Creative Director

carina wachsmann

Creative director, senior art director, photographer and film director with 15 years of international work experience in branding, design, visual communication and advertising.

I’ve worked for all kind of agencies, traditional and digital, on all kinds of clients and projects. I’ve had the good fortune to work with great people in the industry on a wide range of global brands as well as for young, innovative companies. I believe that communication has the power to influence culture and shape behaviors. 

I combine my work experience in advertising, branding and design with my skills and passion in photography, film directing and storytelling to deliver powerful, integrated communication solutions. I have a keen eye on detail, high affinity with visual arts, strategic agility, drive for result and always push the envelope.

CAREER

I graduated with a Bachelor in Media design and fine arts at University in Germany and furthered my studies with an awarded scholarship at the Cleveland Institute of Art / Ohio.

I started my career in 2004 as a junior designer and art director at “Carré Noir” (group Publicis) in Rome working on branding, visual identity and packaging for clients such as Renault.
I then was creative team lead and art director for Philip Morris‘ Chesterfield creating engagement campaigns and packaging design at “Leo Burnett” / Italy.
In my free time I started to shoot photos on film sets and organized my first photo exhibitions. That’s when I started to develop a strong passion for the film industry. Between 2007 and 2010 I’ve worked with film productions on film shoots in Italy directed by Spike Lee, Ron
Howard and other known film directors.

The 2010 Euro crisis forced me to move back to Germany where I took the opportunity to work as Creative Art Director for the family-owned company of my father which plans, produces and delivers microbreweries worldwide. Due to the new global success of craftbeer my creative support and hands-on mindset helped the company in its digital transformation and reached new clients worldwide. 

In 2013 I was hired by “TBWA/G1” in Paris to work as Pan-Associate Creative Director exclusively for NISSAN Europe and its partnership with the UEFA Champions League. I was accountable for the quality, strategy and integrity of the creative deliverables including integrated marketing campaigns of major car launches with over €1 million in production costs (Nissan Qashqai, Pulsar, X-Trail…) ATL, BTL, digital, social media, print, retail, online content, etc. 

In 2016 I was appointed creative director at the French neurotech startup “Dreem” launching the first wearable sleep device. Leading the overall creative vision and development process I worked side by side with the CEO and CMO in Paris and San Francisco, as well as with the product developers, UX/UI designers and recruited creatives to build a new creative department.

In 2017 I was European Creative Director of the new inhouse creative agency network The&Partnership at TOYOTA and LEXUS headquarters in Germany, France and Italy. I hired, mentored and managed new integrated teams of art directors, copywriters, motion designers, social mavens and content creators. As Toyota being the first ever mobility partner of the Olympic Movement and also Worldwide Paralympic Partner for the exclusive category Vehicles, mobility support robots and services I had the chance to work on the global campaign “Start Your Impossible“.

In 2017 I also started my own company and have ever since collaborated on short and long term contracts with different agencies and creative teams on pitches, as well as on marketing campaigns and digital content for brands in luxury, fashion, consumer products, …

In 2019 I was Creative Director at the Mad&Women, a Paris-based advertising agency which defends women’s rights by fighting stereotypes in advertising content, partnering with UNESCO to promote gender equality. I was appointed to lead the creative teams and strategy, working on pitches and campaigns for brands such as P&G, MAC Cosmetics France, Guerlain and women associations defending women rights.

2020 has been a challenging year, but working remotely enabled me to continue to develop creative content for brands such as LEXUS and Colgate-Palmolive, giving support to a German women film festival for its vision, strategy and internationalization for 2021 and learn more in digital marketing and leadership.

 

AGENCIES
TBWA, PUBLICIS, DDB, Leo Burnett, VLMY&R, Redfuse, The&Partnership (CHI London), Carré Noir, Carmi&Ubertis Italy, WPP

CLIENTS / BRANDS
Automotive: Nissan, Renault,Toyota, Lexus, Volvo, Porsche, Hyundai, Abu Dhabi Formula One
Sports: UEFA Champions League, Olympic Games
Drinks: Coca Cola, various Beer labels
Government/NGO: United Nations, FAO (Food and Agriculture Organization), Italian Federal States communications, Vatican State, Amercian Universities, Institute Women Safe & Children Paris
Luxury/Fashion: Guerlain, Yves Rocher, Marc Jacops, Sixty Seven, DeVilish, Dr.Martens, Jewelmint, Paris Fashion Week
Film Productions / CGI: Rai TV, HBO Productions, Paramount Pictures, 40 Acres and a Mule (Spike Lee), Cinecittà, Gang Films Paris/Madrid, Iconoclast Paris, RecomFarmhouse London, etc.
Tobacco: Philip Morris International
Electronics/Appliances: Miele, DREEM, Rythm.co
Household/Consumer: P&G, Always, Colgate Palmolive
Other: Q8 Petrol, Finmeccanica, Coesia Group, FNM transportation (Ferrovie Nord), Ansaldo, Assitalia + Asso Italia insurance, Handy Bag Paris, Deutsche Post (Federal German Post), University of Rome Tor Vergata, Hudson Highland Group, Akuel (Synthelabo OTC)

SKILLS

A Builder | Building relationships as a trustworthy and essential client partner at the most seniorclient level and across relevant markets, regions, and businesses; easily recognized and trustedby senior leadership. Experience generating new business and developing client relationships. Experience in leading and driving large scale agency pitches.

Curious | Continuously re-imagining how to partner with clients to build better futures for their business; pro-actively seeking out new opportunities, new technologies, new trends and lateral ideas to solve clients’ biggest business issues

Creatively Brave | Passionate about the power of creativity with the knowledge and authority to identify and nurture the best ideas. Providing flexible solutions, allowing the agency / client to adapt to solve challenges.

Visionary | Energizing and inspiring by communicating a compelling vision, actively managing the development of team members, and promoting diversity and inclusion.

Collaborative | Cultivating partnerships and building trust by demonstrating a commitment to the success of others, championing team mentality, and leading by example. Believing in the power of collaboration and teamwork. Attracting the best talent by creating an open and optimistic culture.


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