The ‘Magic Mountain’ That Is Zauberberg
Berlin-based production company Zauberberg took its namely inspiration from novelist Thomas Mann, and embraced its origins wholeheartedly. With the literal meaning of ‘Magic Mountain’, the novel speaks on the idea of solitude and its ability to create original, bold, absurd and forbidden creativity – irresistibly fitting to the creative team behind the name.
With an undoubted passion for what they do, the company has helped create campaigns for Samsung, Ikea and Mercedes-Benz – to name a few – and has been awarded internationally for its work. As the company looks to move further ‘into wonderland’, we wanted to know how they’re finding a path, what they’ve learnt so far and why they tend to laugh hysterically rather than scream in moments of frustration.
Zauberberg’s founder and managing partner Andrea Roman-Perse tells LBB’s Nisna Mahtani all about this.
LBB> Thomas Mann inspired the company’s name. Can you tell us a little bit about why ‘Zauberberg’ was so fitting?
Andrea> Zauberberg Productions is named after the German novel ‘Magic Mountain’ by Thomas Mann. Yes, Thomas Mann, the one that wrote:
“Solitude produces originality, bold and astonishing beauty, poetry. But solitude also produces perverseness, the disproportionate, the absurd and the forbidden.”
The novel takes place in a sanatorium and is filled with very particular residents/patients. We found that irresistibly fitting.
LBB> How did the company first begin and what was the goal when you started out?
Andrea> The company began with more bathrooms than people. It was a brave bunch of fluffy warriors and fantastic directors, who jumped hand in hand into wonderland, hoping that once they get there, there would be cotton candy to cushion the fall. We wanted to do things we like, with people we like. And we wanted to do great work and have a good time.
LBB> Can you tell us about how the company has evolved from that starting point?
Andrea> We have more people than bathrooms now. We developed into everything we dreamed of. Zauberberg is a great company, stuffed with great talent, and great output – and we love all of it. Being number five of the most awarded companies worldwide in 2022 (Palme d’Or in Cannes), and winning so many international awards, was just so uplifting and fantastic for the whole team. We are so very thankful for it.
LBB> Who are some of your clients and can you share some of the campaigns you’ve worked on with them?
Andrea> Samsung, Edeka, Smart, IKEA, Mercedes Benz.
LBB> You emphasise a love of both quality and creativity. How do you embody this within your ethos and working style?
Andrea> No question, everybody works hard. We have a nice work environment: we cook, drink and laugh a lot. We try to be nice to each other and counter stress with a hysterical laugh instead of screaming - works better. We work in a dadaist world that we have to take very seriously at the same time. Dialectic and silly. We love what we do, so we take it seriously.
LBB> Can you tell us about any new technologies or aspects of the production process that you’re excited about using more?
Andrea> Scared and fascinated by AI.
LBB> What have been some pivotal campaigns over the years for the company?
Andrea> Samsung, Edeka, Smart, IKEA, Mercedes Benz.
LBB> What does the future look like for Zauberberg?
Andrea> Hand in hand further into wonderland. Try to be good human beings, highly interested, creative and not cynical.
Embrace the new, be water, my friend.
LBB> If you had to describe Zauberberg with one word or phrase, what would it be?
Andrea> We are Zauberberg, we are fun.
