Senior Creative for
content and campaigns.

Aeris already had a strong visual standard. The campaigns looked good and the brand had a clear identity. But campaign moments alone were not enough to stay visible between launches. The brand needed a continuous presence on social, across different product phases, without having to rethink the setup every few weeks.

The real challenge was not creating strong individual assets. It was building a monthly rhythm that could carry the brand through quieter phases, support launches when they came, and still adapt when the brief changed.

I set up a social-first production rhythm with four to six main assets per shoot, sized and cut for the platforms first. Long-form work came on top when the moment called for it. One piece supported a larger campaign, another became a new interview format called Stuhlgeflüster, which was later adapted into short-form cutdowns. Keeping products in the studio meant the production logic stayed flexible. Ad-hoc requests and short-notice sprints were possible without breaking the rhythm.

The work covered photography, videography, production, and post-production. Over time, it also included sparring on social direction, support on website content, and coordination with other agencies working on the brand.

What started as production became a longer creative partnership. Staying close to a brand as it evolves and keeping the work consistent is where the most value gets built.

In early 2024, Aeris needed campaign assets for three new product editions at short notice. The timeline was tight, but the more interesting part was what AI suddenly opened up. It made visual directions possible that would have been too slow, too expensive, or simply unrealistic through a conventional production setup.

At that point, there was no established workflow for this kind of product campaign work. You could not reliably place real products inside AI-generated environments and expect commercially usable results. That meant the process had to be built from scratch. The solution was to photograph and light the products in studio, build the environments separately, and bring both together through compositing.

I handled the full process from studio photography and image selection to AI environment creation, compositing, and final post-production. In total, five campaign worlds were delivered: one for each of the three colour editions, plus two multi-colour versions. The assets were used across organic social, paid placements, and retail formats.

Speed was part of the value, but the bigger part was that this kind of visual language barely existed yet. It solved a real production problem and created something that felt genuinely new.

This project was the moment AI stopped feeling experimental to me. It became a real part of how I think about production.

Dirk Drexel makes natural supplements for dogs and cats, a small D2C brand in a crowded category with almost no social presence before we started. The opportunity was not to reinvent the brand. It was to build a channel that could actually earn attention on a platform where the audience already had endless alternatives.

TikTok was the right place to start. Pet content performs there, the audience is active, and short-form video still gives smaller brands a real chance to compete. The harder part was making a supplement brand feel native to the platform instead of looking like an ad dropped into the feed.

The work focused on building the channel through multiple content formats. Search-driven hooks, relatable pet moments, educational angles, and repeatable video structures that could build recognition over time without feeling forced.

I handled the format development, shoot planning, production, editing, and content variations across the channel.

The production stayed intentionally lean. Most shoots happened in the homes of real pet owners, and everything was shot on phone to keep the content native to the platform.

One of the early videos reached around 200k views with strong save rates. After that, the channel moved into a more stable rhythm, with many assets landing around 40k views when pushed. Over roughly eight months, the account grew from zero to over 1,000 followers and more than 10,000 likes across around 70 videos.

The interesting part of this project was not a single viral moment. It was finding a format logic that kept working at smaller scale, week after week, for a brand that had every reason to get lost on the platform.