“There is always a vision in the beginning”

My name is Tobias Ulmer. I’m a German creative human being. I’m living in NYC. I built a company from 0 to 120 people. I was the digital creative leader for HUGO BOSS and led them to become one of the best digital fashion brand in the world. I pushed Europe's biggest outdoor brand JACK WOLFSKIN successfully back to the young target group with a digital strategy and a consumer generated campaign. I ramped up MANHATTAN COSMETICS to become Nr.1 in Germany, Austria and Switzerland again and keep it there for over 10 years with a new strategy, target group and approach. I launched the biggest influencer campaign already 12 years ago, iIntegrated in every touch point and activity of HUGO BOSS and the license partners. I build global e-commerce since 2006. I connected east and west out of Asia. I worked with celebrities and the best creatives in the game. I advised brands like ADIDAS, PORSCHE, STEIFF, DISNEY, MERCEDES BENZ, ASTOR COSMETICS, BMW, JOOP, ROLF BENZ,… I won over 65 international creative awards. I’m a member of the Art Directors Club and a jury member in many global creative awards. I want to work with YOU!

HUGO BOSS

A fashion viral: “Succeed. No matter where you are going” is the HUGO BOSS brand philosophy. The #mastwalk turned the BOSS’s sponsorship of sailing sport into direct, tangible and measurable success: 4.6 Mil. Organic views, 1.5 Mil. page visitors, +16% in sales.

Top 10 luxury brand multichannel marketers of 2014 (luxurydaily.com:): German label Hugo Boss generated buzz for the May 30 live stream of its Shanghai, China-based Boss label runway show with a video campaign that runs across digital, mobile and social media. 8 Mill organic views, 256K Live views, Sold out live shopping.

JACK WOLFSKIN

An emotional online and offline activation campaign that brought the brand back into the target group's relevant set from the ground up generated 32 Mil. video views, 80k new followers and 800K landing page visitors, among other things. Achieved by the outdoor user, who, called by a pay with your story idea, became the protagonist of the campaign. +12% in sales.

The brand evidently struck a chord with its digital ‘GoBackpack’ campaign. Since the creative campaign was launched (in 2017), countless young backpackers have displayed the ‘GoBackpack’ flag on their adventurous travels all over the world and have uploaded more than 1,500 videos of their doing so. And the hashtag #GOBACKPACK has been used more than 21,000 times.

MANHATTAN COSMETICS

Looks that are born in the free, metropolitan lifestyle of the streets of Manhattan have always been the driving force behind an authentic and individual urban look. This fact was to become the international key message in the brand relaunch. As one of the best-selling cosmetics brands in Germany, MANHATTAN wanted to adapt its brand charisma to a contemporary urban naturalness, trend-conscious, aesthetic and away from superficial glossy perfection.

Five strong, individual and authentic characters from social media, fashion and music as testimonials, supported by a further cast of credible protagonists, lead the campaign in an overarching campaign spot in vignette look. Following on from this, below-the-line spots continue the story in terms of style and visuals and provide additional information about specific products in order to push them via social media with influencer statements and exclusive, authentic content.

BOSS EYEWEAR

One of the first influencer campaigns worldwide in 2016: The BOSS Eyewear “Master the Light’ launch. Bryanboy, Rumi Neely, and Mariano Di Vaio are the testimonials in this 360 communication concept. Over 5 million generated views and the most successful eyewear launch in the brand’s history.