Creatives to Watch • 51 News
CREATIVES TO WATCH 'HYSTERIA' - Cooper & Gorfer captivate with collages at Fotografiska Berlin – and discuss art, chaos & identity in the GoSee interview
10.07.2025 •
With HYSTERIA, Fotografiska Berlin moves beyond the boundaries of a traditional photography exhibition to create an emotionally charged, sensory experience. The artist duo Cooper & Gorfer invite viewers into a richly layered universe where tenderness meets rage, myth interweaves with memory, and visual storytelling becomes a site of introspection, resistance, and transformation.
Sarah Cooper (USA/Sweden, b. 1974) and Nina Gorfer (Austria, b. 1979) have worked together as an artist duo since 2006. While Cooper was trained in classical photography, Gorfer studied architecture under Zaha Hadid at the University of Applied Arts in Vienna. Together, they have developed a unique visual language that merges photography with painting, collage, textile art, and video.
At the heart of their practice lies the portrait – especially the female portrait – as a mirror of cultural identity, memory, and belonging. Their images emerge through a layered interplay of photographic fragments, textures, materials, and personal narratives. For each project, Cooper & Gorfer travel extensively, working...
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CREATIVES TO WATCH 'Wanna play?' Nick Bakshi, Creative Director at BETC, creates a world of fun for the all-new Citroën Ami in an explosive campaign
10.07.2025 •
Nick Bakshi is an internationally award-winning American creative director living and working in Paris. He has been supporting the creative team at BETC for almost two years. During his career, he has worked at agencies in the US, France, and Italy for brands such as Coca-Cola, Heineken, Duolingo, Netflix, and Citroën.
As creative director for Citroën's new campaign, Nick Bakshi has created a world of fun: "Wanna Play?" – an explosive and exciting campaign for the brand-new Ami model. Compact, electric, and full of character, the Ami represents a reinterpretation of everyday mobility. The campaign depicts a woman getting into her Ami after a long day exploring the city. She steps on the accelerator and poof – a new superpower is unlocked as her world explodes into bright bursts of color. Obstacles dissolve into confetti, the city becomes a playground – then another Ami appears, and the adventure begins again.
"I hope this spot is as fun to watch as it was to make. We literally spent hours creating color combinations of confetti and throwing them in the air like children to see what...
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CREATIVES TO WATCH Mathias Wilke, CD at antoni garage (team x), talks about the rollercoaster campaign 'Can't explain it, only feel it' for MERCEDES-AMG in an interview on GoSee
03.07.2025 •
Mathias Wilke is a creative visionary whose name is firmly established in the advertising world. Having worked as Craft Director and Creative Director at antoni garage (team x) in Berlin for over 10 years, he uses his talent to shape Mercedes-Benz's visual communication, creating iconic campaigns that impress aesthetically and push technological boundaries.
From staging the spectacular launch of the new G-Class to futuristic Mercedes-Benz concept cars and Super Bowl commercials – Mathias always has the perfect blend of innovation, style, and storytelling in mind.
His work is characterized by the perfect staging of light, CGI, and weightless models that become a reality in campaigns for Mercedes-Benz and Mercedes-AMG. The current Mercedes-AMG campaign, directed by Henry Schofield and under Mathias' Creative Directorship, is captivating audiences. In our CREATIVES TO WATCH special, we take a look behind the scenes of his impressive work.
In the current Mercedes-AMG campaign, the ride is compared to the intensity of a roller coaster ride, under the slogan “Can’t explain it, only feel...
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CREATIVES TO WATCH Meet INSTEROID – the INSTER’s wild alter ego. The launch campaign of the concept car by Pedro Lourenco, Creative Director at INNOCEAN Berlin, on GoSee
17.06.2025 •
Hyundai Motors unveiled the gaming-inspired INSTEROID concept car in Seoul a few weeks ago, redefining the boundaries of automotive design. Based on the successful INSTER EV, the car is designed not only to challenge expectations for sporty electric vehicles but also to excite a new generation of drivers.
Inspired by motorsports and video games and developed by Hyundai's European design team, INSTEROID boasts a striking look complemented by aerodynamic features such as a prominent rear spoiler and diffuser.
"INSTEROID represents a modern take on the idea of ​​a dream car. It is designed to inspire and create enthusiasm," said Eduardo Ramírez, Chief Designer of Hyundai Design Europe. "This project allowed us to fully embrace unrestrained creativity, drawing inspiration from video games to create an emotional and engaging vision of Hyundai's brand."
The eye-catching campaign film "INSTEROID | A Glitch in the Car Industry" was created by Innocean Berlin, under the creative direction of Pedro Lourenço. "We get to make ads for many new cars, but it's not every day that you get to...
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CREATIVES TO WATCH Ogilvy South Africa presents the 'Forever Golf' campaign for Volkswagen and Alex Goldberg, Creative Partner at Ogilvy SA, in an interview on GoSee
11.06.2025 •
Ogilvy South Africa are the creative minds behind Forever Golf, the acclaimed docuseries campaign for longstanding client, Volkswagen South Africa.
'Forever Golf' tells real stories across eight documentary episodes centered around the Golf, focusing on people who grew up with this cult car, love it, and have even given it their own nicknames—from the “Bum Jive” to “The Rabbit” and “Pookie.” Each episode shares a unique story and highlights the diversity of the Golf community—from car enthusiasts to large families to young hip-hop fans—a multifaceted tribute to a true icon.
With Forever Golf, Volkswagen and Ogilvy have gone far beyond classic car advertising to create a piece of vibrant pop culture celebrating South Africa’s streets, voices, and stories. At the heart of the campaign is not just storytelling but also participation: through the #NameThisGolf initiative, VW invites people to co-create the nickname for the new model. Everyone can join in, get inspired by the episodes, and submit their own nickname ideas for the new Golf. This turns the campaign into a genuine community...
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