The Bad Apartment
Moved a film launch out of promo and into a physical space: a 1930s apartment near Patriarch Ponds you could step inside. The activation that anchored a 360 and took two Golds at Red Apple.
Grandma's Choice
Kept disappearing grocery expertise alive by making it a job. Older women as in-store curators in the fresh zones.
That's not how we do it
Didn't invent a tone. Extracted it from raw interviews with Wink's top management. A positioning that now filters who joins, not just how the brand sounds.
[1] We don't wait for ready-made answers. We dig them out.
Net Positive
Turned the dead fishing nets of the Aral Sea into reusable bags. The symbol of one catastrophe, made into the instrument against another.
Traces of Work
A Nike Work edition for the people who take impact for a living. Their shift mapped as one line, and a share that funds work-injury research with EU-OSHA.
tissue magazine
What gets built when there is no client and no brief. tissue, an ad-free magazine about the creative industry. Shipped, sold, and folded on its own economics.
I dig through a lot of raw material to find the one idea worth building. Something punchy, bold and sticky enough to pass three rooms in a row: the team, the client, the audience. Then I carry it the whole way, to the concept, the line, the execution, whatever the work needs. read more →