“A Puzzle of Images”

Four films, four perspectives, one shared goal: To mark its 80th anniversary, MÜHLE teamed up with Leipzig-based film studio Ertzui to create a mini-series that goes far beyond traditional brand communication. Instead of polished advertising, the result is a set of poetic portraits – about the place where the products are made, about inspiration, community, and transformation. In this interview with 30 Grad, director Kristian Walter explains why tailoring, stillness, and genuine connection matter more to him than chasing trends – and what good storytelling really means.

Kristian, you founded your film studio in Leipzig in 2009. You quickly made a name for yourselves in the cycling world with a distinctive style. How would you describe that style?

When we started, moving images were undergoing a shift. Films were made exclusively for the web, playful new formats were emerging – bold, aesthetic, even progressive. At the same time, the cycling scene seemed to attract creatives like a magnet – including us. Brands were starting to think differently about their digital presence. Stories needed to be told where the audience already was. And the rule was: if it smells like advertising, people won’t click it. So a new kind of brand storytelling emerged. Companies began working directly with small creative studios: here’s a modest budget, tell a good story.
As for our style – I’m not sure how unique it is. We’ve always approached things freely. We care about people, characters, their views and values. We enjoy storytelling and tailoring the production process – finding the right creatives for the right job. Maybe it’s our perspective on the seemingly insignificant that defines us – combined with both analog and digital tools. Our rule: use only as much technology as necessary, and take as much time as needed to listen and understand.

When you’re creating films about brands – like now with MÜHLE – what is it you want to convey?

Whether it’s about a company or a person, we’re always looking for the why. Why does someone do what they do? Why this way? We try to understand the full ecosystem of a company, the underlying values and beliefs. We immerse ourselves in it. What we discover, we translate into images, sound, and mood. What we end up with is not a conventional brand film – it’s hopefully something that sticks. Something that sparks reflection or raises questions that linger long after the film ends.

For MÜHLE’s 80th anniversary, you didn’t just make one film – but four. How did that concept come about?

That sounds grand – but really, we just split what might have once been a single film into four smaller chapters. Today’s viewers prefer to explore at their own pace. Some might watch one chapter and stop there. Others might continue on to the next – or all the way to the fourth.

How did the structure come together?

The last film we made about MÜHLE was over ten years ago. It was definitely time for something new. But a single ten-minute portrait, like we did back then, simply wouldn’t work today. We still wanted to show what MÜHLE is all about – an organically grown family business with no investors, built by real people with real convictions. A company that’s deeply rooted in its region, yet internationally connected. Trying to capture all that in 60 seconds just wouldn’t do it justice. That’s why we chose short, self-contained chapters – each one focused, yet open-ended. Viewers can watch one, or two, or all four. It creates a kind of lightness, something playful – like a puzzle or mosaic. That’s how I often imagine a brand: as a picture built from many different parts. For MÜHLE, these chapters can also be used individually, which is a bonus.

The films are calm, almost poetic. The craft, the precision, the details – they’re all given a stage. What atmosphere did you want to convey?

Precision and care are key values at MÜHLE – and we wanted people to feel that. Nobody here is working on an assembly line. It’s about focus, intention. The slow pace, the lighting, the sound – it’s all designed to evoke a kind of stillness and depth. At the same time, there’s lightness and international scope. Especially in Chapter 3, you see that. These films show a company that’s grounded – but open to the world.

How do you position your studio in times of TikTok and ultra-fast content?

There’s a lot we could do – and sometimes we do. But we’re not in the business of producing fast content. We believe in stories that stay with you. That move people. That resist the swipe. Maybe that’s what’s needed right now – stories that slow things down, but still feel current. That might be where our future lies: creating formats that are calm, yet contemporary.

Last question – what stays with you after working on this project?

The process felt good – intense, but healthy. And everyone involved really connected with MÜHLE and with what Christian and Andreas brought to the table. What stays with me most is their strong sense of purpose. That’s rare. And it takes courage to show yourself – not just the polished surface, but something deeper. To allow the why to be seen. That’s what I’ll carry forward: the sense that this wasn’t just about communication – but about a shared reflection on values.