Cannes Titanium-winning creative, now a film director shaping stories that don’t feel like advertising.
His career began with an unpaid internship at McCann Bucharest, where he went on to become one of the most awarded creatives in Romania. Lutz has won over 30 Cannes Lions, including the country’s first-ever Titanium Lion, and was named among the Top 10 Art Directors worldwide in the 2012 Cannes Lions Annual Report.
He later joined Saatchi & Saatchi Dubai as Creative Director for Cadillac, where he directed his first branded content series marking the beginning of his transition into filmmaking. Around the same time, he launched a travel video blog together with his wife, an airline pilot, exploring stories from life.
Back in Romania, Lutz became the creative force behind McCann’s “Netflix for Brands” philosophy a content-driven approach designed to turn advertising into entertainment people actively choose to watch. Under his direction, McCann’s content division produced some of the most talked-about branded series in the local industry, earning multiple awards and redefining how brands connect with audiences. Today, his work sits at the intersection of narrative storytelling and advertising, shaped by a deep understanding of ideas and a belief that people don’t engage with ads, they engage with powerful stories.