Campaign
Date
March 2026
Client
Unionhilfswerk
Category
art, design, print, social media
Task
As Senior Art Director, I led the creative development and visual execution of Unionhilfswerk’s “Wegbegleiter” campaign, creating a cohesive identity that connected out-of-home advertising, digital communications, and social media. Centered around the campaign message “Ich bin Wegbegleiter*in,” the concept brought together a range of voices and stories under one recognizable visual system. My role included shaping the campaign’s visual language, developing key assets and motifs, overseeing image refinement and AI-supported visual production, and translating the campaign into engaging social media content. The result was a consistent and impactful campaign presence across multiple channels, designed to raise awareness and inspire community engagement.
Role
Senior Art Direction, Final Artwork
“Ich bin Wegbegleiter*in”
Making Social Engagement Visible
Unionhilfswerk’s “Wegbegleiter” campaign was created to shine a light on the people who strengthen communities through care, support, and active participation. Centered around the message “Ich bin Wegbegleiterin”*, the campaign brings together a range of personal stories to encourage engagement and foster a sense of belonging across Berlin.
From April 13, 2026, the campaign became visible throughout the city on selected digital advertising networks operated by Ströer, including public video screens at major train stations and high-traffic inner-city locations. Reaching thousands of people every day on their journeys through Berlin, the campaign invites audiences to reflect on engagement, inclusion, and the importance of a shared sense of community.
Working within the established campaign concept, I was responsible for the visual development and execution of the campaign across out-of-home, digital, and social media channels. My work included the development and refinement of key visuals, image retouching, AI-assisted image extensions, stock image research, and the production of final assets for print and digital formats. I also adapted the campaign for social media, creating content and templates that ensured a consistent visual presence across all touchpoints.
