Driven by ideas, powered by digital.
I build brands people want to belong to: strategy, campaigns and digital experiences, from Switzerland to the world.
Limited edition, campaign, mini-site
CREA Geneva · 2026
Brand, e-commerce, editorial
Co-founder · 2026
4 platforms, 3 global launches
Zurich · 2024 – 2025
Swiss and Canadian, raised between Switzerland and Montréal, now in Barcelona. I work where creativity meets strategy: an idea has to move people first, then prove itself in the numbers. Next chapter: a master’s in AI in business, to build brands with the tools that are reshaping them.
joedavidcrotti@gmail.com
Swatch × Montreux Jazz Festival · 60th editionYou cannot buy this watch. You can only earn it, in Montreux, in July. Each of the 1,967 dials is generated from a ten-second recording its owner makes at the festival, while the music is playing.
The system is black, white and amber. Colour is never chosen: only a recording dense or wild enough breaks its dial into colour, and fewer than 150 of the 1,967 ever will. The campaign follows the same rule: the crowd, never the performer; dark ground, one warm light.
The object stays simple on purpose, so all the meaning sits in the dial. One model, in Swatch’s standard 41 mm case. A plant-based silicone strap that ages as you wear it: this is a watch for concerts, not for a safe. A recycled box that unfolds into a poster of sixty years of the festival. And a normal Swatch price, CHF 160: what makes it rare is having been there, not what it costs.
Curated concept store · SwitzerlandA Swiss curatorial house: few objects, each one explained the way a curator would. Luxury shown through coherence and service, never through noise. No countdowns, no fake scarcity.
I organised the store by how objects are lived with, not by product type. Each universe is a collection with its own image and text; the newest three open as "Coming soon" until the right pieces exist.
Six months on the social and marketing team of a Swiss watchmaker: four platforms, three global launches, and one message made to land in twenty-five markets.
Executed the social media content strategy across four platforms, growing engagement by about 25% and reach by about 40% in six months.
Delivered three global product launches end to end, coordinating marketing, PR and regional teams against strict go-to-market deadlines.
Localised and deployed 25 market-specific campaign activations across Europe, Asia and the Americas, adapting global messaging while keeping the brand consistent.
Managed an external network of creators, photographers and influencers: negotiating deliverables, setting timelines and enforcing brand compliance.
Turned multi-platform analytics into performance reports that shaped campaign strategy and optimisation.