Have a look below of some selected work I’ve done over the years.

Let’s start with this show reel :)

Volkswagen 'Bring back the Energy’ 

GTX Grandma Reloaded

Sometimes, we may fail to fully appreciate the value of something until we no longer have it. This sentiment resonated deeply with an elderly woman who found herself grappling with the aftermath of parting ways with her cherished Golf. Each day seemed to carry a weight of melancholy as she found herself surrounded by reminders of the joyous moments she had shared with her trusty Volkswagen. However, a turning point arrived when she was introduced to the invigorating world of the all-electric ID.4 GTX driving experience. In this new journey, she discovered an unexpected source of vitality that reignited her passion for the road ahead.

Results: 20+ million organic views on social, 2 million in first 24 hours, 300k+ likes, 95% positive comments, 500% increase in followers on TikTok, over 600,000 € Media value with 0€ media spend

Agency: DDB/Voltage Berlin, Role: Chief Creative Officer

Lexus 'LIT IS' x NYFW 

CAR WITH 41,999 LEDs BECOMES NEW MEDIA

We meticulously embedded 41,999 LEDs into the sleek exterior of the Lexus IS, transforming it into a dynamic canvas of innovation and style. During NYFW, we collaborated with three renowned designers to showcase their latest runway creations on this unique moving display at the bustling Grand Central Station in the heart of New York City. This eye-catching masterpiece also made a striking appearance in Dua Lipa's music video, stunning viewers with its blend of art and technology. From coast to coast, the dazzling Lexus IS made its mark at various exclusive events, providing our esteemed clients with exceptional returns on investment. The compelling success story of this groundbreaking project is vividly captured in the accompanying case video.

Results: 521 million pr media impressions, 52 million social impressions, 6 million paid media impression

Agency: TeamOne Los Angeles, Role: Executive Creative Director

Volkswagen 'Taigo’ 

How to reach the unreachables

We collaborated intensively with a diverse selection of exceptionally skilled young artists, coming together to produce engaging music videos that showcase the latest Taigo models. Our goal was to forge an authentic bond with the millennial audience through the presentation of visually striking storylines that engage and deeply connect with our viewers.

Results: 19,6 million digital impressions in the first week

Agency: DDB/Voltage Berlin, Role: Chief Creative Officer

RSF (Reporters without borders) - The Truth Wins

Turning lottery numbers into access codes

Online censorship is a growing global phenomenon that often results in the silencing of journalists. However, a creative approach employed by Reporters Without Borders (RSF) has helped to make the truth easily accessible once again on Twitter. RSF ingeniously repurposed lottery numbers, transforming them into an access code for independent journalism. These lottery numbers were cleverly integrated into a series of evolving Twitter accounts, discoverable by simply entering the numbers into the platform's search bar. This innovative strategy not only piqued the curiosity of the international media but also significantly bolstered awareness and support along with donations for the NGO.

Results: +176M Organic Media reach, +150k Followers, +741k Impressions, +39% Increase in donations

Agency: DDB/Voltage Berlin, Role: Chief Creative Officer

Awards: CANNES 1xGOLD 1xSILVER 5xSHORTLIST // CLIO 3x SILVER 1x BRONZE // LIA 2xGOLD 4xSILVER // EUROBEST 1xGOLD 3xBRONZE // ONE SHOW 1x SILVER 3xMERIT // ADC NY 1xBRONZE 3xMERIT // D&AD 2xSHORTLIST // ADC GERMANY 1xGOLD 1xSILVER 2xBRONZE

PORSCHE x TWITCH ‘Formula E Unlocked’

Launching a car on twitch with the help of 1.3 million gamers

We collaborated with Twitch to develop an innovative remote live interactive game, a unique 'Choose Your Own Adventure-style' experience. In this game, viewers held the reins, guiding a Twitch influencer through real-life challenges to unlock mysteries and infiltrate a clandestine Porsche facility. The objective? To unveil Porsche's cutting-edge electric vehicle, the Porsche 99X. Tailored for a youthful demographic aged 18 to 34, this initiative bypassed conventional TV and radio promotional tactics. For further details, take a look at the accompanying case video.

Results: 1.3 million gamers played for 4 hours to unlock the car, Most viewed live stream globally on Twitch.

Agency: Proximity Germany, Role: Managing Creative Director, Executive Creative Director

Target Bullseye's Playground

A Mobile game adventure with google tango & web GL

For the 2014/15 holiday season, we teamed up with Target and Google to create an in-store game experience - Bullseye's Playground. Target shoppers could discover the games on their phone or through in-store signage, then search the Target stores for secret codes hidden throughout the aisles that unlock new levels of adventure. At selected locations we pioneered an even richer in-store experience using Google's Project Tango Development Tablets to transform the store’s aisles into a virtual 3D adventure on the screen that you can physically walk through.

Results: Over 500,000 game plays with 41,589 hours played, 768 million earned media impressions and 5 million video views. And most importantly, this project put Target on the FastCo list of most innovative brands alongside Apple, Netflix and Tesla. A first in the brands history.

Agency: 72andSunny Los Angeles, Role: Creative Director

Lexus LC500 Pre Launch - Immersive Sonic Experience

A HYPER REAL AUDIO TEST DRIVE in 9.1 SURROUND SOUND

When it comes to luxury sports cars, the exhaust note plays an important part in the buying decision. To shift the perception of LEXUS we created an immersive 3D audio test drive to have people feel and hear the car without seeing it.

Results: Over 3000 enthusiasts experience it live during the LA Auto Show and SEMA, 50,000 shares on social media and 200,000 video views.

