Madelline is a brunch and breakfast restaurant concept built around nostalgia, elegance, and atmosphere. The branding focuses on creating more than just a place to eat &mdash; a destination for cozy mornings and stylish social moments.Inspired by vintage Art Deco, the visual identity features curved typography, geometric elements, and a warm color palette of dusty pink, olive green, and cream. The result is a brand that feels nostalgic yet modern, elegant yet approachable.The goal was to create a clear, memorable, and scalable brand identity that supports an iconic brunch experience, where classic comfort food meets thoughtful design and attention to detail.

Madelline - Restaurant Branding

Jobidon &ndash; Gaming Meets Real-Life CareersValentine&rsquo;s Day Employer Branding ActivationOverview:In the month of love, Kaufland&rsquo;s career platform got a playful twist &mdash; becoming a matchmaking space not for couples, but for gamers and jobs. We introduced Jobidon, the first in-game avatar Cupid that connects gaming skills with real-world job opportunities. By tapping into the gaming universe and using language native to players, the campaign reframed recruitment as discovery &mdash; a quest where your abilities in-game (like strategy, teamwork, or multitasking) could unlock actual career paths at Kaufland. My Contribution:As Senior Art Director, I brought this hybrid concept to life through bold, gamified visuals and a playful narrative style. My key responsibilities included: Avatar &amp; Visual Design: Shaped the look and personality of Jobidon, blending gaming aesthetics with employer branding. Campaign Identity: Developed graphic assets, icons, and typography that mimicked game UI while staying aligned with Kaufland&rsquo;s branding. Social &amp; Digital Creatives: Created teaser and reveal visuals for social media, building anticipation and engagement under the campaign hashtags. Landing Page Experience: Helped conceptualize a journey that connects gameplay traits with Kaufland job offers in an intuitive and visually engaging way. Impact:The campaign launched with high organic engagement, especially among younger audiences. It positioned Kaufland as an innovative employer willing to meet candidates where they are &mdash; even in virtual worlds. Jobidon became more than an avatar; it was a new language for talent discovery. TEAM:Adina Stănescu - Creative DirectorAndreea Siran - Group Creative DirectorAlexandra Coancă - Account Director

Jobidon – Gaming Meets Real-Life Careers

Kaufland 1M TikTok Challenge &ndash; Community-Driven Engagement CampaignRole:&nbsp;Senior Art Director
Client: Kaufland Romania
Agency: v8
Year: 2024Overview:
As Kaufland Romania approached 1 million followers on TikTok, we aimed to celebrate this milestone by engaging the community in a unique and entertaining way. The idea was simple: lock a staff member inside a Kaufland store and have them complete challenges suggested by TikTok users. No prizes, no rules&mdash;just pure, community-driven fun.We initiated the campaign with a video announcing the challenge, inviting users to submit tasks in the comments. From counting all the potatoes in the store to doing push-ups, the staff member took on a variety of amusing challenges, all documented and shared on TikTok.My Contribution:
As Senior Art Director, I led the visual and creative direction of the campaign, ensuring that each piece of content was engaging and aligned with the brand&#39;s identity. My responsibilities included:<ul data-end="829" data-start="523"><li data-end="585" data-start="523">Visual Identity: Developing a cohesive and vibrant visual style that resonated with the TikTok audience.</li><li data-end="650" data-start="586">Content Direction: Overseeing the production of challenge videos to ensure they were entertaining and visually appealing.</li><li data-end="718" data-start="651">Community Engagement: Designing interactive elements that encouraged user participation and fostered a sense of community.</li><li data-end="829" data-start="719">Performance Optimization: Collaborating with the media team to utilize In-Feed ads and Spark Ads for maximum visibility.</li></ul>Impact:
The campaign was a resounding success, achieving the following results:<ul data-end="1157" data-start="925"><li data-end="981" data-start="925">21 million video views in just 11 days.</li><li data-end="1034" data-start="982">Double the average engagement rate for Kaufland&#39;s TikTok content.</li><li data-end="1076" data-start="1035">Growth from 970K to 1 million followers without a dedicated user acquisition campaign.</li><li data-end="1157" data-start="1077">Awarded &#39;Greatest Branding&#39; at the TikTok Ad Awards 2024.</li></ul>This campaign demonstrated the power of community-driven content and the effectiveness of real-time engagement strategies on TikTok. TEAM:Adina Stănescu - Creative DirectorAndreea Siran - Group Creative DirectorEduard Dică - CopywriterMiruna Cojocariu - Art DirectorAlexandra Coancă - Account Director

