Lena

Creative Generalist

Open to new opportunities

Hi, I’m Lena, a Brand Experience Curator*

Born in a landscape of grain (the source of my passion for all things gluten) and endless sunflower fields by the Black Sea, I eventually made my way to Germany. Since then, I’ve worked across the music industry, beauty startups, and creative agencies.

*Once seen as a lack of focus, being a called "creative generalist" has become one of the industry’s most valuable skill sets.

Think Swiss Army knife: a range of specialized tools combined with the ability to understand when and why to use them. It’s not just about technique, it’s about discernment.

In a world where ideas must move quickly from concept to execution, the real advantage lies with those who can think conceptually, move fluidly across disciplines, and turn strategy into tangible outcomes. With a deep understanding of brands, their cultural relevance, and how business goals translate into meaningful consumer experiences across the customer journey, I bring a holistic, impact-driven perspective to every project.

Expertise

Creative Concept
Strategic Communication
Talent Management

Industry areas

Culture
Consumer Brands

Locations

Berlin
Paris

Teams

Saint Sass x Valentine's Day

For Saint Sass's Valentine's Day event, we reframed the holiday around self-love and confident, sexy women rather than traditional romance. I built the floral concept around that idea, moving away from neat, traditional arrangements toward sculptural pieces layered with textures, seasonal flowers and classic valentine's, such as roses. The floral design itself was meant to feel different, edgy rather than classically romantic, echoing the same energy as the collection. The evening unfolded at Giri, an intimate bar in Berlin, with a DJ set and a pole dance performance staged as part of the show.
Proof of Human for World ID

Ongoing engagement with World / Tools for Humanity, across Germany and the United Kingdom. The collaboration ran from early strategy and concepting into creator activations and brand events, cast and produced market by market with local talent. World's in-house team sat inside the process from the first concept round through to delivery. Each market was built on its own cultural terms.