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SOUL - The reality of hosting an event
Context
SOUL is an established viennese event brand introducing a new kind of ball experience in Vienna, combining traditional ball culture with a modern party atmosphere.
The Goal
The goal was to capture the reality behind building an event without making it feel staged or promotional. The challenge was to plan a strong video concept around a process where most key moments happen spontaneously and cannot be fully controlled.
Strategy
People connect with events more deeply when they understand what happens before the doors open. So, instead of only showing the final night, we focused on the founders and the process behind it.
Execution
For the campaign, we accompanied the founders as they prepared and organized the first SOUL Ball. The story captured the behind-the-scenes reality of building an event: planning, creative decisions, coordination, pressure shortly before launch, and the energy that goes into creating a new event experience
Distribution
The campaign was designed as a social-first storytelling format that made people connect with SOUL on a even deeper level and gave the audience a reason to care before the event happened.
My Role
For this campaign, I directed a crew of 5 - videographer, camera assistant, gaffer, logistics, and post production.
SOUL - The reality of hosting an event
Context
SOUL is an established viennese event brand introducing a new kind of ball experience in Vienna, combining traditional ball culture with a modern party atmosphere.
The Goal
The goal was to capture the reality behind building an event without making it feel staged or promotional. The challenge was to plan a strong video concept around a process where most key moments happen spontaneously and cannot be fully controlled.
Strategy
People connect with events more deeply when they understand what happens before the doors open. So, instead of only showing the final night, we focused on the founders and the process behind it.
Execution
For the campaign, we accompanied the founders as they prepared and organized the first SOUL Ball. The story captured the behind-the-scenes reality of building an event: planning, creative decisions, coordination, pressure shortly before launch, and the energy that goes into creating a new event experience
Distribution
The campaign was designed as a social-first storytelling format that made people connect with SOUL on a even deeper level and gave the audience a reason to care before the event happened.
My Role
For this campaign, I directed a crew of 5 - videographer, camera assistant, gaffer, logistics, and post production.
Date
Nov 2025
Client
soul.
Industry
Events
Timeline
2 Months
The results in numbers
+k
Organic views reached.
+k
Organic views reached.
%
Sold out within one week.
%
Sold out within one week.
x
ROAS generated through a branding ad.
x
ROAS generated through a branding ad.
For the premiere of the Soul Ball, the goal was not just to show the event, but the process behind it. The video captured the organization, the decisions, and the intensity in the final moments before it began.
Kurt Bender
CEO
soul.
For the premiere of the Soul Ball, the goal was not just to show the event, but the process behind it. The video captured the organization, the decisions, and the intensity in the final moments before it began.
Kurt Bender
CEO
soul.