Client: Hulala & Gran Cucina — Every small moment is worth celebrating
Role — Creative Director, Concept, script, creative & on-set direction
Year — 2024
Agency — Headmade Advertising
Scope — 360 campaign · TV, print, radio, digital, retail

THE BRIEF
Hulala and Gran Cucina needed a 360 campaign to drive awareness across markets and seasons. The task in a fast-scroll food category: turn a technical product benefit — a cream that stays stable, holds its shape, performs under heat — into something people actually want to cook with.

THE INSIGHT
People don't shop the shelf for a product. They shop it for inspiration, for a reason to celebrate the moments that matter — the cake that holds, the table that comes together. The cream is what makes the moment possible.

THE IDEA
Every good moment — in the kitchen and around the table — is worth celebrating. Hulala owns the world of desserts, Gran Cucina the world of warm, savoury dishes — one idea, two appetites.

THE WORK
I built the campaign across every channel — concept and platform, TV scripts and on-set direction, key visuals, radio, and digital and retail materials. One coherent creative world, designed to travel across markets and flex across seasonal moments, from everyday cooking to festive tables.

Client: Profi — Every day's a win
Role — GCD, Concept, copy, KV & film direction (creative team)
Year — 2022
Agency — Cheil | Centrade
Scope — Brand campaign · TV, OOH, print, social

EFFIE Nominee

THE BRIEF
Profi was repositioning — from a corner convenience store to Romania's widest-reaching modern retail network, built on one promise: everyday low prices. With the largest store footprint in the country, the brand needed a brand campaign that made that promise feel personal, not just cheap.

THE INSIGHT
A good price isn't a discount you chase once. It's a small daily win — the quiet satisfaction of walking out knowing you came out ahead, today and every day.

THE IDEA
Every trip to Profi is a win. Whatever the day, whatever you came for, you leave ahead — because low prices aren't an event here, they're the everyday.

THE WORK
As part of the creative team, I worked across the brand campaign — concept, copy, key visuals and film direction — turning "everyday low prices" into a human moment of everyday triumph. Built to run at the scale of the country's largest retail network, across TV, out-of-home, print and social.

Client: ENGIE Romania — A new beginning
Role — Group Creative Director
Year — 2020–2023
Agency — Cheil | Centrade
Scope — Multi-year brand platform · TV, digital, OOH, print, CSR

EFFIE Nominee

Over three years, I led the creative across ENGIE Romania's brand platform — a multi-year relationship spanning everything the company sold, from legacy utilities to green energy and CSR. One warm, human voice across very different products and moments. A selection below.

Ampero Verde — The artists of the future

In June 2022, at a tense moment for the energy market, ENGIE launched Ampero Verde — 100% renewable energy from local sources. To make the case for responsible choices today, we filmed a real experiment with a children's painting class: the kids were asked to paint a landscape, but every colour on their easels was a dull, washed-out grey. Their genuine frustration turned to pure joy when the vivid colours arrived — the greens that let them paint nature the way they want it, alive and healthy. Green energy, told through the future we're painting for our children.

The Commercial Services Platform

Across the platform's commercial campaigns, we carried one idea — "create a new beginning with ENGIE" — into every product line: gas, electricity, technical services, electromobility, photovoltaics, with a strong focus on fun and simplicity. Films shot in the visual language of user-generated content — GoPros, phone cameras, a vintage DVCAM — to keep the brand human, not corporate. A full OOH campaign gave each service line its own key visual under one look.

The CSR Platform

The platform extended into purpose: ENGIE's partnership with Dăruiește Viață, supporting the construction of hospital infrastructure in Romania. Same human voice, higher stakes — energy as something you build for a community, not just a home.We even comunicated during the Covid pandemic. Other legs of the platform include sponsorships and communication with the Polytechnic University of Bucharest and its innovative smart city projects and also a strong partnership with the National Women’s Handball Team.

Client: Dr. Oetker — Recipes for life
Role — Concept, copy, script & on-set direction (GCD)
Year — 2020–2022
Agency — Cheil | Centrade
Scope — TV, print, digital

As GCD on Dr. Oetker, I led the creative across product and brand — from a campaign that reframed what a baking mix could stand for, to a post-pandemic manifesto for everyone who made their kitchen the heart of the home. Concept, scripts and on-set direction throughout.

THE BRIEF
Sell Dr. Oetker's baking and cooking mixes — the simple, foolproof kind — without reducing the women who use them to the kitchen.

THE INSIGHT
A woman is never just one thing. She's a sales manager and a mother, a lawyer and a film buff, a creator and a friend. The kitchen shouldn't be the thing that holds her back — it should be the thing that frees her up.

THE IDEA
Recipes for life. In the kitchen, it's simple — count on Dr. Oetker. In life, aim high — count on yourself. When cooking takes no effort, you have room for everything else you want to be.

THE WORK
I built the campaign around real women with plural lives — each defined by more than one role — and let the product do the quiet work of giving them their time back. Concept, scripts, key visuals and on-set direction across TV, print and digital.

