My background is in music and creative production. Over time, my work expanded into brand communication, media strategy and data analytics.
Across these areas, the common thread is the same: developing ideas, putting them into practice and understanding their impact.
That connection between making things and understanding their impact has shaped much of my work.
Creative Production & Corporate Sound
I started working professionally in music at House of Music Studios in Winterbach, gaining experience in recording, artist supervision and studio production.
At the same time, I worked 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 the Mazda Palace in Milan and the Porsche Arena in Stuttgart.
I later joined Klangerfinder in Stuttgart as Project Manager and Producer.
There, I worked on more than sixty projects across corporate sound, exhibitions, spatial media and brand communication for clients including Audi, Bosch, Mercedes Benz, Porsche and Nike.
My role combined project management, production and the coordination of composers, musicians and voice talent, often working with agencies, directors and production companies.
Some of the projects from this period received recognition from organisations including ADC, Red Dot, DDC and iF.
Media Management & Strategy
I studied Media Management at Hochschule RheinMain in Wiesbaden, with a focus on interactive media and technical systems.
During my studies, I also headed the university radio and magazine and worked with an editorial team of around ten to fifteen people.
I later worked at Vizeum, part of the Dentsu Aegis Network, on media strategy and digital communication for clients including Panasonic, H&M, Deliveroo, Huawei, Warsteiner and HUK24.
My work included customer journey modelling, audience segmentation, touchpoint planning, market analysis and strategic research.
This was also where my work began to move more clearly from production into the question of how communication reaches people and how it can be evaluated.
Data Analytics & Campaign Steering
At TLGG, I worked within team x, the global agency setup for Mercedes Benz.
My focus was on data analytics and performance across international Mercedes Benz social media channels.
I worked on consolidating analytics scopes from different markets and sub brands, developing KPI and reporting frameworks, analysing audiences and translating performance data into recommendations for campaigns and content.
A large part of the role was about making data useful to people outside analytics: turning numbers into insights that creative, social media and client teams could work with.
One of the projects I worked on was the social media launch of the Mercedes AMG GT, where my role focused on performance analysis and campaign evaluation.
The campaign included some of the strongest performing content on the Mercedes AMG Instagram channel during that period.
Today, my work sits somewhere between creative production, communication strategy and data.
I am particularly interested in projects where creative ideas and measurable performance are not treated as separate disciplines.
Own Projects
Under the name MODICA, I produce music influenced by electronic music, Latin American rhythms, funk and other groove based styles.
I am also part of Ground Control, a collaborative music project built around funk, jazz influences and groove oriented songwriting.
Selected Work
Mercedes AMG GT Launch Campaign
Performance analysis and strategic evaluation for the social media launch of the Mercedes AMG GT.
Working with the wider campaign team, I translated performance data into recommendations during the campaign.
The campaign included some of the strongest performing content on the Mercedes AMG Instagram channel during that period.
Audi Corporate Sound
Part of the team working on Audi's corporate sound system, including the Audi Heartbeat and its use across different brand touchpoints, media and spatial applications.
Porsche Pavilion Wolfsburg
Production work for the Porsche Pavilion at Autostadt Wolfsburg, including custom 360° soundscapes accompanying the exhibition.
Jungfraujoch Sphinx Hall
Production for the audiovisual experience at Jungfraujoch, created for the centenary of the Jungfrau Railway.
The installation combines music, sound design and spatial audio.
Haus der Berge Berchtesgaden
Production for the permanent exhibition at Haus der Berge, the visitor centre of Berchtesgaden National Park.
The acoustic installation uses field recordings and a custom playback system to represent different habitats and seasons within the national park.
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
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
- Python (pandas, data viz)
- SQL
- HTML / CSS / JS
- Looker Studio & GA4
- Sprinklr & Emplifi
- Logic, Ableton & Cubase
- Adobe Creative Suite
Network & Partnerships
Selected agencies and production partners include TLGG, Jung von Matt, BBDO, fischerAppelt, Serviceplan, Milla & Partner, Atelier Markgraph and Mackevision.
Recognition
Projects I contributed to have received recognition from organisations including ADC, Red Dot, DDC, iF and the German Design Award.
The awarded work includes projects for Audi, Porsche, Berchtesgaden National Park, ThyssenKrupp and other clients.
Education
Bachelor of Arts in Media Management, Hochschule RheinMain, Wiesbaden
During my studies, I was head of the university radio and magazine and worked with an editorial team of around ten to fifteen members.