Because I was convinced of it as a great platform for companies to connect directly with their customers, offering an added value like authentic content, inspiring stories and tailored campaigns that enable creativity and lead to a win-win-situation – both for the brand and the Instagram community!
I started freelancing to prove this – and since then I never found the time to set up a proper website, but travelled to 35 countries and had the chance to work with fantastic clients. Read what happened in the last 5 years, in chronological order:
In May 2019, I published a book with best-of Berlin photos on the renowned German publishing house Hatje Cantz.
Since October 2018, I have the creative lead for the German Huawei Instagram channel, including strategy, management of content creators, channel curation, community management, special formats.
Since June 2018, I have the creative and strategic lead for the Photokina Instagram channel. As part of this role, I am producing an on-going video portraits series of popular Instagrammers, like @Whatforbreakfast, @Spathumpa, @Konaction, @Anniset, @Joshjack and @LauraZalenga.
Since 2017, I have an exclusive longterm partnership for mobile photography content with Huawei.
I created content for be Berlin, the official Berlin Capital Campaign – examples: #FreiheitBerlin for Europe 2019 #FreiheitBerlin 2017.
For Lufthansa, I shot the Live Changing Places campaign 2019 in Berlin and Rediscover the World campaign 2017 in California.
I shot Berlin’s most pretty swimming baths for Berliner Bäderbetriebe – examples: Stadtbad Charlottenburg, Stadtbad Neukölln.
I shot a Thailand travel print editorial for the German MERIAN Magazin.
Gestalten licensed my Berlin images for their Mr Hudson Explores book.
I did a keynote speech at the German Influencer conference INREACH 2019.
For MINI, I went to Milan, Shanghai and Beijing to document the MINILiving installations and concepts – examples: Milan 2017, Shanghai 2017, Milan 2018, Beijing 2018.
For MINI, I created content for the #Eckenentdecken Campaign – examples: One, two, three.
For Western Digital, I created content for their new SSD hard drive 2019 and My Cloud Home 2018.
For visitBerlin, I promoted their new ABOUT BERLIN App.
For Foundation Beyeler, I shot Ernesto Neto’s Gaia Mother Tree installation at Basel Central Station and documented the opening of the Wolfgang Tillmans exhibition.
I shot urban impressions of Hong Kong for Hotel Jen Hong Kong – examples: One, two, three.
For Visit Britain, I created content in Newcastle and Manchester.
For Audi Zeitgeist Projects, I created two collages to promote the Symphony of Now Movie: One, two.
I shot the redesign/rehang of the Bocci showroom in Berlin.
I shot the Chinese Zhouzhuang Water Town – near Shanghai – for GetYourGuide.
For Cartier, I shot golden Objects in a Berlin setting: One, two, three, four.
For BMW Group Culture, I documented the Staatsoper für alle event in Berlin.
I created content for Visit London – examples: One, two, three.
I created a time lapse for Ritz Carlton Berlin: One, two.
I created a cinemagraph for Cadillac.
I portrayed the Berlin based artist deerBLN with a cinemagraph for Moleskine.
I created content for Belsazar.
I shot the new Compass model for Jeep in Berlin and Lisbon – examples: One, two, three.
For French tourism marketing agency We Like Travel, I created content in Cannes, Nice and Paris.
For Project 1324 from Adobe, I documented the Pictoplasma 2017 event in Berlin.
I created a time lapse for SONOS.
I created a cinemagraph for Bang & Olufson.
For HUAWEI, I was co-host and jury member of the #dontsnapshoot contest.
I shot the NMD r2 Sneaker model for Adidas: One, two.
I created a Porsche photo series for Sleek Magazine editorial and social media.
I had the honor to shot Hamburg’s Elbphilharmonie before the public opening: One, two, three.
For Toyota, I documented the CHR Festival in Berlin.
For HUAWEI, I did the concept, execution and promotion for the #veränderedeineperspektive photo contest.
For Moët Hennessy, I went to Paris to document their The Fine Mix event.
I created a cinemagraph for SIEMENS.
For Opel, I shot their new Mokka X model on a road trip through Scotland – examples: One, two, three.
For Star Alliance in cooperation with Marriott and Lufthansa, I went on a around-the-world trip with self-chosen itinerary, creating content in Budapest, Singapore, Seoul, Chicago, Toronto and Buenos Aires: www.staralliance.com/en/michael-schulz, https://traveler.marriott.com/berlin/berlinstagram-michael-schulz-instagram-photos/.
For Austrian Railway ÖBB, I documented a train trip through Austria – examples: One, two, three.
I created and executed two Instameeta for Sofitel Berlin – examples: One, two, three.
I traveled to Istanbul to create content for Turkish Airlines – examples: One, two, three.
For Sony, I travelled – together with a group of international photographers – to Tokyo to promote their Alpha camera models.
I created content for JSH Hotels & Resorts in Italy – examples: One, two, three.
