Branded Reels for SMEG Germany
SMEG products combine functionality and design with a strong, distinctive identity: modern, with a retro touch and a pronounced aesthetic presence within the home. More than appliances, they function as design objects that “dress” the kitchen.
To position SMEG’s kitchen appliances as both functional and design-led, I led the creative development of a series of branded reels in collaboration with Frag Mutti GmbH. The reels were published both on Frag Mutti and SMEG Germany's high-engagement platforms, reaching a broad DACH audience.
To position SMEG’s kitchen appliances as both functional and design-led, I led the creative development of a series of branded reels in collaboration with Frag Mutti GmbH. The reels were published both on Frag Mutti and SMEG Germany's high-engagement platforms, reaching a broad DACH audience.
Each piece combined fresh, seasonal recipes with a carefully crafted visual world, integrating the product naturally into a lifestyle-driven narrative. The focus was to create content that felt engaging and native to social platforms, while reinforcing SMEG’s premium, retro-inspired aesthetic.
My Role: Creative Direction, Concept Development, Styling & Set Design, Shoot Direction, Post-production
