Daimler Trucks & Buses / Mercedes Cars
A year long deep dive into Purpose driven project and creative executions of internal branding for Mercedes passenger cars and the entire global brand constellation of Daimler Trucks and Buses. A fascinating journey to say the least!! Just ask!
Agency: BH Berlin / Boston Consulting Group
Role: Creative Director
A few of the volunteer based projects in environmental and indigenous rights areas that have come from exploratory time in South America the last years. The projects had started to take on a direction of their own and from this, CoPasión developed into a kind of inverted Corporate Social Responsibility model that seeks to match grassroots causes with responsible brands looking to do good.
Creative concept and production for visual identity of GEL series across social media channels and retail assets.
Client: Asics Tiger
Agency: The Adventures Of
Art Direction for Brazilian television talk show / Discovery Channel, (Home&Health) / Sao Paulo
In collaboration with Asas de Imaginacao, tasked with developing a look, identity and animation concept for a new breed of brazilian talk show.
Asas de Imaginacao (Sao Paulo, Brazil)
For this project, Reebok Classics tasked us with creating an activation campaign for Reebok's special edition Reflective Venitlators that not only drove awareness, but people into retail stores as well. As the shoes really come alive at night, our strategy involved integrating a memorable activation event with the night life in and around clubs in European market.
Our answer: Involve local djs to create a series of mini (in a flash) events popping up across locations in major cities to drive to retail and ultimately lead up to the main event; a reflective release party featuring original music from local dj's to present some original shoes.
As most of these activation toolkits were destined for the Asian market, we actually never found out who or where these got implemented.
Client: Reebok Classics
The Ask: Activation campaign to help celebrate the 25th anniversary of the Pump while driving people in store to participate in the celebration. To reverberate the bigger idea, that every time you pump, something awesome happens.
Our answer: Introduce people to the laws of Pumpography..attaching acts of greatness to every pump. Allowing users to "pump" their photo for a chance to win big prizes from Reebok, or even a trip to Faces and Laces sneaker festival in Moscow.
Photo Shoot + ¨Free Your Fury¨Activation Campaign
Case coming soon...
Art Direction / Integrated Campaign (Print, Digital, Catalog, TV)
Agency: DDB Tribal Berlin
CD: Tomas Tulinius
Mini asked us to create a social campaign to promote the launch of the MINI Paceman to appeal to city-dwelling tastemakers.
We created a “choose your own adventure” style personality test drive that let users learn about the car while discovering their “inner Paceman.” By taking virtual test-drives, users were treated to an immersive experience that revealed the urban adventurer within.
Together with Andrew Morgan, Giovanni Pintaude
Music video for singer/songwriter/friend Anna Kramer.
We shot this in one night, with a budget of about $60 which was mostly for the improvised greenscreen, beer and burritos. Some shortcomings you just can't avoid given zero budget and conditions, but for the most part was really pleased with the quality of the images.
Was really keen to try out using my new BlackMagic Pocket Camera in low light compositions and push it later in DaVinci.
As this was a true solo single (Anna having played all instruments) we tried to have fun with that as well.
Coca-Cola/Fanta was looking to create a simple, fun mobile experience based around its new limited edition summer can designs.
The result: An easy to use fotobomb app kids could use in their summer fun to create, share and play with the creative designs of the seasonal cans. Getting themselves or friends into funny composition, anyone could use the graphics towards whatever way inspiration led them.
Senior Art Direction
Agency: Ogilvy One Frankfurt
Promo video we wrote for Seawolves basketball team in Rostock Germany.
Directed by Henrik Alm
A French biennial photography show, Photoquai exposes non-western photographers to a wide international audience. The outdoor exhibition spans the banks of the Seine, and extends to galleries throughout Paris.The task was to assist the new director (Frank) in reimagining a bit the identity and branding of the exhibitions appearance. This mostly entailed a new logo and some type treatment of the branding in and around the exhibitions space, as well as how this sat in their digital space and other printed materials.
When IKEA Germany asked us to inject fresh life into its customer relationship program, we knew it had to fun and exciting, while also providing real utility. Working with Ogilvy Frankfurt, I led the design team to create the IKEA Family Hej! Community.
Building off the basic structure of an online forum, we created a virtual community hub where IKEA fans get inspiration from experts, trade tips and ideas with each other, and even build their own virtual rooms using a greenscreen boxes we built at retail locations throughout Germany.
The IKEA Family Hej! Community was a huge success that enhanced consumers’ relationship with the brand, and deepened relationships, while giving IKEA a platform to communicate with its customers.
