Some creatives seek stillness - Diana seeks movement. Not just motion, but the energy of life unfolding: light, emotion, connection. From childhood inventions to soul-driven campaigns, her creativity has always been in motion. Fueled by gratitude, nature, and a sharp sense of humor, Diana captures more than images - she captures meaning. In this interview, we follow what moves her. And maybe, what might move you, too. After entering two competitions @TheAlternativeSchool, Diana end up being the first in both ERA & ROGER HATCHUEL ACADEMY, choosing the last for a lasting, curated, highly valuable learning and networking experience this year in Cannes, during the Lions 2025.
1. WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?
Movement. I know it is abstract, but I love to see movement and try to capture it through photography. Whether it's sports, nature or the trivial life. I'll be there, mesmerised, to watch it move.
2. A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY
Every child plays. But I would create my own games, board games and my grandparent's backyard was my workshop. I'd steal my grandad's utensils and carve in wood, glue pieces of cardboard, paint, repair or even create mini golf courses.
3. BEST CONTEXT EVER FOR INSPIRATION WAS
When I'm on vacation, somewhere in the mountains, away from responsibilities. That's when my brain relaxes and has time to process all the information I absorbed. And it's just magic.
4. THE PROJECT YOU LOVED MOST
The project I loved most was my university final project. It’s the project I felt most connected with and it sparked so much joy that nothing frustrated me during the process. The topic was gratefulness, a fictional advertising campaign for The School of Life to promote the concept of gratitude among people in order to reduce stress and help people connect better.
5. THE PROJECT OTHERS LOVED MOST
It’s a content series we’ve done for KFC called “cook swap”. It was a two seasons project that tied the team so closely and helped us grow together like nothing else. It had everything I love. So everyone’s favorite is also my second most loved project.
6. THE BEST THING ABOUT LOCAL CREATIVITY IS
I love the humour. There’s something so atypical and beautiful at the same time. This blend of exceptional craft and the ability to spark laughter is what I love the most.
7. BEST STATEMENT OF LOCAL HUMOR
The roots of a corrupted political system is something that sparks so much satire and bring the creative humour to the surface. I can’t pick just one example, but it’s a phenomenon.
8. ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES
Romanian talent is very adaptable, resourceful and energetic, so look for a spark in someone’s eyes, for their passion and mold that into a sky rocketing creative.
9. BEST PLACE IN BUCHAREST
The Cotroceni neighborhood. Guaranteed the best walk you can get in this city with beautiful houses and nice local cafes.
10. BEST PLACE IN ROMANIA
I would say.. Via Transylvania. It’s a hiking route through the country where local culture meets breathtaking views.
11. MOST DISTURBING CLICHÉ ABOUT ROMANIA, IN THE MEDIA OUTLETS OF THE WORLD IS
I believe the times where being Romanian had a bad reputation are gone. There are so many talented and successful Romanians everywhere in the world doing amazing things. Plus, the media is becoming more politically correct and thoughtful. So really I’m done believing anything bad anyone says about Romanians.
12. ROMANIA SHOULD BE KNOWN FOR
I’ve recently heard we’re a top leading country in mineral waters. Globally. Maybe that could be an answer. Culturally we don’t have the luxury of having a comfortable life ( us together with many other nationalities) so that makes us restless and very driven. There’s a flame in us for justice and I love that.
13. YOUR VIEWS ON SPIRITUALITY
I think some sort of self reflection and personal judgement is necessary. I see the relation with spirituality as a journey and I enjoy reading about religions, questioning everything and trying to blend some practices into my own life without feeling bonded to a specific religion.
14. YOUR VIEWS ON MONEY
I was raised not to live life just to make more money. But I do believe it is important to have financial stability especially in times like this. So it’s all about balance. Money won’t motivate me, but a fair pay will make sure I’m covering my basic needs in order to exist as the best version of myself.
15. AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE (A BOOK, A DESTINATION, A MOVIE, FOLLOWING SOMEONE RELEVANT ON SOCIAL-MEDIA)
Fotografiska museum in Stockholm. My favorite museum so far. I love design museums and contemporary art in general, they’re a great source of inspiration for me.
16. A LOCAL BASED FEMALE TALENT THAT DESERVES TO BE PROMOTED AT INTERNATIONAL LEVEL, AS EXPONENT OF LOCAL CREATIVE SPIRIT
I will forever be a cheerleader for Lia Bira. She’s an amazing artist with witty creations. Follow her. Get in contact. She’s an amazingly talented creative and a kind hearted soul.
BIO:
I'm Diana, your friendly Gen Z content creator & Art Director. My creative journey started in kindergarten when I made myself a camera from Legos and pretended to take photos and videos of my friends. Now I'm an art director who's in love with photography. Whether it's the movement of an athletes, the stillness of nature, or the vibrations of a city, I try to capture energy and feelings. I studied Graphic Design in the UK, then had my first job at McCann for 3 years and a half as an Art Director, we won a Bronze Cannes Lion, I got the Art Director of the Year at ADC awards. Now I am an Art Director at Leo Burnett doing work for both local and regional clients.
Other than that, you'll find me on the basketball court or paddling on a lake, hiking, skiing ( any sports activity really) ... booking flights to my next adventure, cuddling with dogs, starting a new arts and crafts project ( that I probably won't finish) or scrolling on TikTok (shrimp posture).
What an effervescence at the Czech Centre in Bucharest hosting, in a full house format, the first edition of the “Brands Talk Series: Identity and Culture”, an event exploring the intersection of branding, national identity, traditions, and pop culture. Celebrated by diplomats, academia, designers, marketers, creatives, researchers and communicators, the April edition highlighted Eastern European creativity, marking 20 years of #TheAlternativeSchool’s commitment to private diplomacy.
Teodora Migdalovici: Brands as therapists
Teodora Migdalovici, founder of The Alternative School and Creativity Ambassador, opened the evening with a talk about “branding as therapy” — a concept she consistently applies in her work and for which she was awarded over 15 years ago at the World Brand Congress, where she presented on the same stage as Renée Mauborgne, co-author of Blue Ocean Strategy.
With more than 20 years of active presence at the world’s most influential conferences, Teodora emphasized that regions and countries facing deep economic and social challenges — including Eastern Europe — often produce creatives who become masters in healing the collective psyche. They do so through brands that address issues of national identity, self-esteem, personal reinvention, and culturally flavored solutions that restore confidence. Her perspective celebrated the region’s unique ability to embrace and address its complex social realities while still doing great business. Using the healing power of humor, the joy-against-all-odds attitude, and an unfiltered take on local behaviors — from the soft spot for discounts to extreme frugality — these brands go far beyond taboos.
In her view, the Eastern European recipe is brought to life through dark humor and deep cultural codes, as symbolized by the whimsical flying pig illustrated by Oana Ispir (2022), the iconic IKEA toilet seat print by Leo Burnett Warsaw (2001), the brilliantly crafted, pixel-perfect, and hilariously impactful “Enjoy Your Speed Till the End” spot by Leo Burnett Prague (2001), alongside TurboKady Kaufland by DDB Prague (2023) and the ING Romania campaign tackling the sensitive, yet so insightful topic of “Shopping vs Mental Health”.
The regional showcase continued later in the evening with more standout examples presented by Davor, Tereza, and Cătălin.
The Eastern European Recipe, as envisioned by the Young Lions, ERA & RHA winners
The Brands Talk: Identity & Culture - Eastern European Creativity event served as the stage for the debut of Young Lions, ERA & RHA winners, making their first public appearance before heading to Cannes to represent Romania this year. Cristiana Trifu & Mădălina Sandu (Digital) empowered by Raiffeisen Bank Romania, Alexandra Moisescu & Cătălina Manea (Print), and Alexandra Roșu-Ciobanu (PR) empowered by Ursus Breweries, Diana Neagu (RHA) & Vlad Sima (ERA) both empowered by INVIZIBILII.RO, showed us what Eastern European Creativity / Local Creativity means through their eyes.
