KONE: FRAMING THE FUTURE OF HIGH-RISE BULDINGS
The shifting dynamics of a post-pandemic world required a compelling new narrative for the high-rise sector. The goal was to establish KONE as the preeminent voice in rethinking vertical spaces. On the back of a decade-long partnership, I operated as an external thought leadership consultant for KONE through Spoon Finland, conceptualising, scripting, and producing a global thought leadership campaign that examined high-rise environments through a distinctly forward-looking lens. The campaign was a success, generating a record number of completed video views and nearly three times the anticipated number of attendees for KONE’s flagship Xperiences event.
Thought Leadership Strategist, Editorial Lead, Senior Writer & Multimedia Producer
2021–2022
Delivered via Spoon Finland, the creative & strategic communications agency
WHERE WE STARTED
When launching the campaign, KONE faced four core challenges:
- Ensuring real influence
KONE wanted to lead global discussions on smart cities, but as a thought leader, did not want to lead with standard marketing collateral focused heavily on product specs.
- Reaching the right stakeholders
They wanted to reach relevant stakeholders and decision-makers in the built environment sector, including architects, developers, and end-users.
- Dynamic and impactful storytelling
KONE wanted to produce communications and content that reached the right audiences, in the right formats, on the right channels, at the right time.
- The big picture
They wanted to establish context by connecting high-rises to macro global issues—like rapid urbanisation, climate resilience, and digital infrastructure.
HOW I HELPED
I led the strategic direction while handling hands-on scriptwriting and production:
- Campaign concept & design
Conceptualised an impactful thought leadership campaign that would deliver KONE’s strategic messages to relevant stakeholders across KONE’s digital channels.
- Hero assets
Designed the campaign to centre around three hero thought leadership videos that addressed urban trends and featured independent voices alongside KONE’s subject matter experts.
- Multi-stakeholder relationships
Managed relationships across internal KONE teams, external industry experts, and creative partners to align strategy and delivery.
- Scriptwriting & narrative direction
Wrote complete scripts, voiceover copy, and interview structures, guiding production across all three documentary episodes.
The Documentary Series (3 Parts)
Building Smarter
Examines how future-proofing buildings through digital connectivity and smart infrastructure is essential to meeting the shifting needs of a rapidly urbanising global population.
Building Sustainability
Deconstructs the construction sector's role in climate resilience and the transition toward net-zero through innovative material flow, embodied carbon reduction, and data-driven efficiency.
Building Adaptability
Demonstrates how smart construction methods and the digitalisation of building elements accelerate completion times, adapt to changing urban density, and increase site productivity.