In 2022, we were tasked to evolve the design system for Freenow. The task was to upgrade the look and feel with focus on Multi Mobility and the north star of “Big City Energy”.

The request was to keep the logo, but to create a scalable design system that would portray the new brand personality – Go getting, Cityholic and People-loving and be able to house relevant fleet modes Freenow had to offer in each of the European Markets.

During 6 months of great teamwork, all touchpoints across company functions were updated, from CRM, Social, OOH, Digital Marketing, Employee Branding, Customer Care, Website, etc.

In collaboration with BMB Agency in London

In 2023, Freenow partnered with Movember to raise awareness for men’s health among passengers, drivers, and employees, and to become an active part of the conversation around the cause. The activation was led by Ireland, with support from Germany and Spain, and then rolled out across Freenow offices.

To bring together the partnership, and the brand voice, we developed a light-hearted and inclusive visual idea designed to scale across multiple touchpoints. Different communication tiers allowed us to tailor messaging and donation mechanics by audience, while a direct visual link to the Mo-mobile PR stunt grounded the idea in the real world and gave the partnership a strong, memorable presence.

In 2025, following Freenow’s acquisition by Lyft, it was the right moment to modernise and simplify the brand’s design system — letting go of some elements while refining the brand palette and overall look and feel.

Grounded in brand diagnostics and aligned with evolving creative structures and production ambitions, the simplified palette was designed to strengthen brand salience at scale and express a clearer, more confident, and more modern brand personality within a fast-growing category.

In the last quarter of 2025, we created a series of YouTube and social videos across several markets, including the UK, Greece, and Spain. Each idea was shaped around local audiences, giving us room to test creatives while building brand presence and performance.

Our focus was to increase reach, brand lift, and engagement in YouTube and Instagram. To make this possible within tight timelines and budgets, we used AI as part of the production process — from casting to crafting and execution — which allowed us to work in a more local, flexible, and efficient way.

During my internship in New York in the fall of 2010, our team was challenged to go beyond Ad School presentations and mock-ups — to create something real in remembrance of the victims of September 11.

What began as a simple idea on paper became a journey at every step: coordinating and fundraising, researching biodegradable balloons, navigating permissions with the Mayor’s Office and the NYPD — all leading up to the final moment at 6 pm on the day itself.

This team project has stayed with me ever since, and will always hold a special place in my heart.

The BMW 3 Series is the most iconic model in the BMW portfolio — the embodiment of the brand’s DNA. For the global BMW 3 Series campaign, our response to the brief was to bring the brand slogan front and centre.

Because if there’s one product that embodies Sheer Driving Pleasure, it’s the BMW 3 Series — even if that meant bending a few CI rules along the way.

Concept and Art direction
Serviceplan International

BMW iPerformance badge represents a range of BMW hybrid models that follow BMW i8 technology. 

The goal of the new iPerformance campaign was to upgrade the image of the hybrid series and to create a bold association with the BMW i technology in consumer’s mind. Driving Pleasure. Electrified.

Concept & Art Direction
Serviceplan International

How do you build a hostel without any beds?

Pall Mall had long been present at Germany’s major summer festivals, but in 2014 the brand set out to define its presence through one clear, lasting concept — something iconic, young, and ownable.

Festivals are about connection, shared moments, and temporary communities — much like hostel life. So we created the Pall Mall Hostel: a brand world without beds, built around the spirit of togetherness. From announcement and digital build-up to area design, music acts, and on-site entertainment, we developed a fully integrated online and offline ecosystem that turned a brand presence into an experience.

Agency: Geometry Global

The campaign was developed to create buzz and excitement around the launch of the new BMW M2. To keep the eyes on the new BMW M2 Coupe, we created an irresistible puzzle to solve. A digital version of the shell game in which, we invite viewers to take part and spot Gigi Hadid in one of the BMW M2 cars. All Eyes on Gigi.

Art direction, Global Campaign Guidelines
Serviceplan International & KBS New York

BMW Connected is a digital platform, with a series of intelligent features and services that make the daily commute comfortable, predictable and manageable. 

To communicate this in an iconic way, we created a visual concept around connectivity to your world. The key visuals and feature films depict the idea further.

Role: concept & art direction
Agency: Serviceplan International

Jacobs is a friendly, social brand with a great heritage. How to make this brand relevant to millennials? Each cup of coffee is different, depending on who you are drinking it with.
We celebrated these snippets of life over coffee, in a series of short films. Every cup brings us closer.

Role: concept, art direction, and scripts
Agency: JWT