Leading Creative Campaigns for Global Clients
Some of the main brands I have worked for leading brand strategy, campaign concepting and creative production at DEPT®.
During this period, I moved beyond project management into full-creativity leadership: concept development, visual direction and production oversight.
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Live Event: Wero Thrift Club in Berlin & Influencer Campaign with 100+ creators
From payment solution to connecting people, to local hype event – that’s how our latest influencer live concept for EPI and their growing product Wero came to life.
Twelf hand-selected creators from the European fashion community came together in Berlin to sell some of their personal gems for the local guests. The only condition? Contactless payment via Wero.
Project role: Account Lead and Creative Strategy.
Team size: 8-10 internally, 10-15 extended production team (execution not coordinated by me), 12 creators, 5 direct client stakeholders.
Duration & time of completion: 4mo, 2025.
We also created Wero’s influencer strategy.
Over 100 creators, more than 400 content pieces across 4 European markets, divided into 6 interest based collectives – selected by their relevance for our target group and how the seamless payment solution could be integrated into their authentic online presence.
I led overall strategy, content concepting, creator management and QA agents, our experts responsible for content approval and the tailored community management strategy.
CLTV and Social First Content for Neutrogena Hydroboost
The brief was: Loudly announcing a reformulated product of an established brand with the goal to increase the audience and communicate scientific RTBs, all while maintaining the brand’s core identity, but giving it a younger look & feel. Shortly, a product focused brand campaign.
Diversified talent, lightweight colors, digital touchpoints and channel specific adaptations – we even shot social first recordings despite a very limited production budget and concepted behind the scenes content. All while communicating the ingredient packed formula, maintaining the dermatological brand heritage and addressing a broad low to medium segment audience.
How? A research based strategic approach, many many conversations with the product team, sending our storyboards into market testings – we learnt how the less complex ideas performed best in the segment! – and finally teaming up with a brand experienced production team.
The result? High-impact, multi-audiences reach, significant increase of brand lift.
Project role: Lead for both Campaign Strategy, Creative Direction and Video Production.
Team size: 5-6 core team, 12-14 exteded team throughout different phases, 16-18 production team.
Duration & time of completion: 6mo, 2023.
Tools: Midjourney for Storyboarding, Keynote for Concept Deck and PPM, frame.io during production approval process, Adobe Photoshop and Illustrator for Key Visuals and Figma for Campaign Visual Creation, After Effects and others for animations, Keynote for Concept Deck and PPM, market research and brand lift study tools. Cutdowns, grading and sound design through external partner.
Editorial Strategy, Content Creation and Curation for Douglas Group
As one of our longest partnerships at DEPT®, we accompanied Douglas Europe wide across Website, Content, Outreach and AI Strategy throughout its growth, challenges, developments and across different markets. I led the Editorial and Content team for consulting, campaigning and brand pages following both a brand focused and a nuanced localization approach merging a recognizable visual identity with market specificities – always close to the consumer, current industry trends and emotional storytelling.
Project role: Creative Lead for both Editorial Strategy and Art Direction.
Team size: 8-10 internally, 5-8 external stakeholders, 10-12 extended interested stakeholder.
Duration & time of completion: 4mo, 2024.
Tools: Figma, Adobe Photoshop, Keynote, Userlytics.
Bridging Community Building and Performance: Engaging Email Marketing for smart Europe
A user journey driven and insights based, automated framework of emails that combines inspirating visuals, storytelling and desire. Where visuals meet concept meets strategy. And together generate relevance – across 13 markets.
“Luise and her team built the new smart brand with us. The editorial, yet sales-driven approach of our emails generated 25 mio. revenue in 2 years. This is direct revenue only, not even accounting for all the indirect contributions to purchase decision and brand relevance.”
Fabian Sawatzki, Head of customer experience at smart Europe
Project role: Creative Automation and Email Marketing Lead, leading a team of Creative Director, Editorial Director, Copywriter, Creative Strategist and Designer, as well as user journey orquestrator.
Team size: 8 people on core team, 11 colleagues on exteded team, 10-12 direct stakeholders on client team across all 13 markets.
Duration & time of completion: about 1mo of duration per campaign throughout 2024-2025
Tools: Miro for workshops and ideation, Figma for layouting and client approval process, Midjourney paired with 3Ds Max for photorealistic image generation, Adobe Photoshop for image retouch, many more throughout development and automation process. AI assisted localization process.
DEPT® launches biggest campaign of the year for smart
Production of a digital first full funnel campaign.
Read more here.
“With “This is smart”, we are starting with the positioning of the smart brand as an ‘urban companion’, which also fully meets the zeitgeist of the modern, urban target group with a product like the smart #1. It’s about future-oriented and solution-oriented ideas that actively enrich people’s everyday lives”
Björn Schick, Chief Experience Officer at smart Europe GmbH
More Life Campaign for Brother Printers - an ode to our Personas
Brother: anyone who ever needed to reliably print something – without the hustle competitive products can cause – knows that name and many dream of owning one. But how does one actually create desire for a product that is perceived more when NOT working than when doing so and how does one bridge the gap from industry supplies to home office wishlist?
By infusing the campaign with L I F E – and by placing the user into the centre. And then adding a good amount of unexpected quirk: Three main clips tell the surprising, vivid and colorful stories of our persona’s after work hobbies; be it punk trumpeting, lucha libre or extreme gardening. The printer is an enabler, but the focus rests on the important part: time for individuality.
From CTV over digital and owned media to socials and DOOH – an integrated, highly localized 360 degrees approach across 15 countries generated the expected buzz and exceptional conversions.
