Used Amplitude data to analyse seasonal performance peaks such as Valentine’s Day and translated user-behaviour patterns into content forecasts. Mapped demand–supply gaps and defined category ratios that guided weekly production plans. The forecasting model helped markets prepare for spikes and improved the match between user expectations and available content.
Developed playbooks consolidating cultural insights, design principles and copy guidelines into a single operational source of truth; first implemented for Germany and later adopted by markets like Brazil, Japan and India. Introduced a new SEO-driven content workflow for the UK, enabling cross-functional alignment between design, copy and product.
Content Strategy, Design Operations, Data-Informed Planning, System Mapping, Playbook Development, Workflow Design, Cross-Functional Collaboration
The project started with a broad exploration of cultural signals, locations, architectural cues and narrative frameworks. This formed the conceptual foundation from which three distinct creative routes were developed. The strategy connected product design logic – including the Cybertruck’s industrial, cinematic and retro-futuristic influences – with scenarios that felt authentic to Berlin’s cultural and architectural landscape.
Based on this foundation, an information-flow architecture defined what to communicate before, during and after the event. This model aligned social content, experiential cues and digital assets into a clear sequence that guided users from awareness to participation. The framework also ensured that visual identity, copy style and interaction principles remained consistent across channels.
A final route was detailed through social teasers, spatial storytelling and a microsite concept designed to anchor the experience. The system demonstrated how strategy translates into a cohesive customer journey: from first glance on social media to on-site engagement and post-event continuity. The result showcased a structured, scalable approach to event communication that balanced brand fidelity with local cultural relevance.
Experience Strategy, Creative Direction, Narrative Systems, Multi-Channel Architecture, Event Communication