Creative Direction Jägermeister Night Embassy

Client: Mast-Jägermeister SE

Project: Jägermeister Night Embassy

Year: 2022 - now

Night Embassy: A Creative Journey Across the Globe

Since October 2022, I’ve worked as Creative Lead and Strategist for Night Embassy—a project that’s taken me to São Paulo, Tokyo, Bogotá, Nairobi, Paris, and Warsaw. Together with an incredible team of creatives, we’ve built something more than just events. We’ve created spaces for emerging artists to thrive, turning local venues into micro-festivals that celebrate everything they bring to the table.

The foundation of the project lives online, starting with www.night-embassy.com, which I spearheaded to showcase everything the Night Embassy stands for. Beyond that, I helped launch www.night-embassy.com/shop, a home for our artist collaborations, and redefined our digital presence with @nightembassy on Instagram. These platforms are more than just extensions of the project—they’re bridges, connecting audiences with the artists and their stories.

The real beauty of the Night Embassy is that it doesn’t stop with the events. We´ve been setting up a system to support the artists long after the spotlight fades. Through smaller events and global content pieces, we’re keeping the momentum alive—because the mission here is bigger than one night or one city. It’s about helping emerging artists take the next step in their careers, offering them a platform to grow and evolve.

Along the way, we build a rock-solid network of cultural connections across APAC, LATAM, MEA, and Europe. The relationships built through this work are the kind you can’t fake or replicate, and they’ve only reinforced my belief in the power of collaboration across borders.

For me, the Night Embassy is about creating moments that matter and leaving a lasting impact—not just for the audiences, but for the artists who shape the culture of tomorrow. It’s about fostering inclusivity, safety, and sustainability, and I’m so proud of what we’ve built.

If you want to see what it’s all about, check out www.night-embassy.com or follow us on Instagram.