Creative Production & Strategy

Luca Napolitano Gil | Creative Production, Strategy & Data

Luca Napolitano Gil

I come from a musical background and work today across creative production, brand communication, strategy and data informed decision making. What began in studios, on stages and in collaborative music environments gradually developed into a way of working that connects artistic judgement with structured execution and measurable communication impact.

My professional path began in recording environments and live performance, long before I moved into strategic communication and campaign steering. That foundation still shapes the way I work today. I understand creative work not only as output, but as process, timing, atmosphere and identity. Over time, this perspective expanded into corporate sound, spatial media, strategic planning and international social media analytics, allowing me to contribute across the full value chain from concept and production to evaluation and optimization.

Creative Production & Corporate Sound

My entry into the professional media landscape began at House of Music Studios in Winterbach, where I gained my first experience in professional recording and artist supervision, supporting national and international acts such as Krokus, Cassandra Steen, Debbie Rockt!, Giovanni Zarrella, Primal Fear and Ray Wilson. This early experience gave me a practical understanding of the technical, organizational and creative side of professional music production.

Parallel to this, I developed my artistic profile as a guitarist and performing musician. As a member of the rumba and flamenco band Bilingüe, signed to V2 Records, I toured across Europe and performed at venues including Mazda Palace in Milan and the Porsche Arena in Stuttgart. Over the years, I worked with artists across stage, studio and production contexts, including Tonino Carotone, Wolfgang Schmid, Freedo (Cro, Zara Larsson), Michel Schulz (Dua Lipa), Blumentopf, Flo König (Cro), DJ 5ter Ton and Laura Lopez Castro (Max Herre). These experiences shaped my understanding of collaboration, audience dynamics and the cultural side of creative work.

Building on this musical foundation, I moved into more structured production environments at Klangerfinder in Stuttgart, where I began connecting my background in music and production with corporate sound, spatial media and brand communication. As Project Manager and Producer, I led more than sixty projects from concept development to implementation for companies including Audi, Bosch, Mercedes Benz, Porsche and Nike. Several of these projects were later recognised by institutions such as ADC, Red Dot, DDC, the iF Communication Award and the German Design Award. Within these production environments, I coordinated composers, musicians and voice talents and worked with agency networks including Jung von Matt, Serviceplan, BBDO, fischerAppelt, Mackevision, Atelier Markgraph and Milla & Partner.

Media Management & Strategic Communication

Seeking to broaden my understanding of media systems beyond production itself, I studied Media Management at Hochschule RheinMain in Wiesbaden, with a focus on interactive media and technical systems. During that time, I also led the university radio and magazine as head of the campus media initiative, managing a team of around ten to fifteen people. This role deepened my understanding of editorial structures, team leadership and the organizational side of media work.

My strategic perspective developed further during my role at Vizeum, part of the Dentsu Aegis Network, where I contributed to strategic communication planning and digital targeting initiatives for clients including Panasonic, H&M, Deliveroo, Huawei, Warsteiner and HUK24. My work included customer journey modelling, touchpoint architecture, audience segmentation, market analysis and strategic research supporting new business initiatives.

Data Analytics & Campaign Steering

This strategic perspective later expanded through my work at TLGG as part of the dedicated Mercedes Benz marketing unit team x. Within this integrated global agency environment, I contributed to the strategic and analytical architecture of international social media operations for Mercedes Benz. My responsibilities included the consolidation of analytics scopes across markets and sub brands, the development of KPI frameworks, audience modelling and the translation of performance data into strategic campaign steering and executive reporting structures. Strategic direction, creative implementation and performance evaluation were aligned as one continuous system, ensuring that relevant decisions were informed by data and connected to measurable communication impact.

One example of this approach was the social media launch campaign for the Mercedes AMG GT. Working across data, performance and strategic evaluation within a wider setup involving team x, TLGG, TEMPOMEDIA and external creators, I contributed to a campaign that performed exceptionally strongly across Mercedes AMG channels. The AMG GT Walkaround Reel became the most viewed Instagram Reel in the brand’s history, while four campaign Reels entered the top ten performers of the previous two years. The campaign also generated unusually strong interaction on static content, including one image post that became the second most interacted post ever published on Mercedes AMG GmbH channels.

Within AMG performance branding contexts, this ecosystem also included campaign environments featuring cultural and sports collaborations with RIN and Lewis Hamilton, connecting contemporary music culture, global motorsport and brand communication within a coordinated media framework.

Across these environments, my work connects creative literacy, production leadership, strategic communication and data informed campaign steering. My aim is to bring artistic quality, brand identity and measurable performance into a coherent process from concept to evaluation.