Tereza Sverakova: The Courage to Create
Tereza Svěráková, the recipient of more than 17 lions, juror on the world’s most influential competitions and Co-founder of OAK Prague, delivered a presentation on what it takes to create memorable work.
The key ingredient? Courage.
The courage to break cultural stereotypes, to challenge authority, to act on principles, to drive innovation, and to open uncomfortable – yet necessary – conversations.
The most touching campaign presented: Mama Beer – a beer created for women undergoing cancer treatment, inspired by Tereza’s own experience.
Doctors often recommend beer during chemotherapy, but its metallic taste makes it difficult to drink. That’s how an alcohol-free beer was born, tailored to the needs of these patients – and sold in pharmacies.
Davor Bruketa: When Branding Meets Culture
The brilliant Davor Bruketa, Co-Chairman of Bruketa&Žinić&Grey, took the stage with a witty, thought-provoking presentation - proving that learning can be exhilaratingly entertaining. His talk explored the dynamic relationship between brands and culture — how brands shape it, borrow from it, challenge it, and ultimately integrate it into their identity building process.
Through standout case-studies from Bruketa&Žinić&Grey, he demonstrated how smart ideas can generate impact and profit — even with ridiculously small budgets (read here “Eastern European Budgets, if you want), all while staying true to a brand’s positioning. He also showed how design and visual languages can meaningfully address identity-driven themes, spark global reactions, make headlines in top-tier publications, and forge a lasting place in society, business and people’s memory.
Catalin Dobre: Creativity is a survival mode
The evening concluded with the event’s secret speaker – the one and only Cătălin Dobre, Chief Creative Officer, Co-CEO at McCann Worldgroup Romania, and CEE Creative Director. In his presentation, he chose to dissect “Where to Settle” – a multi-awarded real-life success story turned into a powerful business case study, brought to life by Mastercard and several McCann offices, from Poland to Romania. The project was fueled by a blend of Emotional Intelligence, anthropological insight, and a sharp reading of creative data.
As Cătălin perfectly put it: #CREATIVITY is Eastern Europe’s ultimate renewable resource. And it’s not optional. It’s survival mode.
A taste-driven experiment uniting cultures through flavor
True to #TheAlternativeSchool tradition, a bespoke vegan menu brought the theme to life: to tangibly revisit Eastern European heritage cuisine - Štrukli & Klobásy v dece, in order to surprise Davor and Tereza, our guests from Croatia and Czech Republic. The world tour in a bite, continued with focaccia welcoming Vegan Pistachio Mortadella, Mushrooms & Truffles, Vegan Quesadilla & Chili Sin Carne over Crispy Rice were the mouthwatering creations crafted by Verdino Foods & Mr. Plantel (kudos to Celina Condorovici & Alina Ziviciu).
For those with a sweet tooth, guests indulged in Lemon & Mango with a sunny crunch, Sour cherries, dates & coconut, and Peanuts, salty caramel & chocolate - masterfully created by Rawz (kudos to @Andreea Lazarescu) - paired with the irresistible Gelato Artigianale Siviero Maria.
From their impeccable espresso to the pièce de résistance - HOT CHOCOLATE WITH ROM - 5 to Go kept everyone warm and smiling.
Sorina Neaga, Director, Czech Centre
“We had the privilege of meeting and collaborating with the truly inspiring team from #TheAlternativeSchool – a partnership that culminated in two days brimming with energy and substance. It was a genuine pleasure to host such a vibrant and engaged audience at the Czech Centre.
The presence of Tereza Sverakova, our guest from the Czech Republic, added a perfect layer to this creative exchange, which explored the essence of Eastern European identity through the lens of local brands.
“Brand Talks. Identity & Culture” brought exactly the kind of energy we’re proud to support – and thrilled to be part of.“ - Sorina Neaga, Director, Czech Centre
[13:46, 05/06/2025] Teodora_Migdalovici: “We had the privilege of meeting and collaborating with the truly inspiring team from #TheAlternativeSchool – a partnership that culminated in two days brimming with energy and substance. It was a genuine pleasure to host such a vibrant and engaged audience at the Czech Centre.
