Meet the Creatives series - Johannes Wachsmuth

Behind the Scenes with Johannes Wachsmuth: VIBAe’s Visionary Filmmaker

I forget that I´m even wearing shoes, is a phrase we get a lot from our customers.

How would you showcase this feedback in a 20 second video? 

We had a chat with Johannes, the video producer and film director behind VIBAe’s latest marketing campaign called Forget the Shoes. Check out our social media channels for the amazing short films Johannes has created for us! There´s a guy on a bus stop, a couple in the sauna and a woman in the bath. 

Over to Johannes to get a glimpse into his creative process, inspiration, and what it’s like to bring the VIBAe lifestyle to life on screen.

Q: What do you call yourself, and how did you start working with us?
 I’m a video producer and film director. I run my own production company, WUNDERWALD Productions. I started working with VIBAe when they wanted to refresh their marketing content and create something that truly reflected their lifestyle and vibe. It’s been an exciting journey ever since.

Q: How do you approach creating a new commercial for a brand like VIBAe?
First, I need to fully understand the brand’s message. I start by making a mind map to brainstorm all the visuals and themes that fit that message. For VIBAe, it’s about comfort, style, and a laid-back, effortless vibe. Once I have a clear direction, I draft a script and search for visuals that match both my style and the brand’s essence. I always create multiple versions for different budget levels, but the core idea remains the same.

Q: How do you balance storytelling with showcasing a product like VIBAe shoes?
It’s all about making the product part of the solution in the story. For instance, VIBAe shoes are so comfortable that people can relate to situations where they wouldn’t want to take them off, even after a long day. If the product solves a problem in the story, it becomes relatable. That’s where the magic happens.

Q: What are some of the unique challenges of telling a story in just 30 or 60 seconds?
The biggest challenge is making sure every second counts. A story only works if each scene flows into the next. If you have a scene that’s just there for atmosphere and doesn’t push the story forward, you lose the audience. So, I’m constantly thinking about how to make each shot meaningful.

Q: Your visual style has been described as soft, dreamy, and slightly vintage. Can you tell us more about that?
 I’ve always been drawn to a cinematic, nostalgic look that feels a bit softer around the edges. I think it’s a refreshing contrast to the sharper, more clinical trends we see in high-end commercials today. My style stands out because it evokes emotion while still being visually appealing. It’s the perfect match for VIBAe, whose shoes are all about comfort and ease.

Q: What’s been the most unexpected challenge you’ve faced while directing commercials for VIBAe?
Nothing too extreme has happened yet, thankfully! When unexpected things do come up, I stay flexible and look for creative solutions. There’s always a way to make it work.

Q: Who or what inspires you as a commercial filmmaker?
I’m a big fan of Andreas Nilsson, who does some really bizarre and unique work. His “Omega Mart” commercial on YouTube is one of my favorites. It’s inspiring to see someone take commercial filmmaking to such creative extremes.

Q: What’s next for you in the world of filmmaking and advertising?
With the rise of AI in advertising, I think we’re going to see a lot of new possibilities open up. AI won’t replace traditional filmmaking, but it will push us to be more innovative. It’s exciting to think about where this could lead, and I’m always looking for ways to evolve my craft.

And there you have it—a peek into the mind of one of our creatives! Feeling inspired? Or maybe even a bit curious about what you’d bring to the table? Stay tuned for our next feature, where yet another creative mind spills the secrets behind what makes our team tick. Who knows—you might just find a bit of yourself in these stories!