RAFAELA
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1. Westwing Product Campaign (4 images)
AW 2025

The goal of this project was to craft captivating and elevated product photos that embody the magic of the festive season. My focus was on the essence of each product by highlighting its unique textures, colors, and the spirit of festivity. Rather than constructing a story, I prioritized a clean visual approach where the product takes center stage.

Service: Art Direction + Concept

Client: Westwing

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2. Zalando S/S24 campaign: 'A Taste of You' (4 images)
2025

The campaign concept brought together a cast of major talents, such as Alex Consani, Eduardo Camavinga, and Gabbriette Bechtel, each portrayed in their natural habitat by directors duo Pantera. A classic, timeless soundtrack underscored the message of self-expression, reinforcing the idea that fashion is a vehicle for personal taste, inviting audiences to explore their own sense of style rather than simply adopt what’s trending.

Creative agency: Convoy
Production agency: Solab Pictures
Director: Pantera
Photography: Joyce Szeng
Stylist: Vittoria Cerciello
Casting: Andreas Menelaou

Service: Creative Direction

Client: Zalando

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3. Direktorica Svemira (8 images)
2022

For This is Badland issue No. 06, I sat down with Irena Ateljević, critical theorist, activist, and former academic, whose life journey reflects both the turbulence and the resilience of the Balkan region. Shaped by the war and years in academia abroad, Irena has returned to her roots on the island of Murter in Croatia, where her grandmother’s olive tree stands as a living symbol of renewal.

Through her work with the Academy of Hope and Terra Meera, she transforms experience into action, nurturing a vision of regenerative living and human potential. Between swims in the Adriatic and sunlit conversations, I discovered a woman who mastered the art of turning wounds into a vision and belonging.

Photography: Bruna Kazinoti

Service: Interview & Creative Direction

Client: THIS IS BADLAND Magazine

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4. THIS IS BADLAND MAGAZINE ISSUE 06 'The Untold World' (16 images)
2024

This issue began with a question I’ve carried for years: what if the ‘unknown’ isn’t ahead of us, but already buried in the past? Trusting our own selective memories and versions of the past, the ‘unknown’ is often perceived as something yet to come, rather than something that has already happened.

So for Issue No. 06, we wanted to unpack the past and examine the cracks in what we try to define as reality; documenting our obsessions, our urge to leave a mark, and our need for cataloguing, conservation, and classification.

From Slavic mythology to woven poetry, from ancient anger to stories of human potential as regenerative agents, this issue explores how mysteries challenge us to reconsider perception and its impact on the way we view the world. Through conversations, reflections, and fragments of history, we discovered how our understanding of reality is always shaped by both what we remember and what we choose to seek.

Cover 01 by Sarah Feingold
Cover 02 by Viktor Naumovski
Cover 03 by Ellie Brown

Service: Chief-Editor & Creative Director

Client: THIS IS BADLAND Magazine

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5. Zalando A/W 2023 (3 images)
2023

The campaign explores how fashion can transform everyday moments into dreams, allowing people to step into imaginative worlds; whether hiking in the mountains, gliding through water, or inhabiting entirely fantastical scenarios.

Working with Charlie Engman and Pantera behind the camera as well as talents like Sofie Royer and Louis Culture, we aimed to capture the magic of seasonal escapism while emphasizing personal expression. It’s about creating spaces where imagination and reality meet, letting each viewer experience their own version of wonder through the wardrobe they choose.

Creative Agency: Convoy
Directors: Pantera
Photography: Charlie Engmann
Styling: Vittoria Cerciello
Casting: Andreas Menelaou

Service: Creative Direction

Client: Zalando

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6. Westwing Iconic Pieces Campaign (5 images)
2024

I joined Westwing to be part of the team shaping its new, elevated brand image under the direction of Lydia Kind. The Iconic Pieces Campaign became one of our most defining projects; a bold yet refined approach built around clean, single-minded compositions that turn each object into an icon, from crafted details to statement pieces.

Together with photographer Bastian Achard and the in-house creative team, we created a visual language that speaks to design lovers while inviting new audiences into the Westwing universe, where living beautifully is a way of life.

Photography: Bastian Achard
Set Design: Denise Bodden
Creative Direction: Jesse Becker & Karola Boß

Service: Creative Consulting

Client: Westwing

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7. Zalando Beauty Department (7 images)
2022

A selection of visual assets I directed as Creative Lead for Zalando Beauty. I helped introduce a new visual direction for the category, exploring a more elevated and contemporary aesthetic while shaping how customers experience and connect with beauty on Zalando.

Photography:
Charlotte Wales for Spring Summer 2022
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Rasmus Weng Karlson for Spring Summer Occasion-wear 2023
Art Direction: Monika Maslanek & Julia Kaskin
Film: Fernando Taranco

Service: Creative Direction

Client: Zalando Beauty

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8. WEYHE (3 images)
2020

When Maja Wyh invited me to art direct her Spring/Summer 2020 campaign for her website launch, my goal was to build a visual world that reflected her timeless sensibility; one where nothing feels staged or forced. Each image was designed to capture her understated confidence and the quiet beauty that defines her aesthetic, without showing her personally. From casting to posing, my focus was on creating images with emotion and depth while maintaining a sense of ease.

Photographer: Letizia Guel

Service: Art Direction

Client: WEYHE

I create ideas, stories and concepts.
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