BMW M isn’t just about high-performance machines — it’s about a culture. With the launch of the Month of M in the Middle East, BMW had the chance to reignite emotional affinity for M by creating a statement that unites fans, drivers, and car culture under one bold identity.
True M drivers don’t need translations — they speak in power, precision, and control. For them, performance is a language. And M is its most powerful letter.
We launched “We Speak M”, a hero film kicking off the Month of M, capturing the adrenaline, attitude, and legacy of BMW M. Shot in cinematic style and voiced with iconic BMW tone, it celebrates M as a language of its own — spoken not in words, but in horsepower, heritage, and drive.
Using time zones and the international dateline, we transcended the speed of delivery in a fun, clever, never-done-before way by delivering a parcel to the day before it was sent.
The Yesterdelivery creative idea highlights DHL's speed and logistical prowess and shows DHL as an innovative and modern brand not afraid to rise to a challenge and set new standards for how logistics companies can engage with their audiences.
INSIGHT
45% of people still live in remote locations around the world, many of whom still want deliveries sent to their homes.
IDEA
To demonstrate DHL's commitment to delivering anywhere, no matter how remote, using unexpected delivery methods.
EXECUTION
By highlighting real-world deliveries to places like Qatar's Bidiyah Desert, Poland's Bielinek, and Chile's Punta Arenas, we used real life actual tracking IDs as headlines to show our global reach.
We also introduced the unconventional delivery methods used in what
DHL call "the last mile delivery, such as camels, kayaks, and runners, emphasizing our role in connecting even the most isolated areas, focusing on our operational capabilities, reinforcing brand love, global presence and our commitment to delivering anywhere, no exceptions.
People in the UAE have a hard time telling people everything they want to in person.
So because at DHL delivery is everything, we came up with a brand new way to deliver their hard to deliver messages. Through the radio.
Centrum needed to launch their new product in the MENA region: Centrum Multi Gummies.
Traditional vitamins were seen as boring and a chore, especially among younger, active individuals, from Gen Z all the way to Millennials.
Introducing “Chews the fun side of wellness” a vibrant play on the chewy nature of gummies and a call to arms in choosing vitamins for overall health.
DEF is the biggest gaming festival in the UAE, bringing together thousand of gamers from all across the region. Our objective was simple...to take over the city with our event.
How did we do it? We turned the city into a game.
The idea behind “Wanasa Mkamela” with Lipton Ramadam campaign was to build a narrative that captures the spirit of Ramadan and the role of Lipton tea in extending these special moments. Created to break the status quo of what Ramadan gatherings are, the film was made to resonate with youthful audiences while honoring the traditions of Ramadan.
8% of the population in the Middle East have some form of color vision deficiency, which can impact how they see their clothes.
Clorox believes that no matter how people see color, they should feel confident that the ones in their clothes are as vibrant and bright as they can be.
So we created 'Colors as they should be', a campaign of posters with headlines that talk to people with varying degrees of color deficiency, with the objective to increase brand awareness and highlight the brand's commitment to delivering an effective color boosting laundry detergent.
What keeps us going once we are nothing but the best?
Everyone is driven by the urge to improve and seek for perfection in their lives. For over 130 years, Mercedes has been constantly improving their technologies to stay at the top of the game. With climate change as humanities biggest challenge in the 21st century, car manufacturers worldwide are faced with the need to look further and step up their game. This spec commercial visualises Mercedes ambitious goal, to evolve their entire fleet away from fossil fuel into a new future with renewable energies. A car manufacturer can not rest and look back at their past victories but constantly has to try to stay ahead. In a whirlwind of digital and analog images, this spot merges a human athlete with Mercedes top of the line street car GT63s which restlessly tries to break free of its past limitations.
Client: Mercedes Benz (SPEC)
Prod.: Nashorn Filmhaus KG
Concept: Maik Lüdemann, Moritz Moessinger
Copywriter: Thomas Gheorghiu, Marie-Jo Noack
Talent: Ludovic Holtz
Dir.: Maik Lüdemann
DoP: Moritz Moessinger
1. AD: Magdalena Schippmann
1. AC.: Nico Flach
2. AC.: Simon Reindl / Florian Hornung
B-Cam.: Florian Hornung
Gaffer Studio / Light Programming: Monty Johannsen
Gaffer Ext.: Peter Assmann
Electricians: Luis Arndt, Lea Schäfer
Grip and Crane Operator: Darren Mullis
Assistant Grip: Jakob Loda
DIT: Patrick Locher
Making Of Cam: André Menke
Post by INFECTED
Editor: Maxi Willmann
Colorist: Sönke Heuer
Post Production Producer: Dennis Czirr
VFX: Eike Oetjen
VFX: Finn Vormbrock
Audio by BLUT Audio
Composition: Jakob Klotz
Sounddesign: Michael Robb
Sound Mixing: Timo Blunck
Voice Over Artist: Elliot Blunck
Recording: Timo Blunck
Cupra, a young new car brand from Barcelona wanted to promote their new brand ambassador, FC Barcelona Female superstar Alexia Putellas. What was supposed to be an internal video for the client, turned out to be a campaign that won the hearts of the brand, the player and the fans of both CUPRA and Fc Barcelona.
