To establish Müller as the go-to retailer for school supplies, we crafted a dynamic campaign that blended engaging storytelling with strategic targeting. By aligning the launch with varying school start dates across federal states, we maximized relevance and impact. The campaign featured playful, school-themed scenarios, making Müller top-of-mind for parents while reinforcing its family-friendly brand identity. Through strong creative direction and precise execution, we delivered a high-performing digital campaign that exceeded engagement expectations.
Behind the Scenes
One-Line Description:
A strategic campaign positioning Müller as the top retailer for school supplies through engaging storytelling and targeted distribution.
My Role – Creative Producer
Concept & Storytelling: Developed the creative idea and school-themed narrative.
Client Communication: Ensured alignment with Müller’s branding and objectives.
On-Set Directing: Led six child talents for authentic, high-energy performances.
Post-Production Management: Oversaw editing and final content delivery.
Team Leadership: Managed a crew across camera, lighting, and sound.
Key Achievements
Strategic Targeting: Campaign timed to align with school start dates.
High Engagement: 37.9M impressions, YouTube View Rate 9.21%, Meta View Rate 16.21%.
Exceeded Expectations: 58% more views than planned.
Key Takeaways
Strengthened skills in brand storytelling, creative leadership, and campaign execution.
Gained expertise in directing talents and adapting concepts on set.
Proven ability to deliver high-impact digital campaigns with measurable success.
This campaign demonstrates my ability to drive creative vision, strategic execution, and team leadership in large-scale productions.
