ABOUT

MAIWOLF · Ulrich Wolf

tl/dr:
Photographer & director. Work spans advertising, lifestyle, portraits, and corporate sets. Former Creative Director, now running MAIWOLF nearing 20th anniversary. With clear planning and relaxed, efficient sets. I focus on authentic storytelling, strong visuals, and real people.

I’ve never been a fan of narrow boxes.
Over the years, my work has covered quite a range: From classic advertising to lifestyle and portraits, from film sets to corporate and industrial shoots. I like variety, and I like real people.

Before turning full-time photographer, I worked as Creative Director and Partner in an advertising agency.
That background helps me understand how agencies think and what clients need. I can contribute creatively when it’s part of the brief – or simply bring your concept to life with precision and visual sensitivity. Either way, it’s about working together on the same wavelength.

In 2007, I teamed up with Eva to form MAIWOLF (a mix of her maiden name Mai* and my surname). Our very first job turned out to be a huge campaign for a major German brand. It went even better than we could’ve hoped – and that client’s still on board today.

Since 2021, I’ve been running MAIWOLF on my own. What I bring to every production: clear communication, solid planning, and an atmosphere that feels good for everyone. I can lead, I can adapt. But I don't do sloppy.
I believe good pictures come from relaxed and happy people – and from a photographer who stays focused, positive, and genuinely enjoys what he’s doing.

In recent years, my work has expanded into motion.
As a director, I’ve created smaller films for corporate communications, B2B advertising and short-form documentaries. Always with the same goal: authentic storytelling, strong visuals and an atmosphere that feels natural.

My experience spans a wide range of fields – from classic B2C people campaigns to beverage shoots, pharmaceutical productions and employer branding. Each project has its own rhythm, but the approach stays the same: honest, reliable and human.

My background in fashion photography helps me keep things light, modern and precise – even when the setting is industrial or corporate. Reliable delivery is what I’m known for, but a friendly atmosphere is what makes it fun.

CLIENTS
Adelholzener, Adobe, Apollo Optik, AXA Assistance, BayWa r.e., BMW, Bosch, DELL, Develey, Dr. Schaer, Ernst & Young, Ernsting's family, Finconomy, Fogal, Fujitsu, Fürstenberg, Generali, GSK GlaxoSmithKline, HSE 24, Messe München, Hartmann, Heim + Handwerk, Hexal, Houdek, KFC Kentucky Fried Chicken, Lapp Group, Lindner Group, Milka, Nissan, Novartis, Ouzo 12, Paulaner, Poroton, Rowolth Verlag, San Pellegrino, Schaebens, Sony Ericssson, SIXT, Stabilo, Steico, Strenesse, Süddeutsche Zeitung Verlag, Südzucker, Varta, Universal, Versicherungskammer Bayern, Vodafone, Who's Perfect, Zucchero Milano, ZEISS and many more....

AGENCIES
Campra, DDB Health, ebh marketing, FJR Werbeagentur, GBK, Gessulat&Gessulat, Havas Worldwide, Häberlein & Mauerer, Heye & Partner, Heye 121, Integer, Iris Worldwide, McCann Health, MENSCH Kreativagentur, PR Com, Recruitwerk, RED, Red Urban, Serviceplan, thjnk, Wächter & Wächter, Weber Shandwick, Wunderhaus - etc.