Project role: Overarching Project Lead
Team size: 30 direct internal collaborators, 25 extended project members during production, 15-20 direct stakeholders on client side.
Duration & time of completion: 7mo, 2025.
Emotional Storytelling for the new BOSCH Air Fryers
The challenge: two similar products with their different RTBs and use cases in a very competitive market – to be communicated highlighting tech aka speed, lifestyle aka ease of use and obviously criiiiispness!
The results: Two main movies, lots of platform and RTB specific cutdowns, eretail content, landing pages and creative automation powered localization into 13 markets.
Always On In B2B – a brand journey with long-term client HAUFE
Haufe is a trusted industry partner offering diverse legally secure B2B solutions to navigate business processes from HR over taxation to financial operations with a target audience of mainly medium sized organizations and the public sector. While Haufe’s products managed to achieve favorite-level among many existing customers, brand identity and consequently visibility had long been underdeveloped with isolated activations but lacking a common strategic base and creative direction. While we were initially engaged to concept an isolated social media campaign, we proposed instead a three step, full-funnel brand communication revamp:
Step 1: Channel strategy
Step 2: Proof of concept by tests on Socials
Step 3: B2B focused LinkedIn and launching theHRclub on Instagram
Doing what works best on socials: providing value on a very personal basis and creating a space for community building, powered by but not overly branded. Branded content exclusively via Paid Ads, matching the visual storytelling and incorporating generated insights from organic activities.
2021: the office themed full funnel campaign
Starting with HR Services as a test drive and a very strong focus on paid and organic social
8,4 Mio impressions
3,1 Mio Reach
412k Views on LinkedIn only
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2022: new storylines focusing on Haufe digitization portfolio
Including a strong social first orientation and a week-long channel takeover by our main character
2022-2023: extending the proven as successful approach to Finance business unit
Once confortable with the audience’s reception, we stretched the field of finance products storytelling by risking to launch an experimentative, horror-movie-coded clip around end-of-year financial audits – all while extending the old-school office themed brand universe. It was received with success by our audience and shortly after readapted to additional channels such as Paid media, website, shop and even press kits and event scenery.
What I love about social storytelling is the experimentation ground it provides with immediate feedback and a bandwidth of production efforts from hands on mobile shot clips to high end 3-days-on-set cinematic productions and all the cutdowns and behind the scenes in between – if placed strategically and monitored closely.
HAUFE Sustainability: Introducing a challenging topic with sentiment respecting self-humour
Responding to new industry standards around sustainability regulations and driving change within the organizational culture – to medium sized and public organizations oftentimes a challenge met with the dispair of all-or-nothing expectations. Not so if navigating the process with the aid of trusted Haufe solutions. But how to communicate so successfully without tapping into the many cliches and fears around only mentioning the word “sustainability”? By addressing exactly that tension – in a humorous, lightweight yet industry-aware way, like we’ve successfully been doing for a couple of seasons now throughout previous campaigns, brand activations, Always On social media activities and OOH / event concepts.
2024: launch of Haufe Sustainability Campaign with entirely AI generated imagery
Picking up the now established storytelling of not taking ourselves – neither the challenges posed by slowed down processes and non-digitized bureaucracy – too seriously, but applying it in a new, industry Zeitgeist capturing manner, we came up with the Sustainable, But Realistically! concept
AI supported image generation was just starting to become an option and realms of idealism and utopia gradually mixing up with reality including very real fears involving what the future might look like. Using clearly unreal scenarios of sustainable innovations within office, industrial and logistics environments – the main fields of our target audience – along with the message that actions towards the right direction don’t need to be radical to have an impact, we launched a set of copy-artwork combinations that both generated little smiles and got the message across.
Creative workflows: navigating indecisiveness among stakeholders
As a business unit in construction, the responsible team of stakeholders on client side included a great number of different decision makers and interested parties, involved on varying levels of depth and frequency, as well as varyingly familiar with our communication guidelines – an oftentimes challenging constellation for project progress and creative decision making.
What I implemented to get everyone on board:
Initial presentation of past successful storytelling principles with concrete examples + results
Initial workshop to define campaign success criteria based on presented strategy and preferences
2 open brainstorming sessions where creative freedom was possible to keep everyone involved and heard + voting
Success criteria constantly used for decision making
Balance between providing well explained recommendations and allowing enough time for review rounds on client’s end
Last but not least, amazing project management on client’s end – Thank you, Hanna Joos :)
NIVEA and NIVEA MEN - Authentic Social First Content co-created with Micro Influencers
Social Media and Website Content for the 100+ years beauty and care favorite NIVEA: That’s all about maintaining the balance between representing a fresh and relevant online presence and drawing from a nostalgia packed brand history – all whilst talking to an immense audience that ranges in age, nationality and social background.
We did so by being approachable, relevant, trend conscious, responsive – short: by being there. Being where our audience likes to spend its time, be it for beauty insights, product testing opportunities, live shopping events, Christmas present inspiration, raffles or simply connecting with a well-known bathroom fave through new, aesthetic imagery. By showing up, consistently, by fostering interaction and by listening. And by partnering up with equally approachable, social native, age-varied talent.
Besides the above, I successfully participated in and shaped the following pitches
Victoria’s Secret DE Creative Campaign
Zalando DACH Creative Lead Agency
NIVEA DACH Lead Agency
NIVEA Social Media Strategy
EPI / Wero Influencer Strategy
Shopware Social Media Strategy and Management
Gardena Media Strategy
smart Europe Full Service Digital Agency
James Hardie Brand Campaign Channel Strategy
Haufe Sustainability AI-driven Campaign
2x Haufe Video Campaign
GSK Vaccination Creative Videostorytelling
