Reimagining an Iconic Track: Crafting the Music for Krombacher’s Latest Campaign

Krombacher is Germany’s market-leading beer, a brand deeply embedded in the country’s culture, and a long history of famous TVC spots. With its latest campaign, 'Auf unsere Natur,' the goal was clear: evolve rather than revolutionise. The challenge was to create a commercial that resonated with loyal consumers while making the brand more attractive to younger audiences. Music would play a crucial role in bridging this gap, evoking emotion and making the film unforgettable.

The Creative Brief: A Contemporary Evolution

With 'Where Is My Mind' by The Pixies as the chosen song to reimagine, the challenge was to create a fresh and ownable version for Krombacher, one that would feel familiar yet undeniably new. The track needed to fit seamlessly with the visuals, enhancing the grandeur of nature and the communal moments depicted in the film.

The campaign, developed with Jung von Matt Spree, needed to be modern yet timeless, mainstream without being clichéd. 'Where Is My Mind' is a song that has been covered countless times, meaning we faced the challenge of creating a version that felt distinctive and truly bespoke for Krombacher, rather than simply imitating an existing cover. We needed to craft a version that reflected the brand’s values and the emotional core of the campaign.

Our approach had to enhance the grandeur of nature and the communal moments depicted in the film while staying true to the song’s essence in a way that felt fresh and inspiring. At its core, the film speaks to a longing for nature, a shared experience of adventure, freedom, and community. The music had to capture these emotions, providing an uplifting, cinematic, and goosebump-inducing soundtrack.

Conceptual Approach: Balancing Familiarity with Modernity

Our version had to respect the essence of the original song while modernising it for 2025. We explored various musical directions, including a fully orchestral arrangement that amplified the film’s cinematic scope, a stripped-back acoustic rendition that leaned into intimacy and authenticity, and a modern electronic interpretation that introduced contemporary textures and energy. Ultimately, we landed on a contemporary rock approach, a version that retained the soul of the original while elevating it for a cinematic climax. The music had to feel organic, fresh, and modern, avoiding the production being too shiny and polished whilst retaining some grit and rawness. It needed to sound expansive and dynamic, complementing the breath taking visuals without overpowering them.

The Production Process: An International Collaboration

Winning the pitch back in July 2024, we began the music production process well before the shoot took place. This allowed us to craft a track that not only fit the brand’s vision but also worked dramaturgically, ensuring a seamless and powerful auditory experience across various lengths of spots and social media content.

To bring our vision to life, we assembled an international team of musicians who each brought their unique expertise to the project. A session drummer in London provided the rhythmic backbone, ensuring a dynamic and driving force. Our producer in Sweden helped shape the overall sonic identity, refining the mix to achieve the perfect balance of clarity and power. Meanwhile, the guitarist in Berlin introduced rich, emotive textures that enhanced the track’s energy and emotional depth.

Throughout the process, the creative direction was led from IMAGINE’s Berlin HQ, where we meticulously shaped the arrangement, ensuring it captured the emotional essence of the campaign. Every decision, from instrumentation to dynamics, was carefully considered to create a sound that was both grand and deeply immersive, designed to resonate with audiences on an emotional level.

Musical Direction: Emotionally Resonant and Cinematic

The creative vision for the music was guided by several essential principles. First and foremost, catchiness was key, 'Where Is My Mind' is an internationally recognised track, and our version needed to be immediately engaging while retaining its iconic essence. Since the film relies on voiceover to convey its message, we crafted an instrumental version that retained the song’s emotional impact without lyrics, and emphasises the famous two-note riff for recognisability.

Given the film’s deep connection to nature, we prioritised organic sounds, opting for live instrumentation over digital elements to create a natural and authentic feel. The sound had to be modern yet timeless, avoiding excessive production polish while maintaining a level of refinement that aligned with contemporary audiences. We structured the track to follow a dramatic arc, ensuring that it aligned with the film’s key moments, such as the soaring birds and the final drinking scene, providing an emotional crescendo that felt both powerful and uplifting.

A Powerful, Lasting Impression

The final result is a reimagined 'Where Is My Mind' that honours the spirit of the original while making it unmistakably Krombacher’s. It’s a track that speaks to both tradition and evolution, to nostalgia and fresh discovery, a sonic embodiment of what 'Auf unsere Natur' stands for.

Through this project, we crafted more than just a soundtrack. We created an emotional experience, one that invites audiences to step into nature, embrace the moment, and enjoy a Krombacher with friends. And in doing so, we’ve given new life to a legendary song, ensuring it remains as timeless as the beer it now represents.

The Impact of Music in Advertising

Music is a tool that shapes perception, and in advertising it can make or break a brand’s message. The ability to seamlessly integrate music with visuals is a powerful form of storytelling. With Krombacher’s campaign, we weren’t just adding music to the scene; we were amplifying its message and inviting audiences to feel connected to nature in a way that words alone couldn’t.

As you watch the Krombacher commercial and hear the reimagined “Where Is My Mind”, you can feel the power of music in shaping the story, how a carefully crafted track can elevate visuals, stir emotions, and ultimately, bring people closer to the brand. This campaign wasn’t just about selling beer; it was about creating a moment. A moment to pause, breathe, and appreciate nature, just as Krombacher intended.