Erste Bank
CREATIVE DIRECTION, VIDEO DIRECTON, CONTENT STARTEGY
2021–2025 | Ongoing Collaboration
Countries: Croatia
Long-term creative direction, campaign development and filming for Erste Bank including digital-first content, product marketing, and brand storytelling under the long-term #BelieveInYourself platform.
From emotional short films and digital-first video series to product-focused content and financial literacy campaigns, my role spanned creative direction, concept development, and directing, with a focus on creating engaging, modular content for social, web, and performance channels across a wide range of campaigns, channels, and audiences.
In over 30 native videos, we explored themes of confidence, individuality, and courage - positioning the bank not just as a financial institution, but as a supportive partner in people’s personal and professional growth.
Selected projects:
Kendo (2025)
CREATIVE DIRECTOR, VIDEO DIRECTOR, PHOTOGRAPHER
To support Erste Bank’s ongoing #BelieveInYourself platform, we created a powerful branded film inspired by the philosophy of Kendo - a martial art rooted in discipline, respect, and personal growth.
As official sponsors of the Croatian Kendo Association and ahead of the World Championship, Erste wanted to highlight values that align with both the sport and the brand. The result was a one-minute video that tells an emotionally charged story, modular for flexible use across different platforms.
The film features a commanding kendo warrior in full armor - until the helmet comes off to reveal a young boy. A powerful twist that brings the core message into focus: True strength lies within. When you believe in yourself, the world is your dōjō.
Director: Maja Rašić / DOP: Igor Raguž / Assistent: Dominik Noršić / Account: Tena Nojkov / Andrea Sudar / Agency: BBDO Zagreb / Production house: Val produkcija / Producer: Petra Galić / Kendo Association: Luka Kosor, Marko Lukić, Tomislav Pandurić
Home Loans: The Ghosts (2024)
CREATIVE DIRECTOR, VIDEO DIRECTOR
For many, the world of home loans, mortgages and financial lingo is like walking into a haunted house. So we turned that fear into a metaphor and helped Erste Bank demystify the process and exorcise it.
This playful 6-video digital series reimagines financial literacy through the lens of a quirky horror story with a reassuring twist: your bank isn’t the villain. Each video tackles a specific fear - like paperwork, hidden fees, or credit scores - with humor, relatability, and reassurance.
Director: Maja Rašić / DOP: Igor Raguž / Assistent: Dominik Noršić / Account: Tena Nojkov / Andrea Sudar / Agency: BBDO Zagreb / Production house: Val produkcija / Producer: Petra Galić
More from Erste
CREATIVE DIRECTOR, VIDEO DIRECTOR
Year: 2021 - 2023
A collection of digital campaigns developed under Erste’s long-term brand platform designed to inspire confidence and emotional connection.
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The Audition: Violin Hero (2025)
A girl, a violin, and an unexpected audition. Eight short videos, each featuring a different instrument playing our brand theme - celebrating effort, courage, and the power of music. Eight short videos form a musical narrative, with each scene featuring a different orchestral instrument playing our brand theme. A celebration of preparation, belief, and trying something new. (feat. Jung von Matt)
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The Challenger (2023)
The story of a young girl boxer who steps into the ring and into her power. Online videos and a curated motivational Spotify playlist, designed to spark belief in yourself, no matter your starting point.
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Erste Corpo (2022)
A B2B campaign showing how Erste supports entrepreneurs with smart, predictive tools - and real partnership. Featuring entrepreneurs in their own environments, the videos highlight Erste’s predictive tools and hands-on support for ambitious companies.
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Keks Pay (2021/2022)
A 6-part digital-first awareness campaign explaining key app features like bill splitting, donations, and mobile payments. Simple, native-style digital videos showing how everyday payments can feel effortless.
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Performance campaing
Director: Maja Rašić / DOP: Igor Raguž / Assistent: Dominik Noršić / Account: Tena Nojkov / Andrea Sudar / Agency: BBDO Zagreb / Production house: Val produkcija / Producer: Petra Galić