Creative Director with 13 years of shaping how brands communicate, leading teams, directing campaigns, and making sure strategy and creativity end up in the same room. 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 spot 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 the pandemic? These visuals were developed and applied on all metro stations, they used insights of Berlin’s culture to entertain and remind people of social distancing. The goal was to achieve this in memorable way, a message that was worth repeating.
Gaggenau – The Art of Elevated Living. Gaggenau is a German luxury appliance brand that has redefined the modern kitchen for over 300 years. Renowned for its precision engineering, minimalist design, and commitment to craftsmanship, Gaggenau creates appliances that blend seamlessly into sophisticated living spaces. Their products, from ovens to wine cabinets, are not just tools but statements of refined taste and innovation.
My team has played a guiding role in Gaggenau's digital and social media strategy, crafting compelling content that resonates with a discerning audience. Through editorial storytelling and refined creative, we bring Gaggenau’s quiet luxury to life and build a distinctive, enduring digital presence in the world of high-end design.
Berlin Bus and Metro – The Condom Ticket. To join in the celebration of Christopher Street Day in Berlin we launched the perfect way to stay safe and enjoy the festivities: the *icket. A day ticket for the Berlin Metro that provides protection and contraception, crafted in partnership with Amorelie (Germany’s largest online erotic shop). The special ticket provides a safe ride, with each *icket containing either a condom or a dental dam.
The tickets were available in vending machines directly on train stations all across the city. We made sure the everyone and our community online was looking forward to the new ticket on the day of the parade, with ad campaigns running in major newspapers, Tinder and Queer magazines.
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. As their lead creative partner for social media, my team and I shaped the channel’s digital presence, defining strategy, tone, and vision. From content productions to engaging and native 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 – One app to rule them all. The Jelbi app launched to unify all the modern mobility options that Berliners want. The integrated campaign included Out-of-Home and social media activations to visually communicate the benefits of Jelbi at a quick glance, matching Berlin's energy with a range of transport options. It also established the new look and visual language for the Jelbi sub-brand, aligned under the BVG and standing out on its own.
Mercedes-Benz Maybach – Social Media Guidelines for the top luxury line of Mercedes-Benz. Shown here in abbreviated form, this project defined and gave guidance on best practices, recommendations for content productions, photo retouching and visual language for the brand’s presence on social media.
Key aspects of what represents Maybach luxury online were established – with the goal of having a reference document for inter-agency work and anyone involved with producing content for Maybach.
Berlin Bus and Metro & Ravensburger – Ravensburger is a german puzzle maker with heritage – and also the European market leader. The BVG noticed that the real Berlin was not really present in the existing puzzles: the absurdity, the life, the fun and irreverence. We teamed Ravensburger with renowned photographer Paul Ripke to develop three limited edition motifs that would showcase the true flair of the city, one visible in its transport network.
The artist unveiled his “masterpieces” at a vernissage with fans and media invited, the artistic vision for the Berlin puzzles was quite unexpected: iconic Subway-Yellow, Tunnel-Black and Station-Floor-Green. Staying true to the BVG brand of self-irony and humour, the puzzles available at Berlin’s department stores sold out on the first weekend, providing a climax to the teaser social media campaign that went along. All sales proceeds were donated to charity.
Social Democratic Party Hamburg – Successful election campaign for the returning Mayor of Hamburg, Olaf Scholz. A pragmatic and no-nonsense politician, he is instantly recognisable in the country. The idea of a campaign cropping out the candidate's face (and even leaving out the party's logo) received a huge amount of positive media reaction. On and offline.
The message was clear and confident, Olaf Scholz's success as the mayor of Hamburg was unrivalled. And also that he was undeniably the best candidate in the running to keep the city on this path of success.
Social Democratic Party Berlin – Successful election campaign for Michael Müller, Mayor of Berlin. He describes himself as being more comfortable active in the background, getting work done. The creative approach for Michael Müller broke with norms of electoral campaigns, putting the message and people of Berlin in the front instead of the candidate.
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 – 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 – Rallying around the idea of thankfulness towards the people that keep the world-renowned german healthcare system running, a campaign was crafted around 7 real testimonials from all over the country and medical professions. From a family doctor in a small island off the North Sea taking care of the entire local population, to a midwife in bavarian Alps. Content for the campaign was created from photoshoots, interviews, and video shoots.
Berlin Bus and Metro & Netflix – 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 – Launch campaign for Uber in Berlin with a mix of outdoor media, promotions such as vouchers for those that received parking tickets and social media content. All targeted to a uniquely Berlin audience: people who enjoy the city’s no holds barred nightlife.
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 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 performance campaign targeted specific touch-points along the transportation network.
