turbogrün x Thomas Müller: The reality behind the campaign
July 19th, 2026
A look behind the scenes of the production
What really lies behind the campaign
I’ve rarely been more nervous before a shoot. A test run in an indoor soccer arena with no lighting. White boards, a grey, murky haze. Almost nusable. And yet, we figured it out. In the end, the campaign with Thomas Müller for turbogrün turned out really strong. Not because everything went perfectly, but because we made the right decisions at the right time.
Before we get into the “how,” here are all five episodes and the trailer.
How it all came together
I first met Josia from turbogrün at Thomas’s farewell match at the Allianz Arena. He approached me late last year: “Are you interested in a campaign?” I certainly was. It quickly became clear, however, that the project’s scale exceeded what I could deliver on my own.
By the second or third meeting, I had brought Chris from Champions & Friends GmbH on board. Michael (Ö) Schöllhorn later became deeply involved in the dialogue and the overall shaping of the narrative. Joachim Funk reviewed the copy, contributing his expertise and refining the wording. We brainstormed ideas and worked toward a shoot in March - only to run into a classic problem: March weather is terrible for grass. The field needs to look pristine, and you can’t plan for that outdoors. So, we moved indoors.
We had to rework many of our ideas. At the same time, the theme needed to align with the World Cup. Step by step, a clear concept emerged from our meetings, which was then approved by the marketing team and senior management. That’s when we really got down to the nitty-gritty: scripts, storylines, and set configurations. No showboating - just hard work.
The biggest hurdles
Indoor means control. But it also means that if things look bad, they look *really* bad. The indoor soccer arena had white boards. Our initial test without lighting looked terrible. Everyone had a moment of doubt.
So, the day before the shoot, we already built the entire setup: lighting, branding, board decals, and cameras. We wanted to see a camera feed that evening that we could rely on. I only felt at ease once the look was locked in. That’s when I knew: this could turn out well.
The second hurdle: formats. Handling 9:16 and 16:9 simultaneously. Both had to work—and not just acceptably, but well. This isn't a side issue; it’s the standard today. That’s why I took a full week to carefully assemble the camera rig. I tested everything—every single detail: multiple cameras, recorders, audio devices, timecode, and sync. I didn't want to be searching for anything on the day of the shoot. That kind of preparation eats up time, but it saves what feels like 700 years during the editing process.
What I’ll do differently next time
We produced a trailer that wasn’t on the original shot list. We managed it, but it did take time. Ideally, you plan for these kinds of "buffer assets" from the start—one or two solid shots that anchor the material. Nothing elaborate, just smart building blocks.
Even more important is the release strategy. When dealing with an in-house marketing team, openness to external input varies. I used to be more reserved, but now I say: "Try this," or "Skip that." You don’t have to do it that way, but at least test it. During the debrief, we identified clear points to handle differently next time.
No campaign is perfect. That’s not the point, though. The goal is to take something very good and make it even better next time. I’m happy with the audiovisuals; the campaign is solid. However, I want to be more hands-on with the rollout in the future.
The figures behind it
I was really pleased with one unexpected insight: the watch-through rate for the episodes was around 40 percent. Previous campaigns tended to see figures much lower. That is an impressive result. It demonstrates that the format, story, and execution are hitting the mark. These are figures to be proud of - and they serve as a mandate to consistently optimize distribution.
Thomas Müller in front of the camera
I’ve filmed with Thomas many times. Even so, his professionalism surprised me once again. He performs with an ease that makes everything simpler. No drama, no ego. Just results. Uncomplicated. That is gold for any set.
Impressive output
We produced five episodes featuring Coach Thomas, plus a trailer - making six videos in total. For each episode, we created a short version designed to target a specific product more precisely as an ad. Then came marketing assets for a giveaway: various calls to action, hooks, and body copy sections. We started with over 35 variations; ultimately, turbogrün selected nine for final rollout.
This was complemented by professional advertising photography from Philip Herzhoff - high-quality work achieved without a dedicated studio setup. That’s possible when the team is well-coordinated and the visual style is strong.
Collaboration that endures
What I really appreciated was how smoothly the coordination with turbogrün went. At every level. That’s not something you can take for granted given the volume of assets involved. It really shows what happens when teams know each other well.
We’ve been shooting with Thomas since 2019. Over the years, we’ve really scaled things up together.
Focus pulling, lighting, directing, audio, camera work, editing, team coordination.
Everyone knows exactly what the others need. That speeds up the process and elevates the quality. That’s how I like to work.
How we work: one shoot, all formats
This split-screen view shows exactly what that looks like: the final film at the top, the editing timeline in the middle, and behind-the-scenes footage from the respective scene at the bottom. Three layers, one result.
What truly measures success
Reach is a number, not the truth. What matters are the goals: branding, product sales, or employer branding. Moving forward, I want to provide even more strategic guidance on how content distribution and measurement contribute to these goals - ideally backed by solid figures, such as: "This production generated X euros in revenue." That isn’t easy, but it is the direction to take.
In short: The turbogrün x Thomas Müller campaign wasn’t just a fluke. It was the result of preparation, clear decisions, and a team that delivers. A 40% watch-through rate. Six videos. Nine ads. Clean photography. And a look that works indoors - even though the initial test was a disaster. Next time, I’ll ramp up the publishing effort even more. The rest held up perfectly.
See you soon! /Seppi