Alice Feja - Head of Art Production at Accenture Song Germany - on nurturing emerging talent, the magic of creative synergy, and meeting in person at UPDATE 25 BERLIN
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With 25 years of experience in creative production, Alice Feja is one of Germany’s most seasoned art buyers and producers. Her career began at Scholz & Friends in Hamburg, followed by 22 years at Kolle Rebbe, where she played a key role in shaping the agency’s art buying approach. Today, she serves as Head of Art Production at Accenture Song Brand Germany, the creative unit of Accenture known for its tech-driven and culturally relevant brand solutions.
Over the course of her career, Alice has led numerous photo and film productions for well-known brands such as Lufthansa, Audi, Hansgrohe, Aldi, Misereor, and Zalando. Her work focuses on casting the right talent, organizing complex productions, and ensuring the highest quality standards. With her deep understanding of brand communication and passion for visual aesthetics, she has made a lasting impact—ensuring that brands remain emotionally engaging and culturally relevant.
In addition to her role at Accenture Song, Alice actively supports the creative industry as a jury member for photography competitions and portfolio viewings. She curates exhibitions and projects such as "Weitsprung", and has been a long-time member of the GoSee community. With her expertise in photography, film, and campaigns, she regularly supports the GoSeeAWARDS and UPDATE Berlin. We are delighted that Alice will once again be part of UPDATE Berlin, reviewing agency portfolios and meeting selected photographers in person.
Alice, you’ve been an art buyer for as long as GoSee has been around – what still excites you about your job today? Alice: What I love most about my work as an art producer is the combination of creativity and precise execution. I find real joy in discovering talent, bringing the right people together, and shaping processes in a way that leads not only to strong visual results but also to meaningful creative exchange. What keeps my work exciting and relevant after all these years isn’t just the constantly evolving visual language or the introduction of new technologies and tools. It’s the fact that every campaign, every client, and every product brings a new challenge—one that demands individual, thoughtful solutions. That constant variety and creative ambition is what makes this job so alive and fascinating.
Accenture Song Brand Germany works under the motto "Growth Through Relevance." How do you bring this philosophy to life in art production and ensure that every campaign is both creatively compelling and relevant to its audience? Alice: "Growth Through Relevance" is not an abstract slogan for us—it’s a guiding principle in our day-to-day work, especially in art production and influencer marketing. I collaborate closely with creatives, strategists, clients, photographers, and creators to develop content that is not only visually beautiful but also meaningful. Achieving that requires a fine balance between craftsmanship, bold storytelling, and an intuitive feel for social developments and visual trends.
You also serve as a juror for photography competitions and portfolio viewings. What are the most important criteria you look for when selecting photographers? Alice: I pay close attention to a strong visual signature, conceptual depth, and authenticity. I want to see if a photographer has something to say—whether it’s through their visual language, perspective, or emotional tone. Technical perfection is not everything. What matters more is whether the work resonates, surprises, and stays with you. And of course, consistency within a series or portfolio also plays a crucial role.
With projects like "Weitsprung" and your support for the GoSeeAWARDS and UPDATE Berlin, you’re deeply involved in nurturing the creative scene. What does supporting young talent mean to you? Alice: Supporting young talent—especially female artists—is something very close to my heart. Personal connections play an essential role in my work because it’s my job to match photographers with the right creative partners and clients. That means I don’t just look at the portfolio—I also consider the photographer’s working style, artistic voice, and personality as part of the selection process.
You’ve led countless photo and film productions in your career. Is there one project that stands out in your memory, and if so, why? Alice: There are many projects that have stayed with me. It’s rarely the size or the budget that makes a project unforgettable—it’s always the people involved. The true magic lies in collaboration. When creative synergies emerge, challenges are met together, and mutual trust is built—that’s when a project becomes something truly special.
How do you see the future of creative production in an increasingly digital world? What role does technology—like artificial intelligence—play? Alice: Digital tools and AI won’t replace creative production—but they will transform it. The most exciting developments will likely come from the interaction between human creativity and machine capabilities—where technology is not a replacement but an extension of human imagination. That said, every technological advancement also tends to spark a counter-trend. In photography, I see a growing focus on authenticity, human connection, and craftsmanship—a longing for real stories in a world increasingly shaped by algorithmic imagery.
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