The presence of Tereza Sverakova, our guest from the Czech Republic, added a perfect layer to this creative exchange, which explored the essence of Eastern European identity through the lens of local brands.
“Brand Talks. Identity & Culture” brought exactly the kind of energy we’re proud to support – and thrilled to be part of.“
How was it?
The event struck a chord with its diverse audience - professionals from business, diplomacy, CSR, advertising, PR, social media, architecture, and design, students all united by a shared passion for innovation, quality, and inspiring experiences.
The talk of the town
“Teodora has truly made a remarkable impact on the creative industry. She created a fantastic vibe. Teodora's dedication to promoting creativity as a driver of the economy is inspiration for all of us.” Davor Bruketa, Co-Chairman @Bruketa&Žinić&Grey
“Teodora Migdalovici, a true master of the international stage, putting Romanian creativity on the map with an impressive blend of style and boldness. At a time when only the brave truly believed in the magic of Romanian creative potential, Teodora acted as a passionate catalyst — helping top agencies to transform through the necessary guidance that brought cultural relevance to the forefront of global success.
With a narrative so compelling it could travel the world, she made creativity walk hand in hand with national identity, opening wide the doors for Romanian talent. Her warrior-like magazine, #LadiesFirst, is not just another publication; it’s the emblem of promoting talented Romanian women who’ve stood under international spotlights with irresistible elegance.
The embodiment of a powerful voice and tireless energy, has been a pillar of multicultural creativity, shaking things up with diversity and innovation. The events she orchestrated were so memorable that any participant could vouch her imprint led to a vision upgrade and strategic repositioning for Romania’s creative industry.” - Isabella Brănișteanu, Founder @THINKEGIC
“The Alternative School doesn’t offer recipes. It asks questions. And if you push yourself to answer them, you grow up fast. I was lucky to meet Teodora and go through her school when I was young, full of ideas, and lacking clear direction. She pushed me to think strategically, to defend my ideas at the big table, to understand global competition. For me, it was the kind of edge that still makes a difference today.” - Răzvan Ghilencea, Creative Partner @AYZ&HENDZ
“A few years ago, after a semester at The Alternative School and a trip to Cannes for the Young Lions competition, I felt like we were carrying an outsider’s banner. Today, we’ve gone from underdogs to contenders. I know it’s not a coincidence, and I have a pretty good idea of who sparked that change.” - Filip Gonzacenco, Art Director @Publicis Conseil Paris
“Thank you so much for the invitation. It was a joy to see so many insightful cases from Romania and the CEE region, and so many creative and truly talented people. Thank you also for quoting our work related to shopping therapy! It was a lovely and unexpected surprise. We love courage — we don’t always get it right, but what matters is that we never stop seeking it.” - Corina Rusu, Head of Brand & Marketing, ING
“Congratulations on how the Brands Talk: Identity & Culture – Eastern European Creativity event turned out! The speakers were wonderful, the vibe was relaxed, and the chemistry between Teo and the guests was delightful. :)” Ana Andrei, Strategic Communication Integrator @Jam Session Agency
“This experience was more than just an event – it was a reconnection with the essence of Eastern European creativity. What impressed me most was how the speakers – Tereza Sverakova and Davor Bruketa – spoke about creativity that doesn’t follow trends, but rather stems from necessity, identity, and resilience. Campaigns like Untouched by Light or the strategy behind SmartWater, Inc. reminded me that the power of brands doesn’t lie in noise, but in the courage to bring silence, depth, and meaning. I resonated deeply with the idea that we were authentic because we had no other choice – and that has shaped not only how we think about campaigns, but also how we build organizations or products: from scratch, with limited resources, but with a clarity of purpose.” Andra Huidu, Co-Lead Professionals Program @Aspire
“Thank you for the opportunity – the two speakers from Czechia and Croatia were great! I really enjoyed the case study about the youth board at the bank in Czechia – it struck me as a very smart way to connect more authentically with the dynamics and needs of the new generation. Congratulations and happy anniversary!” Sonia Constantin, Comms & Program Manager @FFCR
"CONGRATULATIONS! This #20 is a big, big achievement - congratulations for everything and thank you for the effort you've put in to support and push the industry forward." - Hortensia Năstase, Managing Director CE @Golin
“Brands Talk: Identity & Culture – Eastern European Creativity was not just a celebration of Eastern European creativity, but also a remarkable example of how a business and branding event can become, through vision and flawless execution, a true cultural and inspirational experience. Congratulations to Teodora and the organizing team for creating a landmark event. Marking the 20th anniversary of The Alternative School through this event highlighted the organization’s long-term commitment to supporting creativity and cultural diplomacy in the Eastern European space” - Mia Deaconu, Head Of Marketing @Fashion House Group.
