CHALLENGE

Samsung needed a locally relevant way to support its global Do What You Can't platform and demonstrate the Galaxy camera's advanced night photography capabilities to a Gen Z audience.

The challenge was not simply to show that the phone could take great pictures at night — but to turn that product capability into something culturally interesting enough to earn attention.

CREATIVE OPPORTUNITY

Once a year, when the clocks move forward for daylight saving time, an entire hour disappears.

An hour that technically never happens.

That gave us a strange opportunity perfectly suited to both the product and Samsung's Do What You Can't philosophy:

IDEA

Photograph the hour that doesn't exist.

Lostography invited emerging photographers from MOME to use Samsung Galaxy devices to capture and interpret the mysterious "lost hour" through night photography.

EXECUTION
Created in collaboration with MOME students and educators, the resulting work was published through Samsung's channels — turning a camera demonstration into a showcase for the next generation of visual artists.

SAMSUNG — LOSTOGRAPHY

Activation / Social / Product Experience

Photographing the hour that never happened.

MY ROLE
Creative Group Head · Core Concept · Brief Interpretation · Creative Leadership

IDEA

CAN A COMPLIMENT CHANGE THE WAY YOU SEE YOURSELF?

We created Compliments, a series of real-life social experiments exploring what happens when women receive unexpected compliments.

Rather than simply advertising Dove's message about beauty and self-confidence, we put that message into people's lives and filmed what happened.

EXECUTION

The campaign unfolded through a series of real-life experiments.

BEYOND THE FILMS

The social experiments became the heart of a wider integrated campaign.

The films were supported by guerrilla compliment posters, compliment cards, live compliment-collecting events and PR activities, extending the idea beyond advertising and creating a broader conversation around beauty and female self-confidence.

IMPACT

The campaign moved beyond paid advertising and generated earned media around women's self-confidence and perceptions of beauty.

The research findings and the campaign became topics in mainstream media, including national television, extending the conversation beyond Dove's own channels.

DOVE  — COMPLIMENTS

Consumer Insight / Brand Activation / Social Experiment / Earned Media

Can a compliment change the way you see yourself? 

MY ROLE

Creative Director · Core Creative Concept · Campaign Architecture · Copywriting · Creative Direction

I originated the core campaign idea and developed its creative architecture from the initial research findings through all three social experiments. As Creative Director and copywriter, I led the creative process throughout development and production, working with the art director, production and wider team to bring each activation to life. I also helped represent the campaign and its underlying topic in earned media.

CHALLENGE

SMS had gone from exciting new technology to pure utility.

For djuice, a youth mobile brand offering cheaper text messaging, the challenge was simple:

How could we give young people a reason to send more SMS again?

IDEA 

SEND AN SMS. SMS BANDI WILL SING IT.

We created SMS Bandi — a deliberately kitschy musician whose only job was to turn people's text messages into songs.

Users sent an SMS to a dedicated number. Bandi received it in his studio, improvised a song from the message and performed it live online. The song could then be downloaded and shared.

The product wasn't advertised around the entertainment.
The product powered the entertainment.

EXECUTION 

Bandi's studio was built inside our agency, where he performed incoming messages for eight hours a day. As the campaign grew, his clothes, instruments and other iconic possessions were auctioned to fans — not for money, but for SMS bids.

Every part of the experience gave people another reason to text.

IMPACT

SMS Bandi grew beyond the campaign itself, generating widespread participation and earned attention across TV, radio and online media.

djuice — SMS BANDI

Branded Entertainment / Digital Activation / Participation / Product Experience

WE MADE SMS FUN AGAIN.

By turning people's text messages into songs — live on the internet.

RECOGNITION

Cannes Lions — Bronze, Cyber
ADC Europe — Silver
New York Festivals — Bronze
Effie Hungary — Gold

Golden Blade - Diamond Blade - Best Campaign of the Decade

CHALLENGE

Launch the all-electric Fiat 500e as a choice that can contribute to a more sustainable way of living.

