Device Shooting Update:
Further connecting with a new generation of users.
To stay relevant and deepen its connection with a growing Gen Z audience, Joyn identified the opportunity
to refresh its brand expression through a device-focused photoshoot.
The creative direction merged tech-forward aesthetics with emotional warmth — blending
Gen Z energy with the timeless charm of Germany's "Altbau" architecture.
I led the creative direction for a lifestyle-driven, device-focused photo and moving images shoot that brought this vision to life.
The imagery was rolled out across various touchpoints — blending seamlessly into
both brand and product communications.
Creative and production process.
The result: a visual narrative that feels personal, modern, and rooted in how this audience lives and streams today.
Analog options.
The images were leveraged across multiple brand touchpoints, enhancing product storytelling and reinforcing the brand's visual identity.
Behind the Scenes
The energy on set mirrored the target audience — spontaneous, expressive, connected.
Creative Director: Gabriel Menezes
Art Direction: Alex Mahnke
Photos: Christian H. Hasselbusch
Moving Images: Lisa Marie Dahlke
Styling: Katalin Kiss
Production: Ute Deutschmann
Set Designer:
