PORTFOLIO

Objective & Strategy

I had the opportunity to lead the international PR efforts for Duchampiana, a unique and groundbreaking VR project blending art, technology, and immersive storytelling. This production, a collaboration between tschikiboum from France and mYndstorm produtctions form Germany featuring the Artist Lilian Hess (UK, GERM), had its world premiere at the prestigious Venice Immersive section of the Venice International Film Festival 2024.

The project explores the fascinating intersections of art and chess, taking inspiration from the iconic artist Marcel Duchamp. This VR experience was designed to transport audiences into a visually stunning and interactive world, where traditional concepts of art and play converge.

Execution & Results

In my role, I cultivated and maintained strong relationships with art journalists, critics, and media outlets, securing coverage for the gallery’s exhibitions and events in local and international publications. I also organized press events for gallery openings and special exhibitions, making sure key media representatives, art collectors, and influencers were invited and that the event’s messaging was clear and impactful. Additionally, I created press kits and content that highlighted the unique aspects of each exhibition, facilitating interviews with featured artists and curators.

The PR efforts resulted in significant media coverage in renowned art and culture publications, helping to elevate the gallery’s profile within the art world. This coverage contributed to stronger engagement with the art community, positioning Galerie von Wegen as a young innovative player in the Hamburg art scene. The communication strategies also played a crucial role in drawing attention from collectors, curators, and critics, contributing to the success of each exhibition launch.

Objective & Strategy

Galerie von Wegen, located in Hamburg, is a contemporary art gallery that serves as a platform for both established and emerging artists. Focused on new media and interdisciplinary projects, the gallery showcases innovative exhibitions that push boundaries and offer immersive experiences to its visitors.

As the PR lead for the gallery, I was responsible for developing and executing the overall communication strategy. This encompassed managing media relations, drafting press releases, organizing press events, and ensuring strong media coverage for the gallery's exhibitions. I worked closely with curators and artists to craft narratives around the exhibitions and ensure these stories were communicated effectively to the press and the broader art community.

Execution & Results

In my role, I cultivated and maintained strong relationships with art journalists, critics, and media outlets, securing coverage for the gallery’s exhibitions and events in local and international publications. I also organized press events for gallery openings and special exhibitions, making sure key media representatives, art collectors, and influencers were invited and that the event’s messaging was clear and impactful. Additionally, I created press kits and content that highlighted the unique aspects of each exhibition, facilitating interviews with featured artists and curators.

The PR efforts resulted in significant media coverage in renowned art and culture publications, helping to elevate the gallery’s profile within the art world. This coverage contributed to stronger engagement with the art community, positioning Galerie von Wegen as a young innovative player in the Hamburg art scene. The communication strategies also played a crucial role in drawing attention from collectors, curators, and critics, contributing to the success of each exhibition launch.

I continue to work with Galerie von Wegen on a project basis, supporting their communication efforts and maintaining strong relationships with the media as new exhibitions and events are launched.

Objective & Strategy

VRHAM! (Virtual Reality & Arts Festival) is Germany’s first artistic festival dedicated to Virtual Reality. Launched in Hamburg, it has become a unique platform for showcasing immersive art experiences, blending the boundaries between the virtual and the real.

The festival, which combines digital innovation with artistic expression, gained international acclaim, leading to its tour stop in Venice during the prestigious Venice Biennale. The festival provides a space for creative exchange between VR artists, tech enthusiasts, and the general public, promoting dialogue on the potential of VR in the art world.

Execution & Results

I served as the lead PR representative for VRHAM!, handling comprehensive press work for the festival in Hamburg and later for its international showcase in Venice. My responsibilities included developing and implementing the communication strategy, writing press releases, building a tailored press network, and managing all media inquiries and manage the Social Media Team.

For the Venice tour, I coordinated with local partners, ensured consistent communication between Hamburg and Venice, and facilitated interviews with artists and experts on-site. Additionally, I managed the press events and curated media tours to highlight key exhibits, ensuring broad and impactful coverage in national and international media outlets such as Monopol Magazin, Kulturnews, taz Hamburg Journal and many more. My work helped to position VRHAM! as a leading festival in the intersection of VR and the arts.

Objective & Strategy

For the Imagine The City and big exhibiton in pulbic space THE GATE as well the international art performance HUSH I was responsible for developing and implementing the complete communication strategy, from conceptualizing key messages to media outreach. My primary objective was to create awareness and interest in the transformative power of urban design, with a special emphasis on how technology and creative urban planning intersect.