Cupra New Icons proves that having a female football player to look up to is no longer just an idea, but a reality.
AGENCY:
&ROSAS
TEAM:
Isahac Ponce ECD
Maria Cerdan CD
Thomas Gheorghiu Senior CW
Virginia Nicolau Senior AD
AWARDS:
Gold - Club del Creativos 2022
As bars and clubs in some countries around the world reopen their doors and welcome people back to the dance floor, the hero film ‘The Night Is Young’ shows us a group of people going out to the club together and enjoying a social life, all vaccinated, able to travel and keen to restart the party.
A night out on the town with a twist.
After waiting more than a year for the EURO 2020 to finally start in 2021, everybody was ready to celebrate football again. But wait. I mean, watching football together with your friends is nice. But being able to meet your rivals again and banter in a lovely way while celebrating football is for sure even nicer. So let the games begin. Cheers!
We developed another idea for the EURO, called "Alternative Scores" – the idea of rivalry that doesn't end with the referee's whistle but continues also after the match in culture or lifestyle.
We started with an activation for the Spanish market where football legend Luis Figo (Portugal) bantered his wife Helen Svedin (Sweden) about the winner of the next match. The last and biggest surprise was a perfect example of the "Alternative Scores", while on social, we pushed the "Alternative Scores" as Instagram stories, within online banners on football related websites and OOH – always connected to the rivalry between the next competing teams.
AGENCY:
Publicis Milano
TEAM:
Eoin Sherry - CD
Mario Charmorena - Senior CW
Thomas Gheorghiu - CW
Stefan Rotaru - AD
Amika Hair Care - Love All Your Hair Days
360 brand awareness campaign that resulted in a 12% increase in brand awareness, 15% increase in Sephora sales and nationwide press.
CHALLENGE:
Born in Brooklyn, Amika is mostly known for its dry shampoo. But the brand has an extensive range of natural, effective products that cater to the various hair needs of their diverse customer base.
SOLUTION:
We all have great hair days once in a blue moon. But with the right care, we can learn to love every hair day. So, we decided to showcase a variety of relatable hair day stories and how Amika products can help make them better, encouraging people to “Love all your hair days.”
PRODUCTION:
Shot with on film with director/photographer Anisha Sisodia and director of photography Steven Mastorelli, the campaign featured among others disability advocate Bri Scalesse, Elizabeth Sweetheart aka. the Green Lady of Brooklyn. The campaign launched with connected Hulu TV ads paid social ads and a series of static and video billboards in Los Angeles shopping center The Grove.
AGENCY :
RxM Creative
TEAM:
Mihai Botarel ECD
Raul Mandru ECD
Andrea Rali Senior AD
Thomas Gheorghiu Senior CW
Larios Gin, a leading gin brand in Spain, from the coasts of Malaga, needed to remind people how to enjoy the simple things in life.
So, “The Guide to Living Well” came to life, a film that told short stories of how to live your life easier, better, the Mediterranean way.
Vivir bien es un Arte became our summer motto synonymous with every cheer.
For the 150 Years Anniversary of FCB Worldwide, I was commissioned by the New York office to take old print ads done by the agency and recreate them as how they’d look 150 years from now using Midjourney.
This is what I did.
To show how TD Bank is unexpectedly human, we used the NYC taxi tops to portray simple acts of kindness that can improve New Yorker’s stress level. Using geofencing technology we created contextual messages depending on location, weather, or time of the day that will compliment any passerby and inform about the nearest TD Bank location.
This work was produced during my internship in TBWA\\\\CHIAT\\\\DAY with my team partner Tudor Cucu(AD) and mentored by Nuno Teixeira and Jexy Holman.
During my internship at Droga5, I presented a proactive idea that could bring together two of their clients, Spotify and The New York Times. In the end, the idea was used as a student project that won a couple of nice awards.
Idea
By using the power of entertainment to deliver the truth, we tapped into something young people naturally connect to, MUSIC, transforming current events into urban art.
A platform where local NYC street music artists will rhyme the truth in a weekly highlight of the news.
Creative Team:
Tudor Cucu - AD
Thomas Gheorghiu - CW
Awards:
Gold - ANDY Awards 2020
Gold - Clio Music 2020
An early typography project where I had to concept, create, design and publish a book.
As a journalist and writer, I decided to dedicate my book to CICERO, the creator of “De Finibus Bonorum et Malorum”, the text that later became the world know filler text “Lorem Ipsum”.
Discover the full book HERE.
