Alexander Marcus

Alexander Marcus is quite the character, and because he has made plenty of wild music videos himself, the project came with a built-in stylistic backbone and a lot of freedom in the edit. Working with Arrigo Reuss and Jens Wirtzfeld for Aldi, we could push the timing, the comedy and the musical energy much further than a normal commercial would allow. The fun was in finding the line between absurd and effective — keeping it strange enough to feel like Alexander Marcus, but sharp enough to work as a campaign. It later won an Effie Award, which made the whole ride even better.