I coordinated interviews with experts, artists, and influencers from the field of architecture and digital urbanism, managing the press interaction and media placements. A particularly rewarding part of my role was managing the press tours and handling media inquiries, ensuring that all journalists received the relevant information about the installations and the vision behind the project.

Throughout the event, I collaborated closely with local and international media outlets, securing coverage in publications such as Die Zeit, The Guardian, and design magazines, ensuring that the project’s message reached a broad audience across various sectors, including tech, architecture, and urban studies.

Execution & Results

The project garnered wide attention, generating significant press coverage and social media buzz. Imagine The City was featured in leading outlets and blogs covering urban design, digital art, and sustainability, elevating its profile in both Germany and internationally, such as monopol magazin, e-flux, Hamburger Abendblatt and many more.

Additionally, the interactive aspect of the installations encouraged visitor engagement, with many discussing their experiences on social media and through interviews. Through careful media partnerships and strategic content creation, I was able to position Imagine The City as a key player in the conversation about the future of urban development.

Objective & Strategy

Client: German Federal Foreign Office & re:publica - An influential partnership aiming to bring digital transformation into the global political discourse, with a focus on democracy and international relations.

On May 29, 2019, the German Federal Foreign Office and re:publica hosted the inaugural Future Affairs event in Berlin, exploring the theme “Digital Revolution: Resetting Global Power Politics?” Over 800 invited guests from politics, academia, art, and civil society gathered to discuss the implications of digital transformation on global politics, democracy, and security policy.

I was responsible for developing and executing the entire communication strategy for this high-profile closed-door event. The goal was to create impactful media coverage and position the event as a thought-leader on the intersection of digital transformation, geopolitics, and international diplomacy. The strategy involved crafting compelling storylines that bridged the worlds of digitalization, politics, art, and economics, while emphasizing the key insights shared by renowned experts and speakers.

The Future Affairs event successfully positioned the digital revolution as a pivotal factor in the reshaping of global power politics, fostering a critical conversation on how technology intersects with democracy and security policies on the world stage.

Execution & Results

As the lead strategist for press relations, I managed media outreach and coordinated the press communication, working closely with the German Foreign Office's communication team. My role included crafting press materials and creating storylines that highlighted the intersection of the digital revolution and global political power shifts. I also coordinated press interviews with key speakers and dignitaries, including prominent figures like German Foreign Minister Heiko Maas, artist Hito Steyerl, and activist Moon Ribas.

Despite the event's closed format, I strategically ensured that the event received significant media attention by carefully selecting the right platforms and journalists. Media outlets like Deutsche Welle SHIFT, 3Sat Kulturzeit, and TechCrunch covered the event, creating a targeted media buzz around the discussions on digital diplomacy and its impact on global governance. This was achieved through carefully timed press releases, media relations, and engaging interviews that effectively communicated the core themes of the event to a wider international audience.

Objective & Strategy

Urban Immersion is a cutting-edge platform that makes innovative, immersive digital art experiences accessible. The project merges virtual worlds with real urban spaces, creating unique experiences at the intersection of art, technology, and urban development. It allows visitors to experience a new form of perception and interaction with digital artworks, projected in public and urban environments.

The interactive approach and the fusion of art, technology, and urban space design distinguish this project, making it a captivating experience for both art lovers and technology enthusiasts alike.
Initiator is INVR.SPACE - an Award Winning Virtual Reality Full Service Studio.

Execution & Results

I was responsible for the complete public relations strategy and communication planning for the “Urban Immersion” event. My key task was to bring the immersive digital art installation to a wide audience while emphasizing the event's uniqueness. I developed the communication strategy, created press releases, and managed media relations on-site during the event.

A highlight for me was conducting an interview with Friedrich Liechtenstein, a well-known figure in the German entertainment scene, live on stage during the event. I managed the press handling, interview coordination, and media placements for this high-profile interaction.

Additionally, I made sure to highlight the connection between digital art, urban development, and the role of digitization in the modern art world. My work also involved crafting compelling storylines for the press, building a targeted press list, and coordinating closely with media partners in both the art and tech industries. The event was featured not only in local media but also in major art and tech publications, including FLUX,FM, Rausgegangen Berlin and tw tagungswirtschaft.

