Bruno
Bartolić

Creative Direction & Strategy

This is how long I've been doing this

Most people in this industry know how to answer the brief. I know how to read it.

You have approved campaigns that felt almost right. Sat in pitches that came close but not quite. That distance between almost and exactly is where I work.

For years I imagined how the steering wheel of a luxury car would feel in my grip. The leather. The weight. I had never sat in one. That feeling, conjured from nothing, is what eventually made me want to. People do not buy products. They buy the version of themselves that owns one. I have spent a decade learning how to create that feeling on purpose.

The work
01 Philips TVC
APAC Region
Global
Philips needed a communication concept for the APAC region. The brief was broad enough to go wrong in ten directions. Instead of starting with the product, I started with the room it lives in: a child drawing at a table, light too dim, a simple pleasure becoming a strain. I wrote the concept, the script, the storyboard, scouted the location, scouted the talent and directed the final film. From the first sentence to the last frame. Concept to broadcast. Every step.
02 Syngenta Women in Tech
80 Locations
Worldwide
Syngenta wanted to connect the women across their organisation. Not a campaign. A movement with its own identity, its own name and a visual language that could travel from São Paulo to Singapore without losing what it meant. I built it from scratch: concept, naming, branding, communication strategy and content for over 150 offices on every continent. Every element designed to scale without diluting. One identity. Every continent.
03 Hyundai Viber
Croatia
Before sticker packs existed anywhere, I made illustrated JPGs of the new Kona and put them on Viber for the Croatian launch. Nobody had done it because nobody had thought to. The one that said Sorry, I'm late with the car in the frame became the most used. It spread before we had a word for that kind of spreading. The format did not exist. We invented it.
04 Samsung Retail
Croatia
Samsung had a washing machine that could finish a full cycle in 15 minutes. The brief was to launch it. I thought: put it somewhere people are already buying clothes. We installed machines inside Zara and H&M. Buy a shirt, wash it in the time it takes to try on a pair of jeans, wear it home. No ad could prove that. A machine in a changing room could. The product was the media.
05 Gavrilović Facebook
Croatia
Half a million Croatians left the country in less than a decade. I did not make an ad about it. Instead I asked people to tell us why they miss home, and if we chose them, Gavrilović shipped the taste of Croatia to their new address. It ran on Facebook before Instagram was a social network. People did not share the ad. They shared the feeling. UGC before we had the acronym.
06 Always eCommerce
Global
The brief was a new visual identity. Purple. Rose. Women smiling. I pushed back. Women do not smile when they bleed. A sanitary pad is most important when you do not have time for anything else. We showed a medical technician mid-shift. A cellist performing on stage. A woman putting out a fire. People who had no time to stop — and did not need to. The campaign ran as an eCommerce series. Purchases went up seven percent. Real moments. Real numbers.
P&G Old Spice Gillette Braun Venus Always Tampax Herbal Essences Mr. Clean Swiffer Olay Pantene Pampers Secret GSK & Haleon Sensodyne Voltaren Panadol Centrum Paradontax Otrivin Polident Nucala Philips Syngenta Descartes Holocene Edwards Lifesciences EIF Cloetta Loacker Tele2 Hyundai Samsung Infinity Luxury Cars Telemach Kentbank Gavrilović EON Istriana Olive Oil Plava Laguna P&G Old Spice Gillette Braun Venus Always Tampax Herbal Essences Mr. Clean Swiffer Olay Pantene Pampers Secret GSK & Haleon Sensodyne Voltaren Panadol Centrum Paradontax Otrivin Polident Nucala Philips Syngenta Descartes Holocene Edwards Lifesciences EIF Cloetta Loacker Tele2 Hyundai Samsung Infinity Luxury Cars Telemach Kentbank Gavrilović EON Istriana Olive Oil Plava Laguna 9Elements Home Made Simple Prima Shooster Enison P&G Old Spice Gillette Braun Venus Always Tampax Herbal Essences Mr. Clean Swiffer Olay Pantene Pampers Secret GSK & Haleon Sensodyne Voltaren Panadol Centrum Paradontax Otrivin Polident Nucala Philips Syngenta Descartes Holocene Edwards Lifesciences EIF Cloetta Loacker Tele2 Hyundai Samsung Infinity Luxury Cars Telemach Kentbank Gavrilović EON Istriana Olive Oil Plava Laguna 9Elements Home Made Simple Prima Shooster Enison
Background No filler
A decade.
Several continents.
One approach.

P&G, GSK, Syngenta, Philips. Work that reached US, EU and APAC. Most of it you have encountered without ever knowing my name. That is exactly how it should be.

Wrote a book on why marketing and advertising are not the same discipline. One builds the attack, the other takes the shot. Most people in this industry treat them as synonyms, then wonder why the campaign missed.

Done the copy, the UX, the 3D, the video, the development and the strategy myself. Not to replace specialists. To never be fooled by one.

Young Lions Digital Gold. Mensa member, if that matters to you. The rest is under NDA. I do not have enough money to pay the fine.

No personal brand. No thought leadership column. No stage. I work in silence until the work speaks loud enough that people find me. My biggest awards are clients who came back, and numbers that went up.

What happens next
Brief
me.

A product you cannot sell. A campaign that keeps coming back wrong. A brand problem you have stopped briefing because you have stopped believing it can be cracked.

My portfolio is the problem you have not solved yet.

Send me a brief in any format, any medium, whatever captures the problem. I will send back a concept within 48 hours. No deck. No discovery call. No five-step process.

If what I send back earns a reply, we are already talking.

+385 955 484 322 bruno.bartolic7@gmail.com