Pascal Herliczek — Hybrid Creative

Year-round

Ongoing production instead of annual campaign dependence

Multi-format

Assets built for social, web, video, and reactive brand needs

Always-on

Editorial planning and repeatable production over one-off output

The Challenge

Aeris relied heavily on one major campaign shoot per year, then had to stretch that material across the next twelve months. That model worked for large brand moments, but it broke down in day-to-day communication, especially as social became more important and the shift toward home office created demand for faster, more reactive content.

The Approach

Together with my agency, I helped build a continuous content production model from the ground up. Instead of treating content as occasional campaign output, we introduced a retainer-based system with regular editorial planning, recurring productions, and a workflow designed to support ongoing brand communication across multiple channels.

Execution

My role went far beyond shooting. I developed creative concepts, assessed what was realistically possible within budget, and built repeatable production logic across formats, products, and channels. That included visual planning, format thinking, production setup, furniture logistics, storage, and a deep understanding of Aeris' product range and internal workflows. Over time, fast-turnaround requests became realistic because the production side no longer had to start from zero every time.

Outcome

The result was a far more responsive and sustainable content model, with better planning, more consistent brand imagery, and communication that stayed aligned across social, web, and other touchpoints. Instead of relying on a single annual campaign shoot, Aeris gained an ongoing production rhythm that made it easier to create relevant content when it was actually needed.

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Hero Image — Aeris Content Systems

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My Role Creative Direction · Photography · Production Systems · Editorial Planning · Post-Production

3

New Swopper Colour editions

~48h

Product arrival to campaign deadline

5

Environment settings (3 mono, 2 colour)

The Challenge

Three new Swopper Colour editions arrived with roughly 48 hours until campaign deadline. The campaign needed to work across organic, paid, and OOH, but there was no time for traditional set production.

The Approach

I used a hybrid production model: real product photography combined with AI-generated environments. The AI was used as a practical production tool — not as a visual gimmick — to create campaign-ready scenes on a timeline that made physical set-building unrealistic.

Execution

The products were photographed in studio, then composited into five custom environments: three monochrome and two multi-colour. Each scene was designed to match the visual logic of the specific product edition it featured.

Outcome

The full campaign was delivered within the production window and deployed across organic social, paid digital, and OOH. The project demonstrates strong visual judgment under real commercial constraints.

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Hero Image — Aeris Hybrid Campaign

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My Role Creative Direction · Photography · AI Workflow Design · Compositing · Post-Production

1

Person crew per shoot day

2

Camera setup for editorial depth

Parallel

Long-form + social cutdowns produced simultaneously

The Challenge

Create a long-form interview format that feels editorial and high-quality, while staying realistic for a one-person production setup. Each shoot also needed to generate usable short-form content without doubling the workload.

The Approach

I designed a dual-camera interview setup with lean production as a fixed constraint. Framing, pacing, and edit structure were planned from the start so that both the full episode and the short-form cutdowns could be built from the same production.

Execution

Each shoot produced a long-form YouTube episode alongside platform-native vertical cutdowns. The format was built so that derivative content was part of the production logic, not an afterthought added later in post.

Outcome

A repeatable editorial format with a clear visual identity, efficient production requirements, and a reliable output model for both long-form and short-form distribution.

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Hero Image — Stuhlgeflüster

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My Role Format Development · Visual Direction · Production · Editing · Social Adaptation

3–4

Platform-native assets per production day

9:16

Vertical extracts for Reels & TikTok

Mobile-first

Framing and fast-turnaround edits

The Challenge

Build a social format that feels native to the feed rather than over-produced brand content. The work needed to stay authentic, repeatable, and realistic enough for ongoing output.

The Approach

I built the format around real pet owners in real home environments, with mobile-first framing and short-form pacing as the default — not as something added later.

Execution

Each production day generated multiple platform-native assets, primarily in 9:16. The workflow prioritised fast-turnaround editing and repeatable structures that could support regular publishing without losing consistency.

Outcome

A lean, repeatable short-form content model built for social-native distribution, with a visual language that felt more real and less over-produced than typical brand content.

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Hero Image — Dirk Drexel

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My Role Format Development · Mobile Production · Editing · Social Content Direction