Problem
Germany’s leading rock station, Radio BOB, wanted a television commercial that could embody the raw, rebellious energy of rock while appealing to a wide national audience. The challenge was to create a spot that felt authentic to fans, bold enough to stand out, and versatile for broadcast and digital platforms.
Approach
I developed a high-energy concept rooted in the unapologetic spirit of the genre, blending humour with attitude to capture the station’s unique voice. From scriptwriting to directing on set, I led the creative development, working with editors and sound designers to craft visuals and audio that matched rock’s grit and momentum.
Solution
The final commercial delivered a punchy, memorable piece of brand storytelling. With cutdowns and adaptations for social media and digital use, the work reinforced Radio BOB’s identity as the uncompromising home of guitar-driven music across Germany.
Concept Development & Scriptwriting: Wrote a bold narrative celebrating rock without compromise, balancing humour, intensity, and authenticity.
Direction & Creative Oversight: Led visual storytelling, performance direction, and production pacing to reflect the brand’s rebellious tone.
Casting & Talent Collaboration: Selected talent aligned with the Radio BOB listener archetype, ensuring relatability and edge.
Cross-Platform Delivery: Produced assets for broadcast, digital, and social, extending the campaign’s reach and impact.