Concept Creation Archives - Films & Ads Portfolio

Concept Creation

The Rarepublic Film: The Epic Journey of Glamour, Power, and Ambition in Prewar Poland

in Concept Creation, Creative Direction, Scriptwring

What happens when a celebrated writer, reluctant to leave his lavish life in Warsaw, is forced to embark on an unexpected journey? Rarepublic is a fictionalized tale of Poland’s golden interwar period, where Tadeusz Dołęga-Mostowicz—celebrated author of The Career of Nicodemus Dyzma—finds himself blackmailed by his publisher into a trip he desperately wants to avoid. Accompanied by an ambitious assistant, whose no-nonsense attitude he manages to offend immediately, this road story uncovers a kaleidoscope of pre-war Poland’s greatest characters, industries, and unbreakable spirit.

The Dumplings Reinvent Maanam’s Classic ‘Kocham Cię, Kochanie Moje’: A Journey into the Magic of a New Cover

in Concept Creation, Creative Direction, Scriptwring

As a Creative Director, I’ve always believed that a powerful story can bridge time and emotion. When the idea for this project began to take shape, I knew it had to be something extraordinary. We chose Maanam’s timeless “Kocham cię, kochanie moje” (“I Love You, My Love”) for its haunting beauty, deep emotion, and cultural resonance. Collaborating with The Dumplings to create a new, Slavic-inspired version was a creative journey I’ll never forget.

Bitamina & Vito Bambino Hit. What Happens When Gravity Stops Working?

in Concept Creation, Creative Direction, Scriptwring

The story begins simply enough. Everyday life is turned upside-down—literally. Objects float, and no one knows why. Except for one girl. In a mysterious house, she discovers an old tape recorder endlessly playing the haunting melody Let the Apple Trees Bloom

Scenes from the cover musi hit Anna Jantar przetanczyc z toba chce Natalia Szroeder Danuta Nierada

Przetańczyć z tobą chcę całą noc. IGO and Natalia Szroeder Covering Anna Jantar’s Timeless Hit

in Concept Creation, Creative Direction

A young ferryman tosses an apple into a quiet lake. It breaks the surface and wakes a water nymph. She leaves her home below the water and steps into the unknown. Where does she go? What waits for her?

This music video reimagines Anna Jantar’s 70s great hit “Przetanczyc z Tobą chcę całą noc” (I Wish to Dance with Your All Nigt Long) Sung by IGO and Natalia Szroeder, it brings a new voice to a timeless music.
With over 2 million views, the video isn’t just about music. It’s about a story that feels timeless, bold, and unforgettable.

Sceny z teledysku Cover Anna Jantar Tylko mnie popros do tanca Moje jedyne marzenie Igor Herbut Sara James Danuta Nierada

A Story of Love, Loss, and Redemption. Anna Jantar Vintage Hit by Sara James & Igor Herbut

in Concept Creation, Creative Direction, Scriptwring

From the moment it was released, the cover of “Tylko mnie poproś do tańca” (“Just Ask Me to Dance”) became an instant hit. With over 3 million views and counting, this stunning reinterpretation of a Polish classic has touched hearts across the country. Directed by the visionary team of Danuta Nierada and Renata Carenzo, the music video takes viewers on a symbolic journey of love, loss, and redemption.

Scenes from funny insurance commercial AXA Danuta Nierada

Plum Crazy: A Dark Comedy About Life and Insurance Campaign

in Concept Creation, Creative Direction, Scriptwring

There’s something undeniably fun about turning the mundane into the memorable. And let’s face it—insurance doesn’t exactly scream “entertainment.” So, when AXA challenged us to create a campaign that would grab attention and spark conversations, we decided to throw subtlety out the window and embrace absurdity. Enter: the murderous plum.

Yes, a plum. Not a hurricane, not a freak accident, but a humble, juicy fruit that has been wreaking havoc on one family’s lineage for generations. The result? A darkly comedic tale that takes viewers on a time-traveling journey through history, showing ancestor after ancestor meeting their sticky (and slightly ridiculous) fate.

Scene from SexAppeal Music Cover by Danuta Nierada

The Timeless Allure of “SexAppeal” – A Classic Song Reimagined

in Concept Creation, Creative Direction

There are songs that transcend time. “Seksapil” is one of them. Written in 1937 by the brilliant duo Henryk Wars and Emanuel Szlechter for the Polish comedy “Piętro wyżej” (“One Floor Up”), it has remained a symbol of charm, humor, and elegance. Originally performed by Eugeniusz Bodo in the role of Mae West, the song became an instant classic. Its playful melody and witty lyrics captured the energy and confidence of the late 1930s.

