Why we deliberately avoid AI in our image campaign – and show real people, real work and real conditions. A look behind the scenes of a decision for authenticity.
Images that linger because they are genuine.
In an age in which images appear increasingly slick and perfect, we have deliberately chosen a different path. For our current image campaign, we are focusing on authenticity instead of simulation. No generated motifs, no artificial perfection – but real people, real conditions and real work. Because you can feel authenticity.
What you'll find here!
Genuinely thought. Genuinely made.
We have decided not to use artificial intelligence in this image campaign. Not out of principle, but out of conviction. Because images that are meant to be touching don’t have to be calculated. They can have corners. Show edges. And convey attitude.
This campaign is not a step backwards. It is a conscious decision for authenticity where it is visible. While efficiency, high-tech and innovation are a matter of course for us in development and production, this visual world tells a different story: one of commitment, dedication and craftsmanship.
Where it gets uncomfortable
The recordings are not made in the studio, but outdoors – in the Tyrolean Alps. In the cold, wind and resistance. The large-scale banners are set up directly on location, the motifs are framed by hand. No green screen, no projection, no shortcuts. Just real terrain and real physical work.
The banners deliberately intervene in the landscape. They set contrasts, break with the surroundings and create a tension that seems almost unreal. And yet nothing about them is artificial. Every structure, every motif, every move is made on site – with time, energy and attention.
Real conditions. Real work. No shortcuts.
Making attitude visible
This image campaign shows what we stand for: for progress with ambition. For innovation that supports rather than replaces. For technology where it makes sense – and for people where they are irreplaceable.
Authenticity is not a trend. It is an attitude. And it is precisely this attitude that we wanted to make visible.
“Our conscious decision to do without artificial intelligence in our image campaigns is not an act of rebellion against the future, but a commitment to authenticity. For images that endure because they are real.”
Christian Wolf, Co-Founder
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