Selected Work

Mercedes-AMG GT Launch Campaign

A defining example of my integrated approach was the social media launch campaign for the Mercedes AMG GT. Working across data, performance and strategic evaluation, I contributed to a campaign that delivered record breaking results across Mercedes AMG channels. In this context, I worked alongside Team Lead Madeleine Bergmann, translating performance insights into clear recommendations that continuously sharpened the campaign. The AMG GT Walkaround Reel became the most viewed Instagram Reel in the brand’s history, while four campaign Reels entered the top ten performers of the previous two years.

Campaign context: Mercedes AMG GT launch campaign, performance evaluation and collaboration with Madeleine Bergmann.

Audi Corporate Sound Case

The Audi Corporate Sound project establishes a consistent acoustic identity for the brand, featuring the iconic "Audi Heartbeat" as a central element. The project utilized innovative sound design to translate Audi's brand values into a modern, multisensory experience across various communication platforms and spatial installations.

Porsche Pavillon Wolfsburg

The Porsche Pavilion at Autostadt Wolfsburg showcases the history of the sports car brand, ranging from the Porsche 356 to the latest models. The project featured custom produced 360° soundscapes designed to emotionally convey the traditional brand’s philosophy and values within the futuristic architecture.

Jungfraujoch Sphinx Hall

To mark the centenary of the Jungfrau Railway, a 250 meter experience tunnel was opened at an altitude of over 3,500 meters. The tour uses light and music to narrate the history of tourism in the region and the challenges of the railway's construction. The project features an orchestral film score and unique soundscapes that integrate traditional Swiss instruments like the alphorn, creating an immersive 360° audiovisual experience in the Sphinx Hall.

Haus der Berge Berchtesgaden

The "Haus der Berge" serves as the central information center for the Berchtesgaden National Park, offering a multisensory nature experience. The project features a unique acoustic ecosystem that replicates the diverse habitats of the park. Using original field recordings collected over 14 months and a custom developed intelligent player software, the installation allows visitors to experience an individual acoustic journey through the four seasons.

Bilingüe - Comanche

Guitar, Bass, Melodica, Synth, Voice, Percussion / Production

NASOU - TEILZEITMANN/VOLLZEITFRAU

Guitar / Production

Nasou - Wie Ich Es Mach

Guitar / Production

Tonino Carotone & Modica (Remix)

Production: Modica; Drums: Moritz Ehle; Mix: Volkmar Sorg; Master: Ralv Milberg

Modica - Parmigiana

Guitar, Bass, Melodica, Synth, Percussion / Production

Freedo - Hard Times

Guitar & Production

Orynge

Bass / Production

Selected Recommendation

Mike Lukanz

Executive Account Director / Mitglied der Geschäftsleitung @ TLGG

In 2022, Mercedes Benz commissioned Omnicom to build team x, a customized agency network for the brand. Within nine months, TLGG built a sixty person business unit to run global social media operations for Mercedes Benz, including social media management, account management, social media creation and data analytics.

Luca joined my unit early in the process and helped to successfully take over all data analytics scopes from the incumbent agency and build a new setup within our agency. As one of the first members, he helped identify scopes and build something better and new. His dedication, diligence and commitment were second to none, even in moments of high time pressure. He quickly learned the complex ecosystem of our customized agency landscape as well as all tools. He is very skilled with Excel, works organized and focused.

Luca was well appreciated within our team and by the client. He worked on different scopes and sub brands of Mercedes Benz, gained knowledge of different target groups and audiences, drafted decks and presentations and helped our social media team further understand the channels, the target audience and how content could better resonate with millions of followers worldwide.

I have no hesitation in recommending Luca for a role which includes data analysis in communication or marketing.

Interdisciplinary Toolkit

Network & Partnerships

Brand Logos

Collaborated with and for: TLGG, Jung von Matt, BBDO, fischerAppelt, Serviceplan, Milla & Partner, Atelier Markgraph, Mackevision.

Recognition

Awards

Art Directors Club Germany / ADC (4)

red dot design award (6)

FAMAB Association (3)

German Designer Club / DDC (3)

Additional Awards (14)

In addition, projects for clients such as Berchtesgaden National Park, Audi AG, Porsche AG, and ThyssenKrupp have received further recognition, including the iF gold award, Focus Open, the Iconic Award, and the Automotive Brand Award. International honors also include the Gold Medal at the Golden Award of Montreux, the best architects award, and various accolades in film and animation (e.g. Murnau Short Film Award, Short Tiger).

Education

Bachelor of Arts in Media Management, Hochschule RheinMain, Wiesbaden. Former head of the university radio and magazine, leading its editorial development and a team of around ten to fifteen members.

Let's connect

luca@lunagi.eu