‘Photography creates room for fantasy and big emotions’. Tanja Mann-Wisniowski, Creative Director at Jung von Matt/Neckar, on good creation and as a judge at the GoSeeAWARDS at UPDATE

If it’s about the production of the key visuals for BERLIN FASHION WEEK, sexy campaigns for underwear and lingerie brand MEY or the look of department store BREUNINGER, the creative director always has the right intuition, based on her expert fashion knowledge. She has been working for Jung von Matt/Neckar for the last 13 years. She is a regular visitor of the UPDATE salon in Berlin, where she continues to look for exciting portfolios and the latest talent. We are very pleased that Tanja Mann-Wisniowski will support the GoSeeAWARDS jury this year together with Bianca Winter, Deputy Head of Art Buying at Jung von Matt/Elbe. We asked her some questions beforehand….

Which clients do you currently work with?

One of my fashion clients is Mercedes-Benz – we create the international key visual for the Fashion Weeks every season. Another fashion client is department store BREUNINGER and underwear and lingerie brand MEY. I also work on projects for HUGO BOSS and ongoing new business requests. One of my most interesting clients from the past is WELLA, who I worked with passionately for years.

And what is the best thing about your job?

Fashion is lively and in constant flux. As a creative director, every new day is different and interesting. We deal with all these new trends and create worlds and stories around a product or collection to present our client’s image. To charge a brand emotionally, give it a face and a message and perhaps create a new trend through that work is fascinating. You have to go through the world with open eyes and follow trends, understand what is behind lifestyle topics and constantly learn and question your horizon.

What defines good creation for you?

Good creation touches us and stays in our memory. It inspires, creates new ways of seeing and should enrich our everyday life, making the world around us more beautiful instead of just being boring.

Which status does photography have for you personally and for the production of successful campaigns (as classic print campaigns have decreased in the age of social media)?

This is an interesting question, as the consumer is now active and available on many different channels – but I still think photography is very important and has a lot to offer. Photography creates room for fantasy and big emotions and this is important to differentiate yourself as a big fashion brand. The market is very busy and products are similar. Just think about the legendary Diesel campaigns or Dolce & Gabbana and Louis Vuitton: they are all based on strong, big images and emotions.

Do you have an interest in photography in your personal life, do you have lots of photographs at home? What are your photographic highlights?

I never get bored of good photography. I have a more minimalist style at home, as a contrast to the many images I look at on a daily basis. My idols are people like Guy Bourdin, Steven Klein, and of course Inez and Vinoodh.

We present the latest projects by Jung von Matt/Neckar and are very pleased that Tanja Mann-Wisniowski will support the GoSeeAwards jury this year at UPDATE in Berlin. We can already tell you that we received some outstanding submissions!