Work

Selected works.

22 projects across global launches, sales events, partnerships, brand, and local creative.

22 projects

On · 2026

On - SS26 Apparel Leggings and Tights Collection

SS26 Apparel Leggings and Tights Collection, a guided shopping experience designed to reduce choice friction, build confidence, and turn a high-consideration purchase into a clear path from discovery to buy.

Brand campaignsGlobal launches

On · 2025

LOEWE × On, FW25

A luxury brand collaboration executed with craftsmanship, premium storytelling, member-first early access, and a digital experience that turned cultural buzz into conversion.

PartnershipsGlobal launches

On · 2025

On, FW25 Outerwear & Apparel Tech

The first On Apparel campaign powered by a full digital ecosystem, turning ThermaTec, DryTec, and GuardTec into a digital-first journey designed to inspire, prove, and convert across three customer worlds.

Global launchesBrand campaigns

On, Creator-to-PDP integration pilot, Ultra Jacket

On · 2025

On, Creator content across the digital funnel

Repositioned creator content from a top-of-funnel social spend into an always-on asset working across the full digital funnel, Paid, Onsite PDPs, CRM, and App, with the rights, components, and measurement to scale across the catalogue.

Brand campaignsResearch/Insights

Prime Video · 2023

Culpa Mía, Movie Launch

Launched Culpa Mía into Prime Video's most-watched non-English Original ever, and the 6th highest-ranked global launch in 24 months, by treating book fans as the campaign's first audience, not its afterthought.

Global launches

Prime Video · 2023

Los Farad, Series Launch

Made Los Farad the most-watched Prime Video Original series from EMEA, by building a fully-immersive 80s Marbella world around it instead of just advertising the show.

Global launches

Prime Video · 2023

Prime Video × Sitges Film Festival

Built Prime Video's launch presence at Sitges, Spain's most prestigious horror and fantasy festival, to position the new series Romancero credibly inside the genre community before mainstream launch. The festival became the validation moment, not just an activation.

Partnerships

¡HOLA! special edition cover for Prime Video featuring the Farad family at their Marbella home

Prime Video · 2023

Prime Video × ¡HOLA! Magazine

Launched Prime Video's Los Farad by hijacking ¡HOLA!, Spain's biggest celebrity gossip magazine, with a fake 10-page 80s-themed insert featuring the fictional Farad family as if they were real Marbella socialites. No Prime Video logos. 25% awareness lift, #1 EMEA Prime Video original.

Partnerships

Prime Video · 2022

Prime Video Pride Sponsorship

Built and sold-in Prime Video's first-ever Pride campaign in Spain, anchored on Madrid Pride, extended into smaller cities, and designed to outlast the rainbow logo.

PartnershipsBrand campaigns

Amazon · 2017–2020

Amazon Global Sales Campaigns

Four years owning EMEA localisation of Amazon's biggest shopping moments, Prime Day, Black Friday, Cyber Monday, Spring Sale, End of Summer Sale, Last Minute Christmas, across UK, Germany, France, Italy, and Spain. Multi-million-euro media plans, thousands of assets, one consistent brand, five culturally credible markets.

Sales events

Amazon · 2020

Amazon, The Show Must Go On

Amazon's Christmas 2020 brand campaign in the middle of the pandemic, built around a young ballet dancer's resilience, not a single product. 5M video views, 20K social mentions with #TheShowMustGoOn, lift in brand favourability and holiday sales.

Brand campaigns

Amazon · 2020

Amazon, Delivering Safely

March 2020. Amazon under scrutiny over worker safety while the world moved online. Built a rapid-response EMEA brand campaign, voiced by each country's General Manager, that put Amazon's frontline workers on screen, not the products. Brand defence as brand campaign.

Brand campaigns

Amazon · 2020

Alexa, Ode an die deutsche Sprache

Built a German Alexa brand campaign as a love letter to the German language itself, 'Ode an die deutsche Sprache'. Wordplay, linguistic pride, and German wit instead of feature demos. Re-positioned an AI assistant from impersonal foreign tech to culturally fluent insider.

Local creativeBrand campaigns

Amazon · 2019

Amazon, End of Summer Sale

Refused to ship one global script for End of Summer Sale across UK, Italy, and Spain, because 'end of summer' doesn't mean the same thing in Manchester as it does in Naples. Reframed the campaign per market: 'end of summer' in the UK, 'return from holidays' in Italy and Spain.

Sales eventsLocal creative

Amazon · 2019

Amazon, Spring Sale TV

Solved a multi-market sale-event problem with a modular TV creative, one core spot, locally swappable elements, stock images filling the gap. Lifted brand love, drove YoY sales growth, and became the template for every Amazon EMEA sale event after it.

Sales eventsLocal creative

Amazon · 2019

Amazon.es, Reyes Magos

Made the case for a Reyes Magos-specific Q4 campaign in Spain, and turned a missed cultural moment into a permanent line in Amazon's global Q4 strategy. TV, digital, and OOH, built by localising existing US creative rather than producing from scratch.

Local creativeSales events

Amazon and Vodafone España co-branded partnership

Amazon · 2018

Amazon × Vodafone España

Embedded Amazon Prime inside Vodafone Spain's 2018 Christmas TV campaign, getting Spain's third-largest telco to do Amazon's brand-building for it, with zero allocated partnership budget.

Partnerships

Amazon · 2018

Amazon × X-Factor Italia

Negotiated and designed a €600K 360º product integration with X-Factor Italia, Italy's biggest TV format with 1.2M viewers, without breaking the show or triggering Echo devices in the audience's homes.

Partnerships

Amazon · 2018

Alexa Market Launch, France

Launched Alexa in France against active anti-Amazon sentiment. Built the TV spot around a young woman using Alexa to come out to her parents, soundtracked by the iconic French hit 'J'aime les filles'. Cultural intimacy as the answer to brand hostility.

Local creative

Amazon · 2018

Alexa Market Launch, Italy & Spain

Launched Alexa in Italy and Spain, markets seeing it as 'niche tech, not for me', by anchoring the spot in a universally Mediterranean moment: a young man using Alexa to prepare a surprise anniversary dinner for his parents. One concept, two markets, native cultural payoff each side.

Local creative

Amazon · 2017

Amazon, True Stories

Spotted that UK-centric TV creative was killing brand favorability in Southern Europe, commissioned the research to prove it, then rewrote the regional creative strategy. +30% brand penetration in FR, IT, and ES, and the model was reused to enter Turkey, Poland, the Netherlands, and Sweden.

Brand campaignsResearch/Insights

Amazon and 20th Century Fox Deadpool collaboration

Amazon · 2016

Amazon × 20th Century Fox, Deadpool

Turned a discovery problem into a sold-out launch. Co-created with 20th Century Fox a viral video of Deadpool 'visiting' Amazon's Milan offices, voiced by the original Italian dub actor, to drive the Limited Exclusive Edition Blu-ray, sold out in one day.

PartnershipsBrand campaigns

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