‘Turn Executives into Leaders of the Pack’ – MARKUS MUELLER shoots husky whisperer Hendrik Stachnau for the LEXWARE ‘Dreams’ campaign
The LEXWARE brand campaign ‘Dreams’ by the agency Reinsclassen is entering the next round. On TV, in print and across all relevant social media channels, the word is now : “If you have big dreams, you need someone who has your back. For finances, taxes and accounting.”
The testimonials for it were protagonists with very special dreams : wrestling promoter Jazzy Gabert, everyone’s favorite falconer Achim Häfner, and last, but not least, mental coach Hendrik Stachnau presented here. He was photographed by MARKUS MUELLER in cooperation with WE LOVE artbuying.
Up north in icy cold Sweden, Markus Mueller shot the new motif for LEXWARE. The protagonist this time: extreme athlete and husky whisperer Hendrik Stachnau. The dream of the mental coach? Turning executives into leaders of the pack.
Already as a child, Hendrik was fascinated with huskies and their special social behavior. After numerous sled dog championships, Hendrik is using his extreme experiences for his coaching seminars to open new perspectives for executives. He leads them deliberately onto thin ice, in the middle of the wilderness, to show them what team leadership truly means.
As a mental and business coach, he is living his dream: Turning executives into leaders of the pack. Annoying chores like accounting are yesterday’s news for him – because he has someone who has his back.
GoSee : m-mueller.org
CREDITS
Client LEXWARE
Production WE LOVE ARTBUYING / Anne Kotte
Advertising Agency Reinsclassen GmbH & Co. KG
Creative Director Georg Fischböck
Producer weloveartbuying / Kristina Voegelin
Post Production POP.
Celebrity Hendrik Stachnau
Photographer MARKUS MUELLER c/o Kai Tietz
About MARKUS MUELLER
Like few other photographers Markus Mueller knows how to use visual means – depth in particular – to create places that invite discovery. Throughout his work he rejects the obvious and embraces the freely associative.
Markus Mueller's path to photography was preceded by a detour through the humanities. He began a degree program in history and political science in his hometown of Dresden, but while slogging through dreary texts he discovered his love of images, and decided to leave university and concentrate on photography instead. He first worked as a photographer’s assistant, and later enrolled at Berlin’s Lette Verein school, earning his diploma in 2003. Since then he has lived and worked in Germany’s capital, where his office is now based.
In addition to his art photography, Markus Mueller is known for his sophisticated work in advertising and is an internationally sought-after photographer for clients such as Adidas, Volkswagen, Land Rover, O2, Hornbach, Mercedes-Benz and Panasonic. Even in his commercial projects, Markus Mueller eschews the functional and instrumental and seeks to create timeless, enduring images. He has received numerous awards for his work, including a Clio Award, an Epica Award and a WPPED Cream Award as well as prizes from ADC Germany, ADC Europe, Cannes Lions and D&AD London.
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