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

Feel free to contact me to chat.

Volkswagen 'Taigo’ 

How to reach the unreachables

To communicate successfully with millennials, who are not interested in any kind of ads, we wanted to break new grounds. Instead of developing just another car ad, that nobody is going to watch, we wanted to hit the zeitgeist and deliver authentic branded content. We used our budget to support and collaborate with three young, international and upcoming artists and created music videos for their new songs. The all-new Taigo was then authentically integrated into these to create assets that are visually diverse, offer the potential to be shared in the target group and can also be used as advertising material.

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

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

Volkswagen 'Bring back the Energy’ 

GTX Grandma Reloaded

Sometimes you don't know what you had until it's gone. This was the experience an elderly woman had after selling her beloved Golf. Her life became sad and everything reminded her of the good times she had with her Volkswagen. Eventually, there was only one thing that could bring back her energy: the all-electric ID.4 GTX driving experience.

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 covered the Lexus IS in 41,999 leds and turned the vehicle into a whole new form of media. At NYFW we partnered with 3 designers to display the look of their runway collection on the vehicle at Grand Central Station in NYC. The car starred in Dua Lipas music video and was used in numerous locations and events across the US giving our Lexus clients a fantastic ROI. The results speak for itself. See case video below.

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

Agency: TeamOne Los Angeles, Role: Executive Creative Director

RSF (Reporters without borders) - The Truth Wins

Turning lottery numbers into access codes

Online censorship is globally on the rise and journalists get silenced. But with a creative hack – Reporters Without Borders (RSF) made the truth available again on Twitter. RSF high jacked the lottery numbers and turned them into an access code for independent journalism. The lottery numbers got embedded into changing Twitter accounts which could be found by typing the numbers into the Twitter search bar. An idea clever enough to raise the interest of the international media and raise awareness and 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 teamed up with Twitch and created the first of it’s kind remote live interactive ‘Choose Your Own Adventure-style’ game where viewers controlled the IRL actions of an twitch influencer to solve puzzles and to ultimately break into a secret Porsche facility in order to reveal the team’s newest electric car, the Porsche 99X. The was aimed squarely at a younger audience of 18- to 34-year-olds who weren’t already targeted by traditional TV and radio advertising. See case video below.

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. Volkswagen Touareg’s latest film showcases the frustration faced by people attempting to navigate their way into extremely narrow parking spaces, often resulting in dirty clothes and torn outfits.

The commercial takes place at an iconic dry-cleaning store, where the owners, a charismatic couple, witness the unfolding drama across the street. Through a series of carefully crafted shots, the commercial showcases the relatable struggles faced by various individuals. At the heart of the commercial lies the iconic dry-cleaning store, with the owners observing each incident, hinting at a secret solution that lies within their establishment, leaving no doubt that the dry-cleaning experts have the means to amend these unfortunate outcomes.

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

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

Volkswagen ID.7 'For that extra mile of freedom’ 

GLOBAL CAR LAUNCH

For the global world-premier of the new ID.7 we launched a 2:30 min long film showcasing the new car features that connect with people on an emotional level. The goal was that it should not feel like a staged commercial filled with actors and superficial superlatives. The natural warmth of real people comes through and we want everyone to just leave with a good feeling after watching the film. Excellent music by Black Pumas ‘Colors’.

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

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

Porsche Formula E 

Launching porsche into the world OF formula E racing

From 24h of Le Mans to Daytona, Porsche has a long history of dominating motorsport racing. But when it comes to electric racing they had no experience. Rather than resting on its past achievement we took an humble and light hearted approach and acknowledged that we literally Start From Zero. This became our initial rallying cry and motto of our campaign. As the Formula E season is now in full swing we are continuing our digital and social ongoing efforts with the launch of a subsequent 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

Lexus 'Drones'

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

To show how innovative LEXUS is, we built the brightest LED Drone (126,000 lumes) known and lit the entire commercial with it. Make sure you also check out the making of video below.

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

Agency: TeamOne Los Angeles/Dallas, Role: 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.