Berlin Fashion Film Festival | 𝑨𝒘𝒂𝒓𝒅𝒔 𝑱𝒖𝒓𝒚
Introducing Morten Grubak @grubak
VP & Global Creative Director | HUGO BOSS @hugo_official
Morten Grubak is a Danish creative leader passionate about building immersive brand worlds people can truly feel. As Global VP Creative Director at HUGO BOSS, he drives the creative transformation of both brands into the new world of entertainment.
Before joining HUGO BOSS, Morten led the creative evolution of Zalando, shaping its first global brand narrative and creative vision, “A New Style of Entertainment,” and guiding a major brand refresh that helped fuel an 87% share price increase.
Previously, he spent over a decade at VICE Media and Virtue Worldwide, where he helped turn Virtue into a global creative powerhouse, launching culture-defining, award-winning work such as Backup Ukraine and Carlings Digital Collection.
Driven by ideas and powered by strategy, Morten thrives on courage, collaboration, and creative impact, always chasing the question: Can you feel it?
Learn more about this year’s awards and distinguished jury on our website…
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