"Knowing what counts" marks a strategic shift in positioning PostFinance from being seen as a postal bank to a modern, digitally savvy financial partner for everyday life. The campaign reimagines the bank's identity, moving beyond financial transactions to focus on emotional resonance and individual customer stories.

I worked on PostFinance’s “Knowing what counts” campaign, from initial director placement to concept development and treatment design, helping secure the pitch win. The campaign is built around financial confidence, positioning PostFinance as a grounded, trustworthy choice in a landscape of complex crypto trends and confusing banking jargon.

HYUNDAI, 

"RUN TO PROGRESS."

For Hyundai, progress is a lived effort rather than abstract innovation. “Run to Progress” explores this mindset by framing running as a shared journey, moving beyond technical specs to focus on the human effort required to build an innovative future.

I collaborated on Hyundai’s "Run to progress" campaign, supporting concept development, creative research, and treatment design, securing the pitch win. The film reframes progress as collective movement and endurance, aligning Hyundai’s innovation narrative with a human, embodied sense of forward motion.

PENNY, 

"WONDERFUL WORLD."

“Wonderful World" is a Christmas campaign by Penny designed as a heartfelt thank-you to the community behind the Förderpenny charity initiative. Moving away from traditional advertising, the film embraces authentic storytelling, featuring real community groups such as scouts and inclusive dance classes, all accompanied by Louis Armstrong's classic "What a Wonderful World."

I played a multifaceted role in bringing this vision to life, contributing to the concept development through creative research, and treatment design that defined the campaign's visual direction and secured the pitch win. I was also active on set to independently shoot and edit a commissioned behind the scenes film, capturing the production's journey first-hand.

PROSPAN, 

"GLORIA."

The Prospan "Gloria" Campaign is a high-end cinematic project created to celebrate the 75th anniversary of the world’s leading herbal cough medicine. It shifts the brand’s focus from functional benefits to a deeply emotional, historical narrative.

Set in 1949, the campaign tells the true story of Prospan’s creation: pharmacist Dr. Engelhard, determined to save his daughter Gloria from a life-threatening case of whooping cough, developed the unique ivy extract EA 575. This breakthrough transforms Prospan from a mere pharmacy product into a lasting symbol of love, care, and innovation. 

For this project, I collaborated with the film director in the early concept phase, conducting research and crafting the treatment to define the campaign’s tone and visual direction, helping secure the pitch.

DZ BANK, 

"FUTURE / STRONG."

The "FUTURE | STRONG" film series is a global brand campaign for DZ Bank that explores how local cultural identity and regional expertise drive international financial success. Shot in New York, Hong Kong, Singapore, and London, each film features a branch manager or executive providing a personal perspective on their city’s role in the global market.

I played a key role in the creative development that secured multiple pitch wins. Beyond the development phase, I served as 2nd Unit and directed and edited commissioned behind the scenes content. 

BVR, 

"VR UNITED."

VR United is a lifestyle-driven branding campaign by Germany’s BVR designed to modernize its image and capture a younger audience. By moving away from traditional financial imagery, the campaign utilizes a streetwear aesthetic to position the bank as a cultural "supporter" rather than just a utility.

I collaborated on concept development through mood research and by crafting a creative treatment that successfully secured the pitch win. On set, I directed and edited a commissioned bts film. During this end-to-end involvement, from the initial winning concept to capturing the production process, I guaranteed a seamless, cohesive visual direction that brought the new VR United identity to life.