1. Concept
The creative agency Serviceplan developed the campaign concept based on an insight shared by the farmer, Michael Stücke. The insight was that same-sex behaviour is a natural occurrence in the animal kingdom, including among sheep.

The idea was to create "Rainbow Wool." This involved taking wool from the farm's rams, which only live in all-male groups, and transforming it into fashionable merchandise. This act morphed a simple agricultural product into a tangible symbol for LGBTQ+ rights and inclusivity. The initiative was designed to help the farm generate income while simultaneously raising awareness.

The "Rainbow Wool" project presented a unique set of photographic challenges that required balancing three distinct visual worlds:

• Capturing Dignity, Not Pity: The campaign's foundation was the real-life story of Michael and Jochen Stücke, who faced prejudice as well as economic hardship. My primary challenge was to photograph them with authenticity and respect on their own terms, creating portraits that conveyed strength and dignity, not victimhood.
• Making the Abstract Concrete: The campaign's central idea—transforming wool from "gay rams" into a symbol of pride—was brilliant and fun. My task was to visually connect the source (the sheep), the process (wool making), and the final concept in a way that was instantly understandable and compelling.
• Fusing Social Impact with High Fashion: With the involvement of fashion icon Bill Kaulitz, the photography had to bridge the gap between the rustic reality of a German sheep farm and the polished world of a celebrity endorsement. The images needed to feel both glamorous enough for a global star and purposeful enough to honour the campaign's grassroots message.

2. Challenge
The project began with the real-world circumstances of Michael Stücke, an openly gay sheep farmer in Germany. His farm, Schäferei Stücke, faced two significant challenges. The first was economic, caused by historically low wool prices that threatened the farm's viability. The second was social; the campaign was developed in a context of rising hate crimes against LGBTQ+ people and was designed to combat prejudice. The entire initiative was built from Michael's personal story and identity.

With this in mind, I developed a distinct photographic approach for each element of the story.

• The Farmers — A Documentary Approach: For Michael and Jochen, I used a documentary style. We shot on their farm, in their environment, allowing them to be themselves. The focus was on capturing the quiet confidence of their relationship and their deep connection to their work, establishing the authentic heart of the campaign.
• The Wool — A Story of Transformation: To explain the product's origin, I created a visual diptych. One sequence grounds the story in the reality of the rams on the farm. The other is a clean, vibrant fashion editorial, but shot in an incidental style that melds the two arms of the campaign into a single visual language. This side-by-side pairing tells the entire transformation story instantly, from natural source to symbolic product.
• The Icon — Purposeful Glamour: Photographing Bill Kaulitz required a more produced, editorial approach. We integrated the Rainbow Wool directly into his outfits designed by Kilian Kerner. This treatment turned the wool from a simple prop into the central focus of the image, visually cementing the link between the celebrity, the product, and the message of Pride.

3. The Amplifier: A Global Voice
To bring the story to a wider audience, the campaign partnered with Bill Kaulitz, a German-born musician, fashion icon, and prominent member of the LGBTQ+ community. His involvement was strategic, intended to amplify the message and lend his public platform to Michael's story and the campaign's purpose.

The photographic assets I created became the visual foundation for the entire "Rainbow Wool" launch. My images were used across all campaign touchpoints, including:

• Product Packaging: For the "Wolle für Alle" (Wool for All) knitting kits.
• Public Relations: Distributed to media outlets worldwide.
• Social Media: Forming the core of the Instagram campaign featuring Bill Kaulitz.

The overall campaign, which my photography helped bring to life, received significant international acclaim for its creativity and social impact. This success was validated by top honors in the advertising industry.

4. Accolades
Winner, Grand Prix at the Clio Awards (2025) – Creative Commerce.
Winner, Grand Prix at New York Festivals (2025) – Social Media & Influencer.
Winner, Grand Prix at The Internationalist (2025) – Local Innovative Media Solution.
Winner, Fusion Pencil at One Show (2025) – Diversity, Equality, and Inclusion.
Winner, Gold at the Festival of Media Global Awards (2025) – Best Campaign Led by Independent Agency.
Winner, 3 Golds at the Clio Awards (2025) – Creative Strategy, Creative Business Transformation, and Design.
Winner, 2 Golds at the New York Festivals (2025) – Social Media & Influencer, and Design: Promotional Items.
Winner, 2 Gold Webby Awards (2025) – Social Video (Jury) and Social - Fashion, Beauty & Retail (People's Choice).
Winner, Gold at the Deutscher Preis Online Kommunikation (2025) – Influencer Communications.
Winner, Gold at the Deutscher PR Preis (2025) – Gesellschaftlicher Zusammenhalt.
Winner, Gold at Eurobest (2025) – Brand Experience & Activation.
Winner, Gold at the German Digital Awards (DDA, 2025) – Campaign.
Winner, Silver at the Festival of Media Global Awards (2025) – Best Use of Talent.
Winner, Silver at Eurobest (2025) – Fashion, Footwear & Personal Accessories.
Winner, Silver at Epica Awards (2025) – Fashion, Footwear & Personal Accessories.
Winner, Silver at Spotlight (2025) – Influencer.
Winner, 5 Bronzes at the ADC Awards (2025) – Brand Communications for Good, Advertising Activation & Sales, Film Media: Reels, Fundraising Campaigns, and Interactive: Social Media.
Winner, 3 Bronzes at the New York Festivals (2025) – Social Media & Influencer, Avant-Garde, and Public Relations.
Winner, 3 Bronzes at Epica Awards (2025) – Public Interest: Gender Equity, Influencer & Creator Marketing, and Social Media.
Winner, Bronze at the One Show (2025) – Print & Promotional.
Winner, Bronze at the German Digital Awards (DDA, 2025) – Social Media Campaign.
Winner, Bronze at Spotlight (2025) – Digital Campaign.
Winner, iF DESIGN AWARD (2025) – Product, Leisure.