LIDL International

In early 2018, I was approached by UEBERGROUND, a Hamburg-based agency. After winning the pitch for the LIDL commercial re-branding, we embarked on a mission to give all international LIDL campaigns a cohesive and unified look. Essential to this was incorporating the brand colors while maintaining a natural contrast that is signature to the LIDL aesthetic.

This experience provided me with valuable insights into the workings of major retailers—their buying, selling, and communication strategies. The LIDL campaigns varied from high-end Christmas commercials to swiftly-produced ad bursts that aired for just 24 hours.

To ensure consistency across all productions, we developed a comprehensive style guide. Additionally, I hosted a workshop in Poznań, Poland, assisting the local associate production studio in achieving the desired LIDL look and feel.

Since then, I have continued to color grade most major LIDL campaigns—including spring, summer, Easter, and Christmas—in a trusted and well-established partnership with LIDL International.