“It was such a successful event, I truly felt inspired, and the three hours flew by without me even noticing. The guests were carefully selected, and the case studies focused on meaning, depth, and creativity were great. I was happy to learn that there are campaigns with real impact. I felt lucky to be there. I resonated with many of the speeches, met authentic and sincere people, and I genuinely loved every moment of it!” - Adina Tkacz, Marketing Manager @Sabon.
“What I really liked about this event was that I learned the structure of a highly awarded campaign, as well as the dos and don’ts when creating a case study. Since I hadn’t encountered the structure of a creative campaign until now at university, this event, along with the "How to Win a Lion" workshop, felt exactly like a university course, applied in a seminar. And this is absolutely amazing for a Communication student!” - Larisa Stefan, Master Student @SNSPA
“Being creative doesn’t require maximalism, but rather free space. Sometimes, being creative means having room for it, as demonstrated by the label design of Stina wine bottles.” - Sara Tudosie, Master Student @SNSPA
Kudos to our partners
Big thank you to all our allies for making this event a resounding success: Czech Centre, 5 to go, Budweiser, ROM, Mr Plantel, Verdino, Rawz, Siviero Maria, McCann World Group, Marketing Insiders Group, Raiffeisen Bank Romania, Product Of The Year, Revista Piața, Shutterstock, We Invent.
Davor Bruketa: The Chief Mischief
One time, as a kid, he built a "time machine" out of Legos, cardboard, and duct tape. It didn’t work (obviously), but it sparked endless hours of storytelling about where he’d go if it did.
Fast forward to today, and that same imagination fuels Davor Bruketa, Co-Founder of Bruketa&Žinić&Grey — for those able to see beyond the heavy accolades of a 20+ year career that’s soared from Cannes Lions to AdAge’s celebratory pages.
Ladies and gentlemen, meet a true maverick: a “naughty boy” with innocent guilty pleasures like swimming naked or throwing epic, styrofoam-filled pool parties in his office — which, fun fact, used to be a toilet paper factory. An architectural comment on the quality we should aim for in our work, by the way.
Davor is not only a brilliant chairman — a respected presence on influential boards and in academia — but also a rare hybrid: a designer turned PR Houdini, able to convert unexpected perspectives into “spontaneous combustion”-like conversations that set media outlets on fire worldwide — no cent asked in the process.
Forged to outsmart the system and bring to life new, delightful worlds — even for the most challenging clients and topics out there — Davor does it all with an outrageous ease.
Davor, just being Davor, is a comforting thought for all the Mad Men still out there. And that’s exactly why we’re bringing him to Bucharest — to celebrate The Alternative School’s 20th anniversary as pioneers in private diplomacy, cultivating and promoting exceptional talent abroad since 2005, with box office results for the entire industry.
1. WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?
Easy. Summer at our Croatian coast. And of course, swimming naked :)
2. A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY
Ah, Legos. My first love and my first creative obsession. As a kid, I didn’t just follow the instructions, I ignored them completely. Instead of building castles or spaceships, I created bizarre contraptions that made no sense to anyone but me. One time, I built a "time machine" out of Legos, cardboard, and duct tape. It didn’t work (obviously), but it sparked endless hours of storytelling about where I’d go if it did. That’s when I realized: creativity isn’t about following rules, it’s about breaking them and imagining something no one else can see yet.
