What The Duck Workshops

Design and facilitation of workshops using the LEGO® SERIOUS PLAY® method.

CHIEF DUCK 🦆

Rovio Entertainment Corporation

Creative strategy and omni-channel 360 brand campaigns for Angry Birds. DEI and sustainability

Angry Birds Brand Creative Director

SYBO

Focused on driving the organic growth of the world’s most downloaded mobile game,
Subway Surfers, I crafted creative strategies and executed comprehensive 360 omnichannel
marketing campaigns. As a member of the marketing leadership team, I took charge of leading a team of 5 creatives, ensuring the seamless execution of our innovative plans.
One campaign that holds a special place in my achievements is the collaboration with Lady Gaga’s Born This Way Foundation. This initiative not only spread kindness among our players but also provided them with valuable mental health resources, making it a project I am particularly proud of.
The role includes:
- Setting strategy for all marketing activities (ASO, UA New game releases, new product 		launches, partnerships, new game features, live ops promotions, store assets)
- Sourcing insights to base our creative strategies
- Leading a team of 5 creatives within different functions plus external freelancers
- Presenting ideas and projects to C-Levels and different stakeholders 
- Leading and moderating creative workshops
- Liaising with external agencies (briefing, planning, overseeing)

Creative Director (Marketing)

King

In this strategic creative role, I led global creative strategic campaigns for Candy Crush and Farm Heroes titles. Leveraging player data and human insights, I integrated creative strategies to
captivate and entertain King’s players. I introduced the 360 strategic thinking approach to this role, a rarity in the gaming industry. A campaign I am particularly proud of is ‘Farm Heroes Escape To The Country,’ which achieved an impressive +32% increase in organic social media reach, a testament to the success of marrying human insights with creative strategy.

Senior Advertising Art Director

IKEA Group

On this conceptual role, I crafted innovative global communication concepts for IKEA’s e-commerce platforms. This position involved seamless collaboration with various functions within the organization, from interior designers to photographers and production managers. A pivotal aspect of my role was to revisit the tone of voice in IKEA’s imagery, infusing more emotions into IKEA's product images. A project I really enjoyed working on was the outdoor collection photoshoot—a complex undertaking that required meticulous art direction, coordinating numerous moving parts, and overseeing expansive sets to bring the vision to life.

Senior Art Director

LEGO Group

This role stands out as one of my most creatively fulfilling experiences, and it proved to be an incredible learning journey. It provided me with valuable insights into navigating new markets and planning the successful launch of global campaigns while adapting to local nuances.
Within this capacity, I focused on Activations and 360 strategic campaigns tailored for the APAC markets, placing a special emphasis on digital and social activations. I also spearheaded eCommerce implementations for emerging markets, contributing to LEGO's presence in these regions. My work extended to crafting campaigns, both online and offline, for emerging Asian markets—aiming to raise awareness of the LEGO brand and educate consumers and shoppers about the unique benefits of the LEGO brick.
One project I take pride in is the ideation of the My First LEGO campaign, encompassing TTL (Through The Line) strategies, Activations, eCommerce, and events. Additionally, I worked on global campaigns tailored to diverse cultural markets, including LEGO Christmas, LEGO Lunar New Year, and LEGO global Easter campaigns

Art Director - APAC

Engaging in Activations and crafting 360 strategic campaigns for the EMEA markets, I placed a keen focus on digital and social activations. Contributing to global campaigns like Easter and Christmas, I played a role in the entire process—from conceptualization and development to the seamless rollout across different regions.

Here are a couple of achievements:

Successfully deployed the LEGO Easter activation mechanic in 569 Tesco Stores and 354 Sainsbury's Stores in the UK, showcasing excellent in-store execution achieved through direct and effective communication with retail partners.
The LEGO Easter campaign proved instrumental in not only attracting new LEGO Shoppers but also capturing the attention of new toy category shoppers. Impressively, 54% of shoppers who purchased a LEGO SKU were new to the LEGO brand, with 50% being newcomers to the toy category overall.

Art Director - EMEA

ZOORIT

In this creative role I immersed myself in advertising campaigns, Shopper marketing initiatives, and branding projects tailored for the Reunion Island market. Collaborating with great clients such as EDF, Orangina, Diageo, and Schweppes, I navigated the unique dynamics of this market. Noteworthy Achievements: Operating in a French-speaking region provided me with the invaluable opportunity to enhance my language proficiency while gaining deep insights into a new market and its
dynamic landscape.

Once Upon A Time Marketing

I have driven  360 integrated campaigns and shopper’s marketing initiatives for the home entertainment industry and the beauty sector. Notable clients in my portfolio included Disney, Warner Bros, Estee Lauder, Kenzo, Russian Standard Vodka and HMV.
Key Achievements: The HMV Decades campaign won the prestigious BVA Best Retail Marketing Campaign of 2014 in the UK. This groundbreaking initiative expanded beyond its film-centric focus, incorporating additional categories such as music and merchandise. The curated promotion, requiring no special SKUs, resulted in a remarkable 67% uplift in catalogue sales over a six-week period.

Creo

On this role I focused on shopper marketing and activation campaigns spanning FMCG, Entertainment, and the beauty sector, I collaborated with great clients such as Reckitt Benckiser (Durex, Air Wick, Vanish), Universal, 20th Century Fox, SEGA, and COTY. 
Key Achievements: Instrumental in securing the Reckitt Benckiser account through a compelling creative pitch. Subsequently, I assumed the role of lead creative and brand guardian, overseeing all work produced for RB (Durex, Cillit Bang, Vanish, E45, AirWick, Nurofen).

Senior Creative

Kinetic MCD

in this role, I specialized in packaging design for the toys and games industry, collaborating with great clients including Disney, Ravensburger, and Hasbro. Responsibilities encompassed not only the design of  eye catching packaging but also overseeing projects from early conceptual stages to production. Additionally, a crucial aspect of the role involved crafting brand style guides for clients.

senior designer

Not your average strategic thinker - I am an ideas generator with a relentlessly curious mind. In the past 20 years I had the chance to be a creative for some of the most loved brands like LEGO, Candy Crush, Angry Birds, Disney and Ikea.

Strong supporter of Diversity & Inclusion.

My superpower is combining human insights and storytelling to entertain diverse audiences with inclusive stories and 360 campaigns.

I’m on a mission to make daring and serving leadership the foundation of every team, believing that
kindness is the secret sauce for growth and high performing teams.

I have an obsession with travelling and exploring every country in the world, currently at country number 96! I live in multicolors and I am a sucker for everything 90s.

Views are mine and not of the companies I work for.  I mostly talk about creative stuff, leadership and LEGO SERIOUS PLAY!

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