Editorial & Creative Direction
I help global brands find and tell their strongest stories.
Well-designed editorial systems and strong storytelling shape how audiences connect with brands. As a creative strategist, creative director, and editor-in-chief, I have worked with some of the world’s leading brands to develop storytelling strategies, concepts, and formats that build meaningful, long-term relationships with their most important audiences.
My work spans from early-stage strategy and concept development through to creative direction and execution. What unites my most successful projects is a clear focus on strong storytelling, rigorous strategic thinking, and high-quality editorial craft.
I believe this combination is essential for brands seeking to create real connections in an increasingly fragmented, fast-paced, and noisy world. The ability to tell a convincing, authentic, and engaging story is what ultimately sets the best apart from the rest.
Below is a selected overview of some of my most recent projects.
Inside Neue Klasse
Inside Neue Klasse is a four-episode video podcast series created to support the launch of the BMW iX3—the first production model built on BMW’s new Neue Klasse platform.
The series features BMW employees in intimate, long-form conversations, offering viewers an honest, behind-the-scenes perspective on the innovation and technology set to shape the BMW brand in the years ahead.
Developed primarily for a tech-interested audience, Inside Neue Klasse was conceived as a YouTube-first format and is moderated and hosted by motorsports icon Nicki Shields.
Inside Neue Klasse was instrumental in launching one of the biggest innovations in modern BMW history, and has reached nearly five million views.
CONCEPT + STRATEGY + CREATIVE DIRECTION
Lufthansa Insights
Launched in 2024, Lufthansa Insights is Lufthansa’s global storytelling platform.
The platform features exclusive stories from the world of travel and aviation, curated and told by editors, celebrity contributors, and Lufthansa’s own employees.
A rich mix of editorial formats, combined with practical insider knowledge, gives frequent flyers and travel enthusiasts everything they need to explore an ever-growing catalogue of Lufthansa’s most compelling destinations.
Lufthansa Insights connects multiple customer touchpoints—web, print, podcasts, apps, and even in-flight entertainment—into a cohesive, 360-degree editorial ecosystem, ensuring a seamless experience wherever the journey takes place.
CONCEPT + STRATEGY + EDITORIAL DIRECTION
FREUDE.FOREVER Magazine
FREUDE.FOREVER is an award-winning print magazine developed for BMW.
The publication invites readers to discover the people, ideas, and creations that help shape a more optimistic future—told through masterful storytelling, world-class photography, and editorial craftsmanship at the highest level.
Created for print enthusiasts, FREUDE.FOREVER was designed to engage all the senses as a timeless, collectible publication—one readers can return to for years to come.
The magazine has received the Art Directors Club Germany’s Silver Nail, as well as a Silver Medal from the Society of Publication Designers.
CONCEPT + EDITOR-IN-CHIEF + EDITORIAL DIRECTION
FEIN
FEIN is a weekly newsletter published in Danish. Every Friday morning, around 1500 subscribers receive updates and insights on German culture and lifestyle, handpicked, edited and exclusively curated by me.
CONCEPT + CURATION + EDITORIAL
OBSESSED X BMW
Obsessed X BMW is a series about people from sub- and counter culture who help push creativity forward wherever they go. The series consists of long-form video storytelling, photography and written interviews.
CONCEPT + EDITORIAL DIRECTION + CREATIVE DIRECTION
FOCUS STYLE Magazine
FOCUS STYLE is a men style supplement that was published along with German weekly, FOCUS Magazine. The magazine offered its readership updates on celebrities, fashion, trends, design, lifestyle, and more.
EDITOR-IN-CHIEF + EDITORIAL DIRECTION
Jaguar & Land Rover Magazine
Jaguar and Land Rovers magazines address a global readership of customers and fans, updating them on design, technology, lifestyle, celebrities, travel, fashion, and more.
EDITOR-IN-CHIEF + EDITORIAL DIRECTION
Editorial for BMW
Editorial storytelling for BMW.com and the Changing Lanes podcast channel. Through high-quality editorial storytelling, BMW.com and Changing Lanes invites fans of the BMW brand to discover news and insights on design, technology, sustainability, lifestyle, celebrities, events, and more.
EDITOR-IN-CHIEF + EDITORIAL DIRECTION
