Photography & concept for the kit campaign FK AUSTRIA WIEN 2025/26

This years home and away kit from Macron forFK AUSTRIA WIEN carries the idea of our home town Vienna on the shirt. “Wir tragen Wien” – Transforming this idea into a visual identity thru a photo concept for the campaign wasn’t an easy task.
So I took it to more a philosophical level asking myself questions like: What is a city? What do and don’t we see, what makes a city special and recognizable? In various ways a city is a construct, often viewed as a projection of ones dreams, ideas or views. It does not always correlate with reality.
So I collected both analogue and digital street photos I shot over the years that display the city in highlights, shots that locals as well as visitors could refer to, mixed with football photos of the stands, the arena and projected them onto players Aleksandar Dragovic, Konstantin Aleksa and Gini Kirchberger.

The photo concept is further used as this years signing campaign photography for players joining FK AUSTRIA WIEN or prolonging their contracts like Johannes Eggestein, Ifeanyi Ndukwe or Tae-seok Lee.