Campaign Concept and Art Direction‍

The campaign "Mach's zu deinen Wechseljahren" was built around a clear insight: the target group of women aged 45 to 59 is not uninformed, they are underrepresented. They know what menopause is. What they lack is a platform that speaks to them directly, loudly but without shouting, confidently but with solidarity.

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I co-developed the art direction and wrote the creative brief for the photo and film shoot. Several deliberate decisions shaped the visual language:‍

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Cast: We explicitly sought actresses, not models. Women between 45 and 59, diverse in body type, background, and appearance. Grey hair, wrinkles, and skin texture were not to be corrected but celebrated. The brief called for strong, characterful voices that feel real.‍

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Chairs as storytelling device: Rather than shooting across multiple locations, we used different chairs as a conceptual anchor. A kitchen chair, an office chair, an armchair. Each one placing a woman in a recognisable context without being heavy-handed about it. The constraint became a creative tool.‍

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Light: Natural daylight and softboxes where needed, with shadows used deliberately as an aesthetic element rather than something to eliminate.‍

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Colour: Subtle accents drawn from the campaign CI gradient. A blue chair, an orange pullover, a touch of colour in nail polish or eyeshadow. Enough to tie the visuals to the brand without making the women look like props.

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Clothing: Authentic and comfortable, reflecting real life from casual to business, without emphasising status or profession. No blazers, no polished corporate looks.

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Website

Alongside the campaign, I supported modules for the Besins website, working within an established design system alongside the broader UX and UI team.

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