Client: Volkswagen AG
Project: Editorial & campaign photography for the Kitelife Event Guide
Date: June 2012
Location: Hamburg & St. Peter-Ording
Occasion: Beetle Kitesurf World Cup
For the Beetle Kitesurf World Cup in St. Peter-Ording, I was commissioned by Volkswagen to visually capture a day in the life of two professional kiteboarders – Tim Kummerfeld and Simon Schumacher – as part of an editorial production for the Kitelife event guide.
Our story began in urban Hamburg, with the riders loading up the VW Beetle and heading north to the coast. Along the way, we staged automotive lifestyle scenes on the road and transitioned into dynamic action on the beach. The shoot blended authentic kiteboarding performance with the brand narrative of the 21st Century Beetle – modern, active, and bold.
Flexibility was key: weather and wind dictated the shoot flow, and brand integration was subtle but intentional – from the branded kites and boards to lycras and lifestyle moments. The resulting imagery combined natural reportage, automotive flair, and high-energy watersports to form a compelling visual story tailored to both editorial and brand communication.
From chilled surf school vibes and sunset café stops to fast-paced water action – this production showcased how storytelling, spontaneity, and strong brand identity come together when sport meets style.
