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I’ve learned a lot from projects.
And just as much from people.
That's why here are my top 3 that matter to me when working with ideas and people
How we work shows in the work
Especially in creative teams, the tone is set early. How openly ideas are discussed, how mistakes are handled and how credit is shared. These details don’t show up in a case film, but they shape the quality of the work every single time.
For me, this means creating spaces where exchange is part of the routine, not an exception. Where feedback is ongoing, questions are welcome and progress is visible. A working rhythm that builds trust over time and allows teams to grow together with the work.
ADC Future Female 2021
I am honoured to have been selected as one of the ADC Future Females 2021, a special leadership programme initiated by the ADC Art Directors Club Germany for 28 female high potentials in the creative industry.
The longer you work, the easier it is to stay in your own bubble.
That’s why I try to actively challenge my own perspective, by learning, listening and placing myself in situations that ask for a step back rather than a strong opinion. Leadership and creative trainings, e.g. at Bridgehouse, long-term mentoring and experiences like serving as a shortlist juror for the New York Festivals Advertising Awards have helped me look at work with more distance and clarity. Not just my own, but the work of others as well.
Where I shape my perspective
Who is in the room changes the result
Over time, I’ve learned how early creative decisions influence representation, often long before a concept is fully defined.
In my work, this is reflected in how I approach casting and production. I consciously advocate for diverse perspectives, both behind and in front of the camera. This includes working with female directors and questioning visual stereotypes that are often treated as standard. Not for making a statement but for creating work that feels more honest, nuanced and relevant.
Sharing insights that matter,
in ways that reach people.
Cannes Lions 2023
That’s why my colleague and I took it upon ourselves to explore the festival through the lens of gender equality and diversity:
We shared our observations in a W&V media partnership called “von Löwen und Löw:innen” , highlighting what caught our attention and what was missing.
On top of that, we ran the fischerAppelt Instagram channel and produced the daily internal podcast “Rosé am Mittag”, keeping colleagues up to date on the most exciting cases and awards straight from the festival floor.
It took a lot of effort, but I’m proud to give this topic a voice and highlight it in the German creative landscape.