Senior Art Director
Agency: Ogilvy One Worldwide (Frankfurt)
Upwave, was a lifestyle channel from Turner Networks promoting well-being and health.
Turner came to us with the idea of taking on sleep as a bigger campaign that no one had yet to do seriously. To sell sleep as an ownable space for Upwave and to become the authoritative voice on this ignored part of our active lives.
There are already plenty of apps and all the research out there to remind us about health and sleep. But the problem was reversing the long standing perception of sleep as non-productive waste of time for a society obsessed with productivity. Wellness should be an easy sell, and most people already know that sleep is important, but we had to look to change behavior as well as minds.
We needed to transform the perception of sleep into a fun competitive sports routine, as important as going to the gym.
Our solution…turn sleep into a sport.
Transform the thinking of sleep as a passive, unconscious act, into an activity like any exercise.
To do this we would try to position an awareness campaign in the same arena as the way nike or adidas inspires greatness and grit from running or football. Use the same inspirational and bold messaging and emotional photography that inspires personal best and greatness in sports…only of people in tranquil sleep poses.
As an integrated campaign, the idea was to live on-air, online, partnerships with hotels and conventions. The client loved the idea and all was set to go. Unfortunately Turner canceled the entire Upwave channel/ Program just shortly after and the campaign never came to light.
Just kind of lumping several years of Coke projects and campaigns together here. Everything from Christmas specials, contests, customer loyalty programs, pitches and bigger digital campaigns. Here's just a few of course.
It was 30 years that BILLY, the most famous and best selling shelf from Ikea, was born. And of course Ikea wanted to celebrate it, but with everyone.
But in doing this it was clear the most unique thing about these shelves was the personalities who use them. With the motto "Keins ist wie deins/None like yours" we invited users to upload their own photo of how they ¨Billy¨to the webseite www.ikea.de/billy-geburtstag. Their photo was then transformed ¨live¨in that moment into a part of the then running TV-Spot. Users could see their own Billy in a finished film online and share it with others over social media. And even better, they had a chance to become a part of the actual TVC campaign itself.
A selection of the best photos would become part of the montage of the television commercial celebrating the 30 year anniversary of Billy.
Senior Art Director
Agency: Ogilvy One (Frankfurt)
Global voices is a border-less, largely volunteer community of more than 1400 writers, analysts, online media experts and translators. A broad network of journalists who curate, verify and translate trending news and stories the world might be missing on the Internet, from blogs, independent press and social media in 167 countries and in more than 35 languages.
GV works to find the stories coming from marginalized and misrepresented communities and speak out against online censorship and support new ways for people to gain access to the Internet.
My role with GV has been a long-term collaboration to help them overhaul and advance their platforms strategically as well as aesthetically, while working within the budget limitations of a non-profit organization. In the end we arrived at a much improved, organized, cleaner look and feel for their online presence.
Montblanc wanted to pay tribute to the author of one of the most famous fairytale in the world - Carlo Collodi (Pinocchio) with a limited edition pen.
What we created in the end, was a picturesque digital experience for the exclusive pen that takes the user through the timeless story and its themes with little modern social media twists.
Using the figures from the Pinocchio story (also incorporated in the pen design), an illustrated story book was created with origami-styled paper elements and textures. The pen is integrated into a stylized re-enactment of Collodi’s world. The idea was to animate this storybook world with the characters of the story to bring the pen and its characters to life.
Client: Mont Blanc
Agency: Scholz & Volkmer (Berlin)
Each year Zurich holds its HelpPoint Charity for Kids in connection with the annual Golf tournament in Augusta GA. Yet overtime awareness was lacking in any significant online push to drive participation.
What we developed for them was a worldwide socially driven donation and viral marketing game intended to draw new users/players to participate in teams, passing a virtual golf ball (donation) around the globe. Each completed round trip of a golfball generates more donations by Zurich to the ForeKids! Foundation, to help children in lesser developed countries.
The objective really was simply to make it as fun as an insurance site could be to draw people into the game by making the experience a funny, quick, colorful and easy process in which users could pass the message of donation for a good cause.
Various seasonal Lookbooks from S/S 2005 through F/W 2006. For each Lookbook we were given just the textile patterns and cultural/contextual inspirations around each seasonal concept. We were asked to develop a story/ web experience around each. The results were always fun and explorative, pushing what we could do with storytelling and interactivity for the time. Diesel was always the best client anyone could ask for, allowing us to explore something new each time.
To launch the latest Gigaset home telephone, we set out to make a formal introduction by allowing users to set out on a discovery its more tactile and technical features in an elegant and sophisticated environment.
Agency: Ogilvy One Worldwide (Frankfurt)