I am GNTM

Agency

Seven.One Creation / ProSiebenSat.1

My role

Creative Concept, Art Direction, Motion & Visual Design

The Briefing

Germany's Next Topmodel is probably one of the most watched shows in german television. To promote the newest season in a crossmedia campaign – our team was briefed to explicitly introduce the new models to our target audiences while also communicating the diversity of the cast.

The Idea

Every girl wants to become Germany's next Topmodel and they all have diverse backgrounds and stories to share. During the creative conception of the campaign we fell in love with the idea to promote the candidates just as they are – as individual, strong female protagonists. The campaign claim I AM GNTM was created and helped us to craft individual stories while holding the cast together, since they all have the same goal: becoming Germany's Next Topmodel.

Film Shooting

We shot the idea of I AM GNTM in a mansion near Berlin. We shot the top 30 models in one day, on multiple sets. I was one of the 2 directors who shot the models – the challenge was to gain the best footage in only 15 minutes shooting time. In post production, my colleague and I self-edited and designed all model videos.

On Air Teaser

The Outcome

Our I AM GNTM campaign started 2 weeks before the on air launch. All in all our creatives gained 10+ million video views across Instagram, TikTok and YouTube. Our online ads reached 22 million impressions – we were talk of town and helped pushing the best and diverse GNTM season in history so far.

Credits

Creative Lead: Markus Goles
Art Direction: Steven König
Project Management: Gesa Malin Winkler-Gemba
Design: Sven Häusler, Steven König, Markus Goles
Director of Photography: Florian Langanke, Tony El Tom
Trailer Edit: Jan König