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Theo von Aspern, Global Creative Director at adidas at TBWA/Neboko, is a driving force behind some of the most exciting campaigns for the global brand. In this exclusive interview with GoSee, he gives us an insight into his role, the challenges of his work, and the creative vision behind recent projects like the "City Escape" campaign. He discusses the importance of authenticity in advertising, how he builds his team, and how trends and new technologies influence his creative process. We are also excited to welcome Theo in person at UPDATE Berlin.
What does your role as Global Creative Director at TBWA/NEBOKO entail? Theo: If you want to go fast, go alone. But if you want to go far, go together. I truly believe that. So, much like a football manager, my job is to pick the best team, get them aligned, and make sure every campaign we roll out is fresh, relevant, and impactful. We’re always looking for creative ways to tell stories that connect with people, feel authentic, and help drive brand recognition or increase sales. In doing so, we hope to play a role in shaping both sport and culture for adidas.
With the global adidas 'City Escape'-campaign, you brought the spirit of sport to the streets. This wasn’t just a shoot, but as you say: "This was an invitation to carry the energy, culture, and playfulness of sport into the everyday." Could you briefly explain the concept behind this campaign? Theo: City Escape was about bringing sport to the streets—no fancy stadiums, no elite athletes. Just real people tapping into the energy of sport in their everyday lives. We wanted to show that sport isn’t some destination—it’s a feeling that can happen anywhere, anytime. It’s about the freedom and energy that comes with being active, and we used authentic interactions to showcase that. What really set the campaign apart were the locations, colours, and textures that brought the whole idea to life.
In recent months, you’ve produced campaigns in Mexico, Cape Town, and Berlin. How do you select your locations, and how do you find the right production partners, photographers, and directors? Can external production companies apply to work with you, and what do you particularly value in your collaborators? Theo: This is a great question. There’s no one-size-fits-all answer here. When selecting locations, it’s all about authenticity and variety. For adidas, we don’t fake the setup. For example, not every city can handle performance cycling or swimming, and not every place is right for bustling cityscapes or lifestyle beach concepts. When it comes to production partners, photographers, or directors, I stick to my principles: no egos. There’s nothing worse than one bad egg ruining the bunch. Other than that, experience is key. Producing an adidas shoot is more demanding (for various reasons) than a lot of other brands, so you need a team that’s ready to plan, adapt and execute at the highest level. If you can get it done and bring a fresh perspective, I’m all in.
How many projects and campaigns do you manage with your team for adidas? Theo: Multiple. We’ve got a strong team at TBWANEBOKO, so each project gets the focus it needs. It’s not about quantity; it’s about making sure each campaign hits the mark. We’re constantly evolving the brand and looking for new, interesting ways to bring adidas’ products to life, while staying true to the brand’s essence.
What does the collaboration between your creative agency and the adidas brand look like? Do you have complete creative freedom in your work? Theo: I believe that to love your work, you need to live the brand. And working with a powerhouse like adidas, there’s always going to be a balance. There’s creative freedom, but within a rock-solid framework. Recently at TBWANEBOKO, we’ve been responsible for reinventing the adidas brand creative and strategy. That kind of work can’t happen without trust, compromise, and a lot of teamwork. At the end of the day, it’s about finding the sweet spot between disrupting the market and staying true to the brand’s identity.
How do you approach current trends, and what role does Artificial Intelligence (AI) play in your work? Theo: Trends are great, but they come and go. I believe in principles. Impact, communication, and persuasion. If you can master those, whether you’re telling a story through cave paintings or AI, you’ll find a way to reach your audience. Don’t get me wrong, I believe AI is an amazing tool—but it’s just that, a tool. The best ideas still come from humans—people who get the culture, the vibe, and the vision. AI can amplify creativity, but it can never replace the heart of what we do.
Successful work comes from the collaboration of a dedicated team. How do you build your team to ensure creative success? Theo: Finding the right balance between skillsets and personalities is very important. But it all starts with trust and passion. Especially on a brand like adidas—you’ve got to be all in. You need to live and breathe the world of sport and culture. If you're not aligned on the goal and working towards it every day, we’re probably not a good fit. Great work only happens when everyone’s willing to give their best, no matter how hard it gets. Simple as that.
A day in the life of a Creative Director at TBWANEBOKO working on adidas – what would you say is the most exciting, yet craziest part of your daily work? Theo: The most exciting part? Seeing ideas come to life—watching something you’ve been thinking about for months finally click into place. The craziest? The pace. It’s a constant whirlwind—emails, shoots, creative meetings. But that’s the thrill, right? When you're in it, that’s where the energy is. The excitement is in the constant progress, moving toward the goal and making things happen.
If you had to wear a superhero costume for the next adidas campaign, which one would you choose? And why does it fit perfectly with your creative vision? Theo: I’d go with John Hancock from Hancock. I’m a bit of a late bloomer. Early in my career, I wasted a lot of time thinking I was meant to do something else—like pursue a pro sport career. I’ve always been passionate about sport, from playing the game to understanding the mindset of elite athletes. But it wasn’t until later that I discovered my true passion for storytelling. Once I realized that, I doubled down on it. Now, I feel like I’m in the sweet spot where work feels like play. Every day, I get to refine and develop my passion for storytelling in the world of sport. Like Hancock, I’m all about reinvention, self-discovery, and making things happen. You’re never truly done evolving.