Objective & Strategy

re:publica — A global digital festival bringing together experts, creatives, and innovators from around the world. The first re:publica in Accra, Ghana, was in partnership with the German Federal Ministry for Economic Cooperation and Development (BMZ).

In late 2018, re:publica made its debut on West African soil, in Accra, Ghana. The goal was to enhance the dialogue between Germany and West-Africa on digital topics and explore the intersection of digital transformation and development cooperation. As part of the festival's first West-African edition, the objective was to promote forward-thinking discussions and to bring together international leaders and local innovators to explore new digital opportunities for West-Africa.

The theme of re:publica Accra was NEXT LEVEL!, symbolizing the forward-thinking vision of both re:publica and its local partner, the Impact Hub Accra. The festival challenged ideas, explored uncharted territories, and created space for complex, engaging conversations on digital transformation. The event brought together a global community, pushing the boundaries of innovation while fostering a spirit of learning, creativity, and collaboration.

Execution & Results

In collaboration with the re:publica Berlin team, I led the strategic communications for re:publica Accra, focusing on high-level media outreach, partner communications, and stakeholder engagement. My role included working closely with BMZ and other key partners to ensure that the festival’s narrative aligned with their vision for digital development in West Africa, highlighting the impact of digital transformation on the region's economic and social landscape. This involved establishing strategic partnerships with local stakeholders like the Impact Hub Accra and ensuring that the festival’s messaging resonated with both local and international audiences, emphasizing Africa's role as a key player in the global digital transformation.

I also coordinated the development of media partnerships with international and regional media outlets, creating collaborations with DW Academy, arte, and African media platforms to amplify the festival's impact and ensure widespread coverage across the region with a amazing local team from Impact Hub Accra.

As a result, the event attracted significant media attention, securing features in prominent outlets such as ARD Tagesschau, ARD Tagesthemen, ZDF Heute Journal, 3Sat Kulturzeit, DIE ZEIT, BBC, Modern Ghana, and many more. This strategic approach successfully positioned re:publica Accra as a leading event in the digital transformation discourse in West Africa, further establishing the festival as a key platform for cross-continental exchange on digital innovation.

Objective & Strategy

Galerie B in Hamburg is a contemporary art gallery that showcases a wide range of modern art, including works from both established and emerging artists. With a focus on painting, sculpture, and mixed media, the gallery aims to create dynamic experiences that foster dialogue between the artist’s vision and the audience’s interpretation.

Execution & Results

As the PR lead for Galerie B, I was responsible for managing the gallery’s public relations efforts. This included creating and executing communication strategies, drafting press releases, and cultivating relationships with journalists and media outlets. My role involved working closely with the curatorial team to craft compelling narratives around each exhibition, ensuring that the stories behind the artworks were communicated clearly to the press and broader art community.

In addition to traditional media relations, I organized press events for exhibition openings and special gallery events. I ensured the attendance of key media representatives, art critics, and influencers, making sure that each event was well-executed and that the gallery’s messaging reached the right audience. I also coordinated interviews with the artists and curators, facilitating insightful coverage of the exhibitions and the artists’ creative processes.

Objective & Strategy

Client: sound:frame (Vienna/Austria) - A pioneering organization at the intersection of art and technology, focused on interdisciplinary collaboration across artists, researchers, institutions, and producers in the audiovisual and immersive realms.

sound:frame is known for its commitment to pushing the boundaries of audiovisual art and immersive experiences. Since its inception, it has become a central player in the European art-tech scene, with a particular focus on the innovative fusion of electronic music and visual mapping. The organization’s annual soundFestival has been a key event, offering a platform for cutting-edge collaborations and pushing the limits of digital and immersive art forms.

In 2010, sound:frame gained European recognition with the theme DIMENSIONS, which played a critical role in enhancing Vienna’s reputation as a hub for audiovisual art. By curating experiences that blend music, technology, and visual arts, the festival has become an internationally recognized event, taking place in diverse settings including galleries, cultural venues, clubs, and public spaces.

Execution & Results

I was the press spokesperson and tasked with leading the communication strategy for sound:frame and its annual festival, with a focus on positioning the event as a leading platform for innovative digital and immersive art. The approach included crafting a narrative that connected the festival's cutting-edge audiovisual experiences with broader themes in technology, culture, and innovation.

As part of the strategy, I collaborated with key partners and stakeholders in the international art and tech communities, ensuring sound:frame received widespread visibility across a range of media platforms. The festival's unique blend of art and technology generated media buzz and significantly elevated the profile of Vienna’s contemporary digital art scene.

