Deutsche Telekom

My Creative Services:
Art Direction (on/off set), 
Supervision & Composition 
Client: Deutsche Telekom
Creator: Tobias Ade
Agency: Elbkind Reply Düsseldorf
Year: 2022

As the creative team at Elbkind, we interpreted DDB Hamburg's main campaign for social media. Our challenge was to keep the iconic "Expectations vs. Reality" mechanic alive while making it feel fresh, relevant, and native to digital culture. By integrating Gen-Z slang like "gönn dir", "lit", and "fresh", we let the brand speak the language of its audience. By doing this, Telekom became part of their world and full of real energy.  

Instagram Feed Ad  - Beauty Series

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.

Instagram Feed Ad  - Champagner Series

In production, we embraced the visual language of our audience. We filmed like real users would. Handheld, up close, and a little imperfect. We knew that this imperfection would create a connection. Smartphones became our cameras, and illustrations that mimic a Snapchat lens became our creative playground. Through these choices, Telekom's role became more than just a brand presence. It evolved into a connector of people, creativity, and shared moments – a brand that lives where its audience already does. 

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