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 Platform