I led the creative transformation of Idemitsu Oils in North America, turning a quiet OEM provider into a standout premium brand. Though Idemitsu was already the engine oil behind many Asian-market vehicles, most U.S. consumers didn’t know the name—let alone that it offered a higher-quality blend than many domestic options. My initial work focused on launching fast-turn creative to drive awareness and disrupt shelf sameness. That early success sparked a full-scale rebrand, where I collaborated with Tokyo-based leadership and our internal creative directors on everything from product naming and packaging to brand identity. Over 18 months, we shaped the new face of Idemitsu through intensive R&D, focus groups, and dealer insights. The result: a bold, elevated brand presence that not only captured market attention but also earned industry recognition.