Czech director Kilian Vratnik came to me with a strong creative vision for Škoda’s “No Mud, No Fun” campaign, and I helped transform his directorial perspective into a strategic pitch that could inspire a global brand.

I refined the campaign messaging, developed the full treatment, and reframed the conversation with Škoda through strategic questions that encouraged the brand to think beyond the initial brief. By connecting Kilian’s cinematic approach with Škoda’s values, I built the creative foundation that shaped the final commercial and campaign message for the UCI Mountain Bike World Championships.

The result was a successful connection that elevated Kilian’s vision into a larger brand story, helping define the campaign’s creative direction and establish a stronger emotional connection between Škoda and the cycling community.