Brand and creative leader with 13 years of shaping how organisations communicate, building brand systems, leading teams, and directing campaigns across digital, film, social, and OOH. I turn complex challenges into simple, insight-driven work that people actually feel. I believe in ideas rooted in something real and work that earns attention rather than just demanding it. Fluent in English, German, and Spanish. Based in Berlin.
Leaps by Bayer. Leaps guides and invests in startups in the health and life sciences, tackling challenges faced by humanity such as curing cancer and developing next-gen vaccines. With the campaign Leap Forward we tell the story of collaboration and its importance when breaking through impossible challenges. We follow weather scientists and kitesurfer Olivia Jenkins as she becomes the first person to surf across the International Dateline between Samoa and American Samoa, jumping 24 hours into the future.
The campaign film was accompanied with photography by Woody Gooch and an interview film featuring Leaps team members and CEOs of health startups. Most recently, BBC StoryWorks produced the 8-minute branded documentary Crossing the Line, expanding on storylines within the campaign dealing with the science of climate prediction. The concept draws on the local and human focus on pacific islanders to approach the global scale of climate change .
Berlin Bus and Metro – Keeping Distance Social. How do you communicate through the noise, numbness and uncertainty of a pandemic? A campaign that brought a different kind of visual system to every metro station in Berlin as well as an engaging social media presence, using the city's own culture to entertain and remind people of social distancing. A message worth repeating.
Gaggenau – The Art of Elevated Living. Gaggenau has redefined the modern kitchen for over 300 years, renowned for precision engineering, minimalist design, and a craftsmanship that treats appliances as statements of refined taste. Creative direction for the brand's global social media presence, shaping the visual language, editorial tone, and content strategy so that premium materiality and quiet luxury speak for themselves online.
Berlin Bus and Metro & Amorelie. A collaboration between Berlin's transit authority and Amorelie to celebrate Christopher Street Day. The campaign launched a limited edition Metro day ticket that also came with a condom or dental dam, available in station vending machines across the city. Awareness built through social media, ads in major newspapers, Tinder, and LGBTQ+ magazines and platforms. The perfect way to stay safe and enjoy the culture and festivities.
Zukunft mit Stern – Careers with Mercedes-Benz. The official career platform for Mercedes-Benz dealerships across Germany and a brand built to inspire the next generation of talent in retail, service, and beyond. My team and I shaped the channel’s digital presence, defining strategy, tone, and vision. From content productions to engaging and native social formats, we created performance-based content and storytelling with heart, clarity, and an authentic voice that speaks directly to a young, modern audience.
Berlin Bus and Metro – Jelbi. One app to rule them all. The Jelbi app launched to unify all the modern mobility options that Berliners want. A full brand and campaign project for Jelbi: From brand guidelines and visual language to awareness campaigns, content productions, and social media, it establishes Jelbi as a sub-brand distinct enough to stand alone and grounded enough to sit under BVG.
Mercedes-Benz Maybach – Brand Guidelines. A social media brand system for Mercedes-Benz's top luxury line. Visual language, social media tonality, templates, and moodboards and more defined to ensure Maybach's online presence is as considered as the product itself. A reference used across agencies and production teams worldwide.
Berlin Bus and Metro & Ravensburger. The real Berlin — its absurdity, its life, its irreverence — had never made it into a puzzle. So BVG teamed up with Ravensburger, Europe's largest puzzle maker, and photographer Paul Ripke to change that. Three limited edition motifs capturing the true flair of the city, unveiled at a vernissage for fans and media. Staying true to BVG's brand of self-irony and humour, the puzzles sold out in Berlin's department stores on the first weekend. All proceeds donated to charity.
Porsche Consumer Products. Creative strategy and direction for Porsche's Consumer Products Division, with a focus on luxury positioning within the Porsche brand family. The work also involved building AI-assisted production workflows that scaled creative output while maintaining high brand standards.
Berlin Bus and Metro, The Culture Ticket. Arguably one of Berlin’s biggest treasures is its culture, fiercely defended, supported and ranging from theatre to some of the world’s top techno clubs. During the pandemic these institutions scrambled to find financial support. One of the biggest pushes came from this campaign, we added an extra €1 to the special edition “culture subway ticket”. Purchase of this ticket transferred one euro directly to organisations funding this vital part of Berlin, enabling an easy way for people to donate and help as part of their daily routine.
The sounds of the Berlin subway inspired a special track by German electronic music duo Modeselektor as part of the campaign. The release of the track together with a music video kicked off sales of the ticket and raise awareness.
Music Video
Case film
Berlin Bus and Metro BerlKönig. Campaign promoting the company’s premium ride-sharing service. The brand’s reputation allowed us to use tongue-in-cheek tonality with copy and locations related to famous locations in Berlin, while at the same time promoting the benefits of the service (E.g. “In Berlin we like sharing.” in front of the city’s most well-known swingers club). A bilingual performance campaign launched simultaneously on social media to accompany the Out-Of-Home push.
German Private Insurers. Built around 7 real testimonials from healthcare workers across Germany, from a family doctor on a small North Sea island caring for an entire local population, to a midwife in the Bavarian Alps. A brand building and integrated campaign with photoshoots, interviews, and video shoots and social media rallying around thankfulness for the people keeping the healthcare system running.
Berlin Bus and Metro & Netflix’s Dark. Key visual for a special collaboration between BVG and Netflix, promoting the start of season 2 of the acclaimed production Dark. Following the series’ theme of time travel in 33-year jumps, a very special metro ticket was produced and sold for just one day. This ticket was valid on the day of the event and will be valid again exactly 33 years in the future. The show’s iconic moment was recreated using a Berlin train station and a headline that alluded to how many Berliners travel without a ticket (from german, to travel in the dark). The activation increased ticket sales by 539% on the day, making them a collector’s item found auctioned on eBay the following weeks.
Uber Berlin Launch. Campaign for the launch in the capital city targeted the very specific audience: no-holds-barred nightlife crowd with outdoor media, social content, and activation promotional vouchers for people who had just received parking tickets.
radioeins & Das Albaum. A simple message with a big promise from radioeins, one of Berlin's top radio stations: for each retweet, they will plant a tree. The online reaction to this single tweet exceeded all expectations and fuelled the launch of a special vinyl record, the Albaum Double LP.
Some of the most well-known german bands collaborated on this unique record – some even with unreleased material. Proceeds from the purchase of each vinyl LP finance the planting of 31 trees in the tropical forests of Zambia. These forests are known for soaking up huge amounts of greenhouse gases but also suffer greatly from deforestation. A social media campaign was created to tease and later promote the launch of the LP across the station's social media channels and live broadcast.
Currently over 300,000 trees have been planted thanks to sales of the Albaum.
Diakonie. Campaign for the german charity and aid organisation. Homeless, depressed, transsexual, disabled, radicalised, addict. The goal was to show underrepresented and neglected society groups and guide those willing to volunteer their help. The outdoor media consisted entirely of smaller posters that were flexibly arranged in a checkerboard format of portraits and stereotypes, playing with quickly-formed misconceptions and assumptions of the public, forcing a second look at our message.
Berlin Bus and Metro App. This campaign showed Berliners the relatable pain that comes from using a traditional paper ticket. Trying to find a ticket at the bottom of your bag in front of a ticket controller or waiting in line for someone looking for the right coins.. we’ve all been there. This and other examples allowed us to push the switch to digital and boost awareness for the official app. The roll-out of the digital performance campaign targeted specific touch-points along the transportation network including social media.