Kaufland 1M TikTok Challenge

Kaufland Dance Talk &ndash; Inclusive TikTok Recruitment CampaignRole: Senior Art Director
Client: Kaufland Romania
Agency: v8
Year: 2023Overview:
In Romania, unemployment among people with disabilities, including those with hearing impairments, is alarmingly high. To address this, Kaufland launched the ACCES program, aiming to integrate individuals with disabilities into the workforce. To promote this initiative, we created #KauflandDanceTalk, a TikTok dance challenge that communicates in a universal language: dance.Initially, we released a dance challenge on TikTok, encouraging users to replicate the moves for a chance to win prizes. Unbeknownst to participants, the choreography, developed with a choreographer and sign language interpreters, subtly incorporated a recruitment message. After several weeks, we revealed the hidden message, inviting viewers to join Kaufland&#39;s team through the ACCES program.My Contribution:
As Senior Art Director, I led the visual direction of the campaign, ensuring that the creative elements resonated with both the TikTok community and the broader audience. My responsibilities included:<ul data-end="1963" data-start="1354"><li data-end="1490" data-start="1354">Visual Identity: Crafting a vibrant and inclusive visual style that aligns with the campaign&#39;s message of diversity and inclusion.</li><li data-end="1650" data-start="1491">Choreography Integration: Collaborating with choreographers and sign language experts to seamlessly embed the recruitment message into the dance routine.</li><li data-end="1807" data-start="1651">Social Media Assets: Developing engaging visuals and content tailored for TikTok and other social media platforms to maximize reach and participation.</li><li data-end="1963" data-start="1808">Campaign Reveal: Designing the visual elements for the campaign&#39;s reveal phase, highlighting the hidden message and encouraging continued engagement.</li></ul>Impact:
The campaign transformed hundreds of TikTok users into advocates for social inclusion, turning a simple dance challenge into a powerful advocacy campaign. It received significant recognition, including:<ul data-end="2481" data-start="2183"><li data-end="2239" data-start="2183">Gold Award &ndash; Best TikTok Campaign at Webstock 2023</li><li data-end="2296" data-start="2240">Silver Award &ndash; Best Creative Idea at Webstock 2023</li><li data-end="2365" data-start="2297">Bronze Award &ndash; Best Brand Engagement Campaign at Webstock 2023</li><li data-end="2481" data-start="2366">Silver Effie Award &ndash; Corporate Reputation category at Effie Awards 2024</li></ul> TEAM:Adina Stănescu - Creative DirectorAndreea Siran - Group Creative DirectorAlexandra Coancă - Account Director

Kaufland Dance Talk

Iabb Mixx - Unlisted 

The Undefinable &ndash; Employer Branding Campaign Overview:
What do you see in people you want to bring into your team when you look with your heart?
It&rsquo;s not their CV, not their clothes, not their appearance.
It&rsquo;s the spark in their eyes. Their humour. That something that makes you want to have them around.This campaign was built around that very feeling &mdash; a celebration of authenticity, energy, and the unquantifiable traits that make people magnetic. We called it The Undefinable: that special quality that can&rsquo;t be taught, but can be deeply felt.My Contribution:
As Senior Art Director, I helped translate this emotional insight into a strong visual and conceptual territory. My responsibilities included:<ul data-end="1537" data-start="1084"><li data-end="1191" data-start="1084">Visual Identity: Developing a look &amp; feel that complements the subtle, intuitive nature of the message.</li><li data-end="1290" data-start="1192">Key Visuals &amp; Typography: Crafting clean, expressive layouts to let the copy breathe and lead.</li><li data-end="1407" data-start="1291">Campaign Assets: Creating cohesive digital and print materials that carried the message with clarity and warmth.</li><li data-end="1537" data-start="1408">Art Direction: Ensuring that every execution &mdash; from portraits to typography &mdash; felt honest, inclusive, and emotionally resonant.</li></ul> Role: Senior Art Director
Client: GSCAgency: V8Year:2024Team:Laura Ionescu - Creative DirectorAndreea Siran - Group Creative Director *unlisted

