Fil Palmer — Between Roots and the Concrete Jungle

Where South Tyrolean roots meet international rhythm.

Born and raised in South Tyrol, Fil Palmer — also known as Why Not, Philip Haselrieder — has remained closely connected to the landscape that surrounds him.

The mountains, meadows and natural landscapes of South Tyrol are more than home.

They form part of his identity, his perspective and the person behind the music.

At the same time, his career as a vinyl artist has taken him far beyond the South Tyrolean landscape — into cities, clubs and an international music scene.

For the release of his second album, AETH. Collective created a visual portrait that looks beyond the music.

The aim was to show Fil Palmer not only as a music artist, but as a person — exploring where he comes from, what has shaped him and how his South Tyrolean roots continue to influence his creative journey.

From Meadow to Metropolis

The concept is built around two worlds.

In the first, Fil appears as a marguerite — a flower growing from the landscape of his homeland.

Standing in a South Tyrolean meadow, surrounded by grass, open space and natural light, he becomes part of the land itself.

The flower is not simply a visual element.

It becomes a metaphor for Fil — rooted, organic and connected to the landscape that shaped him.

From this natural habitat, the story moves into a completely different environment.

The South Tyrolean meadow transitions into the concrete jungle.

Open landscape is replaced by architecture, structure and urban space.

Fil moves from the place where his story begins into a world that has become part of his career — the cities, clubs and international music scene where his work as a vinyl artist has taken him.

Between Two Worlds

The contrast between South Tyrol and the concrete jungle becomes the visual language of the project.

South Tyrol represents origin, home and belonging.

The concrete jungle represents movement, music and the world beyond.

Between the two, Fil exists as both — deeply rooted in his homeland while continuing to move through an international creative landscape.

Alongside the main visual story, AETH. Collective also worked with Fil Palmer across different locations and creative settings, developing additional visual content that continues to explore his identity as an artist.

Some of these stories were created in Zoona Bolzano, while others were created in the Wilderness Studios.

Each location offered a different atmosphere, allowing the same visual language to develop across different spaces.

Together, these locations form a wider visual story around Fil Palmer — his South Tyrolean origins, his music and the different worlds that shape his life as an artist.

Creative Direction and Visual Storytelling

The concept and overall visual direction were developed by Isabel Dialer, co-founder of AETH. Collective, with a focus on connecting Fil's personal background, his relationship with the South Tyrolean landscape and his identity as a vinyl artist.

Camera work and editing were handled by Benno Schivari, founder of AETH. Collective.

Fil Palmer — also known as Why Not, Philip Haselrieder — appeared as the talent and central subject.

Isabel Dialer also documented the production through behind-the-scenes work, capturing the atmosphere, process and details behind the creative production.

The result is more than a music video or visual for an album release.

It is a visual portrait of an artist between two worlds — between the South Tyrolean landscape that shaped him and the concrete cities that have become part of his creative journey.

For AETH. Collective, the project was about using film, photography and visual storytelling to make Fil's identity tangible — not only through his music, but through the landscapes, materials and atmospheres that surround him.

From South Tyrol to the world.From meadow to metropolis.From roots to rhythm.From home to the world.Fil Palmer — a marguerite in the concrete jungle.