By 2022, I was art-directing digital campaigns for Telekom. This project remains one of my favorite examples of translating a big broadcast idea into something that truly lives on social. At Elbkind, we adapted DDB Hamburg's main campaign for social, keeping the iconic "Expectations vs. Reality" mechanic alive while making it feel contemporary and truly at home on digital platforms. By integrating Gen-Z slang like "gönn dir", "lit", and "fresh", we allowed the brand to speak in the language of its audience. In doing so, Telekom became part of their world, relatable, and full of genuine energy.
My role covered art direction both on and off set – briefing and supervising the shoots, and composing the final visuals across every format, from Instagram carousels to Pinterest ads. We redefined the visual tone, focusing on stronger recognition and a sharper contrast between the idealized dream world and the raw, relatable reality. Every image was designed to feel spontaneous yet intentional, familiar to a TikTok generation that values authenticity over perfection.
Learning & Impact
We filmed as real users would. Up close, handheld, and a little imperfect. We knew that this imperfection would create a connection. Smartphones have become our cameras, and illustrations that mimic a Snapchat lens have become our creative playground. The biggest challenge was keeping the campaign's core mechanic instantly recognizable while making it feel native to each platform rather than just resized.
The Result
Telekom's MagentaMobil Young campaign read as authentic and platform-native rather than adapted-from-TV. A distinction that mattered a lot to how the target audience received it.
