Commissioned by Germany’s leading rock radio station Radio BOB, I wrote and directed a high-energy television commercial designed to capture the raw spirit and rebellious attitude of the brand. The aim was to create a bold, attention-grabbing spot that resonated with rock fans and reinforced Radio BOB’s identity as the go-to station for guitar-driven music across Germany.
Rooted in the unapologetic energy of the genre, the commercial blended attitude, humour, and high-tempo visuals to deliver a punchy, memorable broadcast piece. From concept to final cut, I led the creative development — scripting, directing on set, and working closely with editors and sound designers to bring the idea to life with both precision and edge.
Concept Development & Scriptwriting:
Created a narrative built around the station’s core message — celebrating rock without compromise — and crafted a script that balanced intensity, humour, and authenticity.
Direction & Creative Oversight:
Led the entire production process, overseeing visual storytelling, performance direction, and ensuring the tone and pacing matched the unapologetic character of the brand.
Casting & Talent Collaboration:
Selected talent that embodied the Radio BOB listener archetype, shaping performance direction to deliver attitude and relatability in equal measure.
Cross-Platform Delivery:
Delivered assets optimised for TV and digital use, with adaptability for online cutdowns, social media teasers, and audio branding extensions.