Staged brand worlds on a weekly basis
The photo series was created in Martin Fengel‘s commercial photography course, which featured weekly changing themes and aimed to develop photographic solutions with commercial potential.
Challenge
Instead of treating the topics – which included sport, religion, apples, trains, drugs, money, sex and beauty – in a purely documentary manner, I opted for an applied approach: for each task, I analysed suitable brands or companies and translated their visual language into my own visual concept. The challenge was to immerse myself in different brand worlds in a convincing way, both creatively and photographically, including language, aesthetics and staging.
Solution
Each series was designed as a mini-campaign with photographic staging, a specially developed slogan and graphic design. The visual aesthetics were based on real advertising styles: sometimes clean and glossy, sometimes minimalist and conceptual. A brand-specific visual language was created for each weekly theme based on research and analysis of existing campaigns. Different styles were used – from staging to reportage to editorial. The result is a serial but versatile series of images that demonstrates design flexibility and brand understanding.
An in-depth exploration of brand aesthetics and visual communication, with a strong focus on image-driven storytelling. The series combines conceptual thinking with creative execution, translating abstract ideas into compelling visual narratives. Its polished and versatile outcomes highlight a high potential for use in advertising, editorial design, or brand-driven image campaigns.
