Creative direction shapes the vision and ensures every element aligns to tell a cohesive, impactful story that resonates with the audience.
As a creative director, I guide the vision of a project to ensure every detail works together to tell a powerful story. I bring ideas to life by aligning design, strategy, and messaging to create a cohesive and memorable experience. I oversaw the various aspects of a creative production, putting all the pieces together to create beautiful visual communication that meets a brand's goals.
Providing creative direction is about lighting the way, not drawing the map - it's empowering others to explore boldly, refine relentlessly, and bring visions to life with authenticity and purpose.
This summer campaign was shot for a big toy and kids’ fashion company. We used palm tree leaves to project shadows unto a bright background to create a summery effect and a backdrop for the models. The children themselves interacted with each other or played around with a selection of exotic fruits that we chose for them. We also incorporated the fruits as props for the product flat-lays. As a result the photo studio under my guidance produced very vivid and playful imagery that I could use further for digital editing and the implementation on the company's website.
The time of the Carnival in winter is a time of joy and playfulness. I tried to re-create this atmosphere in collaboration with the in-house photo team. We hung colourful paper streamers in front of a light background to balance out the vibrant decorations and costumes against the background. The challenge was to focus on the costumes and to prevent the overall composition from getting messy due to the many colours and decorations.
It turned out choosing a light plain background in grey for a colourful campaign was the right decision. It made the imagery look orderly and more high-quality. At the end I was very happy and satisfied with the result.
myToys, the second-leading toy and children's fashion company in Germany, celebrated its 20-year-anniversary in 2019. An an employee in the Creative Team I was responsible for the entire visual campaign during that period. In collaboration with a multitude of stakeholders from the marketing department I designed various layout mockups, landing pages, online banners and the official logo for the anniversary promotions and content on the company's website. It was a big cross-media campaign running for several weeks across different in-house promotional channels.
myToys is a all about the world of children. Therefore, I used lots of round shapes and vivid colors from the company's Corporate Identity spectrum to convey playfulness, joy, vividness and festive feelings worthy of a big celebration.
I single-handedly designed the entire campaign for myToys' 20th anniversary, from concept to execution. This involved creating the anniversary logo, defining the overall design elements, and selecting the color scheme to reflect the brand's celebration. I also designed the promotional banners for the website and the dedicated anniversary landing page. The process was long and involved many stakeholders, each with their own expectations and input. Despite the occasional pressure and stress, it was a valuable learning experience. At the end, I proudly presented the final design to multiple departments, successfully bringing the vision to life and creating a cohesive, memorable campaign for the brand. This project has truly made me a Communication Designer on another level.
A glimpse into the case study for Dekoora - a German local brand in Berlin that turns homes into personal, empowering spaces with handcrafted, sustainable wall art.
