OMNI-CHANNEL COMMUNICATION: DIGITAL DESIGN. CONTENT. TECHNOLOGY. WWW.STORYTELLING-EXPERIENCES.COM
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The electronic health insurance file (eGA) by IBM has undergone a more minimal redesign prioritizing simplicity, usability, and data security. From my perspective, this streamlined approach enhances user experience while maintaining the platform’s core functionality.
The redesign focuses on a clean, intuitive interface, reducing complexity for both patients and healthcare providers. Navigation has been simplified, making access to medical records, prescriptions, and doctor communications more efficient.
By eliminating unnecessary visual clutter and technical hurdles, the eGA now aligns better with the German preference for structured, straightforward digital solutions.
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Security remains a top priority, with reinforced encryption and improved authentication processes ensuring compliance with Germany’s strict data protection regulations.
The new design also emphasizes interoperability, allowing seamless integration with healthcare systems and insurers.
Ultimately, this minimal redesign strengthens trust in the eGA by making it more accessible, efficient, and secure. It reflects a shift toward a user-centric, transparent approach, reinforcing IBM’s role in shaping the future of digital healthcare in Germany.
SEE IT DIFFERE NTLY FROM NOW ON
The “See It Differently” campaign by Roche is a powerful initiative aimed at transforming the way ophthalmologists perceive and approach vision loss.
This campaign successfully blends scientific expertise with emotional storytelling, creating a compelling narrative that challenges outdated perceptions and highlights the importance of early diagnosis and innovative treatments.
At its core, the campaign leverages real patient experiences, expert insights, and immersive content to shift the conversation around ophthalmology. Rather than focusing solely on the clinical aspects of eye diseases, “See It Differently” emphasizes the human impact of vision loss, showing how timely intervention can preserve not just sight but also quality of life.
By doing so, it reframes ophthalmologists’ role—from treatment providers to proactive advocates for early detection and patient-centric care.
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A key strength of the campaign is its multi-channel approach, using videos, interactive content, and thought leadership pieces to engage medical professionals. Roche also collaborates with leading ophthalmologists and influencers in the field, amplifying the message through industry events, digital platforms, and targeted outreach.
What stands out most is the campaign’s ability to connect science with emotion. It doesn’t just present data—it tells stories that make ophthalmologists see their work in a new light. By challenging conventional thinking and fostering a more holistic, empathetic approach to patient care, “See It Differently” sets a new standard for medical engagement in ophthalmology.
This initiative strengthens Roche’s position as a pioneer in eye health innovation, reinforcing its commitment to scientific advancement and real-world patient impact Doing now what patients need next.
The Barmer storytelling experience takes a bold approach to raising awareness about health inequalities, leveraging influential voices and immersive digital content to spark meaningful conversations. This campaign does more than just educate—it actively challenges systemic disparities and mobilizes action through powerful storytelling and prominent influencers.
At the heart of the initiative is a deep dive into the social and economic barriers that prevent equal access to healthcare. Through authentic personal stories, expert insights, and interactive experiences, Barmer highlights issues like discrimination in the healthcare system, economic disparities, and unequal treatment based on gender, race, and social status.
By incorporating the voices of prominent influencers, medical professionals, and activists, the campaign extends its reach beyond traditional health insurance messaging, resonating with a broader audience.
BARMER WANTS MORE INEQUA LITY CASE
Influencers play a crucial role in amplifying the impact. Well-known lifestyle personalities use their platforms to engage with their fans, sharing their own experiences and encouraging discussions on systemic change. Through social media these voices add credibility and personal relatability.
The interactive nature of the campaign also fosters deep engagement. Users are encouraged to explore real-life stories, interact with data visualizations, and share their own experiences. By shifting the perception from a passive service provider to an active advocate for social change, Barmer positions itself as a socially responsible brand.
This campaign is not just about raising awareness —it’s about igniting a movement. By partnering with influential voices and using digital storytelling effectively, Barmer turns health inequality from a silent issue into a mainstream conversation, urging both individuals and policymakers to take action.
ONLY FOR THE TOUGHE ST DRIVERS
IBM iX Studios Berlin was the digital lead agency for Volkswagen Commercial Vehicles, and as well responsible for the “Spirit of Amarok” campaign—an international amateur 4x4 championship that stands as the only one of its kind with global status.
