This past June, our campus in Treppendorf was transformed into a large film set. After projects like our documentary “Behind the Passion” for Thomann’s 70th anniversary, this kind of production is nothing new for our team—yet everyone was still eager to see the final result. What once looked abstract, with lots of people and even more camera equipment, has now become a reality: our new Always-On campaign is live and can now be seen across all our international social media channels.
We Spread Music – to everyone
In our marketing department, we go the extra mile to reach our diverse audience of musicians across all channels. Whether it’s a loud rock band, a renowned symphony orchestra, or a seasoned synth nerd—our customers are as varied as music itself. This diversity constantly inspires new and creative marketing projects that couldn’t be more different from one another. Recent examples include our “Behind the Passion” documentary, the “The Hotline” film series, and our emotionally rich, thematically diverse Christmas films.
Behind these major projects lies much more than just a few days of filming on campus. Back in February 2025, Sebastian (Head of Marketing Communications) and Tobias (Marketing Project Manager) met to brainstorm the first ideas for a new campaign. The goal quickly became clear: to create a project that stands out, shows character, and—above all—speaks to young musicians.
This is Thomann.
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More InformationCreative Visions with Real Emotion
The concept combines authentic, real-life footage with modern animations, visual effects, and a dynamic voiceover style—drawing inspiration from current trends on TikTok and YouTube. The tone is deliberately humorous and relatable, with a clear focus on what sets us apart: our values, our roots, our product range, and our customer service. It’s about personal support you can count on and a huge selection of gear delivered quickly and reliably. And of course, above all: a deep passion for music.
With this vision in mind, we teamed up in March with the pros at departd (digital agency) and Awaken Productions (film production), who already proved with “The Hotline” series that they truly understand how social media works. Many of the young creatives at these agencies are musicians themselves (and naturally, Thomann customers). The entire concept was designed with a social-first mindset: short, attention-grabbing clips tailored for the platforms where young people spend their time—TikTok, Instagram, YouTube Shorts, Reddit, and more.
Action on Campus
In June, things got real: our campus in Treppendorf turned into a full-on film set. Over the course of three days, filming took place at 13 different locations across six departments within the company. The 40-person crew worked efficiently in small groups, allowing multiple scenes to be shot in parallel. Each location was carefully chosen to reflect our core values—closeness, diversity, and quality. Filming took place in key areas like our store, customer service, logistics, service center, and our very own Thollywood Studios.
Behind The Shot.
From Raw Footage to Final Clip – How the Visual Effects Come to Life.
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More Information
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More InformationMeticulous Craftsmanship You Can See and Hear
Right after filming wrapped, we moved straight into post-production, which took place throughout July and August. Every detail was fine-tuned down to the very last frame—editing, scoring, sound design, and animation were all handled with the utmost care.
For the first time, we collaborated with six native speakers to produce voiceovers in German, English, French, Italian, Spanish, and Polish—allowing us to connect with our customers across Europe more directly than ever before. We received incredible support from our international colleagues in Customer Service, Content, and the Social Media team. The result speaks for itself: colorful, humorous clips full of diversity, personality, and fast-paced energy.
Together, We Achieve Great Things
For our productions, it’s especially important to us that Thomann shapes every step of the process from start to finish. That’s why we’re all the more grateful that so many of our employees were involved. At every corner of our campus, the project was supported with great dedication and natural enthusiasm. From the bottom of our hearts, we say: thank you!
Once again, it became clear what drives us at Thomann: our shared passion for spreading music.