I shot the NMD r1 Sneaker model for Adidas.
For Infiniti, the luxury car brand of Nissan, I shot the new Q30 Model – examples: One, two, three.
For the City of Düsseldorf, I shot their new subway line before the opening – examples: One, two, three.
For Bentley, I went to Palm Springs, California to shot their new Bentayga SUV.
For Memmo Hotels, I shot their Lisbon destination – examples: One, two, three.
I created content for Courtyard by Marriott Hotels: One, two.
I did the activation and I am part of the jury for a photo contest of Berlin's most renowned photo exhibition place C/O Berlin.
For Contiki, I went on a trip from South to North Vietnam, created content and did an account takeover – see the photos here.
For Aeroflot, I went to Manchester with fellow Photographers to shoot and create content.
Together with a group of fellow photographers, I shot a photo series for the opening of the new Bocci Design Showroom in Berlin.
For Michelin, I shot the Mercedes-AMG GT around Berlin locations and created content for their and my own Instagram channel – examples: One, two, three.
For Absolut, I shot a photo coverage of the Absolut Art Award in Stockholm.
I shot a photo series and editorial for VIU Eyewear.
I created cinemagraphs for Sennheiser.
I created Berlin inspired designs for a Casetify.
For airberlin, I created cinemagraphs and co-hosted their #airtramp event.
For Explore Canada, I shot a photo series of its the Atlantic provinces Quebec and New Brunswick – examples: One, two, three.
I photographed Berlin locations for the October print issue of Condé Nast Traveller – example.
I consulted Deutsche Bahn in terms of influencer selection, activation and storytelling: Example posting. The submissions for their photo contest #missionbahnhof grew massively after involving 20 German Instagrammers.
For American Tourister, I travelled to Barcelona with two fellow photographers to create content for Online and Social Media: Combined results.
For Adidas, I did the concept, activation, execution for an Insatgram photo contest around the launch of their Tubular sneaker: Content created, Instagram contest kick-off.
I shot a photo series in Berlin for smart, named “urban originals”.
For Levi's, I created the initial idea, rough and fine concept, influencer selection, activation and execution of the Instagram photo contest #makebikeportraits, one of the most successful brand photo contests on Instagram at that time (2015) – mentioned as best practice by several marketing publications. The campaign hashtag #makebikeportraits is still being used and counts over 20,000 tagged photos so far. Half a year later, I executed the first #levisinstameet for Levi’s in Amsterdam: Take a look at the stunning results and quality of photos that were created, kick-off second contest, kick-off first contest.
For Moët Hennessy and KaDeWe, I created and executed the empty department store instameet at Germany's most iconic department store.
I travelled to to Tajikistan for Starwood Hotels Sheraton – examples: One, two, three.
I travelled to to Dubai for Starwood Hotels Sheraton – examples: One, two, three.
i created content on a road trip through Utah, USA for America Unlimited – examples: One, two, three.
I created content for an activation campaign for Movel – examples: One, two.
I licensed Berlin images to UBER.
For Generator Hostels, I invented the hashtag #whileinbetween, which became a common used hashtag for travel and was officially honored by Instagram as best practice for business. Till this day, I still curate best-of submissions on the @whileinbetween Instagram account as a side project.
For Generator Hostels, I created two events in Berlin and Copenhagen – read the case study here.
I co-hosted an insta-walk for Kodak Moments.
I travelled to Mauritius for Lux Resorts.
I created a movie clip for Spotify promotion.
For Moët Hennessy, I documented an event with Obey Shepard Fairey – examples: One, two.
I created content for Visit Zurich - examples: One, two.
For Universal Pictures, I created content for activation for their movie Katakomben – examples: One, two.
I went to Venice for Bellini – examples: One, two.
I went to Bologna for Visit Bologna – examples: One, two, three.
I co-hosted the #everchangingBerlin Instameet together with a group of local Berlin Instagrammers – one of the biggest Instameets worldwide.
Amount of social media followers as from May 2019: Instagram 512k, Facebook 57k, Twitter 4k, Snapchat 2k.
Being on Instagram since the launch of the app, I built an expertise about the platform and its community within more than eight years.
Before I decided to focus entirely on Instagram I worked many years as a digital creative in in the fields of online marketing, user experience and information architecture.
I studied Electronic Business at the University of the Arts Berlin and hold a Master of Arts.
In my last position I set my priorities on User Experience, trying to achieve the best experience for users while maintaining the needs of the brand's stakeholders. I like to compare this to what I try to do now: acting as an intermediate between the community and brands.
PLEASE DO NOT HESITATE TO CONTACT ME, IF YOU NEED HELP IN TERMS OF:● Content creation (photography, cinemagraphs, time lapses, story clips, …)● Instagram content strategy and account management● Instagram campaign concepts and creative ideas● Consultation, community insights and expertiseJust drop me a message at email@example.com or click the button below.
You are also invited to join my Facebook fanpage and follow me on Twitter.