COMMENT
YOU CAN GO YOUR OWN WAY… What makes one image better than another? It’s a tough question, and after a certain level the answer is that it’s probably subjective. That’s what’s made the Association of Photographers’ Photography Awards so interesting this year – instead of asking a panel of judges to pick out a definitive list of winners, it has approached a group of experts and asked them to make a more personal selection. Sarah Thomson, head of art production at Fallon, picked out her favourite commissioned advertising entries, for example, while Rankin, photographer and co-founder of Dazed & Confused, curated the portrait categories. Claudio Napolitano from the Jed Root agency chose his favourite non-commissioned object photography, while – more surprisingly – Tom Stoddart, the celebrated photojournalist, selected the non-commissioned environmental images. Like any competition, their choices will cause some arguments but, unlike most competitions, their choices are clearly theirs – not a group decision that’s presented as objective fact. It’s allowed for some more quirky choices to emerge, with Daniel Moorey from adam&eveDDB choosing two edgy, fresh photographers for the fashion and beauty categories. Susie Babchick, meanwhile, a photography consultant best known for her work with Corinne Day and Waren du Preez & Nick Thornton Jones, has chosen a sombre, hard-hitting story for the Project prize. Portrait © Jonathan Worth www.jonathanworth.com
3
In fact, going your own way turned out to be a theme of the issue, despite the fact that this issue focuses on advertising. Advertising is sometimes painted as the bland boy of commissioned photography, characterised by copycat, faceless work but, as this issue shows, the strongest ads are often the complete opposite of that. Guy Bourdin’s work for Charles Jourdan tapped into the photographer’s inimitable style to create a visual identity that still stands out today, for example; Ukrainian duo Synchrodogs have applied their wayward style to great ads for brands such as Kenzo, Urban Outfitters and Bimba y Lola. Simon Roberts, meanwhile, described his commission for Citizen Watch – in which he chased the sun around the globe – as a “once-in-a-lifetime” opportunity. “In some ways the only way to do this subject was through an ad,” he explains. “I wouldn’t be able to fund it myself, and no magazine would be able to commission it.” “Our work with Citizen started when we came up with their tag line, ‘Better Starts Now’,” adds Evgeny Primachenko, one of the Wieden+Kennedy creatives who came up with the crazy idea for the campaign. “So when we got the assignment for the ad campaign, the first thing we said was, ‘Well we can’t do a regular ad when we’ve just come up with ‘Better Starts Now’.”
Diane Smyth Editor
CONTENTS
4
6 BOOKS
NEW PUBLICATIONS FROM WILLIAM A EWING’S LANDMARK: THE FIELDS OF LANDSCAPE PHOTOGRAPHY PUBLISHED BY THAMES & HUDSON TO PETER DAZELEY’S UNSEEN LONDON 16
CAMERAS OUR QUICK GUIDE TO THE CAMERA GEAR OF THE YEAR FROM THE FUJIFILM X-T1TO SIGMA’S BRICK-LIKE DP2 QUATTRO
26 STUDIO 54 TOD PAPAGEORGE – YALE’S GRADUATE PHOTOGRAPHY DIRECTOR – PULLS A FANTASTIC, AND EYE-POPPING, SERIES OF IMAGES OF STUDIO 54 OUT OF THE ARCHIVE
32 RUNAWAY SUCCESS MORE THAN 20 YEARS AFTER HIS DEATH, GUY BOURDIN REMAINS ONE OF THE MOST INFLUENTIAL FASHION PHOTOGRAPHERS IN THE BUSINESS – AND HIS AD CAMPAIGNS FOR CHARLES JOURDAN ARE CENTRAL TO HIS LEGACY, ARGUES ALISTAIR O’NEILL, COCURATOR OF THE SOMERSET HOUSE EXHIBITION GUY BOURDIN: IMAGE MAKER.
42 FORWARD THINKING OWNED BY ADVERTISING GIANT WPP, FORWARD WORLDWIDE SPECIALISES IN CREATING EDITORIAL CONTENT AND CONTRACT PUBLISHING FOR CLIENTS SUCH AS PATEK PHILIPPE, AMERICAN EXPRESS, STANDARD LIFE, THE ACADEMY OF ST MARTINS IN THE FIELDS, AMONG OTHERS. IMAGE MAGAZINE+ CAUGHT UP WITH PHOTOGRAPHY EDITOR MATTHEW BEAMAN, WHO JOINED THE COMPANY FROM WALLPAPER*, TO FIND OUT MORE ABOUT ITS WORK WITH PHOTOGRAPHERS.
Cover Bernd Opitz, winner of the Non-Commissioned Fashion & Beauty Single category in the AOP Awards.
Image Magazine is the publication of the Association of Photographers, UK.
50 AOP AWARDS: THE WINNERS IN DECEMBER, WINNERS OF THE 31ST AOP AWARDS WERE UNVEILED DURING AN EXCITING NEW EVENT FOR THE ASSOCIATION – THE INAUGURAL AWARDS & EXPO, WHICH INCLUDED AN EXHIBITION OF SHORTLISTED AND WINNING IMAGES. GEMMA PADLEY SPEAKS TO THE CURATORS ABOUT THEIR CHOICES, ASKING WHAT STOOD OUT FOR THEM AND WHY.
107 GOING NATIVE ONCE CALLED ADVERTORIALS, THEN BRANDED CONTENT, NOW NATIVE ADVERTISING, A NEW STYLE OF CONTENT MIXING SPONSORS’ PRODUCTS WITH EDITORIAL FLAIR IS CREATING NEW OPPORTUNITIES FOR IMAGE-MAKERS, FINDS ELIZA WILLIAMS.
The Association of Photographers (AOP) is a not-for-profit member organisation representing commercial photographers, agents and assistants globally.
WHEN THE PEOPLE AT ITALIAN COFFEE BRAND ILLY SAW GABRIELE GALIMBERTI’S COUCHSURFING SERIES, THEY LIKED IT SO MUCH THEY COMMISSIONED HIM TO TRAVEL THE WORLD TAKING PICTURES. GEMMA PADLEY FINDS OUT HOW A PERSONAL PROJECT LED TO WORKING WITH ONE OF THE BIGGEST COFFEE MAKERS IN THE WORLD.
Based in London (UK) the AOP supports its members with business and legal advice, workshops and talks, a member forum and an annual Awards programme to spotlight the best in commissioned and noncommissioned photography.
136 DOG EAT DOG
For more information go to www.the-aop.org
TANIA SHCHEGLOVA AND ROMAN NOVEN, AKA SYNCHRODOGS, ARE TAKING FASHION ADVERTISING AND EDITORIAL BY STORM WITH THEIR IRREVERENT APPROACH TO PUSHING PRODUCTS, FINDS COLIN PANTALL.
Contact us at info@aophoto.co.uk
115 IN PURSUIT OF HAPPINESS
153 CHASING HORIZONS SIMON ROBERTS WON A ONCE-IN-A-LIFETIME OPPORTUNITY TO CHASE THE SUN AROUND THE EARTH ON COMMISSION FOR CITIZEN WATCH.
Office +44 (0) 20 7739 6669 Image magazine is the publication of the Association of Photographers, UK.
BOOKS
Amore e Piombo Ed. Roger Hargreaves and Federica Chiocchetti Amc2 journal Issue 9 £29.00 www.amcbooks.com
The latest issue of the Archive of Modern Conflict’s journal was published to accompany the Brighton Photo Biennial exhibition Amore e Piombo: The Photography of Extremes in 1970s Italy – easily the most talked-about show of the festival. The journal is a worthy record, including 136 pages, most of which are full-bleed images taken from the archives of the now-defunct Team Editorial Services (TES) agency. TES was active in Rome throughout Italy’s so-called ‘Years of Lead’, which lasted from late 1960 until early 1980, and which saw kidnappings and assassinations become standard political currency. Shadowy groups within NATO, the CIA, the Italian secret services and the P2 Masonic Lodge manoeuvred to ensure the Italian Communist Party was discredited and destabilised, while film stars from the burgeoning Cinecittà studios presented an altogether more glamorous, louche image of modern Italy – all captured by the TES in-house team. Amc2 journal’s cover is spattered with bullet wounds and the first image shows a pockmarked wall; other than that, it mostly collates the glamour in the first half, and the horror in the second, to paint a picture of a society on the brink of collapse.
