In collaboration with the agency Scholz & Friends, Christian Lohfink created the current McCafé campaign for McDonald’s Germany. Nadine Gottwald was the Creative Director, and Natasha van Velsen handled the styling.

Drinks as an expression of personal identity – that's the premise of McDonald's Germany's new marketing campaign, "The new McCafé Drinks: For your individual lifestyle moment." The campaign features a vibrant color palette (lots of pink, yellow, and neon colors) combined with a modernized McCafé logo and playful typography.

And instead of relying solely on traditional posters, the campaign heavily utilizes TikTok and Instagram. For example, at launch, elaborate PR boxes in the form of giant McCafé cups were sent to influencers to generate the viral "unboxing" and taste-testing videos so popular with young people.

The rollout was accompanied by aggressive trial coupons in the MyMcDonald's app (e.g., promotional prices like €3.49 at launch) to lure customers directly into the restaurants.

Photographer Christian Lohfink is represented by the Hamburg-based agency UPFRONT.

 
05.07.2026 show complete article

Crafted with Japanese soul – Cologne-based transport and lifestyle powerhouse duo Ben and Martin, or BAM for short, photographed and directed the global launch campaign for the new all-electric Mazda CX-6e. This extensive project was created in collaboration with the advertising agency Scholz & Friends.

The production – both photo and video – took place in sunny Spain under strict secrecy. The focus was on Mazda's striking new all-electric coupe-SUV in its distinctive Nightfall Violet paint finish. Peak Productions was the lead producer, with local support from the production company Falca.

In close cooperation with creatives André Huber (CD), Sven Klasen, and Tilo Richter, all from Scholz & Friends, BAM developed a visual world that exudes warmth, elegance, and a high-quality, cinematic flair, while remaining true to Mazda's emotional design philosophy.

The new Mazda CX-6e marks a new, innovative chapter for the Japanese brand. Inspired by Mazda's "Kodo – Soul of Motion" design language, the all-electric crossover combines sculpted surfaces with an elegant coupé silhouette, the proportions of rear-wheel drive, and a deliberately emotional approach to electric vehicle design.

With a WLTP range of up to 484 km, fast-charging capability, and a minimalist interior dominated by a 26-inch panoramic display, the CX-6e unites advanced technology with an intuitive and human driving experience.

Mazda describes the design approach as "Future + Soul x Modern," blending progressive electric mobility with the brand's signature sense of emotion and dynamism.

The campaign includes outdoor advertising, social media content, and cinematic video content, last one created by Tristan Siefert and Felix Ladewig. This publication here on gosee.news offers you a first glimpse of the much larger, imminent rollout.

The production was handled by art buyer Kerstin Mende and creative producer Julia Brand, with styling by Natalie Schneider.

The second part of the campaign will also be available soon on gosee.news – stay tuned !

 
22.05.2026 show complete article

Europe’s first porcelain manufacturer MEISSEN launches a Spring campaign that reinterprets the brand’s heritage as a source of timeless inspiration. Under the title “Imaginative Awakening”, MEISSEN presents its new Spring collection, demonstrating how the manufactory’s more than 315-year heritage is translated into a living creative resource for today.

Imaginative visual worlds were created to showcase the new collection across tableware, home décor, art, figurines and jewellery. Photographer Dirk Weyer and AI artist Jeannette Bergen jointly developed the visual execution, with art buying by Kerstin Mende. The campaign combines tradition and innovation in an aesthetic that highlights the brand’s uniqueness.

“MEISSEN stands for over 315 years of design excellence — every new technology has to prove itself against that standard. Photography defines the look, AI opens up new creative spaces, and the film is created from the same images. In the end, only one thing matters: that the image resonates, not how it was made. For me, this hybrid approach is the future of high-end campaign production.” Director & Photographer Dirk Weyer

Lena Hensel, Creative Director at MEISSEN: „‘Fantasievolles Erwachen’ ist eine Liebeserklärung an das Schöne, das Authentische, das Wagemutige und das Individuelle geworden. Jedes MEISSEN-Stück trägt eine zauberhafte Geschichte in sich und zugleich die schöpferische Freiheit, neu gedacht zu werden. Wir freuen uns sehr, dass wir mit Scholz & Friends einen Partner gefunden haben, der unsere Tradition verstanden hat und sie in einer traumhaften Bildsprache federleicht mit der Gegenwart verbindet.“

At the core of the creative concept was the question of how a luxury brand with over 300 years of design heritage can be translated into the present day. „Wir schaffen eine neue MEISSEN-Ära, in der zeitgemäße Romantik als Plattform für grenzenlose Fantasie neu interpretiert wird. Unsere Bildsprache verbindet Respekt vor der Vergangenheit mit lebendiger Kreativität und einem Augenzwinkern. So erzählen wir fantastische Geschichten und machen die einzigartige Welt von MEISSEN erlebbar,“ explains Nicole Thalheim, Head of Design at Scholz & Friends Hamburg.

Colour plays a central role: the more than 300 nuances of the manufactory’s proprietary colour system, developed in its laboratory since 1720, are used as a defining design element that conveys the brand’s values and uniqueness. MEISSEN reinterprets individuality and timeless elegance, reaching a broader audience while maintaining its unmistakably exclusive identity.




The campaign is designed for use across catalogues, flyers, point of sale, social media, the website and direct mailings, and will be visible throughout Spring and Summer.

 
15.04.2026 show complete article