Blog

Instagram Stories is not „storytelling“ [rant]


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STILL everyone keeps talking about storytelling without having a single clue about what constitutes a story. Especially now that everyone and their aunt is using „Instagram Stories“ they think they’re storytelling. If that’s you, let me tell you: You’re not!

Instagram Stories is like playing with play-doh!

Don’t get me wrong: I love Instagram Stories – it’s like playing with play-doh. You literally use your hands and fingers to draw, you move around capturing visuals, you talk to yourself, you show it to your friends and get instant gratification. It’s marvellous.

But story doesn’t just record events, it structures them, it gives them meaning, it frames them in a way we can learn from them. And, most importantly, a story only begins when there is something at stake.

The flamingo image from my recent IG Takeover for Danone is almost a story! It introduces two characters using visual cues and  touches on the fear of being rejected (the question mark). Still, it is not a story! Why do they want to be friends? What stands in their way? How might they overcome that obstacle? We learn nothing of this. What it is, is the first sentence of one.

Storytelling is the very specific craft and it’s now how you hold your camera.

Now watch this video spot I created for the MA 48 (Vienna’s municipal department charged with keeping the city clean):

Storytelling is the very specific craft and it’s now how you hold your camera or what information you convey. It’s in the moments you don’t notice. Re-Watch how, after meeting her prince again, Cinderella looks down before the camera cuts to her feet. That’s the craft, that’s the logic we create. Everyone can hold a camera or talk about how they did something. But it requires craft to create logic.

Blog

30 Videos in 3 Days (yes, you read that right!)


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Talk about punching above your weight!

Being a Video Creator isn’t easy at times – like when a client asks you to create 30 storytelling video spots in 3 days and as many locations (that’s about a video every half hour, for those who are as talented in math as me 😉 ) So I got together with Noah Gusenbauer, one of Austria’s most prolific YouTube Influencers, gathered a few fellow creative heroes, and did the impossible.

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Blog, Portfolio

Zombie-Pigs in Vienna


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Vienna’s MA48, the municipal department of waste management, asked me to bring one of their print campaigns to the small screen: social media. So I gathered a gang of creative heroes and created a series of web shorts telling the secret story behind the print sujet: how a terrible date turned into an almost unstoppable force of Zombie-Pigs laying (literal) waste to the city, only to be led into a trap by the series‘ heroine.

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Fashion

eudaimonia


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Feel the light breeze of a spring morning, listen to the distant waves, and smell the salt. And now scroll on and gaze at this model’s infinite beauty.

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eudaimonia, „human flourishing“, a contented state of being happy and healthy and prosperous.

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Photography & Post Production: Martin Phox

Model: Marlene Oberneder / Body & Soul Vienna

MUA: Julia Marinic /Stilenotes

Styling: Julia Marinic

Fashion

Geometry of Fashion


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I’ve been doing a lot of fashion and editorial work the last couple of months, which makes me really happy!

My time, however is scarcer than ever because – *drummroll* – I just co-founded a new agency in Vienna specialising in mission-driven content and social media marketing. I’ll try to keep you updated as best as possible. But know this: I am and will always be a photographer! Because there is literally nothing better than connecting with new and interesting people over a camera! ❤

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Blog, Fashion, Portfolio

The Story of a Girl


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As the name suggests, „creative direction“ – be it in fashion photography, advertising, fine art portraiture or any other creative endeavour – requires a direction in which you move your team. So this is the story of a girl, a modern Ronja Räubertochter, and her photographer.

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