6
BOOKS
Landmark: The Fields of Landscape Photography William A Ewing Thames & Hudson £39.95 www.thamesandhudson.com
William A Ewing is best known as a curator – director of exhibitions at the International Center of Photography in New York from 1977-84, he went on to direct the Musée de l’Élysée, Lausanne from 1996-2010, founding the influential Regeneration touring exhibitions of new photographers. This book started off as an exhibition, too – Landmark: the Fields of Photography, a show held at Somerset House in 2013. But Ewing is also an advisor on Thames & Hudson’s photobook publishing programme, and this tome is a big expansion on the show rather than a catalogue of it. Where the exhibition featured just over 70 photographers, the book features more than 100, for example, and it includes 240 illustrations. But a similar idea underpins both permutations – the harsh realities of our changing environment, rather than the usual depiction of the timeless natural world. The book includes work by Edward Burtynsky, Mishka Henner, Lee Friedlander and Simon Norfolk, as well as shots of other planets constructed by NASA to breathe new life into what can be a stuffy, uninspiring genre.
7
BOOKS
People of the Twenty-First Century Hans Eijkelboom Phaidon £24.95 http://uk.phaidon.com
Mark Zuckerberg, co-founder of Facebook, caused a sartorial stir recently by explaining why he nearly always wears the same clothes – a grey T-shirt, a hooded top and Adidas flip-flops. “I really want to clear my life so that I have to make as few decisions as possible about anything except how to best serve this community,” he said at his first public Q&A at Facebook’s HQ, adding that he wants to limit the time he spends making “frivolous” decisions. It sounds extreme but, as Hans Eijkelboom’s exhaustive surveys reveal, our decisions about what to wear every morning may be less free than we think. Taken individually, Eijkelboom’s images are unremarkable street portraits; what makes them interesting is repetition, identifying a type, and photographing how individuals conform to it over and over again. There are middle-aged men “appropriately” dressed in beige raincoats; there are young women sporting vivid pink vests. Eijkelboom started his project in The Netherlands in the 1990s and has since photographed in New York, Paris, Shanghai and elsewhere, each time spending 30 minutes observing members of the crowd before starting to shoot. This book collects hundreds of grids photographed all over the world over the past 25 years, building up an impressive historical and anthropological study.
8
BOOKS
Tectonic Johan Rosenmunthe SPBH Editions £40.00 http://shop.selfpublishbehappy.com
Tectonic is a small book, but it’s beautifully printed and very thought-provoking; ostensibly a study of rocks, in various forms and shot in various ways, it’s accompanied by a mystic text by a Victorian alchemist, Mary Anne Atwood, and turns out to be a study of human knowledge. “Materials interact with – and compare to – a human scale,” writes the Danish photographer. “The preferences of materials are controlled by social history and do no originate from matter itself. Matter is a hostage of the human mind. A social discourse has the power to raise and lower the potential energy of a certain material.” Some of the images are straight still lifes, others are more elaborate setups, and others use found imagery, sourced online or in ageing books. Still life is very trendy right now with a certain breed of young photographer, and Rosenmunthe’s work is part of that scene – it’s usually richly coloured, sometimes verging on the acid bright – but where others seem to simply be following an aesthetic trend, his work is backed up with an interesting, well-developed take on our approach to the world around us.
9
BOOKS
Unseen London Peter Dazeley Francis Lincoln £30.00 www.peterdazeley.com
Peter Dazeley photographs the behind-the-scenes offices, tunnels, temples and bunkers to show a side of London usually hidden from view. Some of London’s most famous sites are here – Big Ben, for example, and Battersea Power Station – but Dazeley shows Big Ben’s clock face from the inside out, and the amazingly ornate control rooms tucked away in the hulking power station. Accompanied by lengthy texts by Mark Daly – a journalist who specialises in defence, aerospace and cities and is therefore in a good position to comment on these urban secrets – it’s less a photobook and more an encyclopaedic insight into London’s underbelly. Some of these locations correlate with systems of power and influence, as seen in the chapters labelled ‘Law and Order’, ‘Army and Navy’ and The Square Mile’; others stay secret to preserve more beautiful illusions, such as the sites photographed in the chapters ‘Backstage’ or ‘Body and Soul’. Britain’s colonial history and the wealth of the Empire underpin many of the images, such as in the fabulously ornate main pump room in Crossness Pumping Station, and the lavish interiors of the Foreign and Commonwealth Office; the now-dilapidated former home of the Naval and Military Club – better known as the In and Out Club – shows the nation’s subsequent decline. As Daly’s text argues, though, the In and Out Club started as a home and may yet become one again, as still burgeoning house prices encourage developers to restore, refurbish and resell London’s last forgotten corners.
10
BOOKS
Does Yellow Run Forever? Paul Graham Mack Books £30.00 www.mackbooks.co.uk
Paul Graham is one of the UK’s best-known, best-respected photographers, but he’s been based in the US for years, and this book is his first after the so-called ‘American Trilogy’. American Night, A shimmer of possibility and The Present took on big issues such as social inequality and the death of the American dream, and have been lauded, with A shimmer of possibility in particular acclaimed as the best photobook of the last 15 years in the 2011 Paris PhotoBook Prize. How do you follow that up? In Graham’s case with a small, very personal book, featuring rainbows shot in Ireland, his partner asleep in bed, and American high streets with retail units such as the ‘Golden Pawn Shop’. There is a message, along the lines that the purest gold is already in your home, but it’s a modest, poignant set of images rather than a big campaigning book. “It seemed like the right thing, after a 12-year odyssey, to work in a quieter way,” Graham told BJP in October. “It’s also fun to fly in the face of it all – to chase rainbows and make images of my partner, to try to find the ‘gold at the end of the rainbow’. I mean, it’s delightfully silly – what next, kittens and puppies?”
11
BOOKS
Photographers’ Sketchbooks Stephen McLaren and Bryan Formhals Thames & Hudson £29.95 www.thamesandhudson.com
“Armed with a new sense of freedom about what they can publish and display, photographers are abandoning outdated notions of what’s considered respectable,” Stephen McLaren wrote recently. “Photobooks, social media and photographers’ growing confidence about their medium have helped shift the cult of the finished masterpiece, the perfect print hanging on a white wall in some great gallery.” He and fellow photographer Bryan Formhals have put together a book celebrating the process behind making a photographic project – namely the sketchbooks, the mood boards, the Instagram feeds and the contact sheets that image-makers amass along the way. Lavishly illustrated, and featuring interviews with all the photographers involved, it’s a fascinating insight into the creative process and into work that can be as valuable as the so-called finished article. “I am very fond of the sketchbooks I began in the 1950s and still work on today,” Saul Leiter told the website One Long Century in 2011. “I think there is a certain freedom when you are involved in painting a sketchbook. You are not burdened to do anything important. You are not dealing in big rings. You are just thinking and the sketchbooks are a way to express your thinking. They are very intimate. I work on my sketchbooks almost every day. If I had to choose what I value most in my work, I might choose my sketchbooks.”
12
BOOKS
Neither Kate Nolan Self-published €42.30 www.katenolan.ie
Kate Nolan’s Neither is self-published; designed by Dutch designer SYB it includes a very interesting element – a caption strip that’s separated from the photographs and can therefore be flicked through independently from them, or put into various pairings with them. The images show young women in Kaliningrad – the tiny Russian enclave on the Baltic Sea – but the book also contains anecdotes from Russian women who moved into the city after 1945 and its current inhabitants. The moveable caption strip is one woman’s account of a moment of epiphany, when she abandoned a party, got chatting to a stranger on the street and realised that, “I just want to strip away all the garbage/all the dead weight of garbage/that doesn’t belong to me/I want to see reality stripped/and I want to dance/as if nobody is looking.” This text bounces off the images in fascinating ways, the images suggesting the weight of history, that it will be almost impossible to escape, but also the unobtrusive presence of an image-maker recording what’s there but trying not to disturb her subjects’ reveries.
