Location • Title
Hamburg, Germany • Art Director
Someone who loves to break rules within the rules.
Creative philosophy or approach
I always divide myself in two parts: a viewer and a creator. Before creating anything, if the viewer in me is impressed with the idea, I go ahead as a creator to execute it in the best way possible. It’s all about your content being human-centric. If your campaign doesn’t make the viewer feel something, it has failed.
Recent work I’m proud of
I have always been fascinated by the power it takes for people to raise their voice against something, the courage it takes to face the wrong-doers even after they are pinned down, again and again and still manage to stand united. This campaign, according to me, answers just all of that. Hunger for equality.
Recent work I admired
Cadbury: ‘Donate Your Words.’ Removing all words from its famous packaging represents the silence experienced by the elderly people in the UK who have no one to talk to. It checks all the boxes from creative to purpose-drive to be well-executed. It resonated with people in all the right ways, and inspired a conversation about not having a conversation.