Irene Kugelmann

This was one of the few projects I was directly hands-on while being CCO there. While I am a total car-nerd, girls just don’t get to work on car brands, sadly. And it is the only real experiential campaign I could get air-borne while my 2-year tenure. But it was totally worth it. a great campaign and a great great insight.

Very cool hack inflitrating GTA to target the audience who is most prone to texting and driving - young people. In GTA texting and driving are part of the game. So we messaged them that IRL that same behaviour is deadly.

Rentnering for ERGO Insurances was a tiny in-house campaign created by Lars Jaschik, Max Müller and their team. All done by Noël Teschauer and the great and might Jonas Weber. The idea is based on the utter stunning insight that Gen Alpha dreams of living a boring simple life and we turned that into a smal campaign to get that lot to think about their imminent retirement.

For the 25th anniversary of the frequent traveller programme of Lufthansa, we decided to challenge the brief and give Lufthansa not another ‘box of chocolates’ to send the their most exclusive group of customers, but to give them something that would really honour their individuality like the Hon Circle programme does. No small feat for the amazing Patrick Ryffel and team from DDB Hamburg. We pulled it off with a mural at Munich airport and a digital first idea that got all of the 4000 Hon Circle Members really excited.

ECD on Instagram Global at Meta Creative X internal agency. For the INDIA Reels campaign I collaborated and lead the development of the campaign together with DDB Mumbai.

The first 100% recycled shoe by Reebok was launch with a 360 campiagn on Zalando owned-channels. My studio team created the concept & execution.

Magenta TV. Zugegeben ich war nur super kurz am Ende involviert. Wer hat’s erfunden? Nicht die Schweizer, sondern: Karsten Rüddigkeit & Team von DDB Hamburg!

A huge and labour intense pitch. From reinventing the graphics to concepting a series of charming films to devising the guidelines - all done in a big push and wonderfully talented team at Antoni, which I was lucky to be part of. CD & AD.

This direct to client campaign was developed together with Oliver De Vitre. The tight budget was a big challenge to create a wide range of social media assets and films. ECD, client & budget handling.

Our team created this campaign direct to client. Set out to be shot in Brasil just at the beginning of the lock-down. The campaign film was finished, but the photoshot was cancelled. Still an amazing film.

Creative Direction | Concept | Execution

The relaunch of Nike Woman with the now famous Sophia Bouttela (Kingsman). Now famous Rachel (cast in a Madonna video). Not to mention Johan Renck (Tschernobyl)

Concept & Art direction. Super nice idea. Still love it.

Creative director on HP+ Instant Ink for Wieden+Kennedy. Pan-European campaign with a huge effort to bring on board all EMEA countries.

Creative director on the second HP+ campaign. Hugely fun to animate our plus-sign for fun little social films.

Another whole event identity made from one existing asset. ECD & teamirene

EL approached me in 2019 to help create new assets from existing material the CEO was unhappy with. We had previously worked together on Modelez. From one tiiny project developed an on-going relationship where teamirene took on the task to totally reinvent a dusty subsidiary brand to it’s new glory.

A SS2020 campaign overshadowed by the first Covid-19 lock-down. A new fashion reality of stay at home and work at home created to engage consumers in an open shopping experience entirly shot remotely at influencers homes. The posts generated huge traffic to the site.