Deichmann Retreat

The Deichmann Retreat

A humorous social-first film for Deichmann, built around a fresh, self-ironic take on shoe care.

The Challenge

Deichmann wanted to boost the relevance of their waterproofing spray, a product that shoppers often decline at checkout.
The challenge: turning a low-interest add-on into something people actually talk about.

The Idea

We created the Deichmann Retreat — a fictional self-help center where people learn to stop sabotaging themselves and finally make decisions that are good for them. With playful self-irony and exaggerated retreat aesthetics, the film reframes a boring product benefit into a relatable human truth.

My Role

As my first project at Jung von Matt, I took over the detailed concept development after the core idea was approved. I oversaw the creative realization during the shoot and post-production, aligning with the director, production and internal team to ensure the retreat’s tone, humor and visual world stayed consistent across all assets.