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AGENCIES Xenia Peeck, Founder and Creative Director of Mutants of Advertising, on her CI for the MONTBLANC Haus, the future of luxury brand advertising – and live as an expert at UPDATE BERLIN
16.05.2025 •
Xenia Peeck is the founder and Creative Director of the agency Mutants of Advertising and co-founder of the beauty brand facetaime.com. She works at the intersection of brand strategy, creative concept, and digital culture – with a fine sense for social currents and bold communication. Her strength: rethinking brands without losing their roots. Whether it's a classic campaign, cultural format, or digital concept – Xenia develops solutions that not only stand out but leave a lasting impact. Her work combines attitude with craftsmanship, emotion with progress. We introduce the creative on GoSee – and you can meet her in person at the UPDATE Berlin.
You didn’t just create a CI for the MONTBLANC HAUS, but also content for the "Home of Writing." How do you succeed in retelling the story of a heritage brand? Xenia: A brand’s heritage – its story, its DNA – is the foundation. It’s not about retelling, but about telling it right. The substance is already there. You just need to uncover it precisely. In the video about how a Montblanc fountain pen is made, I wanted to show how absurdly...
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AGENCIES Golden Toast Becomes the 'Queen of Bread' – Philipp und Keuntje’s HOUSE OF TOAST Campaign, Plus ASTRA on GoSee and Art Buyer Karen Schwarzer in person at UPDATE BERLIN
08.05.2025 •
Welcome to the ‘House of Toast’. For over a year, Golden Toast has been charting new territory in brand communication together with Hamburg-based creative agency Philipp und Keuntje (PUK). Now, with the launch of their new Vegan Brioche, the collaboration enters a bold new chapter on social media—one that quite literally rewrites the history of bread. At the heart of the campaign is actress Ruby O. Fee, who steps into the role of a modern-day Marie Antoinette—regal, cheeky, and styled with a Gen-Z twist.
Blending satirical humor with visual opulence, the campaign unfolds across six short video episodes, each showcasing Ruby O. Fee living her best "Queen of Bread" life. Expect everything from guillotine-style sandwich slicing to decadent egg-drop creations—naturally featuring the soft new Vegan Brioche (produced in-house at PUK Studios).The result? Three delightfully royal House of Toast stories, which we’re excited to share here.
Print visuals were overseen by Art Buyer Karen Schwarzer, who—together with Johanna Merensky—has long supported PUK with deep expertise in art production....
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MODEL Naturally in the spotlight - EAST WEST MODELS presents Male Model YOUNES for HESS NATUR
06.05.2025 •
EASTWEST male model Younes most recently appeared in front of the camera for the sustainable fashion brand HESS NATUR, impressing with his youthful presence and modern charisma. A young talent from Frankfurt, discovered and developed by East West Models, Younes is increasingly becoming a sought-after face in the fashion world.
"With his striking look and professional attitude, Younes authentically stages every campaign – whether for fashion, editorials, or commercials. His latest job for Hessnatur once again demonstrates his flair for aesthetics and expressiveness." EAST WEST MODELS.
"Close to our hearts: underwear made from natural fibers. Our underwear combines skin-friendly fibers such as organic cotton and TENCELTM Modal to create an incomparably comfortable feel. Free of harmful substances and gentle on the skin, it feels like a second skin - soft, delicate and incredibly comfortable...." HESS NATUR.
East West Models has been founded in1989 and its managing director is Marcus Streil. Their customers include catalogues, editorial offices, advertising agencies and fashion lables....
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AGENCIES Creative Vision for Luxury Brands - Paris-based Art & Creative Director Serge Derossi on Branding, Innovation, and the Art of Staging Elegance
30.04.2025 •
On GoSee, we introduce Serge Derossi, a visionary Creative Director who continues to shape prestigious fashion and beauty brands. He began his career at Vogue France and has since collaborated with Donald Schneider Studio and held art direction roles at BETC, Mazarine, Ogilvy Paris, and Accor Group. He also served as Creative Director at Estée Lauder Companies.
Specializing in branding, digital campaigns, scenography, and luxury retail, Serge currently works with leading brands such as L'Oréal Luxe, Ralph Lauren, Valentino Beauty, and Givenchy. His projects span fashion, music, art, and high-end advertising, including notable contributions to Bureau Futur Betak and the Musée de la Mode de Marseille with Karine Arabian.
Serge Derossi now works as a consultant for 360° image strategies. For Ralph Lauren Fragrances and L'Oréal Luxe New York, he collaborated on image strategy development and conceptualised the Lando Norris x Polo Red campaign. For Shu Uemura Tokyo, he created film campaigns, brand image guidelines, and the lipstick design concept. He also contributed to one of the...
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AGENCIES 'Let's Stick Together' - Rebecca Rupcic, Managing & Creative Director PULP Agency Berlin, on her beauty campaign for ESSENCE, the great art of togetherness and in person at UPDATE BERLIN
16.04.2025 •
Rebecca Rupcic not only founded PULP Berlin (pulp.berlin), but also set a new benchmark for creative campaigns that push the boundaries of the conventional. As a former fashion editor at Vogue and a true expert in fashion and design, she brings an eye for detail and a refined sense of aesthetics that is reflected in all of her agency’s work. Since 2011, PULP Berlin has impressed with campaigns for brands that stand out through bold creativity and modern visual storytelling. Her guiding principle remains clear: "Highly professional while thinking outside the box." We talk about her creative process and the latest campaign for beauty brand essence. You can also meet the PULP team in person at UPDATE Berlin.
Rebecca, you founded PULP Berlin in 2011 and have built an impressive career. What inspired you to take the leap into self-employment back then? What was your vision for the agency? Rebecca: My vision for PULP was to create an agency—or more precisely, a platform. I’m convinced that traditional structures only take us so far. That’s why collaboration is at the heart of what we...
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