The documentation of the production and post-production process shows exactly how much staging is involved in the photographs. Background and lighting is set up, the staging between photographers and subjects discussed, poses taken and varied. By positioning the camera at eye level, it conveys closeness. The images are viewed and the setting adjusted to get results that will satisfy everyone involved. The ambiguous slogans are developed in cooperation with the individuals portrayed, in conversations before and during the shootings as well as during the image selection process. The composition of the motifs as well as the aesthetic fine-tuning happens during the post-production process. Montages are created and the text elements are positioned in the poster layout. The campaign is run by the Media Relations and Marketing Office of the University in cooperation with the Klein and Neumann agency.