13
BOOKS
Crystal Love Starlight Mayumi Hosokura Tycoon Books $40.00 www.tycoonbooks.net
Mayumi Hosokura is just 34, but her book Crystal Love Starlight has made it onto some of the “best photobooks of the year” lists. The name comes from a restaurant in the Gunma prefecture of Japan, which was at the centre of an alleged prostitution case in 1992; Hosokura came across the story after looking through old copies of Jomo, the local newspaper, and decided to shoot what’s left of the diner, plus hotels nearby, nude studies in Tokyo, and the neon signs along the three-hour drive from Tokyo to Gunma. The result is an evocative series that gives a sense of what happened, but blurs the boundaries between fact and fiction. Crystal Love Starlight is published by Tycoon Books, which is based in Tokyo and published Hosokura’s last series, Trailer. Tycoon has also published Julie Cockburn’s Conversations and Alexander Gronsky’s latest project, Less Than One. Founded by Taro Serikawa and Yosuke Watanabe – himself an interesting artist – Tycoon is dedicated to publishing new talent and a good place to find emerging photographers.
14
CAMERAS
Pentax 645Z
www.ricoh-imaging.co.uk The 645D set a new standard for integration and price for medium format digital. Far from resting on its laurels, when 50-megapixel CMOS imagers became available in the popular 44×33mm medium format size, Pentax moved rapidly to launch an updated 645 DSLR. Make no mistake – the 645Z is absolutely a DSLR, as much in layman’s terms as it is technically. Handling is not significantly different from the larger full-frame 35mm options, and Pentax has taken a leaf from the mass market and included features like an articulated 3.2-inch screen, 27 selectable AF points and metering operational from -3 EV. And if that were not enough, the £6799 body undercuts competing MF systems by an astounding margin, and in certain conditions can hit 4.5fps; it will produce 4K video, M-JPEG/AVI and full HD video in H.264. Wireless control is via an optional Flucard 16GB SD card, and tethered shooting – a feature missed on the 645D – is via USB 3.0. It is rare that a camera can be considered unique on the market without some quirks to limit appeal, yet the Pentax 645Z is unique and appealing to almost any genre. Even the lens range is impressive, with stabilisation and weather sealing combined with costs that, while higher than the variety for 35mm, are still very competitive for the medium format market.
16
CAMERAS
Nikon D810
www.europe-nikon.com Less revolutionary, and more evolutionary, Nikon combined the D800 and D800E when faster processing became available to create the D810. The product of extensive feedback and also one of Nikon’s first professional bodies to be made outside Japan, the new 36-megapixel DSLR lacks both the optical filter of the D800E, and the AA filter of the D800, and refines almost every area of the original duo. Vital in a camera popular with wedding photographers, the mirror and shutter mechanism are quieter, though the appearance of an electronic first curtain is tempered by the limitation that it only works in specific mirror-up modes more suited to scientific photography. Almost all the improvements introduced in the D4S are mirrored in the D810, with Group AF and exceptional in-camera processing making JPEGs a natural workflow even at higher ISO. Better yet, the base ISO has been reduced to 64, with exceptionally clean, noise-free results and impressive dynamic range. Highlight priority metering and enhancements to video and picture controls complete a thorough revision of an already popular, well-regarded camera; the D810 is a compelling upgrade from the original.
17
CAMERAS
Sigma dp2 quattro www.sigma-imaging-uk.com
Perhaps the greatest indication of Sigma approaching success with the Foveon technology that it now owns came with the launch of the dp2 quattro earlier this year. A dramatic entrance was guaranteed with an unusual but beautifully balanced body design that broke away from the brick-like original DP models with an impressively slim camera body, kicked-back grip and large lens. Optically, the 19mm f/2.8 dp1 and 30mm f/2.8 dp2 quattro are as good as ever; Sigma has long used the large sensor compacts to demonstrate excellent lens design. Electronically, it is quite a departure from the previous generation. In place of the 46-megapixel (15.4×3) Merrill Direct Image Sensor, the quattro puts the three-layer capture to use in a different way – with 19-megapixel spatial resolution adding true colour from two 4.5-megapixel layers. In practice, the additive, rather than interpolated, process works well and has allowed Sigma to improve sensitivity and get usable results at much higher ISO. File sizes are also reduced, without any noticeable loss in quality over the Merrill series. Nothing looks like it, and the images it produces are incredible, surpassing the resolution of even medium format conventional sensors.
18
CAMERAS
Fujifilm X-T1 www.fujifilm.eu
Launching a new camera system is a risky move, but one that has paid off for Fujifilm. After the success of the X100, the APS-C family has gained a new bespoke sensor and spans the low-end consumer to highend professional demographic. The X-T1 launched into an already mature range, offering a conventional SLR-like appearance and weather-sealed magnesium body. On-sensor phase-detection gives leading AF performance at 8fps, and the EVF is one of the most impressive we’ve seen, with minimal lag and great colour contrast, and high resolution vastly superior to typical APS-C optical finders, particularly when working with slower lenses. Fujifilm has made full use of the digital display, with split-screen modes and the digital rangefinder. Where the X-T1 really shines, though, is in Fujifilm’s attitude to features and support – the new Graphite Silver Edition model shown at Photokina boasts a silent shutter up to 1/32,000s and many user-inspired changes to the interface. These improvements will also come to existing X-T1 models via a new firmware update at no cost. Fujifilm also includes wifi in the X-T1, with extensive manual control via a free Android or iOS app, and the ability to pull GPS data from the smartphone. The technical aspects go a long way, yet a huge part of the X-T1’s appeal is the direct manual control and compact, attractively functional appearance.
19
CAMERAS
Sony A77 Mk II www.sony.co.uk
Hitting stores at half the price of the Canon EOS 7D Mk II, Sony’s revised 24-megapixel, SLR-style camera, with APS-C sensor and EVF, can match or beat its rivals on performance features, though it can’t even begin to compete in lens range. A 20 percent improvement in sensor ISO over the original A77 makes more difference to the smoothness of lower ISO settings (from 50 up) than its doubleexpanded limit of 51,200. The absence of a moving mirror allows 60 JPEG frames at 12fps with a new Bionz X processor. A new phase-detection module has 79 points over a larger image area, 15 cross points and a central f/2.8 spot. With 1/50s shutter lag, the A77 Mk II is ideal for hair-trigger action timing and machine-gun bursts. GPS is gone, replaced by wifi and NFC. Audio limitations and HD video quality are unchanged, but battery life is reduced.
20
CAMERAS
Red Epic Dragon www.red.com
At one time it was imagined that this camera might compete with DSLRs, not for video at which it excels, but for stills. With credits for several covers and spreads in highly influential fashion magazines, it has proven to be perfectly capable of delivering high-quality stills in the studio – each 6K video frame from the new Dragon sensor is 19 megapixels. But the idea that these cameras can be used handheld like a DSLR for photography is something of a stretch. Besides the weight and ergonomics, the price, starting at $30,000 for the basic body, rising to $56,000 or more for a fully kitted rig, will limit ownership and make it a serious investment for most single operators. If video is your main money-spinner, few cameras will impress high-value clients more than the output from the new Epic Dragon, but ditching your trusty DSLR for stills is premature.
21
CAMERAS
Sony A7S www.sony.co.uk
Twelve megapixels made the Nikon D3 a low-light hero, and seven years later the D3S still sells, while the resolution race thunders ahead. Sony reversed that dash with the A7S, a 12-megapixel, full-frame, mirrorless camera joining the 24-megapixel A7 and 36-megapixel A7R, proving that lower resolutions are still plenty enough for many, especially when balanced against other standout features. The new sensor enabled a maximum ISO of 409,600 and a sub-frame readout for direct 4K video, along with the option of a completely silent electronic shutter with no capping blind. Launching several high-end Carl Zeiss and Sony G lenses at the same time at Photokina 2014 ensured that the attention of movie-makers, TV, news photographers, police, military and thousands of wealthy amateurs was assured. This silent, full-frame camera is also friendly to Leica lenses, astro photography, underwater, moonlight – a real stealth bomber of a camera at under £2000.
