With the campaign “Lift’s you up” for the loyalty program Magenta Moments, Telekom turns its focus to those tipping points - the typical “meh” moments when everything seems to go wrong. Instead of portraying perfection, the campaign highlights the in-between: failed setups, annoyed glances, short pauses. It is precisely within these uncomfortable transitional states that turning points emerge - and Magenta Moments makes visible how bad moments can unexpectedly transform into new possibilities.

The campaign was photographed by Markus Mueller, whose cinematic style places emphasis on atmosphere, timing, and subtle humor. The visual world remains deliberately close to people, allowing room for small imperfections and quiet wit - and for those brief instances when something shifts. In our interview, Markus speaks about “meh” moments, cinematic compression, and the power of the in-between.

You are known for your humorous, often slightly absurd observations of everyday life - and these... more