For the 2020 rebranding of VW and all of its assets and contend I had the chance to develop and shoot the photographic CI guidelines for all Volkswagen related football shoots for the coming years together with KMS Team in Munich. The concept was to show authentic moments that are more connected to the fans and people surrounding football than the, used to be in focus, professional players only. The idea was to focus on the fans and emotions surrounding a football game and everything that's related to it. Without the Fans, Physiotherapists, Doctors, Green keepers and all involved in the background the sport could not exist. We combined that idea of emotion with a clean reduced color pallet that is shown throughout the image making the images pop but not to colorful while giving a cleaner feel over the image. The color palette changes from image to image but works with 2-3 main colors at maximum. We ended up shooting in two locations, one during the German - Argentina national game at Borussia Park in Dortmund, quite challenging with about 50.000 fans surrounding us. The second one in Munich with some great amateur players in everyday football urban surrounding.

Client: VW
Production: Upperorange ft. Julia Hallas & coo. Productions
Postproduction: Blink Imaging
Agency: KMS Team, Andreas Zeischegg
Styling: Caro Weller & Belinda Klaus
the team: Sebastian Kruthoffer, Florian Lankes, Lucia Serkova, Markus Dettweiler, Leopold Jonas
Thanks to BMFC and all talent involved.