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NOT ANOTHER TAB

(well, that escalated.)

Independent creative direction, web design, development & moving image.By Maximilian Schertz, Berlin.

Explore the projects Work together

Creative detours. Occasionally finished.

Follow the detours on Instagram (opens in a new tab)
OPEN TABS: STILL COUNTING
Still open. Still curious.

02 / THE DETOUR

A SMALL
IDEA

(and then
this happened.)

(the original task is still waiting.)

a_note_to_self.txt

FOLLOW THE INTEREST.

I make things to understand them. A question becomes a sketch, then a prototype. The interesting part is where it leads.

Not Another Tab brings together websites, visual stories and digital experiments. A new direction in software and AI systems follows the same curiosity: what would make the work more useful?

03 / A FEW THINGS THAT HAPPENED

03 / A FEW THINGS THAT HAPPENED

SIDE EFFECTS
OF CURIOSITY.

Selected client work,
collaborations and independent explorations.

NOT ANOTHER TAB / THE OPEN TABS14 OPEN TABS
A hand turns a page of the Japan photobook on the studio desk, with subtle motion blur on the fingers and curled paper.Photography & EditorialHow do you keep a journey beyond the photographs?Japan photobookOPEN CASE
AI-generated direction study of the Japanese convenience-store corner at sunset, with warm shop windows, bicycles, layered houses and planted doorsteps.3D & Environments / AI DIRECTION STUDYWhat makes an imagined place feel lived in?Konbini StudioOPEN CASE
Hand-pulled noodles lifted from steaming bowls at a shared Wen Cheng table.Web & DigitalHow does a growing brand find its digital home?Wen ChengOPEN CASE
A ladle of rich red broth being poured over noodles and fresh ingredients in a yellow Sanku Maots’ai bowl.Web & DigitalHow do you turn choice into appetite?Sanku Maots’aiOPEN CASE
An audience gathers around a piano beneath suspended microscopic projections in the historic Wilhelmine hall.Art & ExperiencesWhat happens when a room becomes a community?Encounters x 1-06OPEN CASE
Amin Fallaha performs beside an ancient Egyptian sarcophagus at Neues Museum during United We Stream Festival.Motion & FilmHow do you keep a culture connected when its doors close?United We StreamOPEN CASE
Brilliant pink, orange and blue microscopic imagery projected onto sculptural forms, with visitors silhouetted in front.Art & ExperiencesWhat happens when the invisible fills a room?Magnificent MatterOPEN CASE
Pacha Mama coffee packaging with a moka pot and coffee grinder in a warm wooden setting.Brand & StrategyHow do you give a coffee its own character?Panda Coffee BerlinOPEN CASE
Branching microscopic shapes and small luminous particles against a dark background, from the Arret brand imagery.Brand & StrategyCan we experience a future before we build it?ArretOPEN CASE
A tall blue light installation glowing inside a dark industrial space at Monopol Berlin.Art & ExperiencesWhat happens when art, sound and space meet?End of NationsOPEN CASE
An underwater silhouette suspended beneath an illuminated turquoise sea surface, from Nomade.Motion & FilmHow many ways can a story move you?Selected FilmsOPEN CASE
Two stacked rolls of eben packaging labels with colourful abstract graphics and fine typography.Brand & StrategyWhat gives a brand its own character?Selected IdentitiesOPEN CASE
An intimate portrait with wind-blown blonde hair crossing the face and catching the light.Photography & EditorialWhat makes an ordinary moment worth keeping?People & MomentsOPEN CASE
A bumblebee on lavender, from the licensed footage used in Sinnkraut’s nature film.Web & DigitalWhat if a website made you want to go outside?SinnkrautOPEN CASE

Drag the title bar to uncover other tabs. Keyboard: Space to pick up, arrows to move, Enter to drop, Escape to cancel.

Pick a loose thread. Click again to follow it.

0 / 14 projects explored

Follow a question. See where it led.

All projects
05 / WORK TOGETHER

DIRECTION, DESIGN & DEVELOPMENT

Good ideas. Working experiences.

Not Another Tab connects creative direction with hands-on making. Based in Berlin, working in German and English with brands, teams and independent projects.

Digital web experiences

Websites with a point of view and a clear next step. Structure, design, development and a useful handover.

Software & AI system development

A new direction at Not Another Tab. Exploring custom tools, connected workflows and AI-assisted systems through individual projects.

Projects are scoped individually. Software and AI system development is a new direction; enquiries help define suitable first collaborations.

Discuss your project
05 / WORK TOGETHER(no final version.)

STILL OPEN.STILL CURIOUS.

A focused project. An ongoing collaboration.
A little room for what’s next.