22
CAMERAS
Panasonic Lumix CM1 www.panasonic.com/uk
Image sensors have been gaining in size in premium compact cameras, and they have done the same in smartphones, only it’s not usually headline news. Panasonic’s recent adoption of the one-inch sensor in models such as the Lumix DMC-FZ1000 travel camera has now found its way into the firm’s first smartphone – the €899 Android-powered Lumix CM1 – after a long absence in the mobile market. Looking much more like a compact camera than any other smartphone to date, albeit with the Leica 28mm equivalent f/2.8 Elmarit shoved to one side. Apart from the ability to output 20-megapixel stills as raw files, the CM1 can record 4K video (using tiny micro SD cards), just like its FZ1000 sibling. Around the back there’s a 4.7-inch 1080p display and obligatory 1.1-megapixel camera for face-to-face video chat. But while it’s a valiant attempt to mimic a traditional camera – right down to the customisable control ring on the Leica lens – it’s not particularly discreet.
23
CAMERAS
Canon EOS 7D Mk II www.canon.co.uk
The usual two- or three-year product cycles for this type of camera were ignored, and after a protracted wait the EOS 7D Mk II has surfaced as a leaner, meaner camera aimed unreservedly at imaging pros. Although it would appear to adopt a refinement of a number of existing technologies, such as the 20-million ‘Dual-Pixel’ AF CMOS sensor, pro-grade 65-point AF system and a slew of movie-capture options to rival the capabilities of the EOS 5D Mk III, it is perhaps the thoroughness of it all that’s most noteworthy. The AF system, using all horizontal and vertical line-sensitive sensors, practically covers the entire width of the frame, and the viewfinder is uncommonly big and bright, unlike most APS-C models. It outclasses rivals when it comes to hosing down subjects, shooting at 10fps without the addition of a battery pack. It’s not exactly cheap at £1600, but kudos to Canon for not overlooking this important segment.
24
STUDIO 54 Tod Papageorge – Yale’s graduate photography director – pulls a fantastic, and eye-popping, series of images of Studio 54 out of the archive
26
STUDIO 54
Bianca Jagger rode a white horse through it on her birthday; the owners gave Andy Warhol a bin full of dollars for his: New York’s Studio 54 opened in 1977 and closed less than three years later, but it’s remembered as the most glamorous, most louche, the best nightclub in history. It was also one of the most photographed because, populated by celebrities and partypeople, and decorated with literally tonnes of glitter and an illuminated, coke-snorting man-on-the-moon, it was a treasure trove for image-makers. Tod Papageorge was one of them, first arriving at a New Year’s party in 1977 -78 and going back again and again until it closed. But while most of the photographers there were on assignment, or shooting celebrities with a view to selling on the images, he was working for himself, free to capture the scene on his own terms. “I was on my own kind of self-assignment, of course, but it had nothing to do with celebrity, and all to do with making what I hoped would be ‘clear photographs’,” he says. “By which I meant pictures that were legible and complete, although drawn from a visually complex situation.” Because of this, and inspired by Brassai’s images of 1930s Parisian nightlife, Papageorge was shooting on a 6×9 Fujica rather than the lightweight 35mm Leicas favoured by many others. With “the feel of a lead brick in my hand” and “a gruesomely inaccurate viewfinder”, this beast was hard to shoot with but, says Papageorge, it allowed him to create more detailed and richly toned images. Capturing about 1500 images over five or six visits, he showed half a dozen in the ’80s – “a couple of which have become iconic”. “This is what the times, at least in New York, favoured,” he says. “Editing a few ‘winners’ out of a larger group,
Studio 54, by Tod Papageorge, is published by Stanley/Barker, priced £40 for the standard edition or £300 for a boxset special edition, including a signed, limited edition print.
27
then printing and, hopefully, exhibiting them with the object of selling one or two to MoMA or a collector.” The rest languished undiscovered – some negatives never even printed – until Papageorge’s German gallerist, Thomas Zander, asked him to send over some archival work about a year-and-a-half ago. Papageorge included a couple of Studio 54 JPEGs in the mix and, intrigued, Zander asked to see the rest. He produced scans of over a hundred more and Zander ended up showing a large grid of 39 at Paris Photo in 2013, where they caught the eye of UK publishers Gregory and Rachel Barker. “Rachel and I had been looking for another project… to publish for nearly three years after the Scot Sothern book [Lowlife], so when we got back to London, we emailed Tod. Fortunately, he was looking for a publisher,” says Barker. Barker and Papageorge picked out 66 of the best images and Barker sequenced them to follow a typical night out, showing New York’s beau monde arriving, in the heat of the night, and falling asleep (or passing out) towards the end. The book is structured around three templates – doublepage spreads, right-hand verticles and smaller horizontals appearing as pairs on the two facing pages – and was lushly printed by EBS in Verona. The result is compelling and beautiful, and even Papageorge is impressed. “As a group, they’re much better than I’d first understood,” he says. “I’d rejected [some of] those pictures back then as not being good enough for even a proof print. A good argument for either never destroying a single one of your negatives, or for concluding that I should never be trusted to edit my own pictures.”
28
Image Š Tod Papageorge
29
Image Š Tod Papageorge
30
Image Š Tod Papageorge
32
RUNAWAY SUCCESS More than 20 years after his death, Guy Bourdin remains one of the most influential fashion photographers in the business – and his ad campaigns for Charles Jourdan are central to his legacy, argues Alistair O’Neill, co-curator of the Somerset House exhibition Guy Bourdin: Image Maker.
RUNAWAY SUCCESS
“Guy Bourdin had a long-standing relationship with that particular client,” says Alistair O’Neill, curator of the exhibition Guy Bourdin: Image Maker, of the celebrated fashion photographer’s work with designer Charles Jourdan. “Bourdin was incredibly consistent in who he worked for – he worked for Paris Vogue from 1955-87, and for Charles Jourdan from 1967-81. Once he trusted the people he worked with, he revisited the relationship as many times as possible.” The result is a huge portfolio of ads showcasing Jourdan’s celebrated shoes, “highly regarded by the fashion industry for their pictorial ingenuity and sense of visual perception”, as O’Neill puts it. This marketing helped Jourdan’s shoes become a runaway success, despite their oblique take on the product. “The shoe design is often not the central focus; you have to look a bit harder,” says O’Neill. “It’s left quite unexplained [that they are advertisements]; they are quite elusive.” Bourdin famously sent suggested layouts to Vogue Paris – which often ran them as suggested – and O’Neill is confident he art-directed the Jourdan ads too, ensuring the images were never overlaid with text and surrounding the ads with thick white borders to help them stand out in magazine pages. “They also often play with the centre, so that the central spine of the magazine is not running through the focal point of the image,” says O’Neill. “It’s wonderful to be able to make an exhibition [of Bourdin’s work] with exquisite printing that really shows all aspects of the image and how the colours sing, but it’s also always wonderful to go back to this work in the original context of the magazines.” O’Neill has also had to go back to the magazines to gather information about the ads – much of the Charles Jourdan archive has unfortunately not survived, so looking at the end result is sometimes the only way to piece together what was run when. Most were based around the Spring/Summer, Autumn/Winter fashion seasons, for example, but Bourdin produced more than one ad per season,
Guy Bourdin: Image Maker is on show at Somerset House, London, until 15 March
33
and “they didn’t follow logic if you look at the magazines and how they were sequenced”. The sheer volume of Bourdin’s work for his closest client is clear, though, and it’s much, much more than would usually be expected. In 1978 alone he sent Jourdan 24 completed images, for example, as many as a top fashion photographer working now might produce across his entire portfolio of ads. In 1979, meanwhile, he shot the famous Walking Legs sequence by taking a roadtrip around the UK for a month with a pair of mannequin legs. It all suggests a personal passion for this ostensibly commissioned work, and while O’Neill doesn’t believe Bourdin was a shoe fetishist, he says the photographer was clearly interested in them. “Bourdin was interested in shoes – if you look at his work for Vogue Paris, you can see he was interested in this kind of photography,” says O’Neill. “Most photographers are less interested in the product shots and beauty photography, but Bourdin loved that kind of work as it allowed him to produce images that were more about images [than a 10-page fashion story]. That’s why he excelled in ads for shoes. But he always photographed women wearing shoes, never just the shoe itself.” In fact, O’Neill has pitched the whole exhibition – which features more than 100 works and includes previously unseen material – as ‘a walking tour’ through Bourdin’s work, and has opted to open the show with a room devoted to Walking Legs. It’s bound to be a blockbuster exhibition, and as such marks the latest development in the photographer’s reassessment outside fashion. “By the mid-to-late 1970s, fashion photography started to get assessed in survey shows – the first one was in the Nikon Gallery in Paris, and in 1978 there was a history of fashion photography in George Eastman House in the US,” says O’Neill. “Bourdin was included in those shows, and he was also included in contemporary reports in national press such as The New York Times and The Times on the nature of fashion photography as an expression of contemporary culture.”
