When companies in China do business with companies in France, they work together in English. Yet many HR directors use informal, homegrown tests to assess skills, often hiring or promoting employees without the proficiency they need.

As the leading assessment of workplace English, TOEIC wanted to be seen as a thought leader in English proficiency. They asked for blue sky ideas, and one of the ideas I pitched was this: a documentary series showing the impact of English on leading multinational companies. They went with it (!) and we embarked on a 2-year odyssey creating a first-of-its-kind digital platform —featuring global companies like Sony, KPMG, Intel and P&G.

Role: Strategy, Concept, Creative Director, Copy