Script and direction, hybrid AI campaign, with Serviceplan · 2026
Part of BarmeniaGothaer's 2026 brand campaign, from a concept by Serviceplan. I wrote the script and directed the film. It combines AI-generated imagery with a conventional film workflow.
AI producer and director, Firefly × Real Madrid · 2026
Challenge. Adobe had very little time with each Real Madrid player, far too little to shoot complex match action the classic way, and a conventional VFX route would have eaten a large share of the budget. Adobe asked me for an AI solution.
Idea. Before anything was booked, I built a complete AI animatic as proof of concept, so Adobe and the club could see the finished film early. In Madrid we photographed the players in short, tightly planned sessions. The playing scenes were then generated in a streamlined AI pipeline, while the fans were filmed for real, so the crowd keeps its human texture.
Result. Released in October 2026, produced by Kings & Kongs with post at RASCAL, London, at a fraction of the cost of a classic VFX approach.
Development and live-action direction, with FutureDeluxe · 2026
Challenge. Meta's VR Glasses put a screen of any size in front of your eyes. The launch film had to make that private experience visible to an audience at Meta Connect. FutureDeluxe asked me to develop and direct the live action with them.
Idea. We built six physical sets, from a café and a hotel room to an airport and an aeroplane cabin, and composed every shot from the wearer's point of view, so the audience sees what the wearer sees. With careful previs, live action and CGI hand over to each other and each scene flows into the next. I directed the live action together with Raj Davsi of FutureDeluxe.
Result. Premiered on the screen behind Mark Zuckerberg at Meta Connect 2026, where Meta announced the VR Glasses.
Concept development with Jung von Matt SPREE, direction · 2025
Challenge. Google wanted iPhone users to consider switching to Pixel. The brief ruled out the usual attack ad: the campaign had to make switching feel simple and let the advantages speak for themselves.
Idea. With Jung von Matt SPREE and Google, I developed the film at the heart of a larger switching system that also covered onboarding emails, switching tutorials, social content and point of sale. We worked in a short, streamlined process with the client, so concept, script and production stayed one conversation. I directed the film, with production service in Estonia by Cuba Films.
Result. Part of Google's 2025 Pixel switching campaign with Jung von Matt SPREE.
Spec film for Barnes & Noble, AI · 2025
A spec film for Barnes & Noble about a girl lost in a book. I made it with generative tools to test how far AI can carry a story.
Concept development with Grabarz XCT, direction · 2024
Challenge. In 2023 I directed congstar's brand relaunch "Für mehr fair" with Grabarz XCT, the first congstar campaign with real-life imagery after 16 years of illustration. In summer 2024 two launches followed back to back: "Refresh", which recharges your full data allowance at any time for a fixed price, and congstar Zuhause, home internet without contract lock-in. Both had to turn a tariff detail into something people feel.
Idea. Because the relaunch had gone well, Grabarz XCT brought me in early. I developed both films with Matthes Hoffmann and Moritz Pupke, bouncing ideas back and forth until we had the concepts. Refresh shows a moment everyone knows: your data runs out, the music stops and the whole street freezes; one tap and the city comes back, ending in a dance parade. Zuhause continues the story: the same woman moves into a new flat, plugs in her router, is thrown onto the sofa and the room tilts and furnishes itself in seconds, a picture of how simple the product is.
Result. Both ran from July to October 2024 across TV, connected TV, online video, social, Spotify and out-of-home, with songs by Jolle. HORIZONT readers voted the Zuhause campaign "Kreation des Monats" for September 2024 with 49.3% of the votes.
Written and directed, with thjnk · 2023
A fundraising film about children in Germany who grow up with neglect, told from the child's side. I wrote and directed it for SOS-Kinderdorf with thjnk. Goodhouse Films produced it.
Creative Director, concept, pitch and direction · 2022
Challenge. Hugendubel's Head of Marketing, Sarah Orlandi, wanted a campaign that makes people want to read again and brings them back into the shops. The bookseller's own line, "Die Welt der Bücher", needed a film that felt as good as the experience it describes.
Idea. I kept finding the same images on Pinterest and Instagram: people reading on balconies, at bus stops, on the beach, staged with real love for the moment. Reading had become something people wanted to be seen doing. I turned that into quiet scenes of people lost in a book in their favourite places, shot on 16mm in Lisbon, with Bibiana Beglau's voice. I pitched the concept directly to Hugendubel and directed the film. After the launch I advised releasing a longer, unbranded cut on Nowness as "Fluttering Pages" to carry it into culture.
Result. Over one million views on Hugendubel's YouTube channel. Berlin Commercial 2022 and Deutscher Werbefilmpreis 2023 for Best Cinematography.
