Rewiring a Legacy Brand for Modern Feeds

Legacy brands don’t survive by playing it safe. So we didn’t.
As Creative Lead at Inside Ideas Group, I helped transform Kraft Heinz EMEA into a brand built for the scroll. We shifted from corporate comms to culturally relevant content, producing work that sparked real conversation and delivered results across five key markets.

Celebrating Carlos Sainz’s home race without saying his name, or Ferrari, or F1.

Challenge: Engage Formula 1 fans without official sponsorship
Solution: A clever, indirect nod to Carlos Sainz during the Spanish GP
Result: Strong organic reach and engagement across motorsport communities