Ericsson - Imagination Exchange (B2B)
The Challenge
Position Ericsson as a global thought leader in connectivity and 5G.
The Insight
Decision makers engage more deeply when complex technology is explained through real-world impact, not specs.
The Idea
Create a global, multi-platform storytelling campaign (videos, articles, research, and events) showing how limitless connectivity makes the unimaginable possible.
My Role
Led creative direction across design and editorial, collaborating closely with Ericsson’s brand teams to build the visual language, narrative framing, and multi-market content experience.
Bvlgari - Business of Wonder (B2C)
The Challenge
Cut through luxury noise and elevate Bvlgari’s Q4 presence with a gift guide that resonated emotionally and globally.
The Insight
People don’t just crave beautiful things. They crave meaningful ones. Wonder beats product.
The Idea
A cinematic micro-doc featuring a photographer, an astronaut, and an entrepreneur—each chasing wonder, each styled in Bvlgari. Anchored by a premium holiday guide: “10 Holiday Gifts That Elicit Wonder.”
My Role
Creative Director—led visual + story execution across video and digital, shaped narrative arc, and oversaw the full editorial experience.
