Different target groups, different ways of getting around in the city, and 15 years of Freenow in Greece. Sometimes a quirky family story not only ticks all the boxes, but gives the creative and country marketing teams something fun to make together.
Our payoff “You call it experience, we call it Freenow” with the wise “grandma” ran on TV, Social, performance and OOH in Greece.
Before the August holidays...
“We will build the entire brand design system in-house.”
… ppts, psds, papers on walls, train to Berlin, flight to London and c-level calls later: a city inspired palette, skyscraper looking font and a whole new design system from scratch.
Right before Christmas...
built our complete brand book,
deployed a new TOV guideline,
assets for a design system ready to travel,
and onboarded every market, freelancer and agency
then we rolled it out across European markets, languages and touchpoints, from CRM, on-car advertising and ICA to social, OOH, digital, employer branding, customer care and web.
In 2025, following Freenow’s acquisition by Lyft, it was the right moment to modernise and simplify the brand’s design system — letting go of some elements while refining the brand palette and overall look and feel.
Grounded in brand diagnostics and aligned with evolving creative structures and production ambitions, the simplified palette was designed to strengthen brand salience at scale and express a clearer, more confident, and more modern brand personality within a fast-growing category.
Dublin. Gen Z. Taxis.
A three-word brief, media plan and tight deadline. It happens!
Here was a quick one ... Freenow for those days when you could simply use a lift. Plus a little nod to our new Lyft connection.
Because sometimes the product role really is that simple:
get me out of here.
Te veo now. Or, roughly, I’ll see you now.
A campaign made for Spain and its particular talent for saying yes to going out. A series of local OOH headlines gave people plenty of reasons to leave the house, with YouTube Shorts bringing the same spontaneity to screen.
Because sometimes the best plans aren’t really plans.
Same brand. Very different cities.
From the UK to Greece, Spain and Ireland, we used AI to turn local insights into short stories for YouTube and social. Not one campaign translated four ways, but ideas shaped around the people and places they were made for.
AI made the production faster and more flexible. More importantly, it let us get properly local.
The BMW 3 Series is the most iconic model in the BMW portfolio — the embodiment of the brand’s DNA. For the global BMW 3 Series campaign, our response to the brief was to bring the brand slogan front and centre.
Because if there’s one product that embodies Sheer Driving Pleasure, it’s the BMW 3 Series — even if that meant bending a few CI rules along the way.
Concept and Art direction
Serviceplan International
How do you build a hostel without any beds?
Pall Mall had long been present at Germany’s major summer festivals, but in 2014 the brand set out to define its presence through one clear, lasting concept — something iconic, young, and ownable.
Festivals are about connection, shared moments, and temporary communities — much like hostel life. So we created the Pall Mall Hostel: a brand world without beds, built around the spirit of togetherness. From announcement and digital build-up to area design, music acts, and on-site entertainment, we developed a fully integrated online and offline ecosystem that turned a brand presence into an experience.
Agency: Geometry Global
During my internship in New York in the fall of 2010, our team was challenged to go beyond Ad School presentations and mock-ups — to create something real in remembrance of the victims of September 11.
What began as a simple idea on paper became a journey at every step: coordinating and fundraising, researching biodegradable balloons, navigating permissions with the Mayor’s Office and the NYPD — all leading up to the final moment at 6 pm on the day itself.
This team project has stayed with me ever since, and will always hold a special place in my heart.
BMW iPerformance badge represents a range of BMW hybrid models that follow BMW i8 technology.
The goal of the new iPerformance campaign was to upgrade the image of the hybrid series and to create a bold association with the BMW i technology in consumer’s mind. Driving Pleasure. Electrified.
Concept & Art Direction
Serviceplan International
A chance to partner with Movember landed at our door, with just two weeks to launch an inclusive and cohesive campaign across Ireland, Germany and Spain. Ride Freenow became Ride the Mo!
A few dos, don’ts and guardrails later, our brand CI grew a moustache... and Ireland got its very own PR-worthy Mo-Mobile.
How do you keep all eyes on a new BMW M2?
Put Gigi Hadid in one of five of them. Shuffle. Shuffle again and let the internet figure out which one.
BMW Connected is a digital platform, with a series of intelligent features and services that make the daily commute comfortable, predictable and manageable.
To communicate this in an iconic way, we created a visual concept around connectivity to your world. The key visuals and feature films depict the idea further.
Role: concept & art direction
Agency: Serviceplan International
Jacobs is a friendly, social brand with a great heritage. How to make this brand relevant to millennials? Each cup of coffee is different, depending on who you are drinking it with.
We celebrated these snippets of life over coffee, in a series of short films. Every cup brings us closer.
Role: concept, art direction, and scripts
Agency: JWT