The Undefinable – Employer Branding Campaign for GSC 

Oppo - Unlisted Ideas

Nedumeriri și Lămuriri &ndash; Kaufland Digital ShowInsight:In a market where price discussions are often avoided, Kaufland chose transparency and humor. &quot;Nedumeriri și Lămuriri&quot; is a digital mockumentary series that turns real customer questions into entertaining episodes, providing clear and amusing answers about Kaufland&#39;s pricing and offers. My Contribution:As Senior Art Director, I led the visual development of the series, ensuring consistency and engagement across all episodes and platforms. My responsibilities included: Visual Identity:&nbsp;Crafted a distinctive visual style that balances informative content with comedic elements. Character Design:&nbsp;Developed the look and feel of &quot;Doamna Răspuns,&quot; the show&#39;s central character who personifies Kaufland&#39;s voice. Episode Art Direction:&nbsp;Oversaw the visual direction of each episode, aligning storytelling with brand messaging. Digital Integration:&nbsp;Adapted visuals for various digital platforms, ensuring a cohesive brand experience. Impact:The series successfully engaged audiences by addressing their curiosities in a relatable and entertaining manner, reinforcing Kaufland&#39;s commitment to transparency and customer connection. Role: Senior Art DirectorClient: Kaufland RomaniaAgency: v8Year: 2024Team:Adina Stănescu - Creative DirectorLaura Ionescu - Creative DirectorAndreea Siran - Group Creative DirectorAdriana Paulică - Senior Art DirectorAlexandra Coancă - Account DirectorEduard Dică - CopywriterRareș Boghiu - Art Director

Nedumeriri și Lămuriri

A rebranding exploration for a very special client: a local music label company. We went for three visual representations of the feline spirit:&nbsp;1. the call of nature &mdash; a ferral call to the music roots.2.the grunge punk &mdash; the one that does as it pleases.&nbsp;3. the pop-art extravaganzza &mdash; the one that doesn&#39;t take itself seriously.

Cat Music

Almette &ndash; The Fully Present Tense [#PrezentulDeplin]Role: Senior Art Director Overview:In a world overloaded with deadlines, distractions, and constant multitasking, Almette steps in with a gentle reminder: make space for yourself. No more rushed lunches in front of screens or fragmented attention. Just presence. To deliver this message, we introduced a new verb tense &mdash; the Fully Present Tense (#PrezentulDeplin) &mdash; a fictional, emotional time-space where you reconnect with yourself and savor life, slowly and fully. My Contribution:As Senior Art Director, I helped shape a visual world that supports this mindful moment. Responsibilities included: Visual Language Development: Created a serene, tactile visual style to evoke calm, warmth, and presence. Campaign Identity: Defined the look and feel for #PrezentulDeplin across film, print, digital, and social formats. Mood &amp; Art Direction: Guided the tone of imagery to reflect authenticity, softness, and sensory detail. Digital Adaptations: Translated the concept into engaging social content encouraging people to slow down and practice being fully present. Impact:The campaign stood out by offering not just a message, but a mindset &mdash; encouraging people to shift from autopilot to intentional living. Through its emotional resonance and elegant execution, #PrezentulDeplin positioned Almette as more than a product: a brand that advocates for presence, calm, and self-care.Client: AlmetteAgency: v8Year: 2025TEAM:Laura Ionescu - Creative DirectorAndreea Siran - Group Creative DirectorAlexandra Coanca - Account Director

Almette – [#PrezentulDeplin]

What&#39;s Under My Rug? &ndash; Awareness Campaign for PAD InsuranceRole: Senior Art Director / Concept ContributorInsight:Romanians have a cultural tendency to postpone or ignore overwhelming problems, often choosing to &ldquo;sweep them under the rug&rdquo; &mdash; until that pile becomes too large to ignore and leads to more damage. Idea:We wanted to raise awareness about the importance of confronting uncomfortable realities, especially when it comes to protecting your home. Through humor and exaggeration, we dramatized how out-of-control things can get when you avoid the truth. Concept:&quot;Ce e sub preșul meu?&quot;Inspired by the format of &ldquo;What&rsquo;s in my bag?&rdquo;, we created a localized, relatable twist: &ldquo;What&rsquo;s under my rug?&rdquo; A humorous look at the emotional and practical baggage we tend to hide &mdash; and why insurance can help deal with it. Amplification Tactics: Interactive Instagram Stories:A series of tappable or &ldquo;shake to reveal&rdquo; rugs that uncover witty or eye-opening facts about the benefits of PAD insurance. Thematic Rugs in Public Spaces:Large rugs placed around cities with symbolic mounds hidden underneath. Passersby are encouraged to lift the rug and discover helpful information about natural disaster coverage and home insurance. The &ldquo;Danube Rug&rdquo; Installation &ndash; Galați:A massive rug laid across a portion of the Danube riverbank, humorously visualizing the absurdity of trying to cover up large-scale problems &mdash; like floods &mdash; with inaction. The Biggest Rug/Mesh in Romania &ndash; Bucharest:We propose wrapping a central Bucharest building with a seismic risk (marked with the red dot) in an enormous printed rug &mdash; becoming the largest mesh installation in the country. The execution calls attention to the real danger of ignoring structural vulnerabilities. Impact Goal:To shift avoidance into action. Through bold, absurd visuals and interactive touchpoints, this campaign brings insurance awareness into the public conversation in a way that&rsquo;s both light-hearted and thought-provoking.TEAM:Agency: v8Year: 2025Laura Ionescu - Creative DirectorAndreea Siran - Group Creative Director

What's Under My Rug?

