Creative collective for award-winning communication concepts.

(Selected projects)

  1. Ullstein
  2. Hyundai
  3. Hellström Gin
  4. Vodafone
  5. Sierra Tequila
  7. Back Market
  8. Audi
  9. Telekom
  10. Mercedes-Benz
  11. IKEA

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© smuts AB


We developed a creative concept to draw attention to Audi’s massive sustainability efforts. Because the world is out of balance and every little contribution helps.

It feels like greenwashing. Because it kind of is. But it’s also kind of true. Post dieselgate, Audi is making massive commitments – both short and long-term. Like cutting their carbon footprint by 30% by 2025 or switching to a fully electric fleet within the next decade.

Something is better than nothing, right?

One of the challenges in our concept development was finding an execution that could be realised within an incredibly short time period. This ruled out CGI productions or anything requiring a lengthy or complicated setup and pretty much forced us to consider simple but effective practical effects that could be solved in-camera.

After countless explorations, the Tilt photo series by photographer and director Romain Laurent formed the basis for the moodboard of the final film.

We’re pretty proud of the results

  • Bronze award at New York Festivals
  • Bronze award at Die Klappe
  • ADC Shortlist