34
Charles Jourdan, Spring 1979 Image Š Guy Bourdin Estate/courtesy Somerset House
35
Charles Jourdan, Autumn 1979 Image Š Guy Bourdin Estate/courtesy Somerset House
36
Charles Jourdan, Spring 1976 Image Š Guy Bourdin Estate/courtesy Somerset House
37
Charles Jourdan, Autumn 1970 Image Š Guy Bourdin Estate/courtesy Somerset House
38
Charles Jourdan, Autumn 1979 Image Š Guy Bourdin Estate/courtesy Somerset House
39
Charles Jourdan, Autumn 1979 Image Š Guy Bourdin Estate/courtesy Somerset House
40
Charles Jourdan, Autumn 1979 Image Š Guy Bourdin Estate/courtesy Somerset House
FORWARD THINKING Owned by advertising giant WPP, Forward Worldwide specialises in creating editorial content and contract publishing for clients such as Patek Philippe, American Express, Standard Life, The Academy of St Martins in the Fields, among others. Image Magazine+ caught up with photography editor Matthew Beaman, who joined the company from Wallpaper*, to find out more about its work with photographers.
42
FORWARD THINKING
IMAGE: What is Forward Worldwide? What do you do? MATTHEW BEAMAN: Forward Worldwide is a publishing
agency that creates editorial and branded content for a range of clients; we also produce a lifestyle magazine called Fabric and run the charity StreetSmart. Forward also founded the Forward Poetry Prize. I commission, produce and direct still and moving images for all of the publications and marketing materials we produce for our clients. IMAGE: What kind of photography do you commission? BEAMAN: It varies depending on the client; for example, the
stories we work on for Patek Philippe are often large-scale travel and architecture stories, still lifes and portraits, and we commission increasingly more moving image for them. Standard Life is mostly portraiture and a lot of illustration. Fabric magazine is mostly fashion and portraiture. IMAGE: What kind of work do you need; for example, do you prefer stories, single images, etc? BEAMAN: Again, it varies a lot depending on the project, but we tend to commission as much as we can, so we are able to tailor visuals to illustrate the story perfectly. IMAGE: How much moving content do you commission? Do photographers need to be able to do both for you? BEAMAN: We commission film and animation for all our clients, and will nearly always work with dedicated filmmakers as moving image requires a very different skillset to stills. It might not always be possible to send a dedicated film crew, for instance, on a trip to a remote part of the world. In these situations, the photographer and assistant have shot moving image as well as still, like the Ethiopia film shot by Joel Tettamanti. IMAGE: Where do you find photographers? BEAMAN: I am always looking for new and exciting
approaches to photography and go to various photography festivals, take part in portfolio workshops, look at various international blogs and share interesting work with our photography editors. The best way is to drop me a note by email with a link to your website, and if the work is suitable for any of our projects I will get in touch to arrange a meeting. I find this a much better way than telephone, as I often don’t have time to take calls.
www.forwardww.com
43
44
Rock of Ages writer Robert Bevan travels across Ethiopia with film-maker Joel Tettamanti to make a story on Lalibela’s legendary underground churches for Patek Philippe.
45
Fogo Island shot by Adrian Gaut for Patek Philippe magazine Extra
46
A Village Under One Roof shot by Joel Tettamanti for Patek Philippe magazine
47
Seasonal Style still life shot by John Short for Fabric magazine
48
Actress Tara Fitzgerald shot by Anoush Abrar for Fabric magazine
AOP AWARDS: THE WINNERS In December, winners of the 31st AOP Awards were unveiled during an exciting new event for the Association – the inaugural Awards & Expo, which included an exhibition of shortlisted and winning images. Gemma Padley speaks to the curators about their choices, asking what stood out for them and why.
50
AOP AWARDS: THE WINNERS
The annual AOP Photography Awards have returned – with a difference. This time, The Association of Photographers has partnered with New Events to launch a joint Awards & Expo event, taking place at The Business Design Centre in London from 11-13 December. The new venture includes a gallery of 200 winning and shortlisted images from the 31st AOP Awards, plus a trade fair filled with exhibitors showcasing cutting-edge photographic equipment, technology and services. The annual awards ceremony, which celebrates the finest commercial photography, took place on Thursday, 11 December, with the winners from the 21 categories announced in front of an audience of 600 guests. AOP members were invited to enter all categories, which included Commissioned Advertising Series, Commissioned Editorial Series, and Non-Commissioned Portraits Single, while The Open Award – Stills, and The Open Award – Moving Image (new for this year), were open to all. The winners in each category were selected by 12 specially invited industry professionals, who sifted through hundreds of entries to curate their favourite shots and series. Sarah Thomson, head of art production at Fallon London advertising agency, curated the Commissioned Advertising Single and Series categories, for example. For the Single category, she was looking for “a great image and one that works for its purpose”. “For me, for a fantastic image to have impact, it doesn’t necessarily have to be sensational or loud,” she says. “It can be very quiet or restrained, but it has to be affecting or funny, or demanding; it has to evoke a response.” Thomson chose an image by Maak Roberts, a commercial photographer who works between London and Berlin; the image she chose was created for The Shark Foundation, a Swiss organisation that protects and preserves sharks and their natural habitats. “I really like the way this image made no attempt to be real,” she says. “It is a charming and sweet shot in some ways, which is clever because it makes the blood look more shocking. It looks contemporary and clean, and the idea is perfectly realised. Even if you didn’t know what it was for – and I didn’t – it clearly makes a point about killing sharks for an unacceptable reason very quickly.” For the Commissioned Advertising Series category she chose another wildlife-focused shot – George Logan’s ad campaign for the Born Free Foundation. “I hadn’t seen this series before, so I was making an assumption about what it was for; obviously, that wasn’t too hard,” says Thomson. “I looked at it many times, although it was heartbreakingly sad. It was so subtly rendered, and its quiet hopelessness seemed like a muffled scream.” Miles English, art director at international men’s
51
lifestyle magazine The Red Bulletin, oversaw the Commissioned Design Single and Series categories. Richard Wadey-James won the former, while Paul Calver scooped the Series Award. “The ambiguity of this picture, which could be portraiture, fashion shoot, reportage or campaign, is what makes it so appealing,” says English of Wadey-James’s image of a girl staring pensively out of a window. “The lighting and pose suggest drama to come, the beginning of a journey. Is she daydreaming or gazing? Perhaps she is in awe or reflecting. It could be an image from any time in the last 70 years; only the lighting places it in a modern context.” Calver’s winning series, meanwhile, conveys a very different vibe – the hustle and bustle of London’s street life. “The pictures have an energy more associated with New York street photography,” he says. “Photos of London can be dour and downbeat, but these make the city seem vital and glamorous: the confident fashionable girl; the promise of the day ahead, stepping into the street from the Tube; the grid of personal space around the busker; the snapshot of upwardly mobile Soho. Together they give a true sense of living in the most changed city in Europe.” David McKendrick, creative director at B.A.M agency in London, was tasked with overseeing the Commissioned Editorial Single and Series awards. He chose Gavin Kingcome’s striking image of a man – possibly a butcher – in a blood-soaked setting. “I was looking for an image that stopped me in my tracks and made me curious,” says McKendrick. “The vivid colour and the content of Gavin’s image made it almost uncomfortable to look at, but in a strange way I couldn’t stop looking at it. I had no editorial context, so I had no idea what the commission might have been, but I could paint my own picture. “We are bombarded with so much imagery these days that it’s rare for an image to cause such a strong feeling. The curiosity that the image provokes struck a chord with me, and I wanted to see more of the series.” Commissioned Editorial Series winner Dan Burn-Forti’s images strike another chord altogether, but, says McKendrick, they share that sense of impact. “I was looking for images that stood out, that weren’t just beautiful but had a solid idea,” he says of the playful portraits of dogs, photographed for the Evening Standard’s ES Magazine. “I really like the politically incorrect nature of this series, and they make me smile.” Photographer Rankin curated the NonCommissioned Portrait Single and Series categories, selecting Sam Barker and Cristian Barnett as joint winners of the Single Award, and Barker as Series Award winner for his atmospheric nighttime environmental portraits. He had no idea that Barker was behind both the series and the single image that
AOP AWARDS: THE WINNERS
