My Responsibilities
- Content creation alongside the photographer during photoshoots
- Supporting on-set workflows and creative execution
- Producing behind-the-scenes photo and video content
presented by Johanna Schwabe
From Creator to Creative
Creative with a background in brand building,
production & social media
My Approach
I'm a creative who has lived and worked in South Korea for the past 1.5 years. Working both in front of and behind the camera has shaped how I think end-to-end — from concept and planning to execution and performance. I'm driven by building structure around ideas, organizing creative processes and committing to projects from start to finish. After developing this mindset in Korea, I'm preparing to bring it back to Europe and grow within strategy-led creative teams.
Creative work, built with intention.
Arion – From 
Concept to Impact
At a Glance
Brand:
Arion Jewelry
Timeframe:
2.5 Years
My Role:
- Content Creation & Creative Direction
- Video Production (Filming, Editing, Publishing)
- Social Media Strategy & Community Building
Arion Jewelry is a Vienna-based East-meets-West jewelry brand combining cultural influences with modern design and accessible quality.
Brand goals
- Cultural storytelling
- Consistent social media presence
- Community-driven content
Campaign Case Study — Arion on Air
Goal
To make the brand feel more personal and build a strong, loyal community through storytelling.
Idea & Concept
A video series featuring the founders of Arion Jewelry, designed to highlight the brand's values, inspiration and background. The format combined guided conversations with collaborative elements, using transparency and personal insight to strengthen emotional connection and long-term engagement.
My Responsibilities
- Concept development and series framework
- Interview planning, moderation and on-set direction
- Coordination with photographer and shoot planning
- Video editing, post-production and publishing
Executed as a structured, repeatable video series in close collaboration with the photographer.
Outcome & Learnings
- Prioritized brand depth and transparency over short-term reach
- Generated engaged, high-quality community interactions
- Strengthened storytelling as a core pillar of Arion's content strategy
High-Impact Campaigns
Eternal Bracelets
Concept
A social-first, discovery-style video positioning Arion as the most accessible entry point into permanent jewelry in Vienna.
Why it worked
- Addressed a clear market gap around affordability
- Strong hook in first seconds
- Discovery-style storytelling
- Time-bound CTA: urgency through limited spots and incentives
Result
First welding event successfully and strongly attended.
225K+
views on Instagram
163K+
views on TikTok
Phone Charms
Concept
A customer-perspective vlog introducing phone charm making as a new, hands-on experience in Vienna, filmed from a first-person point of view.
Why it worked
- Presented the experience through a genuine customer lens rather than a brand-led perspective
- Created curiosity around a new in-store activity
- Made the process feel approachable and easy to try
- Lowered the barrier to visiting a less-frequented store location
Result
Noticeable increase in customers creating phone charms in-store.
109K+
views on TikTok
38K+
views on Instagram
225K+
views on Instagram
163K+
views on TikTok
109K+
views on TikTok
38K+
views on Instagram
Beyond Campaigns
Testing formats and evolving the brand's visual language.
On-Set Photographer Collaboration
Personal Brand:
Built From Scratch
At a Glance
- Built over the past 1.5 years in South Korea
- Niche: Educational, experience-led content about living in South Korea — helping others navigate daily life, work and cultural differences
- Grown organically, with multiple videos reaching 500K+ views
- Growth driven by strong hooks, story-led formats and consistent publishing informed by performance analysis
Selected Brand Partnerships
252K+
views on Instagram
51K+
views on TikTok
High-Impact Campaign
Concept
A value-driven restaurant video designed for international audiences, positioning a new restaurant location as an approachable, must-save destination through a first-person unlimited BBQ experience.
Why It Worked
- Clear value proposition: unlimited BBQ and wide meat selection
- Authentic, first-person storytelling lowered friction
- Tourist-friendly location increased relevance and saves
- Strong food visuals captured attention quickly
Result
Delivered strong reach and engagement within the target audience.
Personal Brand Campaign
A self-initiated video series built on my own platform, designed to prioritize trust over reach. Developed independently and without sponsorship, the project focused on building long-term credibility as a basis for future collaborations.
Market Gap
- Work & Travel in Korea lacked structured content across online platforms.
- Existing information appeared as isolated posts, with no consistent short-form series combining practical guidance with lived experience.
Concept
A structured short-form video series addressing key topics around Work & Travel in Korea.
Each video was designed to:
- Address a specific problem through a strong hook
- Follow a consistent format to encourage return viewing
- Combine personal insight with practical guidance
- Work independently while contributing to a larger narrative
The execution resulted in 18 short-form videos produced as an episodic series. There was no external brief or paid media involved, ensuring full creative ownership from start to finish.
Result
The campaign generated strong engagement and returning viewers. Despite modest reach, follower growth was strong relative to views, with consistent messages signaling trust and community building.
Viral video
1.3M views
124 followers
Campaign video
35K views
322 followers
On-Camera Experience
What this adds
- On-camera presence and confidence
- Moderation and improvisation within scripted formats
- Understanding of set workflows, direction and timing
Conceptual Campaign
In Between
Insight
We spend more time in between than arriving.
Creative Idea
A minimalist fashion campaign focused on moments of pause, movement and presence — not defined by arrival, but by what happens in between.
Creative Rule
Each visual presents a look that feels intentionally unfinished — styled to suggest transition rather than completion.
Campaign System
- Unfinished styling (open coats, undone buttons, loose layers)
- Cropped or incomplete framing (faces partially out of frame, bodies cut mid-movement)
Why this works as a campaign
- Focuses on an ongoing, universal state
- Unfinished visuals allow identification without narrative direction
- A simple visual rule creates recognition and consistency
