Integrated & experiential campaigns

What I do

I plan campaigns where the physical moment and the digital story are one idea: an opening, a launch, a tournament, a live match. The concept, the run of show, the content plan around it, and the team roles that make it work on the day.

How I work

I learned coordination in World of Warcraft raids long before agency work: you need tanks, healers and damage, and if roles are not clear the whole raid collapses. Strategy is the raid plan, creative direction is the boss you have to beat, and production, content and analytics are the roles. Real time looks spontaneous from the outside. Inside, it is prepared scenarios, approved templates and a team that knows who presses publish.

Where I have done it

As Head of Marketing & Strategy at CALL SOUL in Munich, I helped open two venues, ran weekly events and launched our own rum and gin brand. At Air Prishtina our football campaign posts were faster than the official FIFA posts. With Scuta Gaming I founded Kosovo's first internationally recognized esports team and took it to ESWC 2012, and as creative director at Solaborate I led the HELLO 2 Kickstarter campaign.