Felix Burger / Creative Innovation Lead
I've spent ten years building digital experiences people seek out on purpose, for brands like BMW, Porsche, adidas, Bosch and Hyundai. The craft hasn't changed. The world around it has. Machines now sit between brands and the people they want to reach, and the best experiences are the ones that work on both sides.
Brand discovery is being rewritten. LLMs, agents and recommendation systems now shape what people see before they ever get to choose, and that rearranges the marketing order itself. Ideas matter more than ever, because they're what gives a brand something worth surfacing. But being a brand's guardian now means asking a harder question: which parts of a campaign still produce relevance, and which were built for a world where reach was enough.
The craft expands with it. Experience innovation, for the people who search on purpose. Brand infrastructure, for the machines that surface brands by default. Same question I've always asked, two answers.
Shifting user behaviours, the emergence of new platforms and media, and the accelerating pace of technological development are confronting brands and agencies with new challenges. Now is the time to seek bold answers.
To equip brands to thrive in
future customer journeys.
Selected projects
Joytopia, BMW ↵
Hypnopolis in Fortnite, BMW ↵
Future Play, Jung von Matt
AI Beauty Initiative, Douglas ↵
Digital & Virtual Strategy, BMW Museum
A Quest to Dee, BMW ↵
The Future of Test-Drives, BMW
X2 Launch Campaign, BMW ↵
Instant Visualizer, BMW ↵
Visionary – A Google Spotlight Story, BMW
My o2 App, Telefónica o2 ↵
Selected clients
adidas, BMW, Bosch, Bucherer, Burger King, Domino's, Douglas, Huawei, Hyundai, Lieferando, Montblanc, Van Laack, Porsche, Veltins, Seven.One, Staedtler, Telefónica o2, Targobank, Telekom, Union Investment
Recognitions
Art Directors Club, Clio Awards, D&AD, Effie Germany, Eurobest, German Digital Award, London International Awards, Lovie Awards, New York Festivals, Webby Awards
Features
AdAge, Campaign, Digiday, Engadget, Horizont, TechCrunch, The Drum, The Verge, W&V
© Felix Burger, 2024