AI-assisted brand film created for BMW Future Lab, combining art direction, visual storytelling and generative AI workflows. A retro-futuristic proof of concept exploring how AI can support professional filmmaking while maintaining human-led creative direction.

How can a traditional department store create a stronger connection with customers in the digital space? For GALERIA’s online campaign, the challenge was to communicate the ease and variety of its webshop experience while introducing the brand to a more digitally focused audience.

Built around the idea “GALERIA.de is as unique as you are”, the campaign celebrates the wide range of products available online through a playful and flexible visual system.

As Senior Art Director, I helped develop the art direction and design approach for the campaign, creating a modular layout system that could adapt across multiple digital formats. Since all scenes were recorded vertically with a single camera, the challenge was to create a structure that maintained visual consistency while allowing flexibility across different placements.

Some food combinations raise eyebrows but that doesn't stop people from loving them. The insight behind this campaign was simple: everyone has a guilty pleasure when it comes to food, yet many people feel the need to hide or justify it.

Inspired by the growing #Normalise movement on social media, we developed #NormaliseHeinzOnEverything: a campaign encouraging people to proudly embrace their unconventional sauce pairings. Rather than treating unusual combinations as something to apologise for, we positioned Heinz as the brand that celebrates personal taste with the message: Saucy, Not Sorry.

The campaign launched by tapping into the viral watermelon-and-mustard trend on TikTok with a hero film inviting audiences to share their own "saucy secrets." As the conversation grew, the campaign evolved into a community-driven experience by featuring user-generated content, interacting with other brands and encouraging playful participation across social media.

Presentation design for a Women in Tech event, combining editorial layouts, AI-assisted imagery and visual storytelling. A concept-driven deck exploring art direction, typography and contemporary design to communicate innovation through a distinctive and memorable visualization.

Artificial intelligence is changing the way people discover and buy products. As AI agents begin searching, comparing and making purchasing decisions on behalf of users, digital commerce needs to be designed for both people and machines. This project explores how commerce experiences can adapt to an AI-first future, making products easier for AI to understand, recommend and act upon.

Sport has the power to create opportunities, build confidence and transform lives. This project explores how brands can go beyond traditional advertising by sharing meaningful stories that connect with communities and reflect their values.

Inspired by Farhan’s journey, we developed a campaign concept around the idea that sport is not only about competition, it is a tool for personal growth, connection and social change. The project focused on creating an emotional narrative that could inspire audiences while reinforcing a brand’s mission and purpose.

Through storytelling, art direction and campaign development, we explored how communication can move beyond selling products and instead contribute to culture by highlighting real human experiences.

Created as part of a collaborative student project, this campaign was developed together with Angela Lai, Arthur Mazi, Proy Busayarin and Robin Seufert, under the guidance of tutor Ilias Terki.