Agency: TeamOne Los Angeles, Role: Executive Creative Director

VW ‘Laundromat’

advertising a car feature through Storytelling from a new perspective

Following Volkswagen’s recent effort to reaffirm its positioning as a lovebrand and revive the entertaining and unique storytelling style that the brand has been built upon, this captivating new commercial highlights the well-known struggle of squeezing into tight parking spots. In the latest film featuring the Volkswagen Touareg, viewers are immersed in the frustration faced by individuals as they attempt to navigate their way into extremely narrow parking spaces, often leading to soiled clothes and ruined ensembles. Set against the backdrop of an iconic dry-cleaning store, a charming couple who own the establishment observe the chaotic scene that unfolds across the street. Through a sequence of artfully composed shots, the commercial adeptly portrays the relatable challenges encountered by different characters. Central to the narrative is the enigmatic dry-cleaning store, with its proprietors keenly observing each predicament and subtly hinting at a hidden remedy within their establishment. The scene evokes a sense of anticipation, suggesting that the adept dry-cleaning experts possess the solutions to rectify these unfortunate scenarios.

Agency: DDB / Voltage, Berlin  Role: Chief Creative Officer

Press: Horizont / WuV / TheDrum - Ad of the Day / Shots

Porsche Formula E 

Launching porsche into the world OF formula E racing

From the legendary 24 hours of Le Mans to the prestigious Daytona races, Porsche boasts a rich legacy of triumph in motorsport racing. However, venturing into the realm of electric racing presented a fresh challenge for the brand, one that they hadn't encountered before. Instead of coasting on their previous successes, Porsche adopted a humble and lighthearted stance, recognizing the need to begin from scratch - starting from zero. This mantra soon became the cornerstone of their campaign, setting the tone for their foray into the dynamic world of Formula E. As the Formula E season gains momentum, Porsche remains steadfast in their commitment to digital and social engagement, embracing their new motto: Stay Hungry.

Results: Successful launch of Porsche into the Formula E Season, 90K+ Instagram community built from scratch

Agency: Proximity Germany, Role: Managing Creative Director, Executive Creative Director

Call of Duty: Black Ops III & Carl's Jr. 

Integrating a brand into the biggest video game fRanchise

Even when blasting away robotic soldiers in a dystopian future, a gamer’s gotta eat, right? 

Activision's Call of Duty and Carls Jr./Hardee's have teamed up on a special meal that gamers will likely chow down on -- the "Ultimate Care Package."

Created out of agency 72andSunny's Brand Partnership incubator, the new combo is themed around the upcoming Call of Duty: Black Ops III and is inspired by a care package that actually drops within the game. 72andSunny already works as creative agency for Activision and Carl's Jr. separately.

The "Ultimate Care Package" offering includes the restaurant's Tex Mex Bacon Thickburger, large fries and drink as well as a peel-and-win contest that offers prizes such as a "Take Out" personalization pack, which gives videogamers actual in-game camo for their weapons that boasts a ketchup, mustard and extra pickles pattern. 72andSunny, CKE Restaurants, Activision and COD developer Treyarch collaborated on the design.

To promote the tie-up, which happens to be Call of Duty's first in-game integration with a fast food client and Carl's/Hardees' biggest promotional tie in, there's also a blockbuster spot that seems pulled directly from the COD world. 

The campaign also brings CKE Restaurants into Acitivision Blizzard's ongoing Stars for Heroes and Call of Duty Endowment programs, which support veterans and their families. All profits from Ultimate Care Package sales will go directly to CODE (CallOfDuty Endownment Fund), which helps veterans find post-service jobs.

For more info about the partnership check out the article in FastCo.  

Launch of the In-Game "Take Out" personalization pack.

Lexus 'Drones'

Building THE BRIGHTEST DRONE LIGHT AND LIGHTING AN ENTIRE FILM WITH IT

To highlight the innovative nature of LEXUS, we crafted the brightest LED Drone, emitting an astounding 126,000 lumens, which brilliantly illuminated the entire commercial as it’s single light source. Be sure to explore the behind-the-scenes making of the video for further insights.

Results: A pretty unique look that stood out amongst the sea of car commercials.

Agency: TeamOne Los Angeles/Dallas, Role: Executive Creative Director 

Carl's Jr.  'Most American Thing Ever' 

Launch of the MOST AMERICAN THIckburger

We launched a burger of epic patriotic proportions: a burger loaded with a hot dog and kettle cooked potato chips. With this much America on a burger, we couldn’t help but name it “The Most American Thickburger.” And to get young hungry guys to feel patriotism as they tear into the burger, we created “The Most American Thing Ever” – a film packed with as many American icons as we could possibly fit into thirty seconds. The fully integrated campaign covered PR, Social, Film and Late Night Talk Shows. 

Results: Over 2.8 Billion Media Impressions, over 5.4 million online views, 10.4 million social media impressions and I became an American Citizen 🇺🇸🇺🇸🇺🇸

Agency: 72andSunny Los Angeles, Role: Creative Director

Case Study

Lexus 'December to Remember' Sales Event

A retail campaign that builds brand equity

The month of December has been historically the biggest month in terms of car sales for Lexus. We’re now in our 19th year with the Lexus December to Remember campaign. The thrill of giving or receiving a Lexus as a family holiday gift is a theme that has stayed fairly consistent over the years. The challenge is to always find surprising and relevant ways to present that theme. This year the brief was rooted in linking the gift of a Lexus with our favorite Holiday memories, which just so happen to be when we were children.

There was one nugget the strategy team found, which was that we tend to have our most amazing holiday experiences around the age 9. So, with that in mind, why not create something that brings out the inner child in you. We don’t really grow up; the toys just get slightly bigger.

Here's an interview on the 2017 DSE Campaign

Results: The campaign was extremely well received by the audience and was essential to the car sales objectives being met.

Agency: TeamOne Los Angeles/Dallas, Role: Executive Creative Director