14 Years of Storytelling, Content Creation and Strategy

Hi, I’m Michael – aka Berlinstagram on Instagram.

Fourteen years ago I turned my Berlin smartphone snapshots into a full-time creative career, traveling to over 40 countries and partnering with major brands.

Today I blend content creation, creative direction and social-media strategy with a sharp eye for visual storytelling. Let’s bring fresh ideas, striking visuals and strategic depth to your next project.

Superfeed

Together with strong partners, I co-founded SUPERFEED – a behind-the-scenes consultancy for content strategy, brand storytelling and social-media management.

We partner with major brands on strategy, content-format development, social-media operations and creator-network activation, matching the perfect photographers and videographers to each brief for authentic, high-quality content at speed.

Visit SUPERFEED

Consulting & Strategy

  • o2 Music

    Since 2021, Stephan Hamacher and I have been steering the Instagram channel of o2musicde, setting the strategic direction, managing operations, activating creator collaborations, and producing hero and baseline formats featuring leading German hip hop artists like JUJU, Cro and Casper.

  • HUAWEI

    For four years, Stephan Hamacher and I held full creative and strategic responsibility for Huawei's German Instagram channel. This involved developing and implementing content strategies, building and managing a large team of photographers, creating and executing key hero campaigns, overseeing the Instagram channel, and actively engaging with the community.

  • Photokina

    From 2017 to 2019, Stephan Hamacher and I led the strategic and creative development of the Photokina Instagram presence, producing an award-winning video series featuring international creatives such as Whatforbreakfast, Spathumpa, Konaction, Anniset, Joshjack and Laura Zalenga.

  • Levi's

    When Levi's sought innovative ideas for Instagram engagement, I initiated and developed the concept for the #makebikeportraits photo contest . I led the entire campaign end-to-end, covering concept, influencer selection & activation, and full execution.

    This contest became one of the most successful brand photo contests on Instagram in 2015 and was listed as a Best Practice in marketing publications. The hashtag #makebikeportraits lives on today with over 20,000 posts, demonstrating sustained organic engagement and lasting impact.

    Building on this success, I executed a second round of the contest including the first #levisinstameet in Amsterdam. This event delivered visually impressive, high-quality content and fostered strong community engagement for the brand.

  • Generator

    Three creative Instagram activations designed to engage a young, international audience – authentic, community-driven, and with strong organic reach. Case study and impressions .

    InstaMeet Berlin #regenerate14: Exclusive pre-opening at Generator Berlin with interactive art installations in unused spaces. 60+ top Instagrammers attended, generating 700+ posts and media coverage from outlets like Topshop.

    Photo Contest – #whileinbetween : A fresh take on travel storytelling: capturing moments between destinations. 5,000+ submissions, the Generator Instagram channel grew by 167%. Till this day, I still curate best-of submissions on the @whileinbetween Instagram account as a side project.

    Photo Booth Copenhagen: Creative instant photo booth event during Copenhagen Fashion Week, supported by Photojojo and The Impossible Project. Strong influencer turnout and buzz despite limited space and heavy competition.

  • Adidas

    Concept, activation, execution for an Instagram photo contest around the launch of the Tubular sneaker. Examples: [One] [Two] [Three]

  • Moët Hennessy & KaDeWe

    Concept and execution of the empty department store instameet at Germany's most iconic department store.

  • Deutsche Bahn

    Emergency consultation for a poorly designed photo contest (#missionbahnhof). This included adjusting influencer selection, activation, and storytelling strategies ( example posting ). Submissions significantly increased after the involvement of 20 German Instagrammers.

  • HUAWEI

    Concept, execution and promotion for the #veränderedeineperspektive photo contest.

Creative & Photography

I have created content and visual storytelling for a broad range of industries, combining creativity, strategy and hands-on experience.

Travel, Tourism & Hospitality

Automotive

  • Lexus

    Milan Design Week 2025 videography & photography of Lexus’ installations.

  • MINI

    #Chargedwithpassion campaign content in Berlin , Rotterdam , Shanghai & New York .

  • MINI

    #Eckenentdecken campaign in Berlin & Brandenburg .

  • Porsche

    Editorial and social media photo series together with Sleek Magazine. Examples: [One] [Two] [Three]

  • Bentley

    Luxury car photo shoot for the new Bentayga SUV in Palm Springs.

  • Jeep

    Content series for the new Compass model in Berlin and Lisbon. Examples: [One] [Two] [Three]

  • Mercedes & Michelin

    Photography series for client’s and my own social channel with the Mercedes AMG GT around Berlin. Examples: [One] [Two] [Three]

  • Alpine

    Berlin architecture & car photo series.

  • Infiniti

    Visuals and testimonial for the Q30 model launch. Examples: [One] [Two] [Three]

  • Opel

    Road trip storytelling for the Mokka X model in Scotland. Examples: [One] [Two] [Three]

  • smart

    Urban Originals photo series in Berlin.

Tech & Electronics

Architecture & Interiors

  • o2 Music

    Club locations interior and portrait series of iconic venues in Germany. Examples: [One] [Two] [Three] [Four] [Five]

  • Elbphilharmonie Hamburg

    Exclusive pre-opening photography of the iconic concert hall. Examples: [One] [Two] [Three]

  • MINI

    MINI Living installations in Milan 2017 , Shanghai 2017 , Milan 2018 and Beijing 2018 .

  • Condé Nast Traveller

    Berlin hotel & restaurants photography for the print magazine issue. [Example]

  • Bocci

    Photo series for the opening of their new showroom in Berlin, as well as for the redesign and rehang a couple of years later.

  • Cartier

    Luxury object photography in Berlin environments. Examples: [One] [Two] [Three]

  • Berliner Festspiele

    Photo documentation of the ICC International Congress Center Berlin.

  • Düsseldorf

    Shot the new subway line before the official opening. Examples: [One] [Two] [Three]

  • Berliner Bäderbetriebe

    Shot Berlin’s most pretty swimming baths. Examples: [One] [Two]

Lifestyle, Entertainment & Events

Other Collaborations

  • MPB

    Photo series for the Shoot the Sequel campaign, content for the Put Kit Back to Play campaign, part of the jury and promotion of the The Photo and Video Kit Hall of Fame 2021 & 2022, photo contest concept and execution for MPB at Photopia Hamburg fair.

  • Casetify

    Creation of Berlin-themed design for smartphone cases.

  • Movel

    Activation campaign content creation. Examples: [One] [Two]

  • UBER

    Licensed Berlin city images for marketing use.

  • American Tourister

    Barcelona travel storytelling content creation with two fellow photographers.

  • TV Tower Berlin

    New Beginnings photo series and exhibition content licensing.

  • LOTTO Berlin

    Shot a photo series to promote the Zum Glück Berliner photo contest.

  • Vodafone

    Creation of a collage for the Gigacube campaign.

  • VIU Eyewear

    Editorial photography series for high-end eyewear promotions.

Appearances & Publications

  • Hatje Cantz

    Berlin Stories 5: Michael Schulz book with best-of Berlin photos from the early years.

  • Gestalten Verlag

    Licensing of Berlin images for the Mr Hudson Explores book.

  • INREACH

    Keynote speech at the German Influencer conference.

Let’s Work Together

Looking for assistance with Content Creation, Instagram Strategy & Management, Campaign Concepts & Creative Ideas, or Influencer Collaboration? Reach out directly or use the form below.

LET’S WORK TOGETHER