Creative
Marketer.

Connecting strategy, visual storytelling
and measurable learning.

Art Direction

Selected work

01 / 06

Organic Brand Growth · 2024—26

TONE Factory

Growing an audio brand organically through entertainment-first education.

01 / IDEA

Analyse TikTok Creator Search Insights to identify relevant topics, keywords and hooks.

02 / MY CONTRIBUTION

Creative strategy, art direction, content production and performance review

View case

03 / RESULT487.6K organic views

One educational Reel · organic social performance

01 / MOTION

Organic Brand Growth

THE CONCEPT

Analyse TikTok Creator Search Insights to identify relevant topics, keywords and hooks.

MY CONTRIBUTION

Creative strategy, art direction, content production and performance review

Creative Effectiveness · 2026

The Slow Playback

Turning creative direction into a controlled field experiment.

01 / IDEA

Create a 2×2×2 system: normal or slow pace, original or retro style, modern or heritage positioning.

02 / MY CONTRIBUTION

Research design, creative system, campaign setup and analysis

View case

03 / RESULTBest CTR: 2.67%

Normal · Original · Heritage / 8 tested creatives

01 / MOTION

Creative Effectiveness

THE CONCEPT

Create a 2×2×2 system: normal or slow pace, original or retro style, modern or heritage positioning.

MY CONTRIBUTION

Research design, creative system, campaign setup and analysis

Campaign Strategy · 2025—26

The Pro-Ject Moment

Reframing analogue listening as a mindful, tactile ritual for a younger audience.

01 / IDEA

Build the territory around mindful listening, tactility and emotional sound.

02 / MY CONTRIBUTION

Campaign strategy, creative concept and paid-social analysis

View case

03 / RESULT20% lower CPC

CPC: €0.20 → €0.16 · CTR: 1.44% → 0.85%

01 / MOTION

Campaign Strategy

THE CONCEPT

Build the territory around mindful listening, tactility and emotional sound.

MY CONTRIBUTION

Campaign strategy, creative concept and paid-social analysis

Consumer Research · Academic Project

Vöslauer

Turning field observation into a behavioural opportunity map.

01 / IDEA

Observe how people choose, carry and consume beverages in real contexts.

02 / MY CONTRIBUTION

Field research, consumer analysis and opportunity framing

View case

03 / OUTPUTField research → opportunity map

Qualitative field research · strategic output

Vöslauer Balance Juicy Plus Marille-Kamille with magnesium and vitamin B6

BALANCE JUICY PLUS · MAGNESIUM + B6

Consumer Research

THE CONCEPT

Observe how people choose, carry and consume beverages in real contexts.

MY CONTRIBUTION

Field research, consumer analysis and opportunity framing

Events & Partnerships · Independent Event Series

BAKUBA & Pulsation

Building independent event brands from identity to live experience.

01 / IDEA

Define each event concept and translate it into a recognisable identity, communication system and full marketing rollout.

02 / MY CONTRIBUTION

Founding, brand building, sponsorship, booking and end-to-end production

View case

03 / RESULT150–700 visitors

Visitors per event across different formats

01 / CAMPAIGN

02 / Pulsation Recordings · Club audience

03 / Pulsation Recordings · International artist booking

Events & Partnerships

THE CONCEPT

Define each event concept and translate it into a recognisable identity, communication system and full marketing rollout.

MY CONTRIBUTION

Founding, brand building, sponsorship, booking and end-to-end production

Campaign Production · Lifestyle campaign

Pro-Ject XA B Campaign

Bringing an audio product into a distinctive lifestyle campaign.

01 / IDEA

Support the campaign world through model coordination, aerial footage and print production.

02 / MY CONTRIBUTION

Model organisation, drone video production, support on the campaign shoot and print materials

View case

03 / OUTPUTFilm · photography · print

Campaign deliverables · model coordination, aerial footage and print support

Pro-Ject XA B Campaign — selected creative

01 / CAMPAIGNWatch film ↗

Campaign Production

THE CONCEPT

Support the campaign world through model coordination, aerial footage and print production.

MY CONTRIBUTION

Model organisation, drone video production, support on the campaign shoot and print materials

Visual work · 01—03Explore the disciplines

Photography, films and AI explorations.
Scroll into the vortex.

Photography

Product and lifestyle photography, alongside personal studies of light, texture and place.

Videography

Music-led product, collaboration and event films built for social-first viewing.

AI Creative Lab

Creative direction, generative production and post-production developed around campaign needs.

AI Creative LabAI Creative Lab · Product world

My profile.

STRENGTHS & FOCUS

Where I bring
the most.

Creative execution connected with strategic thinking and measurable learning.

Strongest evidence

Visual production · organic content · creative testing.

Less represented

Lifecycle / CRM, large-budget scaling and long-term business outcomes.

MORE PORTFOLIO EVIDENCELESS PORTFOLIO EVIDENCESTRATEGIC
THINKINGHANDS-ON
PRODUCTION

Creative
marketer

IN PRACTICE

Creative strategy

The Pro-Ject Moment connects audience context, a campaign idea and paid-social evaluation. A demonstrated strength in linking direction with execution.

See the work ↗

Based on the work shown here. Less evidence does not necessarily mean lower ability.

Contact

Let’s
connect.

This portfolio documents my professional experience and creative work. Get in touch for professional exchange or questions about my background.

richard.mertens@hotmail.com

in Connect on LinkedIn

CreativeMarketer.

Selected work

TONE Factory

The Slow Playback

The Pro-Ject Moment

Vöslauer

BAKUBA & Pulsation

Pro-Ject XA B Campaign

Creatıves ınrotatıon

Creative strategy

Let’sconnect.

Creative
Marketer.

Let’s
connect.