CAPAROL
FULL PRODUCTION HOME & LIVING 2025
Real painters. Real craft. Real power. For Caparol’s “Power of Caparol” campaign, authenticity wasn’t a claim – it was the guiding principle, brought to life through real tradespeople, raw visuals and an elephant that only ever shows its trunk.
THE TASK
Next-level authenticity. For Caparol’s new “Power of Caparol” campaign, one thing was clear from the start: no polished clichés, no artificial setups, no actors pretending to be painters. The client’s priority was uncompromising authenticity. We were asked to cast real painters – professionals who live the craft every day – and portray them in a way that feels honest, relatable, and grounded. Both film and stills needed to reflect that mindset: raw, approachable, and rooted in real working environments.
At the same time, it was part of the brief to integrate the iconic Caparol elephant in a way that felt completely natural and matter-of-fact. Represented solely by its trunk – quietly supporting the painters, just like Caparol itself: a reliable partner on every job, helping out wherever it’s needed.
THE PROCESS
To achieve this level of authenticity, we cast real tradespeople together – individuals who genuinely work on construction sites, not models. The visual language was shaped by director and photographer Sven Jacobsen, whose documentary-driven style brings immediacy and credibility to every frame. His imagery feels close, tactile and unfiltered – capturing texture, movement and atmosphere without over-stylizing the craft.
We shot entirely on location in Berlin, from shell constructions to Altbau apartments. No studio replicas – just real spaces with real character. And then there’s our buddy: the elephant. To give the trunk the right balance of charm and craftsmanship, we collaborated with one of Germany’s leading puppet builders. The result: handmade, detailed, and full of personality. Even the music followed the same philosophy.
Instead of using stock tracks, the score was originally composed – giving the campaign its own distinctive tone.
THE RESULTS
From construction site to full-scale content rollout: The production delivered 9 films, 10 key visuals, plus extensive behind-the-scenes material and a case film.
The campaign proves that authenticity is more than an aesthetic choice – it’s a strategic decision. And when executed consistently, it creates work that feels powerful, credible and unmistakably real. A project with character. And a trunk.
WEB
STILLS
OOH
CREDITS
CLIENT
Caparol
CREATIVE AGENCY
Saatchi & Saatchi
PRODUCER
Andrew Hoffmann
PHOTOGRAPHER/DIRECTOR
Sven Jacobsen
+49 177 2481 693 E-Mail LinkedIn Instagram Impressum & Datenschutz
© 2026 – Andrew Film GmbH, all rights reserved
+49 177 2481 693 E-Mail LinkedIn Instagram Impressum & Datenschutz
© 2026 – AndrewFilm, all rights reserved
© 2026 – AndrewFilm, all rights reserved
