Brand positioning, brand strategy framework, brand identity, naming, strategic narrative, strategic vision, creative strategy, creative concept, qualitative research design.
Analysing, ideating, presenting, interviewing, facilitating.
Ableton | product naming
Ableton Move
Steering the conception and decision-making of Ableton’s second hardware instrument name, in a way that reflects the product’s and brand’s identity.
TEDx Bucharest | TEDx Talk
The superpower of knowing what stops us
Fighting gender inequality with behavioural economy interventions. From training cats to sharing the housework load, this talk brings disarmingly simple solutions to seemingly impossible tasks.
IQads | creative concept
Audiences are brave
Articulating a creative awards festival’s call for a bolder commercial break – because the audience is simply brave every day. Like, for example, a man being bold about being bald. Or a mother hiding a condom in her teenage son’s backpack, while he’s leaving for his first summer camp.
Vier Pfoten | concept and content creation
The Good Dogcatcher
Between euthanasia and adoption, an attempt to finding an alternative solution to Romania’s stray dog problem: recruiting and training the world’s first stray assistance dog. Awarded with Golden Drum / Silver Drum. Watch the case study here.
Ursus Breweries | campaign concept
The Journey of the Ball
Timișoreana, the leader of Romanian’s beer market, restores belief in football, enabling supporters to prove their love in a forty days & nights and 2400 km run towards the Romanian Cup Final. Cannes PR Lions finalist.
World Vision | ethnographic research design & creative concept
Agriculture is awesome
The communist regime left Romanian agriculture with strong negative associations. An initiative encouraging kids in rural areas to consider agricultural education and aspire to corresponding jobs.
TVR (Romanian Public Television) | creative concept
The Depression Veterans
A pilot project introducing a peer-to-peer approach to help people with depression get professional attention, supported by the Romanian National Television (TVR) and the Bucharest Association of Family Doctors.
Ursa Mică | positioning, naming & identity concept
Ursa Mică
Putting on the world map the first Romanian glamping resort: Ursa Mică (Romanian for Ursa Minor). The experiential travel promise: an idyllic way to explore a wild part of Europe.
Regina Maria | campaign concept
Listen to your body
Regina Maria is Romania’s leading private medical services network. To encourage a regular health check routine, the campaign speaks about the life-long, loving relationship one has with their own body.
Monica Macovei’s presidential campaign | concept & content creation
Cats with M on their forehead
You can’t unsee it – tabby cats have a big M on their forehead. A guerrilla awareness campaign supporting the independent candidate Monica Macovei, former Minister of Justice and initiator of the Romanian anti-corruption reform.
Deck 