For Orange Romania, I worked on a campaign built around their much-loved brand characters Millidge and Doig, extending the idea beyond traditional advertising and directly onto people’s phones. At a time when live wallpapers were still a new Android technology, I led the concept and creation of a bespoke animated live wallpaper designed to support the wider campaign and bring the characters into daily use. The execution proved hugely successful, achieving over 10,000 downloads — one of the highest-performing live wallpapers on the platform — and demonstrating how emerging mobile tech could meaningfully deepen brand engagement rather than just advertise at it.