Through targeted PR efforts, including press releases, interviews, and media outreach, the festival garnered attention from top-tier cultural outlets and tech publications. These efforts contributed to the event's ability to attract an international audience, cementing sound:frame's position as a central figure in the global audiovisual arts landscape.

I worked closely with the artists and contributed my own creative ideas, such as the Party Street Bim, which I enhanced with street art installations from local artists, playing a key role in shaping the festival’s unique visual identity. The increased public attention after the festival also led to the curator, Eva Fischer, being named 'Austrian of the Year' in the same year.

Objective & Strategy

The Holzmarkt is a cooperative hub shaping a unique quarter on the banks of the Spree in Berlin, where work and leisure, exchange and debate, fun and tranquility seamlessly coexist. It offers a space for art and culture at the heart of the city, fostering networks and strengthening community bonds.

In 2016, the WIDE(R)KUNST Festival, in collaboration with Viva con Agua and the Millerntor Gallery, focused on the artistic potential of Holzmarkt. The exhibition and accompanying charity art auction aimed to challenge mainstream norms, providing a platform for art based on diversity and inclusion. The festival encouraged embracing contradictions and differing opinions, which was reflected in the name "WIDE(R)KUNST."

Execution & Results

I managed the PR and public relations efforts for the inaugural WIDE(R)KUNST festival. This involved providing ongoing strategic communication advice and closely collaborating with the organizers. I developed the communication strategy, built a targeted press distribution list in collaboration with the partners, and created and distributed press releases. Additionally, I arranged interviews and set the media agenda in both regional and national outlets.

The campaign achieved extensive local media coverage (including B.Z., Tagesspiegel, taz, FM4), as well as recognition in art-specific publications (such as the Weltkunst newsletter), solidifying the festival's presence in Berlin’s cultural landscape.

Objective & Strategy

Kruger Media is a Berlin-based communications agency specializing in PR for live and digital events at the intersection of music. From 2011 to 2016, I started my career at Kruger Media, first through a PR training program and later as a freelancer. During my time there, I managed PR and project leadership for Deutsche Telekom’s music engagements, including high-profile projects such as the Depeche Mode Summer Tour, Electronic Beats by Telekom, and Telekom Street Gigs.

For the first time in Deutsche Telekom's history, an external agency took the lead on all music events. A notable highlight was the Depeche Mode Fan Exhibition at the former Jandorf department store in central Berlin, an event that attracted Depeche Mode fans, art lovers, and music scholars alike.

Execution & Results

My responsibilities included the creation of overall project and communication plans that unified all of Deutsche Telekom's music-related activities, balancing the needs of multiple internal departments (both national and international). I led a team of three, overseeing content creation and on-site press management, including coordinating artist interviews. My tasks also involved traditional PR activities such as drafting press releases, handling media inquiries, and managing live event PR logistics (invitations, accreditation lists, and interview scheduling). Additionally, I managed extensive partner communications with Deutsche Telekom and key TV partners like ProSieben.

The projects led to significant media coverage and helped solidify Deutsche Telekom’s presence in the music event space, particularly with high-profile campaigns that integrated live events, digital platforms, and innovative partnerships. The Depeche Mode Fan Exhibition, in particular, garnered widespread attention across various media channels.

Objective & Strategy

I have been working as a freelancer for the Openers agency for over three years. Openers is an innovative agency specializing in creating impactful event experiences that fuse strategy, creativity, and cutting-edge technology. In 2019, I took on the role of project lead for CityLab Berlin, an experimental hub focused on shaping Berlin’s digital future by bringing together government, civil society, science, and business. I continue to maintain a strong and close relationship with the Openers team, collaborated regularly on various projects.

Execution & Results

My role involved creating a tailored communication strategy for the major opening event of CityLab, as well as overseeing all press relations for the event. I was responsible for crafting the key messages, defining the overall communication strategy, and leading the internal project coordination. During the opening, I managed on-site press relations, organized interviews, and coordinated communication with media representatives. Beyond the event, I continued to support CityLab with media outreach, writing press releases, and leveraging my network to place interviews and secure press coverage.

With my continuous support, CityLab not only gained significant visibility during the opening but also established a strong presence in the media, positioning itself as a key player in the discourse on Berlin’s digital future. My close collaboration with the CityLab team and strategic media engagement led to widespread coverage and sustained visibility across relevant media outlets.