Dracula&rsquo;s House &ndash; Restaurant Branding &amp; Launch CampaignRole: Senior Art Director / Brand DesignerClient: Dracula&rsquo;s House (concept restaurant)Location: Chicago, 2024 Overview:When you&rsquo;re immortal, reinvention is inevitable. In 2024, Dracula himself relocated to Chicago and opened a restaurant that reflects both his timeless legacy and his taste for modern design. Blending contemporary aesthetics with Gothic nostalgia, Dracula&rsquo;s Home is a dining experience where tradition meets reinvention &mdash; a space where the Count&rsquo;s longing for his old Transylvanian castle is reimagined through sleek minimalism, moody textures, and playful bloodlines in the branding. My Contribution:I led the full branding process &mdash; from strategic positioning to creative execution &mdash; and developed a distinctive visual identity that balances eerie charm with urban sophistication. My role included: Brand Naming &amp; Storytelling: Crafted the brand narrative: Dracula brings his castle to the city. Visual Identity: Developed a bold and elegant system using black-on-black palettes, sharp serif typography, Gothic motifs, and blood-red accents. Logo Design: Designed a crest-like symbol that evokes heritage, secrecy, and a new beginning. Branded Touchpoints: Created cohesive materials including menus, signage, uniforms, packaging, and digital assets. Digital Presence: Extended the identity into social content with a dry, vampiric tone and curated visual storytelling. Launch Campaign:To introduce the restaurant with a memorable twist, I also developed the launch campaign &mdash; a citywide treasure hunt inviting curious humans to follow cryptic clues across Chicago. Participants unlocked hidden invitations to an exclusive soft opening and received custom mystery boxes with thematic collectibles and a blood-red pass. The game amplified brand intrigue, built anticipation, and turned Dracula&rsquo;s return into a public legend. Impact:Dracula&rsquo;s Home positioned itself not just as a restaurant, but as an urban myth made tangible &mdash; where food, story, and style merge into an unforgettable brand experience.

Dracula’s House – Restaurant Branding & Launch Campaign

Romania Knows How to Cook &ndash; Integrated Campaign for Kaufland Overview:As home-cooking becomes increasingly rare in a fast-paced world, Kaufland set out to rekindle the emotional connection Romanians have with preparing meals at home. The result was the launch of the communication platform &ldquo;Romania Knows How to Cook&rdquo;&mdash;a tribute to culinary traditions and a call to rediscover the joy of cooking. My Contribution:As Senior Art Director, I led the creative direction and visual consistency of the campaign across all touchpoints. Key responsibilities included: Visual Concept Development:&nbsp;Designed the visual identity to reflect the authenticity and regional richness of Romanian culinary heritage. Regional Key Visuals:&nbsp;Crafted distinct visuals tailored to different regions of the country, highlighting local recipes and traditions. TV Commercial:&nbsp;Oversaw the production of the main TV spot &ldquo;Cook! Every Emotion is Worth It,&rdquo; capturing heartfelt moments in real Romanian kitchens. OOH &amp; Social Media:&nbsp;Adapted the concept for outdoor executions and developed engaging digital content, including &ldquo;The Encyclopedia of Reasons&rdquo;&mdash;a series of posts showcasing why cooking at home is always worth it. Impact:The campaign struck a strong emotional chord with the audience, successfully reigniting national pride in home cooking. Through a cohesive and heartfelt approach, &ldquo;Romania Knows How to Cook&rdquo; became more than a campaign&mdash;it became a movement that brought generations together over the shared joy of food. Role: Senior Art DirectorClient: Kaufland RomaniaAgency: v8Year: 2024Team:Adina Stănescu - Creative DirectorAndreea Siran - Group Creative DirectorAdriana Paulică - Senior Art DirectorAlexandra Coancă - Account DirectorEduard Dică - CopywriterRareș Boghiu - Art Director