3. BEST CONTEXT EVER FOR INSPIRATION WAS
Midnight brainstorming sessions with my team, fueled by a bit of good wine and questionable playlists. Something magical happens when you're sleep-deprived and laughing at terrible ideas that somehow morph into good ones.
4. THE PROJECT YOU LOVED MOST
Stina wine.
We received an order for a wine label.
We stuck a blank piece of paper on the bottle, got paid, and the brand became well-known within a few months.
Okay, we also made a short video explaining why the label is blank.
5. THE PROJECT OTHERS LOVED MOST
After 30 years of creating, it’s hard to pinpoint one project that stands out universally, everyone has their favorites. But if we’re going by the ones that made waves and brought home awards, “Untouched by Light” and “A soup to remember” are strong contenders. One pushed boundaries with a bold concept, while the other connected deeply through emotional storytelling. Both prove that great ideas resonate when they challenge expectations or touch hearts.
6. THE BEST THING ABOUT LOCAL CREATIVITY IS
We don’t take ourselves too seriously. There’s humour, grit, and a touch of rebellion in everything we do. It’s like we’re saying, “Yeah, we’re small, but watch us make something huge”.
7. BEST STATEMENT OF LOCAL HUMOR
I am really bad at jokes but here is one:
How do Croatians time travel? They started a government project in 2010, but whenever they check the project, it is still 2010.
8. ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES
Don’t just look at portfolios, look at personalities. We’re not just creatives but storytellers, hustlers, and occasional magicians.
9. BEST PLACE IN ZAGREB
Our agency, of course.
10. BEST PLACE IN CROATIA
Hm, probably one of the many islands. I love Pag. And Vis.
11. MOST DISTURBING CLICHÉ ABOUT YOUR COUNTRY, IN THE MEDIA OUTLETS OF THE WORLD IS
That Croatia is just a summer destination with pretty beaches and talented football players. Sure, the coastline is stunning and we are good at sports, but reducing the country to sun, sea and football completely misses the mark. Croatia is bursting with creativity, innovation, and cultural depth, our design work is globally recognized, and our people are some of the most resourceful you’ll ever meet. We’re not just a postcard, we’re a powerhouse.
12. CROATIA SHOULD BE KNOWN FOR
Beautiful landscapes, good people and even better food.
13. YOUR VIEWS ON SPIRITUALITY
It’s like creativity, you don’t have to see it to believe it.
14. YOUR VIEWS ON MONEY
Honestly, money isn’t and shouldn’t be the most important thing in life, but it makes it better.
15. AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE (A BOOK, A DESTINATION, A MOVIE, FOLLOWING SOMEONE RELEVANT ON SOCIAL-MEDIA)
They should follow me on Instagram ;)
16. A LOCAL BASED FEMALE TALENT THAT DESERVES TO BE PROMOTED AT INTERNATIONAL LEVEL, AS EXPONENT OF LOCAL CREATIVE SPIRIT
I have to say my dear friends and colleagues, Andrea Knapić and Vlatka Mifka.
BIOGRAPHY
Davor Bruketa is a Chief Creative Officer and co-owner of Bruketa&Žinic&Grey. Advertising Age recognized BZG as an International Small Agency of the Year, and Campaign ranked it among the world's top independent agencies. In 2017, Bruketa&Zinic became a part of WPP as a brand and design hub within the global agency group Grey. Bruketa is a permanent member of the New York Cresta Awards Grand Jury and has also served as a jury member for other prestigious competitions, such as Cannes Lions, Red Dot, D&AD London, Art Directors Club New York, New York Festivals, Graphis, Young Guns, and OneScreen New York..
If you want a pre-taste of what it’s like to meet Davor, just spend half an hour in his digital company.
