Commissioned Work

TYSKIE — PRZEJDŹMY NA TY

Building authentic rituals of connection

Client Tyskie

Agency Gong

Format Photography Campaign

Casting Real People

Production Photography-only production

This campaign for Tyskie was conceived as a photography-first project — the images were not created alongside a commercial film production. I was responsible for the entire creative process: from casting and locations to lighting, atmosphere and the emotional direction of the scenes.

Created for Gong Agency, responsible for Tyskie's digital communication, the campaign explored a simple idea:

bringing people closer.

‘Przejdźmy na TY’ (‘Let’s move to first names’) became a way of reducing distance between people from different generations, backgrounds and social worlds.

01 Real People

Instead of traditional commercial casting, I deliberately worked with real people — motorcyclists, chefs, old friends, artists and people from different parts of my own life.

One of the protagonists had previously renovated my apartment. Another travelled from Canada to join the project.

02 Ritual

As a photographer — and a father of three — I know that relationships are built through small rituals:

sharing a table,
watching a game,
exchanging stories,
simply spending time together.

03 Belonging

My role was to create situations where those moments could unfold naturally.

Rather than directing performances, the process focused on creating an atmosphere where people could simply be themselves.

04 Community

Community — collective energy, belonging

The result became a long-term photographic story about community, belonging and human connection — ultimately, more about people than beer.

Relationships build
stronger brands.