Shot on the ALPA 12 MAX – GÖTTI
We are proud to share this new collaboration with Swiss Eyewear brand Götti Switzerland and Swiss photographer Kostas Maros for the campaign NEVER NOT IN STYLE SINCE 1998. Our products resonate so naturally in terms of quality, tactility, and attention to detail.
The spark for this collaboration was ignited during a first meeting between ALPA Managing Partner Patrick Lambertz, Götti Founder and Creative Director Sven Götti and Götti COO Thomas Frischknecht, who were drawn together by the shared values of their Swiss brands. But also because they quickly realised they were on the same wavelength personally.
From ALPA’s high-calibre network of photographers, Lambertz brought Kostas Maros into the picture, thanks to his sensitive portrait photography, his artistic style and his many years of experience with the ALPA 12 system.
The signature SHOT ON ALPA has become both a statement and an integral part of the campaign. With it, Götti expresses the layered ambition behind this project: real people with stories instead of anonymous models. Documented with a camera that takes a clear position in image-making, and doesn’t delegate that to automation.
The project centers on four Swiss protagonists from the worlds of film, architecture, photography, and music: actor and singer Carlos Leal, architect Jasmin Grego, photographer Kim Pham, and musician Luca! – each of whom brings their own perspective on style, creativity, and identity. Their presence lends authenticity and timeless aesthetics, underscoring the principle that style goes far beyond trends and fashion.
The campaign, created by Maros, employs a cinematic and painterly visual language characterized by soft lighting and dark tones. Inspired by Rembrandt and his mastery of chiaroscuro, the imagery emphasizes the emotional relationship between light and shadow while maintaining an unmistakably contemporary aesthetic.
“The campaign is based on a visual style I often use in my portrait work – atmospheric images with darker tones and warm, slightly desaturated colors. Hand-painted backgrounds were also used, lending the images an additional painterly quality.” said Kostas.
The calm and deliberateness that comes with working on an ALPA also transfers to the people in front of the lens, and ultimately becomes visible in images that blur the boundary between campaign shoot and artistic portrait.
“Most recently, I was honored at the 2026 Swiss Press Award for a portrait series of people swimming in the Rhine, photographed on the ALPA. Until now, I had never used it for commercial work. It’s a very deliberate and slow way of working. Fewer images, a more focused and conscious process. By featuring figures from art, architecture, photography, and music – all of whom bring authentic personal perspectives while embodying certain values – the campaign achieves a natural credibility and a timeless aesthetic.”
About Götti
Götti Switzerland, who recently opened their first US brand store in Beverley Hills, was founded in 1998 by designer Sven Götti. Since its become one of Switzerland’s most recognized independent eyewear brands. Headquartered in Wädenswil on Lake Zurich, the brand stands for minimalist design, Swiss craftsmanship, and the philosophy of “less, but better” — creating eyewear that transcends trends.
Related Products
ALPA 12 MAX Technical Camera
Rodenstock / ALPA HR Alpagon 5.6/90 mm, SB34, in Aperture Unit
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