Growing up as a creative yet sensitive kid in a small, Shire-esque village in the countryside, where every neighbor knows what the other had for dinner, I unknowingly learned something important early on: the dynamics of perception.

Fresh out of high school, with a focus on languages, I went on to study expressive disciplines such as film, design, writing, typography, illustration, art history, psychology, and brand strategy at the University of Applied Arts in Vienna. While completing my Master’s, a rise at Jung von Matt brought opportunities to work for clients of all sizes, with budgets ranging from modest to major. First as an Art Director, then as a Copywriter, I contributed to culturally relevant campaigns, including zeitgeist-inspired stunts, economically significant mergers, and political crisis communication.

After moving to Berlin, I became Creative Director on Mercedes-Benz’s global account, managing multi-market (incl. the U.S. and China), full-funnel brand campaigns, product launches, and an international team by the age of 28. To me, that’s still insane, but I promised myself to turn off the imposter. Currently, I’m helping steer the brand into a more approachable direction – the next chapter after its luxury-only approach.

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I thrive on close collaboration with ambitious and curious partners, bringing together clear, strategic, cross-disciplinary thinking, a genuine love for craft, sharp attention to detail, and a relentless drive to find solutions, particularly in moments of complexity and change. It may sound like some polished LinkedIn bio, but it's still the truth.

How I lead people is best described as what business consultants call servant leadership – with a strong belief in open and inclusive conversations, participation and ownership, and respect for the diversity of individual experiences.

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The work I value is considerate, impactful, surprising, and excellently executed.

2023 - today: antoni Berlin/team x
(bespoke global agency for Mercedes-Benz)

2017 - 2022: Jung von Matt

2012 - 2017: Freelance Writer and Visual Designer

2014 - 2018: Master's degree at the University of Applied Arts Vienna
(Concept Class; Matthias Spaetgens, prev. Walter Lürzer)

I’ve been lucky to help shape work that has earned recognition across the creative industry by the Art Directors Club, New York Festivals, The One Show, Ad Age, Adweek, Campaign, Cannes, and Effie, among others. More importantly, it has sparked thoughts, conversations, and emotions worldwide, while also establishing, shifting, or deepening the perception and narrative of various brands, institutions and personalities.

Mercedes-Benz (incl. the iconic G-Class, Mercedes-AMG Motorsport and Mercedes-Maybach), T-Mobile (Telekom/Magenta), Erste Group, Vienna Tourism, Federal President Van der Bellen, Apple, Sony Pictures, the Austrian Federal Government (Climate, Energy, Mobility, Innovation and Technology; Arts, Culture, Civil Service and Sport; Justice), the Federal Chancellery, Red Cross, European Forum Alpbach, Leopold Museum, Falter, Burger King, Caritas, several start-ups across different industries, and many more.