salt & pictures - Filmproduktion Düsseldorf

For Kapten & Son’s “Better Than Black Week,” we developed and produced a bold, surreal campaign centered around Friedrich Liechtenstein - returning to the counter, surrounded by a sea of backpacks.

Created in close collaboration with Kapten & Son, the project focuses on tangible, real-world production. No AI, no virtual sets - just handcrafted scenography, real light, and over 250 physical backpacks.

A campaign that moved the human made production process to the center of itself.