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The NLP Cases of Creative Consultant Julius Frei
Episode 1: Time That Connects
Julius Frei was no ordinary creative consultant. In recent years, he had earned a special reputation in the advertising industry. He had the ability to draw out ideas from people that were deeply hidden within them. People spoke of him as a master of words and glances, and as someone who effortlessly opened doors to new perspectives.
Julius had perfected this gift through years of working with Neuro-Linguistic Programming (NLP) – a method he originally discovered as a psychology student. What began as an interest in the impact of language and body language evolved into an obsession: He wanted to understand how people could overcome their blockages and how creative energy could be brought into flow.
After his studies, Julius initially worked as a coach for artists and designers. Through countless conversations, he learned how to fine-tune linguistic nuances and body signals so that ideas seemed to flow almost effortlessly. His philosophy was simple: “The best ideas are within us – we just have to learn how to unlock them.”
Clients with stagnating projects or stuck ideas sought his advice – and almost always, he led them to unexpected inspiration. With each successful campaign, his reputation grew, and soon international companies took notice of him.
They called him “the spark catcher” – the man who could catch the brilliant ideas from the air where others found only silence and emptiness. His methods were unusual, almost mystical: With hypnotic language patterns, precise questions, and a sharp sense of observation, he helped people and teams overcome their biggest blockages. Julius seemed to instinctively sense where creative energy was hiding and effortlessly drew it out, which made him a legend.
Word of his name spread quickly, and soon international companies hired him for their most challenging projects. But even though Julius had become a sought-after consultant, he knew that behind every assignment, there was more than just a creative challenge.
Time That Connects
Thus, a renowned luxury watch manufacturer hired him, looking for an advertising concept that would blend tradition and modernity. A campaign that would present the timelessness of the brand in a fresh light. Julius knew that this was not an easy task – luxury brands like this one had high expectations and wanted messages that would touch the hearts of their target audience.
But this was exactly Julius' strength: He knew how to get teams to find the essence. With a mix of hypnotic language patterns, precise questions, and a good portion of empathy, he was ready to lead the client's creative team and guide them to a unique result.
Julius sat down at the large round table where the client's creative team was already waiting. The air was filled with a mixture of tension and anticipation. The international client, a luxury watch manufacturer, wanted a campaign that would combine tradition and modernity – a challenge that Julius was perfectly suited for. He was known for effortlessly helping others overcome creative blocks.
"Alright," he began smiling, surveying the group with a calm look. "What comes to mind when you think of time?" Everyone looked at each other, one by one, and started to speak. The thoughts circled around old ideas, and there was little that was truly surprising. Julius nodded, waiting for the words to die down. Then he cleared his throat and asked a question that would lead them back to the essence of the brand.
"Imagine time were a thought – a fleeting moment that you could hold on to. What would that mean for people?" he asked quietly, speaking deliberately slowly and evenly. (Technique: Hypnotic language patterns)
The first faces relaxed, their eyes seemed to leave the room, and the words came more easily, flowing more freely. Some began to talk about "moments that stay" and "eternity in a heartbeat." Julius watched them carefully and made short, approving sounds when the ideas began to solidify. He knew that the team members had to open up to him in order to open up to themselves.
Suddenly, Carla, the graphic designer from Paris, spoke up. "Maybe we could show how a watch changes people's lives. Maybe a story of generations that accompany each other through time." Julius looked her in the eyes and repeated her idea with a slight tone of enthusiasm. "Generations through time, that has power." (Technique: Pacing)
Carla smiled and nodded, excited by the support. But in her gaze, there was something unfathomable that Julius noticed without showing it. (Technique: Calibration) He knew that people often sent unconscious signals, and he sensed there was more to it. For now, he let it go and continued working with the team.
As the hours passed and the campaign began to take shape, Julius noticed that the team hesitated when it came to pinning down important details. Something wasn't quite right. He decided on a strategy to bring the truth to light without making anyone feel pressured.
"I want everyone to close their eyes for a moment," he said gently. The team members followed his request, a method he frequently used to loosen mental blocks. (Technique: Trance induction) "Imagine you're at the end of this project. The campaign is a huge success, people love it. What exactly did you do differently? What was the moment when everything became clear?" (Technique: TimeLine work)
The team members began to speak, and the words flowed, but Carla remained silent. Julius noticed that she kept her eyes only half-closed, as if she were observing something. At that moment, he had a suspicion.
After the others had finished, Julius turned to her and asked a very precise question, a technique that often helped him draw out hidden information. "Carla, what exactly is the central idea that moves you in this campaign?" (Technique: Meta-Model) She hesitated.
