Abelone Films continues the narrative of McDonald’s “All das” platform in collaboration with Scholz & Friends

With a new series of four films, McDonald’s Germany continues its established “All das” platform, translating the recent VAT reduction into relatable everyday moments. Developed by Scholz & Friends and directed by Kay Kienzler, the campaign builds on the idea that even small financial changes can enrich daily life, particularly in situations already defined by familiarity, enjoyment and shared routines.

At the same time, the well-known “All das” universe expands with a new narrative layer. Familiar settings evolve through lively dialogue and precisely observed interactions, allowing the stories to unfold naturally. Particular attention was given to the casting, whose authentic presence grounds the scenes and lends them a natural sense of immediacy. The result is understated, humorous storytelling in which the price advantage becomes part of the narrative rather than its central message.

The films take place in shared apartments, around restaurant tables and in family homes, revolving around products such as the Happy Meal, Big Mac, McSmart Menu and the Bonus booklet. Enjoying a meal at McDonald’s is already embedded within these situations; the added value simply enhances the experience. The benefit of the VAT reduction reveals itself through subtle reactions, dialogue and carefully timed comedic moments.

Shot by cinematographer Mario Krause, the films adopt an observational visual language that stays close to people and their environments. Much of the storytelling unfolds through gestures, glances and quiet pauses. Kay Kienzler’s direction embraces this restrained approach, allowing the humor to emerge organically from the rhythm of the scenes.
The campaign world is complemented by photography from Frederike Wetzels as well as social-first formats created by Yevhen Zhornyk, resulting in a cohesive visual narrative across film, photography and social content.

For the production, Abelone Films placed particular emphasis on precision and authenticity. The work connects the tangible customer benefit of the VAT reduction with situations that feel natural and seamlessly integrate into the established “All das” universe. Casting was realized in collaboration with Matheis Casting.

 
05.03.2026 show complete article

Abelone Films expands its roster with director Renata Lucic - who balances artistic vision with commercial relevance

Abelone Films is proud to welcome award-winning Croatian director and screenwriter Renata Lučić to its roster. Living between Berlin and Zagreb, Renata brings a clear, distinctive cinematic voice shaped by emotional depth, strong visual storytelling and a refined sensibility for social and cultural themes.

With numerous commercials and branded-content projects for retail and consumer brands, she has already demonstrated how precisely and authentically she connects brands with their audiences. At the same time, her artistic work consistently explores female perspectives – a focus that gives her films relevance, integrity and a bold creative signature. This combination of commercial understanding and aesthetic conviction has earned her increasing recognition across the German and European markets.

Her short film Fifth Floor on the Left  won “Best Short Fiction” at the Veracruz Film Festival. Her documentary As Far as Our Feet Take Us received multiple international awards, including the Audience Award at the Mediterranean Film Festival Split. Both works highlight her ability to tell intimate, moving stories and illuminate complex human experiences with great sensitivity.

At Abelone Films, Renata continues to follow this path. She naturally bridges cultural aesthetics and commercial storytelling, translating sophisticated ideas into atmospheric, accessible and visually compelling narratives. Her perspective brings fresh impulses to international brand storytelling.

“Renata strikes the balance between artistic vision and commercial relevance,” says Lisa-Marie Freuken, Creative Relations Manager at Abelone Films. “Her stories are personal and truthful, yet powerful and cinematic. We are excited to amplify her voice and further develop the potential of her work.”

With a portfolio spanning commercials, branded content, short films and documentary projects, Renata represents exactly the kind of modern, versatile filmmaker Abelone Films is delighted to present: a director who crafts visually distinctive, meaningful stories for established brands as well as for new, bold ones.
 
10.12.2025 show complete article

ABELONE FILMS Welcomes Visionary Dutch Director Arjen SCHOTEL to Its Roster

Abelone Films proudly welcomes Dutch director Arjen SCHOTEL to its roster, known for his striking visual language and emotionally resonant storytelling. With a background that bridges cinematic artistry and commercial clarity, Arjen brings a distinctive creative voice to the Abelone family.

Renowned for his ability to humanize technology and products, Arjen’s work transcends the boundaries of traditional advertising. His films balance visual sophistication with genuine emotion - proving that a commercial can be more than happy; it can be unexpected, dramatic, or deeply moving.

“We love the approach that Arjen brings to the table. Carefully crafted ideas that, through dialogue and collaboration, lift the board to new heights,” says Søren Haxholm, Executive Producer at Abelone Films.

Arjen’s signature style, a fusion of bold visuals, narrative depth, and emotional authenticity, has earned him recognition from audiences and peers alike. His films don’t just sell ideas; they create lasting impressions that stay with viewers long after the screen fades to black.

With a background in Film Studies and an early career editing international promo campaigns for Discovery Channel and MTV, Arjen honed his instinct for rhythm, pacing, and emotion. Over time, his creative drive led him behind the camera, where his passion for shaping imagery evolved into a signature style: visually refined, emotionally resonant, and globally attuned.
At Abelone Films, Arjen will continue to push creative and visual boundaries, crafting work that resonates across genres and audiences. His addition marks an exciting step in Abelone’s ongoing mission to represent directors who redefine the language of contemporary filmmaking.

His portfolio spans brand films, commercials, and visual experiences for clients such as Lotus, Mitsubishi, Smart, ASML, Heineken, Aegon, Keune, and SAP. Whether in automotive storytelling, fashion, or technology, Arjen has an exceptional ability to humanize brands and products, turning complex ideas into narratives that feel alive and deeply relatable. For him, a commercial doesn’t have to be just happy: it can be unexpected, dramatic, or profoundly moving.

“My strength lies in connecting strong visual aesthetics with unexpected narrative. I aim for bold, emotionally rich storytelling that feels close and human. Every detail matters - from casting to sound design - and I believe a positive energy on set and a clear vision always lead to great results,” says Arjen Schotel.

“We’re thrilled to welcome Arjen on board,” adds Haxholm. “Together, we look forward to exploring bold new ideas that resonate with the audiences.” Arjen joins Abelone Films as part of its continued expansion into bold, story-driven filmmaking, uniting artistry and narrative precision to shape the future of visual storytelling.

We’re showcasing Arjen’s commercial for Sailor’s Home Irish Whiskey, a SMART spot for agency Optimist, and his film for ASML & the Van Gogh Museum. Since 2019, ASML has been a main partner of the Van Gogh Museum. As a Partner in Science, the technology company supports research and preservation efforts, focusing on the conservation of Van Gogh’s works and connecting art and science through joint research and educational initiatives.

abelone.rocks/arjen-schotel/

 
15.10.2025 show complete article