Creative Director, global campaign · 2020–21
Challenge. In the 1990s Swatch told the world "Time is what you make of it". Two decades later the brand asked us at Goodhouse to bring the line back and make it mean something today, as one global idea across film, social, outdoor and stores.
Idea. We read the line as a question: what can you do with forty minutes, a quarter of a second, eighteen minutes, twenty-seven days? Each episode shows one person and one stretch of time, from a woman who dyes her hair blue to a man who rides a horse to work, tied together by Piaf's "Non, je ne regrette rien". I led the creative direction; LEONELRUBEN directed.
Result. Launched worldwide in March 2021 across Swatch's social channels, outdoor and stores, after a Christmas chapter in December 2020.
Script and direction, with Wynken Blynken & Nod · 2020
Wearable Love for H&M, with Wynken Blynken & Nod. I wrote the script and directed it.
Campaign written for agency and client · 2016
Challenge. Strellson felt dusty. Serviceplan and the brand asked me for a film idea that would make Strellson young and a little provocative again, without losing the quality and elegance the label stands for. It was also the brand's first launch built purely for digital channels, aimed at young men who live largely online.
Idea. I wrote a film about a man in a sharp suit who completely lets go to Queen. Released on Freddie Mercury's 70th birthday and set to MNEK's new version of "Don't Stop Me Now", it kept the elegance in every frame and added the attitude. I directed it with Kai Kurve as Wolf&Lamm.
Result. 98 million media impressions and a 43% rise in brand awareness, as reported by the agency. Eurobest 2016: two Gold, one Silver.
Idea development, visual concept and direction, with Jung von Matt/Elbe · 2016
"Es rappelt im Karton" for eis.de. Jung von Matt/Elbe wrote the campaign. I developed the idea further, built its pastel visual world and directed it.
Concept and script for Ferrero · 2016
A spot for Mon Chéri, conceived and scripted for Ferrero.
Concept, art direction, logo, motion design · 2011
Challenge. In 2011 MTV moved to pay TV in Germany and VIVA became the group's free-TV music channel. It needed a brand that spoke to young women and men alike and replaced the glossy studio worlds of the past.
Idea. Under creative director Dinko Lacic, three of us developed the rebrand: Robert M. Brodmüller, Justin Kruse and I. We did the concept, art direction, logo, motion graphics and graphic design, rebuilding VIVA around its oldest asset, the triangle, set against footage of real people in real places.
Result. On air from January 2011. Red Dot Award: Brands & Communication Design 2011.
Also directed Cacti Don't Die, Makita, Huawei, McDonald's and more. Directing reel at joffreyjans.com ↗
I work with brand owners, marketing leads and agencies in two areas. Brand strategy: positioning, rebrands, campaign ideas, product and launch advice. Production, conventional and AI: what to shoot and what to generate, budgets, partners, workflows tested on real shoots, content systems for social and out-of-home.
My consulting stands on its own. Take the strategy to any agency or production partner you like.
If you want a production partner, Goodhouse Films can produce the work, including service production in Los Angeles. I co-founded it in 2020. Consulting is scoped and billed separately.
Concept and creative direction: Swatch, Hugendubel, Google Pixel, congstar, H&M, BarmeniaGothaer, Strellson, SOS-Kinderdorf, eis.de, Ferrero.
As director: Meta, Adobe, Makita, McDonald's, Huawei, Harman/Kardon, Sky, Now TV, Perrier, Schweppes, Carlsberg, Jim Beam, Jägermeister, KIA, Douglas, Ulta Beauty, Petco, C&A.
I'm a creative director and film director, with a background in broadcast design. Directing keeps my ideas honest about what a shoot can deliver.
I studied at Parsons School of Design in New York and co-founded my first animation studio, Kompost.tv. In Germany I produced for MTV and was on the design team of the red dot-awarded VIVA rebrand. I designed on-air packages for broadcasters, among them the on-air look of Joko & Klaas's neoParadise on ZDFneo and a 25 × 5 metre projection for the Porsche 911 in Dubai. From 2011 I directed music videos and commercials with Kai Kurve as Wolf&Lamm, and under my own name since 2019.
So I can work on positioning with a marketing team and on a production problem with a crew within the same project. I also paint, with shows in New York, Miami, London, Berlin and Mallorca, most recently "Afterglow" at LLOC in Alaró (2025).
Joffrey Jans
Can Arabi, Bozón nr. 46, polígono 14, parcela 507, casa 3
07350 Binissalem, Spain
NIF: Y9292532V
Email: hello@joffreyjans.studio