In 1999 and 2000 I spent many weeks in New England, working for my university diploma. The topic was a new marketing campaign and a redesign for the American beer brand Samuel Adams. The task was to extract the genetic code of the brand and to find a visual language to communicate it to the people. The result was "SECRET WORLD".

The images shown here were motifs for print ads and billboards. I shot them with a self-made pinhole camera. I also filmed a series of commercials ment to be shown in cinemas. You will find some of them in the "VIDEO" section of this page.

A lot has changed since then, especially in beer marketing. Looking back I would say that I was not as far off the track as it seemed back then.