IT’S ABOUT ART, MUSIC & LITERATURE.
KPMG
Think Tax. See Beyond.
In a world shaped by technological transformation and regulatory complexity, taxation is often perceived as a dry, purely functional, and highly abstract field. The common cliché suggests a world of grey numbers and rigid compliance. Yet, the true power of a global leader like KPMG lies in its ability to synthesize technical excellence with human foresight — proving that there is a deep, almost aesthetic clarity within the complexity of tax.
KPMG Germany faced the challenge of fundamentally breaking the industry’s visual stereotypes. The goal was to modernize the perception of tax consulting, positioning it as a progressive, dynamic, and human-centric profession. We needed to bridge the gap between a “dry” service and the vibrant people behind it, creating a visual language that reflects the sophistication of a Big Four firm while embracing the approachability of a modern, high-end lifestyle.
With the campaign platform “Think Tax. See Beyond.”, we made tax “sexy.” By stripping away the clutter and focusing on premium beauty aesthetics, we turned tax consulting into a visual milestone. We brought together real employees from all over Germany, staging them not as anonymous consultants, but as modern protagonists of change. Through a series of duo-portraits and dynamic film clips, we replaced dusty clichés with bold, confident, and human-driven imagery that showcases the true beauty of business. The comprehensive Campaign Image Video and authentic Behind-the-Scenes content further humanize the brand, proving that even the most technical subject can be emotional and inspiring. The result is a bold redefinition of the category: tax consulting has never looked this visionary.
Behind-the-Scenes
Client: KPMG Germany
Creative Agency: RYSM Berlin
Executive Creative Director: Alf Frommer
Art Director & Designer: Sajjad Khatibi
Artbuying: Simone Gutberlet
Photographer: Axl Jansen
DoP: Jasper Techel
Postproduction: Silver Grapes
Year: 2026
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