For everyone who stayed home and cooked

At the tail end of the pandemic, we turned the brand toward a bigger feeling. A manifesto film for the millions who spent lockdown in their kitchens — who discovered that cooking wasn't a chore but a way to hold a home together. A thank-you, and a reminder that the kitchen was always the heart of the house.

Client: United Way Romania — A prevention campaign against education abandonment in rural areas
Role — Concept, script & co-direction (GCD)
Year — 2022
Agency — Cheil | Centrade
Scope — CSR film · TV, digital, fundraising

THE BRIEF
United Way Romania runs an annual fundraiser for its education programmes — supporting children from disadvantaged families who are at risk of dropping out of school. The challenge: cut through the noise of social advertising, where good causes blur into the same tearful clichés, and make people actually give.

THE INSIGHT
For a poor family, school can look like a luxury they can't afford — time the child could spend earning instead. But a child who leaves school doesn't just lose a diploma. He leaves his whole future behind, at the gate he'll never walk back through.

THE IDEA
By dropping out of school, poor children leave their future at the gate. Told in the spirit of Marin Preda's Moromeții — a family telling their boy that books don't put food on the table, that he should work the land beside them — the film plays as story until the final turn delivers the truth.

THE WORK
I wrote this one alone — concept, idea and script — and co-directed it on set. Rather than open with a plea, I built a narrative that pulls you in as drama and only lands its message at the very end, breaking the mould of the typical charity spot. Andra Gogan's rendition of "Podul de Piatră" — a nursery rhyme every Romanian knows — turned a song of childhood into a quiet elegy for a future given up.

United Way's education programmes support over 8,000 children a year in staying in school.

Client: Loncolor Ultra — It's ULTRA to be you
Role — FREELANCE Sr.Copywriter & Script writer
Year — 2018
Scope — TVC

THE BRIEF
Loncolor Ultra — a market-leading hair-colour brand, a household name in Romania for decades — needed a campaign to bring its range to life for women choosing how to express themselves through colour.

THE IDEA
It's ULTRA to be you. Your hair colour isn't about fitting in — it's about being more yourself. Pick the shade that matches who you are, not who you're supposed to be.

THE WORK
I wrote the script for the campaign film — turning a shelf of hair-colour shades into a simple, confident invitation to self-expression.

Client: Cosmopolis — The balloon
Role — Concept, script & on-set direction
Year — 2016–2018
Agency — Infinit Solutions
Scope — TVC · residential real estate

THE BRIEF
Cosmopolis — one of Romania's largest residential developments, on the edge of Bucharest — sells more than apartments: a whole way of living, green and safe, a self-contained European-style town. The task: make city buyers feel what it's actually like to live there, beyond the list of amenities.

THE INSIGHT
People don't buy an apartment. They buy the neighbours they'll have, the street their kids will grow up on, the feeling of a place that looks out for them. A community you can't put in a brochure.

THE IDEA
The balloon. A little girl lets go of her balloon and it drifts across the whole neighbourhood — and everyone it passes, the gardener, a mother with a pram, the maintenance crew, the neighbours, all pitch in to bring it back to her. In the time it takes the balloon to travel, we see the place for what it really is: not buildings, but people who help each other.

THE WORK
I wrote the concept and script and directed the film on set — building the whole story around a single object in flight, so the neighbourhood itself becomes the cast. One continuous gesture of a community catching a child's balloon, and with it, telling you exactly what living here feels like.

Client: Nivea & Tchibo — Unconventional PR gifts
Role — Concept & copy
Year — 2015–2017
Agency — FCB Bucharest
Scope — PR gifts · earned media

Award — Romanian PR Award

At FCB, I made a habit of PR gifts that made their point by hand — objects you had to touch, open or play with before you got the message. No media budget, just an idea good enough that people wrote about it themselves. Three of them, below.

Nivea Hair Care — Feel the difference

A PR gift for beauty bloggers, for Nivea Repair & Targeted Care shampoo and conditioner. The product came wrapped in a thick braid of industrial hemp — coarse, dry, knotted like damaged hair. The copy: "This isn't what you should feel when you run your hand through your hair." You felt the problem before you read a word about the solution. Awarded at the Romanian PR Award.

Nivea Men Creme — Be a man. Open it your way.

A two-step teaser-reveal for the launch of Nivea Men Creme. First, bloggers got an unbranded toolkit — screwdriver, wrench, hammer, pliers — and a mystery note telling them to keep their tools close. The next day, a sealed wooden box with no obvious way in: "Be a man. Open it however you can." They set it on fire, threw it off balconies, improvised — and posted every attempt, unprompted. The point: a real man's most important tool is his head. Over 100 articles and 210,000+ earned impressions, on a zero media budget.

Tchibo Cafissimo — See coffee in colour

Cafissimo's coffee machines came in bold, vivid colours. So the PR gift was a kaleidoscope — the toy that turns light into shifting colour — with real coffee beans sealed inside as the tumbling pieces. Look through it and you literally saw coffee become colour. The product's personality, in your hands.