I build brands that move markets — and companies that change them.

Challenge: The "Yellow Room" campaign performed well in the lower funnel but failed to address the emotional barrier: tax filing is perceived as dry and anxiety-inducing — especially among first-time filers and Gen Z. Meanwhile, production costs of traditional TVCs kept rising.

My approach: Conception and project leadership of the first fully AI-produced TVC by a major German software company. No shoot, no set, no travel. The AI-generated world transformed a dry obligation into a "safe" feeling. Result: 98.8% less CO₂ emissions while achieving over 50 % Search Lift according to Google — far exceeding our expectations.

Challenge: Despite 2M users, WISO Steuer lacked a consistent visual campaign identity across the entire marketing funnel.

My approach: Development of the "Yellow Room" as the sole creative framework for the entire 360° campaign. Ownership of all performance assets: SEA creatives (PMax, UAC, Search, DemandGen), Social Paid (Meta, TikTok), influencer partnerships, and podcast integrations. Adapted across 100+ audience clusters.

Challenge: WISO Steuer's social media channels consisted of static infographics with minimal reach. The core target audience (18–29) was not being reached. Paid social was fully managed externally — expensive and without creative control.

My approach in three phases: In 2024, I built organic from scratch — TikTok-first, authentic short-form content instead of high-gloss. Result: 10M organic views per month. In 2025, I in-housed organic production. In 2026, the big move: full in-housing of paid social campaign management incl. production of 100+ different creatives per month. Result: 20% lower CAC while nearly doubling the media budget.