In this competition, qualifying teams from around the world take the wheel of a Volkswagen Amarok to compete for the title of top amateur off-road precision driving champions. Participants are selected through a rigorous process to represent their countries in the international finals, navigating a course designed by rally and track racing legend Sarel van der Merwe. The Amarok, a 100% German-engineered bakkie, serves as the vehicle for this challenge.
Our objective was to create an “Offroad Home” for fans worldwide, allowing them to engage with the event as it unfolded in the Kalahari, South Africa. To achieve this, we adopted a mobile-first approach, employing cross-media storytelling that spanned YouTube videos, Facebook Canvas Ads, and Insta
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Stories. We produced real-time content to provide an exclusive off-road adventure experience for thousands of fans at home. Our strategy included influencer partnerships and activation campaigns featuring Facebook Canvas Ads, GIF postings, and clips from offroad enthusiasts.
This comprehensive approach resulted in an average interaction rate of 5.3%, over 1 million YouTube views, and a combined following of 2 million on Facebook and Instagram.
The name “Amarok” is derived from ancient Inuit mythology, representing a giant wolf that symbolizes patience, strength, and determination—qualities we aimed to embody throughout the campaign. By leveraging our expertise in digital campaigns and daily touch content, we successfully connected with diverse target groups across various channels, delivering a cohesive and engaging experience that resonated with off-road fans globally.
As Creative Director, I led the development of comprehensive 360° communication campaigns for Foot Locker Europe and its subsidiary brands. Our objective was to create adaptable campaigns that effectively communicated each brand’s identity across all channels, including PoS, print materials, digital platforms, and social media.
We meticulously planned photo and film shoots to ensure that the resulting content could be seamlessly integrated into various media formats, aligning with the overarching campaign strategy. This approach allowed us to derive individual activities, each with its own tailored strategy, while maintaining consistency with the overall brand message.
One of the significant challenges we faced was adapting content for a multitude of formats. For instance, footage captured in a 16:9 aspect ratio needed to be transformed into a 9:16 format for Instagram Stories. Additionally, preparing content for various 4K screens required careful
FOOTLO CKER EUROPE SEASON ALS CASE
consideration. Leveraging state-of-the-art cameras and 4K resolution drones with slowmotion capabilities, combined with well-designed and pre-produced design assets, we ensured that our content was suitable for all formats.
For Runners Point, we executed a 360° communication campaign that encompassed out-of-home (OOH) adaptations, social media campaigns, and digital out-of-home (DOOH) displays. Similarly, for Sidestep, we developed branded content tailored for their channels, ensuring that each piece resonated with their target audience.
Through these efforts, we successfully delivered dynamic and engaging campaigns that not only captured the essence of each brand but also effectively communicated their stories across all platforms. This comprehensive approach ensured that our messaging was consistent and impactful, regardless of the medium.
MERCED ES-AMG AND MV AUGUST A MOVE
In late 2014, Mercedes-AMG and Italian motorcycle manufacturer MV Agusta entered a long-term partnership, focusing on marketing and sales collaboration. This alliance aimed to leverage the strengths of both high-performance brands, combining AMG’s automotive excellence with MV Agusta’s motorcycle artistry.
As the Creative Consultant Automotive, I was tasked with developing a comprehensive communication campaign to highlight this partnership. The campaign encompassed a range of materials, including brochures, flyers, banners, posters, and out-of-home (OOH) assets. We also created digital content tailored for web and social media platforms, ensuring a cohesive message across all channels.
For the visual elements, we collaborated with Staud Studios in Stuttgart, renowned for their expertise in high-end automotive photography and CGI. Their proficiency ensured a seamless rollout of high-quality imagery.
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Additionally, we partnered with director Tibor Glage, who brought extensive experience in automotive cinematography. This collaboration enabled us to produce compelling video content across various European locations within a tight timeframe.
The culmination of our efforts was showcased at the International Motor Show (IAA) in Frankfurt, where CEOs Tobias Moers and Giovanni Castiglioni publicly presented the partnership.
Our campaign materials, including presentations, films, and interactive content, played a pivotal role in the exhibition stand, effectively communicating the synergy between the two brands. This comprehensive campaign not only highlighted the unique qualities of both Mercedes-AMG and MV Agusta but also underscored the potential of their collaboration in the high-performance automotive and motorcycle markets.