Objective & Strategy

Client: VAHA is a digital fitness mirror that redefines digital health with its high-quality design and innovative approach. VAHA enables users to work out at home, offering both on-demand sessions and live personal training.

The startup was founded in 2019 by Valerie Bönström, the founder of Mrs. Sporty. The primary focus during the product launch was brand building, establishing thought leadership, developing a tailored press network, and influencer partnerships.

Execution & Results

I led the press and communication efforts for the launch of VAHA in the European market, initially focusing on the DACH region, and later expanding into English-speaking markets, especially the UK.

Together with a freelance colleague, I devised a communication strategy, coordinated media outreach, and oversaw the creation of key messages for the product. In early 2020, we organized a press tour in Berlin, Hamburg, and Munich, where I was responsible for all aspects of event management, including press invitations, live demos, and interview setups.

This resulted in extensive media coverage across over 25 Tier 1 business and lifestyle publications, including W&V, WiWo, Bunte, InStyle, Fitbook, and AD Magazin. Additionally, I worked closely with the partnership team and independently managed collaborations, such as the one with Nikeata Thompson, a renowned choreographer, dancer, and TV personality, known for her work on Germany's "So You Think You Can Dance" and her influence in the entertainment and fitness sectors.

Objective & Strategy

From October 2018, the event partners re:publica, Reeperbahn Festival, and next media accelerator organized a series of five events across Los Angeles, New York, Portland, Detroit, and Austin.

As part of the "Germany Year" initiative in the USA, numerous transatlantic projects, events, and workshops took place in the United States until the end of 2019. The initiative was funded by the German Foreign Office, realized by the Goethe-Institut, and supported by the Federation of German Industries (BDI).

The opening event in Los Angeles featured exhibition formats, showcases, music matches, and a digital conference by re. Klaus Vormann’s exhibition “It Started in Hamburg” explored the intersection of music and art, receiving significant attention from the American audience.

Execution & Results

As the International Communications Manager for re:publica, I was responsible for overseeing the PR and communications for the Sequencer Tour L.A. in collaboration with the communications team from Reeperbahn Festival.

My tasks included drafting and distributing press releases, managing partnerships and coordinating with external agencies in the U.S., overseeing speaker interviews on-site, and briefing in-house photographers and videographers.

Additionally, I managed the social media coverage of the event. The Los Angeles Times, for example, provided extensive coverage of the event.

Objective & Strategy

As a freelance consultant for Openers, I supported the international communication strategy for the Tech Open Air Festival (TOA) over the course of three years.

Tech Open Air (TOA) is a renowned interdisciplinary technology and innovation festival in Berlin, bringing together the brightest minds from tech, art, culture, and business to explore the future of innovation through discussions, workshops, and exhibitions.

Execution & Results

My role focused on the traditional public relations work, especially in cultural PR, where I managed media partnerships, assisted in building and expanding the community—particularly in the areas of art and culture—and wrote press materials.

Additionally, I was responsible for coordinating interviews on-site and conducting press tours tailored to specific sectors, including Tech, Mobility, and Art. Moreover, I actively contributed to the conceptual development of new event formats and products in collaboration with the Openers team.

Objective & Strategy

The International Garden Exhibition (IGA) Berlin 2017 promised a “MEHR aus Farben” and delivered an unforgettable festival of international garden art, culture, and joy of life over the course of 186 eventful days.

From the opening on April 13 to the closing on October 15, more than 1.6 million visitors came to the IGA grounds to admire the international garden pavilions, explore art in the park, and enjoy concerts in the modern open-air arena.

Artworks featured at IGA 2017 included Jeppe Hein’s Reflecting Gardens and Martin Kaltwasser’s Los Angeles Garden, curated by Katja Aßmann.

Execution & Results

I worked as a freelancer in the press department of IGA / Grün Berlin GmbH for over a year. My primary focus was on the arts programming within the exhibition, where I was responsible for guiding press tours and coordinating interviews with artists and organizers.

During the opening of IGA 2017, I handled the press and VIP invitation management, working closely with an external service provider for seamless execution.

On the opening day, I was in charge of press operations, particularly managing TV and photography press coverage. I also led the press tour with high security protocols, which included high-profile figures such as the Federal President Frank-Walter Steinmeier and the Mayor of Berlin, Michael Müller.