Head of Platforms
What happens when a Romanian tech lover and the biggest ever Marvel and anime fan enrols on an Advertising and Public Relations course in London?
In Radu’s case, you get a powerful creative director who can bring to life award-winning concepts ready to shake the industry.
Radu brings a vital skill set to our Third Culture Collective: developing visual strategies, identifying powerful up-to-date communication tools, and creating innovative digital experiences.
Radu possesses the ability to speak fluently not only English and Romanian, but the language of today’s digital natives.
/ Ideation / Strategy / UX & UI Design /
I worked on the Spotify brief as part of the D&AD New Blood Awards 2021. The challenge was to create a feature within Spotify that helps people easily share their content and get people talking about it on their social feeds. The three main elements I had to touch on were: the solution (explaining the idea), the creative process (presenting insights from research), and a prototype (UX/UI mock-ups of in-product designs).
I came up with Spotify Curate, a feature that complements 'Wrapped' and gives users a lot more flexibility to express their audio identity and also discover others'. Using Adobe XD, I visualized a feature that allows people to create curated lists that best represent their audio tastes and allows for easy sharing with people on social media.
/ Ideation / Social Media / Copywriting / Art Direction / Video Production /
As part of a team, I worked on the Stance brief for the YCN New Now Student Awards 2020. The challenge was to create a launch campaign for Stance's new line of men's underwear to both current sock lovers and new customers alike. Stance is an American sock, underwear and T-Shirt company that was built on the celebration of self-expression, creativity and freedom. The key elements of their underwear are Butterblend (proprietary fabric technology), Wholester (internal pouch) and the product design.
I came up with a digital campaign centred around a promotional video. I chose "Feel The Change" as the campaign's concept, because it carries a strong call to action that encourages men to try the game changing features of the underwear. I made social media posts and created mock-ups for Stance's website that would promote the campaign on the home page. The video was produced by me and edited by my two teammates.
My team received a YCN commendation for this brief submission.
/ Ideation / Visual Design / Copywriting /
This is an outdoor campaign I created in 2019 for the launch of Disney+. The campaign's tag line, "A new home", in combination with showing a selection of iconic Disney characters, is an effective way of letting people know that their favourite Disney series and movies can now be found on the new streaming platform. With the imagery I created, I wanted to include one or two characters from each studio and franchise Disney owns. I chose to display the characters covered by shadows because they have become so recognizable that people will instantly associate the silhouettes with their favourite characters.
Meet the collective!