Felix Wester is a creative strategist, operating in the intersection between culture, design and strategy.

A selection of work done between 2020-2025

Smartphone with a photo of a couple on a date, over a red background with Heinz branding and the text 'Most Important Meal of a Date' and 'Heinz Est. 1869'

An award-winning campaign for Heinz Jalapeño Ketchup, positioning it as more than just a condiment, but a catalyst for connection.

Built for Gen Z and rooted in shared moments, the strategy brought bold flavor and personality to the forefront, making Heinz part of how this generation connects, eats, and experiences breakfast.

HEINZ

Conceptual Ideation, Art Direction, Campaign Strategy.

A person playing golf on a grassy field with a cloudy sky in the background, overlaid with text that reads "I MAKE THE CLUB WITHOUT EXCUSES."

A complete brand platform for Make Golf, built on the idea that your gear should be an extension of your swing. Grounded in data and driven by culture, the strategy positions Make Golf as a modern alternative to one-size-fits-all — with no excuses left.

MAKE GOLF

Brand Strategy, Creative Strategy, Conceptual Development, Tone of Voice, Creative Direction, Copywriting, Production Management.

Image of a table with a bowl of stew and sliced bread, with overlaid text reading 'NOT SO WHITE GUIDE' and 'a halebop thing'.

A warm and intimate video series for Halebop, celebrating restaurants by passionate chefs from diverse cultural backgrounds across Sweden. Directed under the title Not So White Guide, the portraits share heartfelt stories and rich cultural heritage through food — positioning Halebop as a brand that shines a light on authentic voices and experiences.

HALEBOP

Directing, Editing, Photography.

A vintage red convertible car with a dinosaur sculpture on the hood parked outside a brightly lit neon-lit donut shop named 'Daisy' at night. The shop has neon signs, including an 'Open' sign, visible through the windows.

A creative and visually engaging collection of music videos conceptualized and directed by me for Sony Music artists. Each video brings to life the unique artistry and stories of diverse musicians, combining compelling visuals with authentic storytelling.

SONY MUSIC

Directing, Creative Direction, Conceptual Development, Production Management.