SHEIN - Do I Have Everything?
Role: Creative Lead, Creative Producer and Director of Photography
For SHEIN's Year-End campaign in Germany, we took on the complete production of an emotional, multi-channel film, photo and audio package. The campaign is built around the universal question of the festive season: "Do I have everything?".
The strategic goal was to anchor SHEIN's full diversity (Fashion, Home & Kids) within a single, emotional narrative and establish the brand as the go-to destination for all perfect moments of the festive season.
The central TV commercial captures the emotions of the festive season in a seamless continuous shot, gliding through seven intimate moments of a day with family and friends.
The 360-degree package also extensive photo production for OOH and online media, dedicated social media brand videos, Quickship films promoting 4-day delivery, and a tailored Spotify ad.
| + Credits | |
| Client | SHEIN Germany |
| Client | Celina Scherr Pascal Schouchana Jolin Zhong Omar Ahmad |
| Production | VISIONARY Berlin GmbH |
| Producer | Marius Hoppe Alireza Davatgar |
| Creative Lead | Munir Werner Felix Koch |
| Director & Photographer | Felix Koch |
| Director of Photography | Munir Werner |
| 1st Assistant Camera | Nils Thomas |
| Digital Tech / B-Cam Operator | Finn Pietsch |
| Production Designer | Markus Janowski |
| Art Department Assistant | Ferdinand Tatarko Dominik Tschense |
| Gaffer | Axel Heumisch |
| Lighting Technician | Ivan Dobrovolskyi |
| Electrics PA | Jonas Wolf |
| Production Assistant | Annika Lettgen |
| Runner | Thomas Möhle |
| Styling | Tamara Sauer |
| Hair & Makeup | Sutida Vestewig |
| Post Production | |
| Editor | Marius Hoppe Munir Werner |
| VFX Artist | Marius Hoppe |
| Colorist (TVC) | Manthos G. Sardis |
| Video Retoucher | Timo Frank |
| Photo Retoucher | Munir Werner |
| Talent | Liene de Heer Yoana Galvez Mahina Rosenfeldt Matthew Prins Corinna Borchert Leon Treskunov |
Sub-Brand Videos
To give SHEIN's diverse sub-brands a distinct personality, we produced a series of energetic, model-focused videos for social media. Each video featured a single model in a dynamic studio setting, bringing the unique aesthetics of the sub-brands Cosmina, Missguided, and SHEIN Bae to life. These short, platform-native videos were designed to stop the scroll and clearly differentiate the specific styles available within the larger SHEIN universe.
OOH & Online Photography
The 360-degree approach included a full photography production for all OOH and online media. Shot in parallel with the film, the images translate the emotional narrative of the TVC into high-impact, static key visuals. Each photo captures one of the campaign's core moments, from festive parties to cozy home scenes, consistently showcasing the multi-category range (Fashion, Home, Kids) in the same vibrant, stylish aesthetic.
Behind the Scenes