he picked out, he says, adding that “his breadth of skill is excellent; they are technically beautiful images”. “Cristian’s image deals with reality and escapism,” he adds. “His approach to imagemaking feels honest; there is a lightness of touch, which is refreshing.” Sarah Pascoe, head of print at creative advertising agency Bartle Bogle Hegarty, curated the Non-Commissioned Life Single and Series categories, which went to Philip Haynes and Julia Fullerton-Batten, respectively. “I held the same premise for both categories,” says Pascoe. “I was looking for images that showed ingenuity and inventiveness, while retaining the quality of the overall image. I chose Philip Haynes’s image for the sheer simplicity of showing the beauty and power within the human body, coupled with the simple palette and graphic environment. “I had no background to Julia’s series apart from what you can work out from the images themselves; it shows a simple observation technique of capturing life naturally framed by its own environment. I loved the glimpse into a world we can all recognise, but is kept simple and uncluttered.” Claudio Napolitano, director of the photography department at artist management agency Jed Root, curated the Non-Commissioned Object Single and Series categories; he chose Carol Sharp as the Single Award winner, and Michael Harvey as the Series winner. “I was looking for an image with strength and impact, something I’d remember long after I’ve stopped looking at it,” Napolitano says of Sharp’s airy image of a dandelion flower blowing in the breeze. “I wasn’t working to a specific criteria; I felt it would be easier to follow my personal, emotional response to the images. This one seemed to stand out. I love the stillness of it, yet it’s hugely dynamic; the colour palette and the shape of the flower seem to almost give it a personality – an attitude that transcends the object.” Harvey’s colourful images of bubbles leapt out because of their technical proficiency and skilful use of light, meanwhile. “I loved this series for a number of reasons: technically, of course, it’s amazing – the lighting hits the bubbles with just the right power to give these incredible reflections – and the shapes and the subject in itself are so playful and innocent. I love how all the images can stand on their own, and yet as a series they seem to tell the story of us all: one comes to life, swirls around a bit and then disappears. Life’s pretty simple after all.” Photojournalist Tom Stoddart curated the Non-Commissioned Environment Single and Series, which went to Gary Bryan and Philip James respectively. “Bryan’s image was a standout for
52
me,” says Stoddart. “I like it because the symmetry and sheer scale is extraordinary. The three figures at the bottom of the image tell the story of the environment, and you realise how small man is in relation to his surroundings.” James’s ethereal environmental portrait, meanwhile, had a quieter power that slowly grew on him. “I kept coming back to these images; they seduced me, and I started to look beyond the immediate atmosphere, which is, of course, amazing,” he says. “They are very quiet images, technically well shot, and possess a beautiful use of light; I’m a sucker for light and atmosphere, and these images are full of both.” Susie Babchick, photographers’ representative at RSA Photographic and RSA Films Ltd, chose Noel Mclaughlin’s series, which documents an encounter between Colin, who was born with cerebral palsy, and sex worker Rachel, for the Project Award. “I was looking for originality, a strong visual language, strength of style and technique, as well as thorough coverage in conveying a story,” comments Babchick. “The intimacy of Noel Mclaughlin’s work appealed to me. I found that I let my guard down and opened my eyes and mind to the story. McLaughlin was able to work closely with his subjects, who convey a trust with each other and in turn with the viewer. I also find the composition and the colour tones inviting.” Daniel Moorey, head of print at Adam & Eve DDB communications company, oversaw the Non-Commissioned Fashion & Beauty Single and Series awards, the former won by Bernd Optiz, and the latter by Julia Fullerton-Batten for her series showing models half-hidden from view, wearing acid-bright tights. Moorey enjoyed the vibrancy of Optiz’s image, recommending its dynamic sense of narrative. “This image has an energy and an exuberance to it,” he says. “It almost looks like an image from the sixties. The colour of the woman’s hair, the shimmer of her dress and the primary colour of the car are fantastic.” Photography agent Mark George chose the winners of the Assistant Award Single and Series categories, which were awarded to Josh Redman and Emma Townsend. Redman’s image of a boy lying on the ground has a sinister edge, while Townsend’s series is a reminder of the skill required to make compelling still life images. “Whenever I judge an award, and I am looking for a winning image, my primary concern is that I see a photograph that moves me, tells a story, has some depth and – if possible but very rare these days – a sense of uniqueness,” comments George. The final categories were The Open Award – Stills, and The Open Award – Moving Image, open to all photographers, including non-AOP members. Peter Bailey of Peter Bailey Productions
AOP AWARDS: THE WINNERS
curated the Stills prize, which was awarded to Matthew Murray; Ed Webster of 4 Creative oversaw the Moving Image Award, which went to Paul Rees. “I was immediately drawn to the dark mystery of Matthew Murray’s image,” comments Bailey of the photographer’s brooding landscape. “This photograph shows a beautiful interplay of light and shade created by, and echoed in, the cloud formations… The structure of the composition carries the eye diagonally through the picture from left to right, following the descending line of the river valley, after which the gaze is drawn up to the somewhat menacing sky. The photograph has a soft, painterly feel, which creates a sense of timeless beauty.” Webster was also looking for good composition and technical proficiency but, he points out, the challenge with moving image is to extend the beauty of single frame across the entire duration of the film, plus add a good story. In a strong category he found several compelling entries [click on link below to see the shortlist], but for him Rees’s film about the race to break the world land-speed record had the edge. “I felt that the winning entry not only looked beautiful but had a compelling story, while the use of sound, music, timelapse, slow motion and aerial photography all played a part in building something special,” he says. “Apart from the technical excellence, the film offers something more elusive in that both the photography and the subjects exude charm.” For Steve Knight, chair of The AOP, the strength of this year’s prize bodes well for both The AOP and for professional photography in general. “Our first Awards took place more than thirty years ago, but it has remained a measure of the quality and diversity of work within our industry,” he says. “We have been very fortunate to have such amazing curators who delivered a unique assessment of our Awards. Many thanks to them and all the photographers who submitted their work.”
Click here to see all the shortlisted entries in the 2014 AOP Awards
53
54
Assistant Award – Series Image © Emma Townsend
55
Assistant Award – Series Image © Emma Townsend
56
Assistant Award – Series Image © Emma Townsend
57
Assistant Award – Series Image © Emma Townsend
58
Assistant Award – Single Image © Josh Redman
59
Commissioned Advertising Series Image Š George Logan
60
Commissioned Advertising Series Image Š George Logan
61
Commissioned Advertising Series Image Š George Logan
62
Commissioned Advertising Single Image Š Maak Roberts
63
Commissioned Design Series Image Š Paul Calver
64
Commissioned Design Series Image Š Paul Calver
65
Commissioned Design Series Image Š Paul Calver
66
Commissioned Design Series Image Š Paul Calver
67
Commissioned Design Single Image Š Richard Wadey-James
68
Commissioned Editorial Series Image Š Dan Burn-Forti
69
Commissioned Editorial Series Image Š Dan Burn-Forti
70
Commissioned Editorial Series Image Š Dan Burn-Forti
71
Commissioned Editorial Series Image Š Dan Burn-Forti
72
Commissioned Editorial Single Image Š Gavin Kingcome
73
Non-Commissioned Environment Series Image Š Philip James
74
Non-Commissioned Environment Series Image Š Philip James
75
Non-Commissioned Environment Series Image Š Philip James
76
Non-Commissioned Environment Series Image Š Philip James
77
Non-Commissioned Environment Single Image Š Gary Bryan
78
Non-Commissioned Fashion & Beauty Series Image Š Julia Fullerton-Batten
79
Non-Commissioned Fashion & Beauty Series Image Š Julia Fullerton-Batten
80
Non-Commissioned Fashion & Beauty Series Image Š Julia Fullerton-Batten
81
Non-Commissioned Fashion & Beauty Series Image Š Julia Fullerton-Batten
82
Non-Commissioned Fashion & Beauty Single Image Š Bernd Opitz
83
Non-Commissioned Life Series Image Š Julia Fullerton-Batten
84
Non-Commissioned Life Series Image Š Julia Fullerton-Batten
85
Non-Commissioned Life Series Image Š Julia Fullerton-Batten
86
Non-Commissioned Life Series Image Š Julia Fullerton-Batten
87
Non-Commissioned Life Single Image Š Philip Haynes
88
Non-Commissioned Object Series Image Š Michael Harvey
89
Non-Commissioned Object Series Image Š Michael Harvey
90
Non-Commissioned Object Series Image Š Michael Harvey
91
Non-Commissioned Object Single Image Š Carol Sharp
92
Non-Commissioned Portraits Series Image Š Sam Barker
93
Non-Commissioned Portraits Series Image Š Sam Barker
94
Non-Commissioned Portraits Series Image Š Sam Barker
95
Non-Commissioned Portraits Single Image Š Cristian Barnett
96
Non-Commissioned Portraits Single Image Š Sam Barker
97
Open Award – Moving Image Image © Paul Rees
98
Open Award – Still Image © Matthew Murray
99
Project Image Š Noel McLaughlin
100
Project Image Š Noel McLaughlin
101
Project Image Š Noel McLaughlin
102
Project Image Š Noel McLaughlin
103
Project Image Š Noel McLaughlin
104
Project Image Š Noel McLaughlin
105
Project Image Š Noel McLaughlin
GOING NATIVE Once called advertorials, then branded content, now native advertising, a new style of content mixing sponsors’ products with editorial flair is creating new opportunities for image-makers, finds Eliza Williams.
