Pascal Herliczek — Hybrid Creative

>60%

Reduction in per-asset cost vs. agency

40–80

Final assets per shoot day

24h

First draft via template-driven post

The Challenge

Aeris needed consistent, high-volume content across product, email, social, and campaign — without the cost or lead time of ongoing external production.

The Approach

I built a permanent in-house studio setup with modular backdrops, repeatable lighting, pre-defined shot logic, and edit templates that could deliver reliable output without rethinking the process from scratch every time.

Execution

Multiple SKUs were shot in a single production day using a standardised format. The workflow was designed to generate stills, variants, and campaign-ready assets efficiently, with first drafts delivered within 24 hours.

Outcome

Per-asset production cost dropped by more than 60% compared to agency production. Output scaled to 40–80 final assets per shoot day while maintaining consistent visual quality across channels.

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Hero Image — Aeris Content Systems

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My Role Creative Direction · Photography · Production Design · Workflow Design · Post-Production

3

New Swopper Colour editions

~48h

Product arrival to campaign deadline

5

Environment settings (3 mono, 2 colour)

The Challenge

Three new Swopper Colour editions arrived with roughly 48 hours until campaign deadline. The campaign needed to work across organic, paid, and OOH, but there was no time for traditional set production.

The Approach

I used a hybrid production model: real product photography combined with AI-generated environments. The AI was used as a practical production tool — not as a visual gimmick — to create campaign-ready scenes on a timeline that made physical set-building unrealistic.

Execution

The products were photographed in studio, then composited into five custom environments: three monochrome and two multi-colour. Each scene was designed to match the visual logic of the specific product edition it featured.

Outcome

The full campaign was delivered within the production window and deployed across organic social, paid digital, and OOH. The project demonstrates strong visual judgment under real commercial constraints.

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Hero Image — Aeris Hybrid Campaign

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My Role Creative Direction · Photography · AI Workflow Design · Compositing · Post-Production

1

Person crew per shoot day

2

Camera setup for editorial depth

Parallel

Long-form + social cutdowns produced simultaneously

The Challenge

Create a long-form interview format that feels editorial and high-quality, while staying realistic for a one-person production setup. Each shoot also needed to generate usable short-form content without doubling the workload.

The Approach

I designed a dual-camera interview setup with lean production as a fixed constraint. Framing, pacing, and edit structure were planned from the start so that both the full episode and the short-form cutdowns could be built from the same production.

Execution

Each shoot produced a long-form YouTube episode alongside platform-native vertical cutdowns. The format was built so that derivative content was part of the production logic, not an afterthought added later in post.

Outcome

A repeatable editorial format with a clear visual identity, efficient production requirements, and a reliable output model for both long-form and short-form distribution.

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Hero Image — Stuhlgeflüster

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My Role Creative Direction · Format Development · Production · Editing · Social Adaptation

3–4

Platform-native assets per production day

9:16

Vertical extracts for Reels & TikTok

Mobile-first

Framing and fast-turnaround edits

The Challenge

Build a social format that feels native to the feed rather than over-produced brand content. The work needed to stay authentic, repeatable, and realistic enough for ongoing output.

The Approach

I built the format around real pet owners in real home environments, with mobile-first framing and short-form pacing as the default — not as something added later.

Execution

Each production day generated multiple platform-native assets, primarily in 9:16. The workflow prioritised fast-turnaround editing and repeatable structures that could support regular publishing without losing consistency.

Outcome

A lean, repeatable short-form content model built for social-native distribution, with a visual language that felt more real and less over-produced than typical brand content.

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Hero Image — Dirk Drexel

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My Role Creative Direction · Format Development · Mobile Production · Editing · Social Optimization