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ADVERTISING Theo von Aspern, Global Creative Director at adidas at TBWA/Neboko, on Creativity, Team Building, and the Future of Advertising – and in person at UPDATE Berlin
16.05.2025 •
Theo von Aspern, Global Creative Director at adidas at TBWA/Neboko, is a driving force behind some of the most exciting campaigns for the global brand. In this exclusive interview with GoSee, he gives us an insight into his role, the challenges of his work, and the creative vision behind recent projects like the "City Escape" campaign. He discusses the importance of authenticity in advertising, how he builds his team, and how trends and new technologies influence his creative process. We are also excited to welcome Theo in person at UPDATE Berlin.
What does your role as Global Creative Director at TBWA/NEBOKO entail? Theo: If you want to go fast, go alone. But if you want to go far, go together. I truly believe that. So, much like a football manager, my job is to pick the best team, get them aligned, and make sure every campaign we roll out is fresh, relevant, and impactful. We’re always looking for creative ways to tell stories that connect with people, feel authentic, and help drive brand recognition or increase sales. In doing so, we hope to play a role in shaping both sport...
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ADVERTISING ARTWORLD AGENCY, with offices in Paris, London, and New York, presents a curated roster of photographers / directors working at the intersection of art, advertising, and high fashion. Meet the agency at UPDATE-25-BERLIN
16.05.2025 •
ARTWORLD is an artist representation agency that nurtures a diverse community of image-makers. The agency curates a roster defined by mastery of craft and discipline, and facilitates meaningful partnerships that empower its artists to interpret clients’ creative briefs with originality and intention, using their unique voices. ARTWORLD will be welcomed as an exhibitor at UPDATE BERLIN on May 16. The team will present impressive portfolios, introduce their artists in person, and look forward to engaging conversations and potential collaborations.
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ADVERTISING Contour: A Decade of Photography for COCA-COLA Global Design by Guy Aroch & Anna Palma c/o ARTWORLD AGENCY Exhibition at NYCxDESIGN 2025
16.05.2025 •
For over a decade, Coca-Cola’s Global Design team has collaborated closely with photographers Guy Aroch and Anna Palma to craft compelling visual stories that have both defined the brand and influenced contemporary visual culture. Now, during NYCxDESIGN 2025, this creative legacy takes center stage in a bold new exhibition. For the first time, this extensive body of work is being unveiled—celebrating a long-standing collaboration and the role of photography in shaping Coca-Cola’s global image.
Titled 'Contour: A Decade of Photography for Coca-Cola® Global Design by Guy Aroch and Anna Palma', the exhibition features previously unseen images and behind-the-scenes moments, offering a rare glimpse into the creative journey. It explores how design and photography merge to express the joy, emotion, and timeless character associated with Coca-Cola.
From atmospheric lifestyle scenes to cinematic visuals, the exhibition showcases the lasting impact of powerful imagery. At its core stands the iconic Coca-Cola Contour Bottle—marking 110 years of innovation and inspiration—frequently featured...
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ADVERTISING Jan Hippchen, Global Creative Director Brand Design at PUMA, talks about innovations, iconic collaborations, and the art of combining design with functionality – and will be personally attending UPDATE BERLIN
16.05.2025 •
Jan Hippchen is the creative mind behind many iconic design innovations at PUMA. As Global Creative Director of Brand Design, he leads the team responsible for iconic projects such as packaging designs, logos, and collaborations. In our interview, Jan provides a deep insight into his versatile role at PUMA and how he combines creativity with functionality. He talks about his passion for exceptional design projects, such as reviving the Super Puma character, collaborating with major athletes like Neymar Jr., and the challenge of integrating local culture into global design strategies. We also learn how his passion for photography has found not only a private but also a professional place in his work. If you want to learn more about the Dua Lipa collaboration and SUPER PUMA, you can meet Jan in person at UPDATE BERLIN.
As a Creative Director at PUMA, what’s a normal day like? Jan: Actually that’s not so easy to say. Of course, there are meetings in my calendar and there are ongoing projects to work on – but there’s always a little room for spontaneous, instant, surprising requests...
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ADVERTISING Kerstin Mende – Head of Art Buying at Scholz & Friends in conversation about creative challenges, featuring the DURAVIT campaign ‘Upgrade your everyday’ on GoSee and in person at UPDATE BERLIN
16.05.2025 •
With over 30 years of experience in art buying, Kerstin Mende is one of the most influential figures in visual brand communication in Germany. She began her career in the creative industry in 1992 as an art buyer at BBDO. Her journey continued at renowned agencies such as FCB Hamburg, Jung von Matt, and McCann Erickson, among others. Since 2004, she has led the art buying department at Scholz & Friends, one of the country's leading creative agencies. In this role, she manages clients including McDonald's, Volkswagen Commercial Vehicles, Toom, Sparkassen, IWC, FAZ, Mazda, and several ministries, contributing to numerous award-winning campaigns over the years.
In addition to her agency work, Kerstin Mende is actively involved in the creative community. She has been a part of the GoSee family for many years, lending her expertise to the UPDATE Berlin in the areas of photography, film, and campaign production. She serves on various juries and regularly contributes to curatorial formats like the BFF Förderpreis, always with the aim of promoting, showcasing, and connecting creative...
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