107
GOING NATIVE
The dawn of branded content is generally tracked back to 2001 and a series of short, entertaining films sponsored by BMW called The Hire. Created by top Hollywood directors such as Guy Ritchie, Ang Lee and Wong Kar-Wai, and starring actor Clive Owen, these films featured BMW cars, emphasising the stories and good filmmaking over pushing the product, and helped launch a new, more subtle approach to advertising. Branded content – ads or short films sponsored by advertisers but intended to be interesting enough for audiences to seek out – have been with us ever since and, though they’ve rarely met the benchmark set by BMW’s ground-breaking campaign, they have allowed for some creative sparks of inspiration. Branded content was triggered by the digital revolution, which hit print publishing hard and left media companies looking for new advertising income, and advertisers for new ways to target their audiences. More recently, branded content has morphed into so-called native advertising – a coming together of editorial and ads in a hybrid style of news story that you will definitely have seen, even if you weren’t aware of it. Sponsored posts are a basic form of native advertising; sponsored content is another, more subtle variety, always labelled as such but sometimes not until halfway through the article. Native advertising works best when it’s fun, and the entertainment website Buzzfeed has built a business around it. A sponsored post may look like a regular Buzzfeed story, but it will have the brand’s name (and usually logo) clearly stated at the top. Brands such as Mini, Pepsi and Harper Collins have all partnered with Buzzfeed to create list-based stories with click-bait titles such as ‘10 beautiful places in the world that actually exist’. Regardless of their provenance, these stories have proved wildly popular with readers, and Buzzfeed has become one of the most successful native advertisers in the business. The Guardian is also keen on native advertising and has launched a division – Guardian Labs – committed to creating online campaigns with brands. The end result will appear on The Guardian and Observer news sites, but not in the usual advertising spaces, and brands such as Unilever, Duracell and Uniqlo are already working with the media company. Guardian Labs regularly produces photographically-led sponsored stories, such as fashion promotions, for example. “It’s different in that it’s sponsored,” explains picture editor Alice Turner. “It’s editorially themed – we have an editorial team, and it’s a similar setup to a newspaper or magazine. Then we have project managers who deal with the clients. It’s generally very similar to commissioning editorial, but it’s sponsored by a
108
client, who has some input.” At the centre of this advertising is The Guardian’s editorial style. “The clients are coming to us because they want it to be produced by us, they want a Guardian feel and know that we know what will appeal to our readers,” Turner continues. “We take their brief and make it work – it’s a backwards way of working from editorial, where if we were doing a piece with products, we could choose the ones that would work artistically, whereas here we have to find a way to shoot the products our clients present us with artistically.” Photographers’ interests Photographers who have worked on these kinds of projects liken them to editorial commissions rather than regular advertising shoots. “I would say the advertorials I have worked on feel more like editorial projects, and with fewer images to produce allow more time to craft the image,” says Angela Moore, who has worked on advertorial projects with Guardian Labs, and also Elle Decoration and Wallpaper*. “There is definitely more freedom than regular advertising shoots, which due to bigger budgets and production have to be more strictly storyboarded. Brand presence in advertorials can often be more subtle than in regular advertising and tailored more to the specific newspaper or magazine.” Ania Wawrzkowicz, who has also worked for The Guardian and Elle Decoration, agrees. “As I work closely with the creative directors, art directors and editors on each feature, I always feel that sponsored posts are closer to editorial projects,” she says. “All are equally creative, though… I feel like it’s an interesting way to showcase products and brands, as well as inspire and involve readers. It’s a fun and creative way to collaborate with magazines and brands.” Social media companies have been quick to see the potential, and Facebook for one has experimented with inserting sponsored posts into users’ newsfeeds. It’s met with a mixed reaction by doing so, though, and is taking a more cautious approach with Instagram, the image-sharing stream it bought in 2012. Instagram began featuring ads in the US in September 2013 and recently launched them in the UK; Australia and Canada are due to follow suit shortly. “Instagram is a place where people come to connect and be inspired, and our focus with every product we build is keeping it this way,” says Will Guyatt, European communications manager at Instagram. “This is why ads are being rolled out slowly, and we are focusing on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community. For example, in the UK,
GOING NATIVE
we hand-picked seven brands to kick off the rollout: Starbucks, Cadbury, Channel 4, Rimmel, Estee Lauder, Waitrose and Sony.” The ads appear on people’s Instagram feeds labelled as sponsored posts. “They have been designed to be seamlessly integrated with the Instagram experience: they are like high-quality ads you see while flipping through your favourite magazines,” says Guyatt. “We work closely with each advertiser on Instagram to review their ad creative and make sure it’s up to standard.” The ads have so far largely been shot by professional photographers, though the company is keen to work with Instagramers in the future. Branded content isn’t to everyone’s liking. In a recent interview on Digiday, US journalist and blogger Andrew Sullivan spoke of his disgust with this new media development, arguing that: “Advertising snuck into the editorial pages in a way that advertising has always wanted to. It used to be an axiom that the job of journalists was to be resistant to that and sustain the clear distinction between advertising and journalism. One side has effectively surrendered.” But it looks like it’s here to stay, and maybe it’s not all bad news. After all, it’s in both the media companies’ and the brands’ best interests to create beautiful, imaginative work that will be widely shared online. That means photographers and filmmakers are being commissioned to make work with a freedom rarely seen in advertising, and with budgets hardly ever mustered by editorial.
109
110
Uniqlo advertisement feature from The Guardian Weekend magazine
111
Try Swedish! Cover wrap Cook supplement The Guardian
112
Duracell advert, shot by Ania Wawrzkowicz and styled by Aliki Kirmitsi, and run in The Guardian.
113
Instagram began featuring ads in the US in September 2013 and recently launched them in the UK; Australia and Canada are due to follow suit shortly
Image Š Tomasz Gudzowaty | www.gudzowaty.com
SHOOT AFTER READING Available now for the iPad. Tap here to download.
115
When the people at Italian coffee brand Illy saw Gabriele Galimberti’s CouchSurfing series, they liked it so much they commissioned him to travel the world taking pictures. Gemma Padley finds out how a personal project led to working with one of the biggest coffee makers in the world.