We’re excited to welcome you to the UPDATE in Berlin. You also worked on a project in Berlin last year. What is your relationship with the city, and what do you enjoy most about it? Theo: Although I was born in Cape Town, South Africa, my family comes from Germany, a country that is very dear to my heart. Berlin also holds a special place for me. I’ve worked here before, and every time I do, I find myself inspired by its art scene, buzzing nightlife, and diverse music culture. It’s vibrant, creative, and full of life. But what really stands out is its people—it’s not just about the work; it’s about how the people of Berlin make you feel alive.
17.04.2025
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Today we're sending you a newsletter preview of the upcoming UPDATE 25. For many of you, the UPDATE SALON is a day packed with conversations, impressions, inspiration,... accompanied by goodies, giveaways, postcards, snacks, and the occasional glass of champagne or coffee.
What seems so easy requires a lot of organization in advance. You have to find a date, secure exhibitors, inspire creatives, and continuously coordinate with the venue. Interviews are conducted, visitors are accredited, exhibitor requests are recorded, and so on... anyone who has ever organized an event knows what we're talking about.
We're all the more pleased by the overwhelming positive feedback, especially in these turbulent and challenging times. Listing all the people and agencies we're looking forward to seeing would be beyond the scope here. That's why we're featuring some examples of visitors and exhibitors in our UPDATE SPECIAL to give you a feel for our favorite event.
We'll see you on May 16th in Berlin! If you'd like to get accredited spontaneously, click on the link.
GoSee : gosee.news/register/update + UPDATE.Salon
17.04.2025
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We are excited to introduce Claudio Catrambone, the creative mind behind the Zurich-based agency Family, to the GoSee community and to welcome him at UPDATE Berlin on May 16th. In 2020, Claudio founded an agency that has been making waves—not only in Switzerland but internationally. With his unique vision and unconventional approach in advertising and film, Family continues to capture the hearts of brands eager to move their audiences. Earlier this year in London, they stole the show at the largest F1 event in history with the smallest team, showcasing their ability to push boundaries with a bold performance.
Their striking campaign for GAMRFIRST.CH, the online casino of Europe's largest casino group, Groupe Barrière, captured the essence of "luck"—visually compelling and with a touch of humor. Similarly, the Amorana campaign transformed the Swiss love life into a royal pleasure, setting new standards in creativity. As Family expands—both creatively and in real life—they are preparing to venture into London and Germany. What a family indeed!
Claudio, your recent appearance at the Formula 1 live event in London caused quite a stir. Could you tell us more about the event and whether it sparked your expansion plans into London? Claudio: Our concept captivated audiences worldwide and propelled the Stake F1 team to the top of social media rankings. We are particularly proud of the live performance by the Top Secret Drum Corps from Basel, whose energy immediately engaged the audience. We succeeded in creating a genuine experience—with minimal setup but maximum impact. It was more than just a performance—it was a statement.
London had been on our roadmap for a long time—it was always part of our growth strategy to become Europe's most personal creative network. So, the Formula 1 event wasn't the trigger; it was a powerful first proof of what we plan to achieve in London.
What is the secret behind Family's success? Are there specific values or a philosophy that set you apart from other agencies? Claudio: Family isn't a job—it's a journey. We aim to be a place where people can grow—both personally and creatively. When that happens, campaigns emerge that don't sound like typical agency work but are born from genuine conviction. We believe in having a stance—and that great ideas only come to life when you dare to think big, look ahead, and be radically honest. That's not just our ambition—those are our values. And when we look back at the end of the day, we always ask ourselves the same question: "Is Mom proud of you today?"
You're planning to establish a presence in Germany alongside London. What do you hope to achieve with this expansion, and what can we expect from your German family?Claudio: We'll maintain our spirit—but no copy-paste. In Germany, we're not looking for clients but collaborators. Brands that aren't afraid to stand out. Family isn't an export product; it's a growing network of passionate individuals.
Your bold campaign for Rivella Gelb is a prime example of your approach to brand communication. What made this campaign special for you? Claudio: The campaign wasn't just yellow—it was full throttle. We especially enjoyed wrapping Switzerland's largest daily newspaper, 20 Minuten, entirely in Rivella yellow. Nothing like that had been done in Switzerland before.
How do you manage to win pitches with unconventional ideas and concepts for rather traditional Swiss brands? Is there a trick to ignite the creative spark?Claudio: The trick is: there is no trick. We don't come up with "crazy ideas" just for effect. We show how bold communication can be effective. Our cases aren't spectacles; they're thoughtful responses to real challenges. And we speak to brands the way we speak to each other: directly.
The new KPT image campaign relies on humor and simplicity—a refreshing approach for an insurance company. What's behind this strategy, and why did you choose Artur Mebius as the photographer? Claudio: Insurance is often perceived as cumbersome and complicated. To counter this image, we developed a communication concept that deliberately focuses on humor, lightness, and approachability. Artur Mebius was the perfect choice to tell our stories in just one image. His pictures are narrative masterpieces. And we love that.
As an agency known for its bold and unconventional ideas, what's your vision for the future of the advertising and film industry? How will the way brands communicate with their audiences continue to evolve? Claudio: The era of polished brand messages is over. People today want to feel conviction, allow friction, and experience authenticity. That's the direction the trend is heading. We live in a time where the sanitized advertising world no longer works. We must fight boredom and push brands to adopt a clear stance. Those who stand out remain memorable. That doesn't have to be negative—it can also be funny, sad, or just quirky.
If you had to sum up Family's creative spirit in one word, what would it be and why? Claudio: Courage. Courage to be honest. Courage to be loud. Courage to leave the comfort zone - and in doing so, inspire brands to be courageous.
We look forward to welcoming Claudio Catrambone to UPDATE Berlin and to experiencing firsthand the bold and innovative spirit of Family.
family.agency
17.04.2025
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