— 2025
A winter campaign structured like a song. Three verses exploring arrival, stillness, and renewal — created with AI, grounded in a photographic visual language. Art direction as never done before, completed with videos running in a 10 m shopping window of the KaDeWe Berlin. Happy new year!
Creative Direction
AI-Direction
Campaign-Concept
Copy Writing
Kolonne Null
Visually, the campaign marks Kolonne Null’s first exploration of AI-generated imagery. Rather than aiming for spectacle, the art direction intentionally remains close to photography: frontal flash, visible grain, restrained compositions, motion blur from longer exposure and human presence. The result is a hybrid aesthetic — artificial in its creation, but grounded in documentary visual language. The final verse introduces a transition into the new year. Moving away from festive excess, it reframes the idea of “Dry January” not as abstinence, but as discovery — a moment to begin, to explore, and to reset. The campaign is presented across digital channels, a small wild-poster series in Berlin, and as a moving image installation in a 10-meter KaDeWe window in Berlin, where still images and video sequences merge into one continuous winter narrative.
— 2025
A winter campaign structured like a song. Three verses exploring arrival, stillness, and renewal — created with AI, grounded in a photographic visual language. Art direction as never done before, completed with videos running in a 10 m shopping window of the KaDeWe Berlin. Happy new year!
Creative Direction
AI-Direction
Campaign-Concept
Copy Writing
Kolonne Null
Visually, the campaign marks Kolonne Null’s first exploration of AI-generated imagery. Rather than aiming for spectacle, the art direction intentionally remains close to photography: frontal flash, visible grain, restrained compositions, motion blur from longer exposure and human presence. The result is a hybrid aesthetic — artificial in its creation, but grounded in documentary visual language. The final verse introduces a transition into the new year. Moving away from festive excess, it reframes the idea of “Dry January” not as abstinence, but as discovery — a moment to begin, to explore, and to reset. The campaign is presented across digital channels, a small wild-poster series in Berlin, and as a moving image installation in a 10-meter KaDeWe window in Berlin, where still images and video sequences merge into one continuous winter narrative.
this is a secret love letter
you just discovered. <3
See you ... !
