From Affordable to Fashionable
We gave one of Türkiye’s biggest affordable clothing brands a more contemporary, fashion-driven image, inspired by a simple idea: dress for yourself, not for others.
With its own jingle, celebrities and a new visual world, the campaign drove strong sales and became a long-running brand platform, used until early 2026.
Hepsi Burada" is Turkey's largest e-commerce website. It is a brand that never stays silent, always engaging in active communication on various topics, from special discounts on special occasions to categories like mother-baby and technological devices. We have produced many films for "Hepsi Burada," for which we established two different communication platforms within two years.
I think working on IKEA is a bit of a dream for any copywriter. I was lucky enough to do it twice.
First as a Senior Copywriter between 2010 and 2013, and then again from 2022, this time as Creative Director leading the brand’s communication in Türkiye.
Over the years, we worked on pretty much everything: brand campaigns, product and sales communication, films, social, digital, special occasions and in-store experiences. From zero-budget ideas to major productions, we made work that delivered both creative awards and business results, including a Cannes Lion.
So yes, I’ve spent quite a few years figuring out not only how to assemble IKEA furniture, but how to assemble IKEA communication too.
For several years, I was the Associate Creative Director leading one of the agency’s largest and busiest accounts: Yapı Kredi, one of Türkiye’s largest banks.
Banking is an exceptionally competitive communication category in Türkiye, where banks behave almost like consumer brands, constantly competing through big brand platforms, films, technology, digital experiences, cards, products and social content.
Our team handled the entire creative ecosystem of Yapı Kredi, from its main brand communication to cards, corporate projects, digital and social. We developed two major brand platforms and hundreds of executions across channels, while also leading production and coordinating specialist and digital agency teams.
And somewhere in the middle of all that, we created a slightly dim-witted robot called Gary.