Ahzumjot – Haifisch

For Ahzumjot’s HAIFISCH, the opening chapter of his album DREI UHR NACHTS, we developed a visual narrative together with our friends at 27BUCKS, exploring the cyclical nature of life, moving through darkness, uncertainty and ultimately towards a renewed sense of hope. Built around the transition from dusk through night into dawn, the campaign follows the artist through different emotional states, beginning with chaos and anger before gradually giving way to vulnerability, tenderness and the possibility of a new beginning. At its heart lies the idea of finding a silver lining, challenging conventional representations of masculinity within German rap through a more intimate and sensitive perspective. Shot entirely on 16mm film, we embraced the warmth, texture and imperfections of analog imagery, creating a visual world that feels simultaneously raw and poetic, balancing moments of darkness with an underlying sense of hope.