Whatever concept moves you. Role: Head of art at Maxomedia Swiss railways launches and tries new digital products. How to run awesome disruptive campaigns for new awesome disruptive digital products of one of the biggest Swiss brands?

	Take everyone on board. Level with the client team. Concept together. Share the ownership. SBB GREEN CLASS The brand new public transport and electric car subscription. One could imagine yet another explanatory campaign with rational benefits and smiling relatable diverse models to blend in and get lost in the noise. Or not. Concept a spaceman as a pioneer in new frontiers, planting the flag marking new horizons of mobility — and make it a sustainable visual device to work through 360º space — and time. The creative journey approach: Catch the attention with disruptive imagery of familiar setups with unexpected protagonist, in outdoor (F12, F200) and print ads. Follow up with online ads leading to the landing page adapted according to the digital twins and other tracking means.  A toolkit of   4 locations, 1 studio,   3 cars, 1 spaceman   in 12 positions.
	Shot with  Denis Ignatov . German Design Award 2019 SBB  Green Class  Special mention SBB BUSINESS TRAVEL The digital business travel expenses accounting system. Again, one could go for more explanations with rational benefits and smiling relatable diverse models about how easy and practical the whole thing is. Or not. Challenging the habitual yet again and tapping into the real business travelers' routine insight: filing and reporting business travel expenses sucks. But here are good news. The concept became a sustainable visual and a copy device throughout outdoor media on train stations (F12, F200) and posters inside the trains, later to be easily recreated for video ads.
	Shot with Denis Ignatov. SBB SMARTWAY APP The ultimate journey planner with all transport means imaginable. What if instead of literal explanations of benefits of multimodal mobility we'd play with actual  conceptual art  of Fischli & Weiss? Also, we challenge the brief and the mediaplan to drive (and deliver) conversions for the digital app downloads through captivating creative video ad leading to the landing page and app stores, instead of a classic outdoor and print campaign. An enormous video production in one take for the budget of a photo shooting — creatively combining all means of transportation in a state-of-the-art functioning Goldberg-machine. ADC Switzerland 2021 SBB Smartway Shortlist

In every campaign, there's a concept that unfolds across all the touchpoints along customer journeys. Created for and together with the client. Go back