Behind the scenes of Citrus Poética

Great projects start with great food, I truly believe that.

It all began on a winter evening in Munich. We met with Director of Photography Niclas Moser and Creative Producer Sebastian Wolf (together ACE) for dinner, and one bottle of wine later it happened. Our next campaign was born. What started as a simple idea quickly grew into something much bigger. Within weeks, we found ourselves working alongside an incredible group of creatives, people we feel so grateful to have collaborated with on this production. The Process

We want to take you behind the scenes, because what you see in the end is only a small glimpse of everything that goes into a campaign like this.

From the very beginning ACE STUDIO led the creative direction. We gave them full freedom: from concept to execution, they shaped the artistic vision and brought together an inspiring mix of talents. Me and Lea curated details that would complete the story: carefully selected props, including jewelry pieces from TODAY ITS OKEY and eyewear sourced from the well-known boutique at Munich’s Gartnerplatz PUPILLE OPTIK. But let's start from the beginning:

Finding a table in Munich during Christmas season? Almost impossible. But somehow, we made it happen: the starting point of it all at Nicchia on the 4th of December.

On the 10th of December, our silk scarves finally arrived, after rounds of sampling and refinement with our manufacturers in Lake Como. Seeing them in their final form made everything feel real.

Just before Christmas, ACE developed the storyboard and absolutely nailed it. Best Christmas present ever! We loved the concept from the very first moment they presented it to us.

On the 6th of January we did the first location scouting. As you know, our silk scarves are made in Italy, near Lake Como: so, we knew from the beginning that the campaign had to reflect a Mediterranean feeling. But how do you capture sunshine in the middle of a German winter? Lea managed to organise a hidden garden house filled with lemon trees and everything made sense. The colors, the mood, it all came together so naturally that the name followed almost instantly: Citrus Poetica. For us, this project felt exactly like that: poetic and a little surreal.

8th of January we jumped into the world of talented stylist Sara Oberbeck. Looking thorugh endless dining options: from linen napkins to coffee cups, chairs and tables. Casting decisions, and countless organizational details were slowly coming to an end and the vision started to take shape.

10th of January: The big day!!! Energy, excitement and so much creativity in one space. Everything came to life. Trust the Process

What we’ve learned? You have to trust the process. Trust the people you work with. Trust the creative flow, even when it feels a little chaotic. Because in the end, that’s where the magic happens. Citrus Poética is more than just a campaign to us. Looking back, we could have never imagined creating something so special. The final visuals and campaign video exceeded everything we had hoped for.

Citrus Poética Campaign