Sammy Zayed (Tatendrang), Hennes Weiss (Pratersauna) and Geronimo Hirschal (PEACH) realized that something had to be done to integrate 2nd generation immigrant youths. Consequently, they started a non­profit organization which introduces young people to the creative industry which seemed to be most receptive for new blood. PEACH created the whole brand starting from a new branding to the final film.