Irene Kugelmann

A huge and labour intense pitch. From reinventing the graphics to concepting a series of charming films to devising the guidelines - all done in a big push and wonderfully talented team at Antoni, which I was lucky to be part of. CD & AD.

The first 100% recycled shoe by Reebok was launch with a 360 campiagn on Zalando owned-channels. My studio team created the concept & execution.

This direct to client campaign was developed together with Oliver De Vitre. The tight budget was a big challenge to create a wide range of social media assets and films. ECD, client & budget handling.

Our team created this campaign direct to client. Set out to be shot in Brasil just at the beginning of the lock-down. The campaign film was finished, but the photoshot was cancelled. Still an amazing film.

ECD on Instagram Global at Meta Creative X internal agency. For the INDIA Reels campaign I collaborated and lead the development of the campaign together with DDB Mumbai.

The relaunch of Nike Woman with the now famous Sophia Bouttela (Kingsman). Now famous Rachel (cast in a Madonna video). Not to mention Johan Renck (Tschernobyl)

Creative Direction | Concept | Execution

Concept & Art direction. Super nice idea. Still love it.

Creative director on HP+ Instant Ink for Wieden+Kennedy. Pan-European campaign with a huge effort to bring on board all EMEA countries.

Creative director on the second HP+ campaign. Hugely fun to animate our plus-sign for fun little social films.

EL approached me in 2019 to help create new assets from existing material the CEO was unhappy with. We had previously worked together on Modelez. From one tiiny project developed an on-going relationship where teamirene took on the task to totally reinvent a dusty subsidiary brand to it’s new glory.

A SS2020 campaign overshadowed by the first Covid-19 lock-down. A new fashion reality of stay at home and work at home created to engage consumers in an open shopping experience entirly shot remotely at influencers homes. The posts generated huge traffic to the site.