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Here is a selection of specific fashion, fashion retail or fashion related projects I have done. In each case I was the leader of the creative team that produced these pieces of work. My tasks were creative direction, concept creation, copywriting and art direction.
Zalando
I created this Zalando project in 2020 to address a very specific problem the brand had in the Polish market. The perception in Poland was that Zalando was a very high end exclusive online store that only sold brands the average person couldn’t afford. We had to change that perception and show Poland that Zalando is a democratic brand that has something for everyone, whatever their budget.
Lenor
While Lenor is not a fashion brand of course, the idea was to show people that Lenor was a brand that really understood the deep connection we all have with our clothes.
The more than laundry campaign ran throughout Europe for 5 years across all channels. Below you can see a long format film about Sergey, a blind fashion designer in Kyiv, Ukraine and then a couple from a series of loving odes to I wrote to every day clothing items such as skirts, shirts, trousers and scarves.
C&A
I produced a Christmas campaign for C&A in 2016. C&A have something like 8km of window space to decorate across all of their markets. Our overall idea was based around the unwrapping of gifts. As well as the designs for their store windows I wrote several TV commercials that highlighted the different tribes of unwrappers that maybe we all have in our families.
Febreze
Lastly, another brand you wouldn’t normally associate with fashion at all. But here you can watch an idea film I made for a PR idea I presented to Procter and Gamble for Febreze fabric refresher which unfortunately never came to life. We wanted to use a fashion influencer to show how you can keep hard to wash fabrics fresh.
And lastly, just for giggles. A friend of mine, Kahtrin Berlin, the former editor in chief of Elle magazine Germany wrote a blog piece about me after a jacket I wore to a Miami Vice party in 2018. You can see the article here.
https://www.modepilot.de/2018/09/06/1980er-jahre-schultern-fuer-den-herbst-winter-2018.