Content Design
Unveiling yfood's Vision through Creative Content.
Yfood makes balanced nutrition easy with a variety of Smart Food products – drinks, powders, bars, and hot bowls – all crafted for quick consumption and complete nutrition. As one of the leading name in Germany's smart food market, yfood is now available in over 30 countries, including physical stores. Packed with essential nutrients supporting various health functions, their products not only energize but also contribute to overall well-being. In 2022, yfood is delving into a key question: What defines smart food? Acknowledging the common struggle of maintaining a balanced diet, especially in hectic times, the concept of Smart Food emerges as a simple yet nutritious solution. As Art Director, my responsibilities spanned the entire spectrum of visual content strategy and operation. This encompassed everything from selecting models and locations to styling, set design, guiding the on-set team, and managing the coordination and approval of assets in both the production and post-production phases. Explore highlights from the 2022/2023 pool shoots for a glimpse into our engaging content, spanning organic social, performance marketing and website assets.
Client: yfood / Year: 2022-2023 / Services: Art Direction
Diving into Authenticity and Boldness.
In our organic social strategy, we focused on our core brand values: Authenticity and Boldness. We handpicked bold protagonists who embrace their true selves and reflect the spirit of our community. These individuals invite us into their daily lives and provide insights into what "smart" means to them. Through a series of use cases, they illustrate how yfood becomes a valuable ally in overcoming the challenges of everyday life.
Creating Impactful Visuals .
The look and feel seamlessly aligns with our core objectives, channeling boldness through a carefully curated model selection that is critical to achieving our desired results. We deliberately use vibrant color combinations and striking contrasts to enhance the overall impact. Authenticity is our other cornerstone, achieved through meticulously briefing our subjects and capturing powerful moments. This authenticity shines through imperfect framing and a retro aesthetic, presenting yfoods content in an authentic and relatable way.
In the performance marketing content, we elevate the product to take center stage, placing a strong emphasis on showcasing its features. Storytelling, in this context, revolves around highlighting the practical applications and use cases of the product.
Art Director & Grafik Designer: Stefanie H. / Creative Director: Andreas D. / J. Art Director: Anika N. / Photographer & Videographer: Sebastian D., Michael B., Lasse K. / Producer: Hans L., Amelie B., Anna K. / Hair & Make-up: Fabiene E. / Model: Josephine T, Nadja A., Christopher K.
WEstwing: Elevating Home & Living E-Commerce with Style, Trends, and Exclusive Inspiration.
Westwing is one of the leading e-commerce platforms for home and living, offering its customers a diverse range of stylish and on-trend products through its meticulously curated selection. The Westwing Club is committed to providing more than just a shopping experience; the platform offers inspiration and editorial content to guide users in creating fashionable and unique living spaces, which are showcased as exclusive sales events on the site.
Kunde: Westwing Club / Year: 2019 - 2022 / Services: Art Direction
Enhancing Visual Storytelling.
At the Westwing Club, we captivate our customers daily through a newsletter that features a staggering 2492 images annually across 7 newsletters per week, each with an average of 7 images. As the lead designer and team lead for the graphics team, I spearheaded the visual planning and execution of campaign images for several years. The meticulous pre-selection of existing image material played a pivotal role, guiding decisions on which topics to photograph internally for each newsletter's overall composition. The beauty of it all lies in the diversity of the topics – ranging from a multitude of products, product categories, styles, trends, to engaging content twists, making the planning and execution of these productions incredibly dynamic and thrilling.
Westwing's Imagery Balances Trends, Detail, and Inviting Elegance.
Westwing's imagery exudes sophistication, incorporating current design trends and showcasing meticulous attention to detail. The photos create a warm and inviting atmosphere, allowing customers to envision products in their living spaces or inspire them in an unexpected set design. The visuals span diverse styles, from modern to classic, catering to a broad audience with a commitment to quality and timeless design.
Art Director: Stefanie H. / Head of Design: Jelena E. / Photographer: Evi W., Jan P., Marcel E. / Styling: Sophie S., Heike S. / Models: via Talents Models
Unveiling New Faces.
In collaboration with several model agencies in Munich, I created the first setcard photos for New Faces. Embracing the contemporary spirit, these young women were captured through a blend of digital and analog photography. Selected snapshots from this series showcase a compelling fusion of classic and creative visuals for their setcard images!
Client: Munich Models, Talents Models, Seed Management / Year: 2017 - 2020 / Services: Art Direction, Photography, Postproduction
Exploring Boundaries: Surreal Fashion and Natural Charm in Photography.
I have a dual passion for my work. On the one hand, I revel in pushing the boundaries of traditional fashion and portrait photography, infusing images with a surreal and theatrical essence. The resulting style embodies dreamlike qualities that showcase an artistic and experimental approach. On the other hand, I'm deeply drawn to capturing natural snapshots of models. My love for the imperfect, casual, and natural look blossomed in 2017 when I delved into analog photography. The charm of this medium immediately captured my heart.
A Photographer's Ode to Analog Bliss with Nikon F3 and Kodak Films.
In my photographic journey, I've found unparalleled joy in capturing moments with my trusty analog Nikon F3 camera. The choice of films, Kodak Portra 400 and Kodak 400TX, isn't just about nostalgia; it's a deliberate decision for crafting timeless images. Kodak Portra 400's vibrant colors and fine grain bring a richness to my compositions, while Kodak 400TX's classic black and white emulsion adds depth and a touch of nostalgia. This combination not only pays homage to the craft's heritage but also allows me to create visually compelling narratives that stand the test of time.
Art Director & Photographer: Stefanie H. / Models: Josefine L., Jenni J., Vero B., Anastasia S., Toni L. / Hair & Makeup: Kevin B., Julia M. / Styling: Nina K., Jana A.