The original performance was both daring and humorous, with Bodo donning a Mae West-inspired costume and delivering a cheeky ode to “sex appeal.” The song, with its jazzy rhythm, became an anthem for a generation embracing modernity and confidence. It also showcased the creative brilliance of Henryk Wars, one of Poland’s most prolific composers, and Emanuel Szlechter, a lyricist with a knack for clever, catchy phrasing.

Jabłonki Swawole Book: Crafting Poland’s Most Beautiful Apple Story

in Concept Creation, Creative Direction

Imagine this: a book so beautiful, you’d hesitate to put it on a shelf, let alone throw it away. When we started working on Jabłonki Swawole, the idea was simple yet bold: create something that feels like a slice of summer you can hold in your hands. It’s not just about apples—it’s about sunlight trapped in their skins, the smell of wildflower meadows, and the taste of Poland’s most cherished traditions.

Scenes from JBB Kurpie Commercial reklama by Danuta Nierada

Stubborn as a Kurp: The Impossible Task of Advertising Sausages

in Concept Creation, Creative Direction

Let’s be honest—advertising sausages and hams is the ultimate creative challenge. It’s not glamorous, it’s not trendy, and it’s definitely not the stuff of Instagram dreams. In fact, in my entire career, I’ve only seen one ad for sausages that actually worked—and that’s because it was funny. But did it make you believe the sausages were good? Not really.

GenFree Future Leaders Conference – Shaping the Next Generation of Innovators

in Concept Creation, Creative Direction

The GenFree Future Leaders Conference wasn’t about lectures; it was about sparking ambition. We brought together the brightest minds from Central and Eastern Europe with visionaries like Steve Wozniak, Ian Brzezinski, and Tim Marshall. Through bold storytelling, influencer-driven engagement, and a competitive selection process, we didn’t just invite participants—we made them earn their place

A scene from Jablonki Swawole Festival by Danuta Nierada

The Jabłonki Swawole Campaign: Celebrating Food & Music

in Campaign Creation, Concept Creation, Creative Direction

Apple Fest: A Journey of Sweet Success and Rainy Challenges

Working on the concept of “Jabłonki Swawole” – a festival that celebrates Polish apples – seemed like a daunting task at first. After all, how do you turn an everyday fruit into a cultural phenomenon? It wasn’t just about apples; it was about everything surrounding them – culinary culture, traditions, values, and the dedication of Polish orchard farmers. It was about crafting a story rich with symbolism, Slavic rituals, and the simple joy of nature’s bounty.

Holding On for the Perfect Upgrade – Castorama’s Elegant Humor in Home Improvement Advertising

in Art Direction, Campaign Creation, Concept Creation

Home improvement advertising isn’t usually associated with subtle humor and visual storytelling, but for Castorama, we wanted to create something that was both elegant and unexpected. Instead of the usual hammers and nails, we told a story of patience, anticipation, and a touch of absurdity—because when a product is worth waiting for, sometimes you just have to hold on a little longer.

Scenes from Rodzina na Widelcu for Carrefour by Danuta Nierada

A Sitcom for Carrefour. How to Turn Promotions into Everyday Comedy

in Concept Creation, Creation, Film Directotion, Scriptwring

What do shopping lists, family dinners, and unexpected household drama have in common? They all happen under one roof—and now, they all happen in a branded comedy series for Carrefour.

Creating My First Music Video: A New Wave Experiment

in Art Direction, Concept Creation

Embarking on my first musical creation was an exhilarating journey, culminating in a New Wave-inspired music video. This genre, emerging in the late 1970s, seamlessly blends punk rock’s rebellious energy with pop’s catchy melodies and art rock’s experimental flair. Its eclectic mix of punk vigor, electronic experimentation, and pop sensibility not only redefined music of its era but also left a lasting imprint on popular culture.

Talking Foodies: The Campaign That Changed Polish Advertising

in Art Direction, Concept Creation, Scriptwring

The iconic talking products campaign for Biedronka has become a golden chapter in the history of Polish advertising. Not only did it earn Gold at the 2006 Złote Orły and KTR awards, but it also secured its place among the “100 Ads You Must See” in the renowned book celebrating creative milestones. This campaign didn’t just promote products; it […]