România știe să gătească

Pusi pe Combinatii is an online show that teaches you how to find the best deals while shopping for groceries. We use 5 funny characters that are street smart to teach the viewers how to fool the system and save money.For this digital campaign we delivered art direction for the 5 episodes, graphic assets for the social media, memes and extra-content ideas and implementation.AGENCY: v8 interactiveCLIENT: Kaufland RomaniaTEAM: CD Adina Stănescu, AD Adriana Paulică, CW Andreea Siran

Puși pe Combinații x Kaufland Romania

Kaufland Romania has launched &quot;Zodiac la bani marunți&quot;, a unique digital project designed in the form of a contest-type astrology show, where people receive shopping recommendations based on their astrological sign.The project is broadcast on Kaufland&#39;s official YouTube channel and includes four episodes, in which two guests each answer the questions, tests and challenges launched by the two hosts, in order to win the title of absolute connoisseur of the shopping zodiac signs. At the end of each episode, those who mention their zodiac sign in a comment can win, by drawing lots, 3 shopping vouchers in Kaufland stores, worth 500 lei each.AGENCY: v8 interactiveCLIENT: Kaufland RomaniaTEAM: CD Adina Stănescu, AD Adriana Paulică, CW Andreea Siran

Zodiac la bani mărunți

Care is one of humanity&#39;s oldest non-verbal languages: receiving and giving care makes us feel safe, fulfilled and happy.Often, however, small gestures of care go unnoticed: the one who receives care does not realize that behind a simple gesture there is, in fact, a world of care created by the one who gives it.In a touching video experiment, Dr. Max set out to show that behind every unseen gesture of care is an opportunity for two people to speak the Hyper-Language of Care. A language we all speak without realizing it.AGENCY: v8 interactiveCLIENT: Dr. MaxTEAM: CD Adina Stănescu, AD Adriana Paulică, CW Andreea Siran

Hiper Limbajul Grijii x   Dr. Max

The virtual experience created by Kaufland provides young people with an online game where they have the opportunity to experience the tasks and challenges of some jobs in the real world. For this, Kaufland became the first retailer to open a store in the GTA universe and invited gaming enthusiasts from Romania to become building caretakers, commercial workers, cashiers, district heads or store managers.AGENCY:&nbsp;v8 interactiveCLIENT: Kaufland RomaniaTEAM:&nbsp;CD Adina Stănescu, AD Adriana Paulică, CW Andreea Siran

 Kaufland Romania: Real jobs in the virtual world

The HerOwnGame campaign aimed primarily to spread the vision of providing equal opportunities for women when it comes to employment in the gaming industry. The campaign was carried out as an inspirational and aspirational story for women who want a career in the world of video games.All the illustrations and visuals assets were carefully crafted in house.We delivered a landing page featured a series of interactive activities, including stories of women in the industry, a robotic monologue about stereotypes, and a matchmaking game.&nbsp;AGENCY: PatternCLIENT: AMBER

#HerOwnGame x Amber 

MedLife &ndash; How Are You Really Feeling Today?Integrated Awareness Campaign Role: Senior Art DirectorClient: MedLifeAgency: Pattern Overview:In Romania, people often answer &quot;How are you?&quot; out of habit &mdash; with little thought to how they actually feel. MedLife wanted to shift this cultural reflex by encouraging deeper self-awareness and putting emotional health on equal footing with physical well-being. Enter the campaign &quot;How Are You Really Feeling Today?&quot; &mdash; a visual and verbal play on the familiar question, reframed to prompt genuine introspection. By inserting universal digital symbols (emojis) into the sentence structure, we visualized the unspoken layers of emotion in a bold, accessible way. My Contribution:As Senior Art Director, I shaped the visual direction and ensured a consistent, emotionally resonant design across all campaign assets. My responsibilities included: Key Visual Design: Developed a series of high-contrast, halftone portraits overlaid with bold typography and emoji-style icons to express mood and individuality. Outdoor &amp; Environmental Branding: Adapted visuals for bus stops, clinic interiors, and public spaces &mdash; transforming everyday environments into moments of reflection. Digital Platform Assets: Designed clean, approachable UI components for the campaign&#39;s website and self-assessment tool. Social Media Content: Created engaging, shareable visuals that invited people to answer the campaign question with honesty and heart. Impact:The campaign helped reframe health not just as a clinical matter, but as a holistic, human experience. By asking a deeper question in a familiar way, MedLife positioned itself as a brand that cares about the whole you &mdash; not just the symptoms.

MedLife – How Are You Really Feeling Today?

This is a brand identity we&#39;ve made for a local independent theater.The whole idea of this branding project has a conceptual basis, because we tried through the absurd to deconstruct an abstract element: the point.

Adriana Paulica - Art Director