A year-long employer branding and patient story campaign for Boehringer Ingelheim across Vienna, Los Angeles and Ridgefield — with the production model shifting to match what each market actually needed.
A single campaign delivered across three markets, with the production model shifting to match each one. Vienna combined embedded producer responsibility with service production — coordinating local crew and facility access from inside the client relationship. Los Angeles was sourced and prepared from Germany before moving on-site as embedded producer and the central point of contact between creatives, agency lead and client stakeholders. Ridgefield followed directly after — an extended version of the Vienna role, run on the US East Coast, a different coast and a different clock, days after LA wrapped.
Vienna needed someone who could operate as both local fixer and client-side producer at once — coordinating employee and talent photography inside active pharmaceutical facilities, where lab access and staff availability set the schedule, while staying close enough to the client relationship to keep decisions moving.
Los Angeles couldn't be prepared once people landed. Crew, permits and locations for patient-story photography across private homes and community spaces had to be sourced and locked from Germany, weeks out — then run on-site as the single point of contact between the creative team, the agency lead and Boehringer's stakeholders.
Ridgefield picked up days after LA wrapped — a second US leg on the opposite coast, three timezones removed, repeating Vienna's employer-branding brief for an American audience with barely a weekend between shoots.
Across all three, the constant was the same: whoever was coordinating a market thousands of miles from Berlin had to be trusted to make the right call without a call home.
Three markets. Three sets of logistics. Never the same role twice.
Vienna ran as a hybrid: embedded inside the client relationship while handling service production on the ground — local crew, facility access and compliance inside a pharmaceutical environment that doesn't open its doors easily.
For Los Angeles, the work started before anyone flew out. Crew and vendors were sourced and coordinated remotely from Germany, then I moved on-site as embedded producer and the direct line between the creative team, the agency lead and the client.
Ridgefield extended that same embedded role onto the US East Coast immediately after Los Angeles — a second coast, a new timezone, the same standard of ownership carried straight through without a reset in between.
Sourced from Germany. Run on the ground. Never the same setup twice.
A year-long campaign delivered across three markets, with the production model built around what each market actually needed rather than one template applied three times.
Three markets. One campaign. A different production model wherever the work demanded it.
Every project starts with a conversation.
Sometimes there's already a brief.
Sometimes just an idea.
Sometimes you simply know what you want to achieve.
Either is enough.
The first conversation isn't a pitch.
It's a scoping call.