Driving business development & creative innovation at BRS
Christian Müller approaches business development with a unique blend of strategic growth and bold creative vision. Now, as Battle Royal Studios’ new Director of Business Development, he is driving partnerships, shaping immersive brand experiences, and pushing the boundaries of innovation.
By Christian Müller
Balancing client needs with creative ambition
You’ve managed both client relationships and creative projects. How do you balance meeting client needs while pushing creative boundaries?
By establishing and living in trust and collaboration. Clients come to us with business objectives, and it’s our job to meet those goals while expanding their vision. I see my role as the bridge between strategic priorities and creative ambition, ensuring that bold ideas are exciting but also relevant and effective. Some of the best projects happen when we challenge conventional thinking, not for the sake of being different, but to create meaningful engagement. At BRS, we believe that brands shouldn’t follow trends, they should set them.
Lessons from leading teams under pressure
What’s the biggest lesson you’ve learnt from leading teams under pressure, and how do you apply it to new projects?
Clarity, adaptability and music. Pressure is inevitable, but the way we navigate it defines the outcome. In high-stakes situations, teams need a clear direction while maintaining the flexibility to adjust as challenges arise. I’ve learned that people perform best when they feel empowered, valued, and trusted. Creating that culture of confidence and collaboration allows us to meet deadlines and clients’ business objectives and deliver exceptional work. At BRS, where we craft high-profile experiences, this mindset ensures that we thrive under pressure and turn challenges into opportunities. Also, you can’t beat surfing on the song of the day. Shout out to all my friends and playlist co-curators!
Aligning creativity with business goals
Your background includes expertise in both strategic marketing and immersive content production. How do you ensure that creative concepts remain aligned with business goals?
A brand is more than a logo or a campaign, it’s an emotional connection. We help foster this connection. The best creative work doesn’t just grab attention; it reinforces a brand’s purpose and resonates deeply with audiences. Start with… What is the story we’re telling? How does this experience align with the brand’s long-term vision? What impact do we want to create? By anchoring creativity in strategy & cultural relevance, we ensure that every project isn’t just visually compelling and delivers real business value. At BRS, we craft experiences that shape perceptions, inspire action, and leave lasting impressions.
Having worked on both the strategic and creative sides, how do you approach crafting experiences that engage audiences and deliver real impact?
I believe it’s all about creating moments that matter. People don’t just want to see something, they want to feel something and have an honest connection. Back in the days when I worked in movie production, the usual expression was, “It needs to feel larger than life.” Whether it’s a film, an event or an interactive activation, the most powerful experiences evoke emotion, spark curiosity, and invite participation. I also believe in bringing in cultural perspectives, understanding what resonates with different audiences, how trends evolve, and how technology can enhance engagement. At BRS, we’re constantly pushing the boundaries of storytelling, innovation, and interactivity to create experiences that aren’t consumed but truly lived.
The key to creating unforgettable immersive experience
What key elements do you believe are essential for transforming a good idea into an unforgettable immersive experience?
A genuinely unforgettable experience doesn’t just capture attention, it creates a lasting imprint on those who engage with it. While many factors contribute to this, I believe there are a few fundamental pillars that elevate a good idea into something great:
– Emotional connection: The most powerful experiences are not just about what people see or hear but about their feelings. The ability to evoke awe, nostalgia, excitement, or deep personal resonance transforms a concept into a lingering memory.
– Seamless execution: Immersion is fragile. The magic is lost the moment the illusion breaks, whether due to technical glitches, disjointed storytelling, or inconsistencies. The best immersive experiences are those in which technology, design, and narrative are so flawlessly integrated that they feel effortless.
– Innovation and relevance: The most impactful ideas challenge expectations and bring something new, whether it’s a fresh perspective, unexpected interaction, or reimagining how audiences engage with a brand. However, innovation alone isn’t enough; an idea must align with cultural shifts and feel relevant to its time and place.
– (super-duper important) People who believe in the idea: No concept, no matter how brilliant, can reach its full potential without the passion and conviction of those bringing it to life. The energy behind an idea is just as important as the idea itself. When a team truly believes in what they are creating, that enthusiasm becomes contagious.
Inspiring teams to push creative boundaries
With your background in creative leadership, how do you inspire your team to consistently deliver fresh, innovative ideas, especially in a fast-changing industry?
At BRS, where creativity is at the core of what we do, this mindset ensures that we don’t just follow the industry, we lead it. I believe creativity thrives in the right culture and environment. I believe that great ideas come from diverse perspectives, open collaboration, and a willingness to challenge the status quo. That’s why I focus on:
– Encouraging curiosity and experimentation. The best ideas often come from unexpected places.
– Fostering a culture of trust and ownership. People do their best work when they feel valued and empowered.
– Ensuring a strong vision and purpose. Innovation is most powerful when it’s strategic and intentional.
Driving business growth & creative expansion
Now that you’ve joined BRS, how do you envision using your business development and creative production skills to contribute to the growth of bespoke brand experiences?
BRS is at the forefront of elevating brand experiences, transforming how people connect with brands through activations, storytelling, and immersive content. I see a huge opportunity to expand this impact by combining strategic business development with groundbreaking creative execution. My focus will be on:
– Growing partnerships & product offering: Bringing in clients who want to push boundaries and create meaningful engagement. Nice to meet you 😊
– Expanding our creative impact: Developing immersive, culturally relevant experiences that redefine how brands interact with audiences.
– Blending creativity and strategy: Ensuring that every project isn’t just visually stunning and delivers real, measurable impact.
I’m looking forward to connecting with like-minded creatives, brands, and visionaries to build something truly extraordinary! A shout out to Brendan Shelper, Judith Hoch, and the entire team at Battle Royal Studios. I’m happy to be part of this exciting journey.
