'Let's Stick Together' - Rebecca Rupcic, Managing & Creative Director PULP Agency Berlin, on her beauty campaign for ESSENCE, the great art of togetherness and in person at UPDATE BERLIN

Rebecca Rupcic not only founded PULP Berlin (pulp.berlin), but also set a new benchmark for creative campaigns that push the boundaries of the conventional. As a former fashion editor at Vogue and a true expert in fashion and design, she brings an eye for detail and a refined sense of aesthetics that is reflected in all of her agency’s work. Since 2011, PULP Berlin has impressed with campaigns for brands that stand out through bold creativity and modern visual storytelling. Her guiding principle remains clear: "Highly professional while thinking outside the box." We talk about her creative process and the latest campaign for beauty brand essence. You can also meet the PULP team in person at UPDATE Berlin.

Rebecca, you founded PULP Berlin in 2011 and have built an impressive career. What inspired you to take the leap into self-employment back then? What was your vision for the agency? Rebecca: My vision for PULP was to create an agency—or more precisely, a platform. I’m convinced that traditional structures only take us so far. That’s why collaboration is at the heart of what we do. We work transparently and without rigid hierarchies. Our clients and team members alike appreciate this. We have very low staff turnover, and some of our team members have been with us for over eight, even ten years. For example, we’ve been working with our client Cosnova since 2015—that kind of long-term relationship is quite rare in this industry, and something I’m very proud of.

With PULP Berlin, you've established yourself as a creative powerhouse. How do you strike the balance between high-level professionalism and unconventional thinking? Rebecca: For me, that tension is the sweet spot. On one hand, we have a strong professional standard that ensures measurable results and commercial success. On the other, we embrace free, unconventional thinking—because that’s the only way to create campaigns that haven’t been seen before. We operate as a task force: fast, efficient, and always pushing each other to find the right solution at just the right moment.

Your team seems to play a central role, as you shared in your post about the "50 pax" on set for the essence Call Me Queen campaign. What, in your opinion, makes a strong team? Rebecca: First and foremost: communication at eye level. That’s always been the most important thing for me. I see myself as a platform that connects all the threads, without micromanaging. I try to create an environment where everyone feels comfortable and supports each other. I truly believe that fostering the right atmosphere is what sparks creativity and drives the process forward. And that also means being mindful of my team’s individual life situations.

The current 360° campaign for the launch of the essence Foundation Sticks is a great example of your creative work. What was the biggest challenge with this campaign?
Rebecca: The biggest challenge on set is always meeting the full range of needs—channels, regions, formats—within a very short production time. To make that work, the team spends days planning every detail. By the time we’re on set, nothing can really be left to chance. Only with this level of precision can we generate the necessary output from just two shoot days. In this case, we delivered more than 600 video assets, 200 photos, and multiple regional paid media campaigns. That’s only possible through perfect preparation and an amazing collaboration with the client—here, the essence brand team.

When choosing freelancers, photographers, or directors, you focus not only on skill but also personality. How does that impact the outcome of a campaign? Rebecca: At PULP, our philosophy is to build a team that shares our mindset. It’s important to me that everyone values a collaborative atmosphere. Only when egos are set aside can we create a positive, creative process. So, personality is just as important as talent. We also maintain an open feedback culture with our freelancers. In my experience, that’s the key to achieving the best possible results.


In the Let’s Stick Together campaign for the essence Foundation Sticks, you played cleverly with the word “stick.” How important is it to develop ideas that go beyond the product itself and create emotional connections with the audience? Rebecca: Especially with a product like the essence Foundation Sticks—which stand for self-expression, lightness, and daily confidence—it was important for us to build an emotional connection. Let’s Stick Together wasn’t just a pun, it was about evoking a feeling: unity, empowerment, and having fun with beauty—both individually and collectively.
Campaigns should offer more than just a list of product benefits. They need to convey a sense of lifestyle that people can relate to. If we can create a campaign that communicates both the product’s utility and an emotional message, then the brand stays not just in people’s minds—but in their hearts. And that’s exactly our goal.

You seem to have a strong connection with your clients. What do you think is the key to building long-term, trusting relationships in the creative industry? Rebecca: Honesty. That’s super important to us. We always work very closely with our clients, which means they’re involved at every step of the process. I don’t believe in presenting a finished campaign only to find out we’ve gone in the wrong direction. The closer the relationship, the more trust we build. Our clients know that we value their input and that we’re not going to surprise them with a “final result.” Again: teamwork makes the dream work.

What’s the most valuable lesson you took from your time as a fashion editor at Vogue into your work at PULP Berlin? Rebecca: Thinking big, for sure. At Vogue, there was no such thing as “that’s impossible.” I also learned to be persistent—and that still pays off today.

More projects at: www.pulp.berlin


 
 
CREDITS
Director     Lisa Pollmann
Advertising Agency     PULP Berlin
Art Director     Lea Baintner
Photographer     Teresa Horstmann c/o Kathrin Hohberg

FEATURING: +1

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

 

'Let's stick together' - ESSENCE Foundation Stick campaign by PULP BERLIN

Rebecca Rupcic, Managing & Creative Director, PULP I Profashional GmbH

 

Rebecca Rupcic, Managing & Creative Director, PULP I Profashional GmbH

Rebecca Rupcic, Managing & Creative Director, PULP I Profashional GmbH

 

Rebecca Rupcic, Managing & Creative Director, PULP I Profashional GmbH

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