INSIGHT
Climate change is already changing the seasons as we know them. Winters get warmer, summers longer, and the traditional boundaries between seasons are becoming less predictable.

IDEA
We made the disappearing seasons tangible by taking them away from something everyone knows: the Four Seasons pizza.

Together with Donna Mamma Pizza, we created a Four Seasons pizza with only two seasons left — delivered, naturally, by the all-electric Fiat 500e.

EXECUTION
The activation brought together the Fiat 500e and Donna Mamma Pizza in a simple physical demonstration of the campaign idea, supported by branded packaging, digital communication, banners and PR.

IMPACT
The campaign generated PR coverage around the launch and sustainability message.

FIAT 500e — FOUR SEASONS

What if climate change made the Four Seasons disappear — even from a pizza?

MY ROLE

Creative Group Head

I led the creative team responsible for developing the campaign, guiding the idea and its execution from the brief through creative development and final delivery.

CHALLENGE

Samsung wanted to introduce the Galaxy Z Flip4 to Gen Z — an audience that values self-expression, personalisation and new ways of looking at the world.

Rather than simply demonstrating the phone's features, we wanted to show what its philosophy of flexibility, individuality and breaking boundaries could inspire.

IDEA

TURN THE Z FLIP4 INTO A FASHION BRIEF.

We invited three young Hungarian designers to reinterpret the ideas behind the Galaxy Z Flip4 through fashion.

Inspired by its unconventional form and creative freedom, they pushed the boundaries of traditional clothing to create three entirely digital fashion collections.

EXECUTION

The collections were presented inside a virtual showroom entered through an AR gateway, allowing visitors to step into the designers' digital world.

The experience expanded across Samsung and the designers' social channels, digital content, banners, citylights and holographic shop windows.

The pieces were released as limited NFTs, accompanied by a fashion shoot and dedicated online content documenting the designers' creative process.

For every digital accessory sold, a tree was planted through the Plant a Tree project — connecting experimentation in digital fashion with a more sustainable perspective on creativity.

SAMSUNG — Z FLIP COLLECTION

Creator Collaboration / Brand Experience / AR / Digital Fashion

WHAT IF A PHONE COULD INSPIRE FASHION?

Turning the Galaxy Z Flip4 into a creative brief for a new generation of designers.

MY ROLE

CHALLENGE

Várda was a century-old Hungarian liquor with strong local roots but little recognition nationally. In a category dominated by established brands, the challenge was essentially a launch: how do you convince the rest of the country to discover a drink that has already been waiting 100 years to be discovered?

CREATIVE OPPORTUNITY

Várda had been around for 100 years — yet most Hungarians had never tried it.  Instead of hiding the brand's lack of national awareness, we decided to be completely honest about it. That honesty became the brand voice.

IDEA

HAVE YOU TRIED IT? HONESTLY.

We turned Várda's biggest disadvantage into its communication platform: most people simply didn't know it. Rather than pretending to be an established national brand, Várda openly acknowledged that it had been waiting 100 years to be discovered.

EXECUTION

The idea became an integrated campaign built around radically honest, context-specific communication across film, outdoor, digital and social.

At a bus stop, for example, Várda acknowledged the wait itself:

"We know what waiting feels like. We've been waiting 100 years to be discovered."

Dozens of contextual headlines responded directly to where, when and why people encountered the campaign — always leading back to one simple question:

Have you tried it? Honestly.

IMPACT

+68% SALES year-on-year // 2M people reached through TV// 17M YouTube impressions// 5MInstagram & Facebook impressions // 48% OOH reach among 18–49

VÁRDA — HONESTLY?

Brand Launch / Creative Platform / Integrated Campaign / Business Impact

MY ROLE

Copywriter · Core Creative Concept · Campaign Platform · Film & OOH Copy

I originated the core creative idea and developed the campaign's communication platform. I wrote the films and the extensive system of contextual outdoor headlines, adapting the central idea across locations and touchpoints.