Objective Build a Swiss made-to-order luxury leather label from zero to a brand selling in 22 countries.

My role Co-founder and creative director. End-to-end brand strategy, creative direction, product, e-commerce, and press.

Outcome Selling in 22 countries. Press in British Vogue, Financial Times, Monocle, and Madame Figaro.

Objective Reposition one of Europe’s largest out-of-home media companies as a creative leader across 257,000+ sites in 10 countries.

My role Led a team of 10+ creatives across brand campaigns, 3D, AR, and immersive formats. Owned briefs from intake through delivery for clients including Netflix, Disney, and Paramount.

Outcome +18% new client win rate. Built the brand lift model across 4 verticals.

Objective Translate the Chanel Chance fragrance world into an experiential London pop-up and outdoor takeover.

My role Head of Creative at Global Outdoor. Led the team that delivered the experiential and OOH rollout across London.

Outcome Covered in WWD. Multi-site London activation around the Chance fragrance drop.

Creator Marketing · Alpine Collection

Objective Modernise Prada Candy for Gen Z and young Millennials while holding the brand’s audacious spirit.

Touchpoints Virtual muse concept, mixed-reality content, Snapchat and TikTok activations, influencer strategy, experience marketing.

My role Creative Strategist, Meta Creative Shop. Devised the campaign strategy around a virtual face — Prada’s first digital creator — in partnership with L’Oréal.

Outcome +40% in Prada Candy sales, surpassing the feminine fragrance market’s growth.

Objective Translate heritage storytelling into a performance-driven creative system across channels.

Touchpoints Immersive in-store displays, digital OOH, AR extensions, performance asset cutdowns, in-feed ads, and retail screens.

My role Directed the campaign strategy and adaptation into short-form formats that laddered up to global brand narrative but drove local engagement.

Outcome 62% lift in brand favorability; high engagement across retail-aligned digital placements.

Objective Launch Farfetch’s new beauty category with a creator-first strategy across Meta platforms as part of the global Creative Shop practice.

Touchpoints IG Shopping, Live Shopping, Reels, Stories, creator gifting, AR/VR surfaces, CRM, and editorial support.

My role Creative Strategist, Meta Creative Shop. Directed creative narrative and content formats across 50+ global creators, bridging performance and brand.

Outcome 204M organic impressions. +28% engagement lift. Cornell “Future of Retail” white paper.

Objective Launch Dawn FM as the first phygital music drop across Music, Prime, and partner channels.

Touchpoints Live stream on Prime, city activations in Tokyo, LA, London, and Sydney, merch drops, and social storytelling.

My role Strategy Director, Amazon. Owned the campaign point of view and creative direction across music, entertainment, and ecomm teams.

Outcome 118M+ viewers. First phygital music launch across 4 global cities. +21% Prime Music subs among Gen Z. Merch sold out in under 24 hours.

Objective Refresh Boss’s brand perception and appeal to a younger audience through a culture-led campaign.

Touchpoints Instagram Live runway, TikTok and Reels content, creator styling videos, product bundles, on-platform retail tagging, and post-show email follow-up.

My role Led the strategic positioning and rollout, shifting the runway into a shoppable, sports-inspired social event.

Outcome +112% brand lift; significant lift in brand favorability and online sell-through.

Objective Position Sweden’s first vitamin therapy clinic as a modern health authority, and connect the founder’s personal brand to the company brand as one growth system.

Touchpoints Brand strategy, identity, photography direction, on-set shoot direction, store and window visual language, paid social creative.

My role Brand strategy and creative direction end to end. Built the visual system, ran the shoots, directed the photography, and shaped the paid strategy across the founder’s personal brand and the company brand.

Outcome Featured in Vogue. Sweden’s first vitamin therapy clinic, scaled across multiple locations.