A brief flicker in her eyes, then she smiled. “I think we don’t always need to try to hold on to time. Sometimes it’s like sand slipping through our fingers. Maybe that could also be interesting, right?” Julius looked at her, his eyes sharply focused on her movement, analyzing her gestures. It sounded poetic, but too general for Carla, who was otherwise very detail-oriented. (Technique: Considering Metaprogram)
The next hours passed, and as lunchtime approached, Julius walked over to Carla. He knew he had to proceed subtly. “I have a feeling that you want to bring another perspective into this campaign, Carla. What would it mean for you if we took a completely new direction?” (Technique: Reframing)
Carla paused, took a breath, and looked at him as if she had to make a decision. “Julius,” she finally said, “I have to be honest. Another client contacted me, and they want a similar campaign, just a more modern one. I’m having trouble separating the two.” Julius nodded slowly, his gaze remaining calm. “I understand,” he said, “it’s not easy to focus on a project when your thoughts are elsewhere. But you know, Carla, what makes this project special?” He paused to build the tension.
“It’s not just about a watch. It’s about how people remember, how they experience their most valuable moments – and what remains when everything else fades away. This isn’t a campaign that’s just ‘modern.’ It’s a message that will last. You have the ability to tell this story in a way that moves people. No one but you can translate this style into visual language.” (Technique: Reframing and Values Activation)
Carla looked at him, her forehead relaxing. “That sounds... stronger. I know what you mean. But what if the other client...” Julius raised his hand to interrupt her. “The other client will be modern. But modern is fleeting. What we’re creating here is timeless – and you’re the only one who can give this project its visual soul.” His voice lowered, almost whispering. “Imagine this campaign setting the bar. Not for tomorrow, but for years. And your name will always be associated with it.” (Technique: Future Pacing) Carla paused.
The thought of a campaign that would not only last for a moment but for decades began to resonate with her. Finally, she smiled slightly. “Okay, Julius. Let’s do it. I’m all in.” Her gaze was now open, honest, and Julius knew he had led the team in the right direction.
With Carla by his side and a team focused on success, they were able to complete the campaign – unique and different from anything the market had ever seen.
After the intense discussions and the clarification with Carla, Julius now had a clear vision in mind of what the campaign could look like.
Together with the team, he developed the concept, which was to portray time not just as a continuous element but as something very personal and unique.
The Campaign
The campaign focused on the motto: "Time that connects."
At the heart of the campaign was the watch as a symbol of connections between people, staying faithful to them over the years.
The core idea was how the watch becomes a constant companion, passed down from one generation to the next –
from youth to old age.
The team also came up with a visual representation of the metaphor of "timeless companionship."
Scene 1: The Young Woman at the Beginning of Life
The campaign begins with a young woman receiving the watch from her father for the first time. She stands in a beautiful garden, with sunlight filtering through the leaves. The camera focuses on the watch on her wrist as her father stands smiling behind her. The scene radiates a warm, glowing tone, symbolizing the freshness and lightness of youth.
Scene 2: The Adventure of Life
A jump into the future shows the young woman, now an adult and independent, traveling through various cities and countries. The watch on her wrist becomes her silent companion. She experiences different cultures, dives into city life, and climbs high mountains. Here, the watch is symbolically portrayed as the "Guardian of Memories," providing the person with a constant – something familiar that reminds them of their roots, no matter where they go.
Scene 3: Passing it on to the Next Generation
In an emotional scene, the watch is finally passed from the protagonist to her daughter. She explains how the watch has accompanied her through all the important moments of her life and how she herself is now becoming part of this tradition. The handover is simple yet full of emotion, symbolizing the cycle of life, in which time and the watch as symbols maintain the connection between generations.
The soundtrack is melancholic yet hopeful – a mixture of classical strings and modern electronic elements. This accompanies the time journey of the watch with a touching musical backdrop, uniting tradition and modernity, just as the product promises.
Towards the end, the simple, powerful message is displayed: "Time passes, but the memory remains." The watch is once again prominently featured, while the final scene shows the daughter gently smiling as she now wears the watch.
In the final shot, the camera zooms in on an engraving on the back of the watch. It reads in an old script: "For all time." This small detail gives the watch a personal touch, and the viewers feel that it is more than just a watch – it is a piece of history.
Ultimately, the campaign was a great success because it didn’t just sell a luxury product to people, but an emotional legacy. Through Julius' NLP-driven work with the team, and especially with Carla, the message was authentic and profound, making it stand out from other advertising campaigns.
Stephan Landsiedel is a diploma psychologist and NLP trainer.