For the launch of Wella Professionals’ haircare range for curly and wavy hair, a campaign concept titled “Free Your Curls” was developed. Rooted in consumer insight, the campaign addressed the lack of representation and the unique challenges faced by individuals with textured hair—often feeling the need to hide, control, or compromise their natural curls. The message celebrated liberation, self-expression, and care.
The creative direction was brought to life through a visual metaphor of a protected rooftop garden, where models nurture a variety of plants—each symbolizing different curl types. This elevated setting represents both the nourishing effect of the products and a sense of escape from daily pressures. Positioned above the city, it embodies freedom, self-care, and pride in natural beauty.
CLIENT: Wella Professionals
AGENCY: Select World
MY TASK: Campaign visual concept development / Creating ideas for always-on content / Art direction for social media content / Post production supervision
For the launch of Guhl’s new care range for dry and damaged hair, featuring the on-trend ingredient prickly pear oil, an integrated campaign was developed spanning TVC, print, and social media. The concept was rooted in a dreamlike visual world typical of the brand, inspired by an Alice in Wonderland-style journey. The model is portrayed as a modern-day explorer, discovering a transformative, nourishing solution for her hair.
Shot within an extraordinary architectural location, the setting symbolized the intersection of nature, modernity, and minimalism. The prickly pear ingredient was featured in a refined, artistic manner, with oil and water splashes used to enhance the sensorial expression of nourishment. Dynamic hair shots introduced a natural, real-world contrast—highlighting both the fantasy of the campaign and the tangible results of the product.
CLIENT: Guhl
AGENCY: Select World
MY TASK: Art direction for social media content and the three special effects scenes for the TVC / Layout for print advertising
This projects encompassed the creation of a comprehensive set of global materials for Wella Professionals, aimed at both salon professionals and end consumers. For hairdressers, the focus was on designing visually engaging and easy-to-follow educational tools—such as step-by-step guides and lookbooks—that clearly communicated new haircutting techniques and color trend applications. In parallel, a series of posters and in-salon displays were developed to translate these trends into aspirational visuals for clients, bridging technical education with consumer inspiration in a cohesive, brand-consistent manner.
CLIENT: Wella Professionals
AGENCY: Select World
MY TASK: Layout creation for different assets / Editorial design
To accompany the launch of two new ice cream flavours and a volume update for the classic vanilla variety, a comprehensive 360° campaign was developed under the slogan “Der Genuss ist nur einen Löffel entfernt.” The campaign centered around authentic, relatable moments shared with one’s “family of choice”—highlighting how indulgence can be both emotional and sensory.
A distinctive visual cue was introduced in the form of a “spoon trick,” where one spoon reveals multiple others sliding in behind it—symbolizing an open invitation to share indulgence with others. This playful and inviting gesture was used across TVC and TrueView formats, reinforcing the message of togetherness. The result was a visually and emotionally layered and multi-sensory campaign that celebrated indulgence as a shared and deeply personal pleasure.
CLIENT: Cremissimo
AGENCY: Oliver Agency
MY TASK: Concept co-creation for 360° campaign / Story ideas for main TVC, 3 trueview ads and 4 bumper ads / Art direction / Pre production development / Post production supervision / Layout development for Link ads
Tasked with addressing low performance in the DACH region, a strategic workshop uncovered a core issue: although targeted at men, Men Expert’s communication appealed primarily to women—featuring dreamy celebrities that didn’t resonate with a male audience.
To shift the narrative while staying true to the L’Oréal Paris brand, the campaign adopted the line “Because she is worth it,” reflecting the insight that men often care for themselves out of love for others. A relatable local celebrity—combining traits like sport, music, cars, and fatherhood—was cast to embody this more authentic narrative. The campaign, built with warmth and self-aware humor, launched across TV, digital, and print. In parallel, media placement was strategically redirected toward male-relevant environments such as sports and car magazines, and a suggestion that brand presence should be extended into barber shops where the products would be integrated into grooming services.
CLIENT: L’Oréal Paris
AGENCY: McCann Erickson Düsseldorf
MY TASK: Concept co-creation for relaunch campaign / Story ideas co-creation for TVC
This project focused on shaping the social media presence for both Rexona and Bombay Saphire through the development of tailored content strategies. Core tasks included defining content pillars and crafting thumb-stopping visuals designed to inform, entertain, or inspire the audience. Each piece of content was created to align with the brand’s tone while also enhancing motivation and emotional connection. Visually, the approach emphasized bold, grid-friendly layouts that ensured a cohesive and engaging experience across platforms.
CLIENT: Rexona & Bombay Saphire
AGENCY: Oliver Agency
MY TASK: Always-on content development / Ideas co-creation / UGC content / Product & Reel shootings
Scribble 2
Scribble 1
The project focused on creating a long-lasting key visual for Guhl’s blue and violet pigment shampoo and conditioner range, designed specifically for point-of-sale environments. The visual concept illustrates the effect of the pigments as they leave the hair, resulting in a cooler, shinier tone. The outcome is a refined and expressive image that translates the product’s technical benefits into an aesthetically compelling representation, aligned with Guhl’s brand identity.
CLIENT: Guhl
AGENCY: Select World
MY TASK: Key visual development for point of sale