Creative Director
PIK.
National advertising campaigns, context-aware outdoor formats and films about the living environment.
What I built
Built an eight-person in-house creative department and a flexible network of production and agency partners. Created a system for brand and product campaigns across outdoor, digital and film. Launched seven national campaigns and delivered 110% of the sales KPI, turning smart layouts, landscaped courtyards and parks into clear visual stories.
Selected work
Happiness is built every day
Smart layouts
Courtyards and parks
Context-aware outdoor advertising
Unconventional outdoor advertising lets a brand speak the language of the city. A developer shapes the environment visually, culturally and emotionally as well as building homes. These formats give the brand a distinctive voice and character, turning the city itself into part of the communication.
Campaign films
Parks instead of parking
We filmed a tour of PIK courtyards and parks in the style of Wes Anderson, with symmetry, vivid characters and gentle irony. The film shows that life in a PIK home is more than floor space: it is a story that begins outside your door. Thoughtfully designed surroundings become a setting for everyday life.
A playground as an art installation
A project to build PIK's brand image: a children's playground designed as an art installation, and a film about it. Instead of a standard playground, we created an art object in the shape of a giant cat that children can climb, explore and play in. It showed what PIK stands for: housing where even a playground is designed with care. We turned the playground into a news story and made a film about the project. The story reached 20M+ people and became one of PIK's strongest image cases.