Essays / category / commercial

We developed and produced this little guerilla campaign for EDEKA. The idea was to enter secretly a Lidl supermarket and have a little conversation on shirts between several "customers" about the bad variety of fruit and vegetables. That was indeed a big thrill us, and of course a lot of fun.


The biggest challenge was to avoid being located, for all of us, the actors and me, the cameraman. On the one hand, we had to do as many rehearsals as possible - that worked quite well. We had a great team and everybody was really focused. But we still had to find a way for me not being noticed by anyone of the Lidl staff. Finally the trick was, I had to dress up like a tourist. I took a SONY A6500 and carried the device around my neck. I connected the camera with my iPhone to have full control of view, angle and focus. It was hilarious. Nobody noticed me shooting a film, everybody thought I was writing text messages or similar. Rather alarmingly that this is just usual nowadays. ;)

client: EDEKA
concept: Tristan Ladwein & Alexander Breker
production: Tristan Ladwein & Alexander Breker
text: Jan Blumentritt
shirt design: Marta Owczarczak


The objective was to tell a story about 25 EDEKA "Eigenmarken" products in an entertaining and emotional way. So I came up with a concept shooting 25 people's hands not only presenting, but also using the products. Have a look at the enjoyable result!

client: EDEKA
direction / cinematography / editing / grading: Alexander Breker
production manager: Tristan Ladwein
camera assistance: Jeury Tavares
gaffer: Pierre Bagieu
food stylist: Sybille Fassold



Since 2014 I shoot for EDEKA a little documentary series about regional producers in food industry in Bavaria, Germany. We visited dairy farmers, pig farmers, cheese dairies, millers and vegetable growers and everytime it has been like in the well known television show "Sendung mit der Maus": We learned a lot!!! This film is about a family business for potato specialties - one of my favourites!

client: EDEKA AG
production: Alexander Breker

Shooting this documentary about a little dairy in the mountains of Reggio Emilia (north of Italy) was very special and such a nice experience. To get to know all this people who work and live there, far from civilization, was a great enrichment for the whole team.

It’s really amazing that a hand full of people produce by hand over 60 wheels of parmigiano reggiano a day, and only with the best regional ingredients.

We tasted a lot - sooooooo delicious!!!

If you wanna know how this parmigiano reggiano is been made - take a look!

client: EDEKA AG
production: Alexander Breker


What I really love about this project is the fact that developing the idea for this spot was a really great dialogue and process with our client from »Weser Kurier«, a german Newspaper located in Bremen.
And the Idea was simple. Let's beat companies like Apple, Sony, Samsung etc. with their own weapons. Every digital gadget they create has to be faster, slimmer and lighter - and they tag every new feature. So we decided to be the first ones to tag a newspaper's features. I must admit, in comparison to its digital competitors the »Weser Kurier« performs very well.

client: Weser Kurier
agency: IMAGE in MOTION
production: Simon Wenkelewsky & Alexander Breker


Press articles:

W&V: "Print schlägt zurück: Weser Kurier vs. iPad"
Horizont: "Weser-Kurier nimmt Apple elegant auf die Schippe"



I'm glad that I had the chance to direct this tv commercial, introducing Axel Springers BILDplus, the subscription model for their digital content. In addition to regular packages the subscriber also gets the chance to watch the german BUNDESLIGA via Bild+ App.
This fact was the hook for the Spot. And the challenge was to bring all this archive football material into a fluent choreography. That was real fun!

client: Axel Springer
agency: Jung von Matt / 365
production: The Marmalade
post: Schönheitsfarm