8.4M

Highest view count generated on edited video (Facebook)

500K

Cumulative budget (EUR) invested by companies in ads created (over time)

1 day

Quickest conversion from campaign to website sold-out stock

Content Strategy: Paula’s Choice DOOH Campaign

This was the biggest product launch Paula’s Choice had ever done, both in terms of budget and visibility. The AHA Exfoliant was positioned as the new “holy grail” skincare product—following the huge success of its “sibling,” the BHA Exfoliant.

The main goals were:

  • Get people to visit the pop-up stores in Berlin, Amsterdam, and London

  • Build buzz around the product and push awareness + sales

The ads were placed in bus, train, and subway stations, as well as a few high-traffic spots in each city using large digital billboards.

Project Description/ Goals:

I started with a few mockups using models and hands—something more dynamic and lifestyle-focused—but quickly realized that wouldn’t work in this context. People see these ads while walking or in traffic—they don’t stop and stare. I needed to get the message across in less than 3 seconds.

So, I changed direction completely:

  • Filmed the products on a green screen so I could freely move and animate them later.

  • Added subtle movement and texture to the visuals to keep them eye-catching, without overwhelming the viewer.

  • Used brand colours and designed the background to feel bold but still clean.

  • Focused campaign on one simple and eye catching value proposition: “The New Holy Grail”

  • Added pop-up store locations clearly shown right under the product.

I created three versions of the ad: One with only the AHA, One with the BHA, One with both — calling it “The Perfect Combination”

That way, we targeted both new customers and loyal BHA users, encouraging them to try something new while reminding them of a product they already loved.

Creative Process & Strategy

Results

The campaign worked even better than we hoped:

  • The pop-up stores were packed in every city, with lines outside most of the day.

  • We saw 10x more visitors than expected.

  • The AHA went on to become Paula’s Choice’s new bestseller, even outperforming the BHA at launch.

What I used: motion design, video editing, on-brand creative direction, fast-thinking campaign strategy, adapting to DOOH formats.

What I learned:

  • Don’t overcomplicate visuals—simple and bold wins, especially when people only see your ad for a few seconds.

  • Knowing your audience’s context (busy commuters!) is just as important as the product itself.

Skills Used & Lessons Learned

Reyagel – Launching a Brand from Scratch in the medical Skincare Industry

Project Description/ Goals:

Reyagel is a skin-regenerating gel developed for wound healing, mainly used by skin clinics. I was brought on board as an Senior Content and Brand Strategist to help launch the brand from the ground up.

The goal?

  • Kick-start market traction through brand awareness with a clear, simple but powerful communication strategy

  • Build a strong, premium image

  • Prepare the brand for a potential acquisition down the line

With no existing marketing, we started from scratch, diving into:

  • Market and competitor research

  • Defining the ideal customer (clinic professionals, dermatologists, skin therapists)

  • Speaking to industry experts to understand what actually influences buying decisions

Website
The company already had a strong professional network, so the website’s job was to convert that network into clients.

  • Based on our research, we created a clean, professional design with a premium medical look

  • We structured each page around the questions clinics would actually have—ensuring they got the info they needed fast

  • The result: a site that started converting from the beginning

Creative Process & Strategy:

Product Packaging
I designed of product packaging, as the physical product is a key part of the brand experience in clinics.

  • Clinical, modern look, with a syringe-style delivery that felt both professional and high-end

  • Label design focused on clarity, trust, and usability—mirroring the values we built into the rest of the brand

  • The packaging helped make a strong first impression, especially important when the product is placed in a clinical setting next to competitors

Social Media

  • Grew to 7,000+ followers organically through a mix of product education, before/afters, and industry insights

  • Posted thought leadership content, including podcasts with the CEO

  • Highlighted real results, behind-the-scenes looks, and clinic testimonials

  • Surprisingly, social also brought in leads and direct sales, which is rare in this type of industry

Additional Content & Materials
To support the launch and ongoing growth, I created:

  • Flyers, banners, and presentations for industry events

  • Product videos for use online and at events

Results

  • Went from zero presence to multiple active clients

  • Strong brand image helped position Reyagel as a trustworthy option in a very cautious industry

  • Website + social + offline materials all worked together to generate leads

  • Packaging design made the product stand out in clinics and contributed to a professional, premium feel

  • Reyagel is now seen as a credible, small but solid player in the skincare treatment space

Personal Studio Project – From Passion to Paid Work

Years ago, while working full-time at a marketing agency, I spent my free time experimenting with product video content. I had no client, no brief, and no deadline—just a genuine love for creating visual stories.

I started thinking: What if I just made videos for the brands I admire—just to see what happens?

So I picked products I liked, researched the brand’s style and tone, and created short branded videos, all filmed and edited in my home studio.

Project Description/ Goals:

Creative Process & Strategy

The process was simple, but thoughtful:

  • I chose brands I genuinely liked and would want to work with someday

  • Looked at their Instagram content and brand guidelines (if available), then created something that matched or elevated their style

  • Focused on making it feel branded and purposeful—even though it wasn’t commissioned

After finishing each video, I shared it on social media and tagged the company. The response totally surprised me.

The first brand reached out and offered to license the video for a fee. After that, I kept going. Almost every brand I tagged responded, and most of them paid me to use the content.

What started as a personal creative outlet turned into a real stream of freelance work—and a turning point in my career.

Results

Turned passion projects into paid brand content

Got noticed by big-name companies just through creative initiative

Many of these videos led to freelance gigs and great networking.

Built the foundation for what I do now: creating content that connects visually and strategically

Skills Used & Lessons Learned

Skills: concept development, product videography, lighting, editing, brand analysis, self-promotion

Lessons learned:
- Sometimes the best results come when there’s no client at all, just passion.
- If you want to work with a brand, show them what you can do. Put the work in front of them.
- This was the moment I realized that my ideas and skills had real value—and it gave me the confidence to build a creative career around it.