I'm the creative director for founders who refuse to look like everyone else.
Hi, I am Sarah
I grew up between two worlds. A Moroccan mother who says exactly what she thinks, a Swiss father who taught me that how you make something matters as much as what you make. Warmth on one side, precision on the other. That mix is how I see every brand.
I spent six years marketing watches, at Tissot (Swatch Group). I learned how a brand earns desire, how to hold a room, and how to find my voice as a woman when I was often the only one in it. By the end, I was building modular content systems for global launches, the same kind of system I build now. Then I spent six months in perfume, and left, because I won't work in a place that tells women to stay quiet.
So I built CTRL. Same craft, new people. I used to build the system for watches. Now I build it for founders, then hand them the keys. I find your stories, lock the look that makes you recognisable, and set the rhythm your team can run without me. You stay the founder. You just stop guessing.
I say what I think, even when it's not the polite thing. If your content looks like everyone else's, I'll tell you. Then I'll help you fix it.
Start with an honest read with a Brand World Audit, or just say hi.
35+ Campaigns directed across global and local markets
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6+ Years directing brand campaigns
Up to CHF 1M Budget managed per campaign
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35+ Campaigns directed across global and local markets 〰️ 〰️ 6+ Years directing brand campaigns Up to CHF 1M Budget managed per campaign 〰️
Selected work
Two campaigns I led end to end during my tenure at Tissot
(2019–2025)
Tissot Takes Switzerland · 2024
Tissot, Swatch Group.
Role: Creative Content Project Lead. Led concept, creative direction, and briefing.
The challenge
Position a sports watch as two things at once: an aspirational luxury piece and an easy companion for summer. It had to carry Tissot's Swiss heritage and still appeal to young, ambitious buyers.
The idea
Take the Seastar back to where it comes from. We built the campaign around a Swiss summer and shot the Seastar 40mm Powermatic 80 across three scenarios, each one a different way to live with the watch.
Key creative elements
Swiss settings: the Seastar heroed in real places, the Riviera, riverside retreats, Zurich's skyline. Inclusive appeal: the Seastar 40mm automatic shot for a wide audience, not a single type of buyer.
Results
In its first week, the campaign drove a 19% week-on-week rise in sales and a 23% lift in site traffic.
Credits © Tissot / Swatch Group.
The objective Launch the SRV, a new women's watch defined by its faceted sapphire glass and refined silhouette, to a digital-first global audience. The brief: make a dress watch feel modern and emotionally real, not just decorative.
The idea A woman isn't one role or one moment. She's every facet at once. I shaped the campaign narrative around that line, "Celebrate Every Facette," taking it straight from the watch's faceted glass and the multifaceted lives of the women wearing it.
Execution Built as a modular content system for Instagram, TikTok, and YouTube. Each capsule spotlighted a different woman in a moment of her day, blending lifestyle and product in a fast, digital-first format.
Results & impact Delivered the full global toolkit on time and on budget. Internally, the campaign narrative was praised for its modernity, elegance, and emotional relevance. It set a repeatable storytelling format for the women's collections that followed.
Credits © Tissot / Swatch Group.
Celebrate Every Facette · 2025
Tissot, Swatch Group. Role: Creative Content Project Lead (2019–2025). Defined the creative storytelling and content direction, in collaboration with the global agency.