DIGITAL TRANSF ORMATI ON EXPL AINED
As the Creative Director at IBM iX Studios in Berlin, I spearheaded the “Staat Digital” campaign to demystify digital transformation for public sector leaders, administrators, businesses, and citizens. Recognizing the challenges they face in understanding digitized government processes, we introduced “Vater Smart,” a friendly digital guide designed to provide clear answers on public sector digitalization.
Our campaign commenced with a web film and targeted paid advertisements, featuring various snippets to engage our audience. We generated multiple posts that posed questions about digital transformation, leading users to a dedicated microsite. This evolving content hub featured Vater Smart, who appeared at local authorities to personally address inquiries from public service employees, offering comprehensive explanations on specific topics. This approach not only provided immediate value but also laid the groundwork for future theme-specific microcampaigns.
To ensure a holistic 360° communication strategy, we complemented the digital efforts with events at educational and professional fairs, thematic Twitter walls as installations, and a range of thoughtful giveaways.
These included coffee mugs, posters with humorous slogans, mouse pad instruction manuals, “Vater Smarties” candies, and USB sticks designed to resemble floppy disks. Additionally, in canteens, we distributed table mats featuring QR codes that directed users to specific content on the microsite, seamlessly integrating our message into everyday environments.
Through the “Staat Digital” campaign, we successfully provided an official source of assistance for understanding digitized government processes, making the concept of digital transformation more accessible and engaging for all stakeholders involved.
DEUTSC HE BANK FLAGSHI P STORE BERLIN
I had the opportunity to collaborate with Deutsche Bank on their innovative “Quartier Zukunft” project in Berlin, formerly known as Q110. This initiative aimed to redefine the traditional banking experience by integrating cutting-edge digital communication and creating a welcoming environment for clients.
A central aspect of my role involved developing and implementing interactive screens throughout the space. Utilizing beacon technology, these displays responded dynamically to clients’ interests and consultants’ areas of expertise, providing personalized content and enhancing the overall user experience. For instance, while clients waited, tablets offered tailored information about relevant products, and nearby monitors adjusted their content accordingly.
In addition to the interactive elements, I focused on aligning all digital content with the visual identity of Q110. This cohesive branding extended across various platforms, including high-resolution displays showcasing current social media content, ongoing
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campaigns, and other pertinent information. The goal was to create an atmosphere that was both pleasant and transparent, making the banking environment more approachable for clients.
Beyond the physical space, my work encompassed the adaptation of print campaigns for digital platforms such as websites, social media, in-branch digital signage, and digital out-of-home (DOOH) advertising. This cross-media approach ensured that Deutsche Bank’s messaging remained consistent and engaging across all channels.
A key challenge in this project was managing the complexity of banking products and presenting them in an accessible manner. By leveraging motion design and interactive media, I aimed to filter and prioritize information, delivering the most relevant content to users at the right time and place. This strategy not only enhanced user engagement but also facilitated a deeper understanding of Deutsche Bank’s offerings.
VIRTUAL EVENTS ALL OVER THE GLOBE
In 2020, the COVID-19 pandemic fundamentally altered the landscape of live events, necessitating a swift pivot to virtual and hybrid formats. I embraced this challenge by collaborating with Siemens Mobility to develop innovative digital live communication strategies that seamlessly blended real and virtual elements in real-time.
Our primary objective was to craft immersive experiences that transcended traditional event boundaries.
We recognized that technology should not only serve a functional role but also enhance the emotional resonance of the event. To achieve this, we designed a “virtual ballroom” in partnership with HL Studios, creating a dynamic space that combined audiovisual components to engage participants fully.
Understanding the heightened expectations for digital events, we focused on delivering high-quality, infotainment-style presentations. This approach ensured that the content was both informative and
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captivating, maintaining audience interest throughout. We employed advanced media components, strategically arranged to create a cohesive and compelling narrative that aligned with Siemens Mobility’s brand identity.
A significant aspect of our strategy involved fostering interaction and a sense of community among participants. We integrated interactive features that allowed attendees to engage directly with the content and speakers, transforming passive viewers into active contributors. This participatory model was essential in mitigating the potential detachment inherent in virtual events.
Reflecting on this project, I am proud of how we turned unprecedented challenges into opportunities for innovation.
By leveraging technology with a human touch, we redefined the brand experience for Siemens Mobility, setting a new standard for digital live communication in an increasingly virtual world.