IN PURSUIT OF HAPPINESS
The global coffee industry is worth tens of billions of pounds, with an estimated 500 billion cups of coffee drunk around the world every year. Competition between coffee producers is fierce, and some have turned to art and photography to build their marketing campaigns and brand identity. Lavazza has published annual calendars shot by photographers such as Helmut Newton and Annie Leibovitz since 1993, for example, while Illy has sponsored the Venice Biennale since 2003, worked with fashion photographers Gian Paolo Barbieri, Michel Comte and Mario Giacomelli, and established a long-standing relationship with Sebastião Salgado. Now Illy has commissioned Italian photographer Gabriele Galimberti to travel the world taking portraits that illustrate ‘happiness’. Galimberti started shooting 18 months ago, but the project actually began when Illy launched a website – coffeesurfing.illy.com – and asked people to submit their happy stories. Those with the best tales were picked out for the campaign, and Galimberti has travelled from North to South America, across Europe, and to China and Korea, shooting contributors in places or poses that illustrate their stories. A photographer in Prague, who recounted happy memories of processing film, is pictured in a darkroom, for example, while an Italian girl is shown in an old pharmacist’s laboratory she holds dear from her childhood. The portraits are being shown on Illy’s microsite, along with the stories, and have also been published in instalments by Italian lifestyle magazine, D – la Repubblica. Galimberti, whose work has appeared in The Sunday Times, Stern and Le Monde, among many more, won the commission after meeting Illy’s art director, Carlo Bach, on a shoot in New York three years ago. At the time the photographer, who is part of the Institute agency and the Riverboom collective, was couchsurfing the world for D – la Repubblica, staying with people from all walks of life and retelling their stories in images. The project struck a chord with Bach, who invited Galimberti to meet Illy’s marketing team in Trieste, where Illy was founded and is still based. Coffee Surfer was launched about a year later. “Carlo was curious to hear about my trip, so we talked and he invited me to realise a project for Illy,” says Galimberti. “Illy wanted to find a way to involve their fans from all over the world, so we brainstormed ideas and in the end decided to pursue something similar to what I had been doing in CouchSurfing. This time, instead of sharing hospitality, it was a case of sharing stories over a cup of coffee.” “I like Gabriele’s work because he’s all about
116
having a relationship with the person he’s photographing,” says Bach. “At Illy, we are passionate about coffee, and through these coffee moments, stories and images, we learn about other people’s passions. “I’m always looking for new ways to connect Illy to art,” says Bach. “There are a few reasons why: the Illy family’s passion for culture, for one, but also, coffee is connected to art. For example, you can imagine an artist drinking a coffee while working and, historically, the coffee moment has often been a meeting point for artists. Ultimately, we are trying to create a world around our brand to connect Illy with art and culture.” “What Galimberti was doing really aligned with our brand, because for us coffee is something to share,” says Massimo Pulcini, the company’s internet and digital global business development manager. “We wanted to find a way to get in touch with the global community of coffee lovers, but also with people who are interested in photography and who may not know about our brand.” Travelling man Galimberti is a true global citizen – originally born in Tuscany, he’s now devoted to travelling and “frequently lives on aeroplanes”. He started out as a commercial and fashion photographer but “knew from the beginning that the commercial world was not for me”. He shifted his focus about five years ago. “I fell in love and decided to devote all my time to making portraits, doing documentary photography and travelling,” he says. “I moved to Texas from Milan and went between the two places, but I also travelled around Texas, taking portraits and trying to find stories. Every time I came back to Italy I showed my photographs to agencies and magazines, which started to publish my stories. Step by step I set up my new career in something I really wanted to do and devoted all my energy to this. Through selling stories to magazines I’ve been able to keep travelling and telling stories. I’m not rich, but it’s working well.” Galimberti’s portraits are always shot on location and contain a strong narrative element – his project Delicatessen with Love featured grandmothers in their kitchens with the ingredients of their signature dish, while Toy Stories shows children around the world with their entire collection of toys. “I try to bring a lot of elements into an image in order to tell the story of that person,” he says. “If you read the story and then look at the image or vice versa, you can always find the same elements – story and portrait always go together.” This approach made him a natural fit for Illy’s project – and now that the happiness chapter is finished, the company has commissioned
IN PURSUIT OF HAPPINESS
Galimberti to shoot the next phase, using the theme of ‘awakenings’. “A story of awakening can be a lot of different things,” says Galimberti. “It may involve coming through a dark moment and finding a new light, having a great idea that changes your life, or deciding to change your life and doing something completely different that makes you happier.” The new website launches at the end of July, while the Coffee Surfer project will continue until at least May 2015. Images from it may go on show at the Milan Expo 2015, of which Illy is the official sponsor. There is a chance the project will continue, however, and for his part Galimberti says he’d be happy to keep going. “I’m so happy to be working with Illy because they’ve given me 100 percent responsibility for the creativity of this project,” he says. “I had a budget and they let me do what I wanted. This project almost feels like a personal one rather than a commercial assignment. “Perhaps you could say I was lucky – I didn’t knock on Illy’s door, I was doing my own work and they came to me,” he adds. “But maybe if you are focused on what you want to do, clients will see your work.”
www.gabrielegalimberti.com
117
118
Giuseppe Pino, 34 – Shanghai, China Image © Gabriele Galimberti/INSTITUTE
119
Lisa Bang, 25 – Seoul, Korea Image © Gabriele Galimberti/INSTITUTE
120
Norihisa, 42 – Tokyo, Japan Image © Gabriele Galimberti/INSTITUTE
121
Stefano, 42 – Rio De Janeiro, Brazil Image © Gabriele Galimberti/INSTITUTE
122
Raul, 33 – Maracay, Venezuela Image © Gabriele Galimberti/INSTITUTE
123
Pancho, 26 – Berlin, Germany Image © Gabriele Galimberti/INSTITUTE
124
Natalia and Roma, 30 – San Francisco, California Image © Gabriele Galimberti/INSTITUTE
125
Monica, 40 – New York City, USA Image © Gabriele Galimberti/INSTITUTE
126
Martina Meozzi, 27 – Montechi, Arezzo, Italy Image © Gabriele Galimberti/INSTITUTE
127
Maaike, 29 – Amsterdam, Netherland Image © Gabriele Galimberti/INSTITUTE
128
Katja, 27 – Cologne, Germany Image © Gabriele Galimberti/INSTITUTE
129
Grace, 30 – Toronto, Canada Image © Gabriele Galimberti/INSTITUTE
130
Gloria Lee, 21 – Praha, Czech Republic Image © Gabriele Galimberti/INSTITUTE
131
Danai, 20 – Sounio, Greece Image © Gabriele Galimberti/INSTITUTE
132
Carolina, 36 – London, UK Image © Gabriele Galimberti/INSTITUTE
133
Catalina, 32 – Cartagena, Colombia Image © Gabriele Galimberti/INSTITUTE
134
Buckley Barratt, 32 – American Fork, Utah Image © Gabriele Galimberti/INSTITUTE
135
Beatriz, 27 – Sao Paulo, Brazil Image © Gabriele Galimberti/INSTITUTE
DOG EAT DOG Tania Shcheglova and Roman Noven, aka Synchrodogs, are taking fashion advertising and editorial by storm with their irreverent approach to pushing products, finds Colin Pantall.
136
DOG EAT DOG
Go onto the Synchrodogs’ website and you quickly find out where the Ukrainian duo fit into the photographic firmament. The first image you see is from their Reverie Sleep series and shows a barren landscape of grey rocks covered with a veneer of dried mud; it’s as dry as a Kansas dustbowl, but there, in the middle of the wasteland, is a painted patch of bright blue. Tufts of plastic pond weed complete the effect. It’s a visual pun, a gag that is both playful and of the photographic moment. The next image shows Tania Shcheglova, one half of the pair, posing naked on an outcrop of grass that perches out from nowhere. Her legs are folded beneath her, and we see her from behind, her hands reaching up in supplication or anguish or ecstasy. A waterfall pours in the background and her brightly lit white skin shimmers against the grey of the cascading cataract. It’s all a little bit out of kilter and very mysterious, a mismatch of influences reenvisioned in startlingly original form. In fact, these images recreate dreams that Shcheglova and her partner, Roman Noven, have had, and typify their approach to their art. “For us, ‘started being together’ was equal to ‘started shooting together’. It felt, and it still feels, like our middle name was ‘Adventure’,” they tell me from their base in Ukraine. “We met on a photography website where we both had accounts, as we are from two different cities.” Nature is a recurring element in Synchrodogs’ personal work; in Reverie Sleep, Shcheglova poses on great slabs of granite – and on white, grey and red sand beaches, for example – and sprawls out, body painted in orange, yellow and green in Iceland’s steaming Blue Lagoon. “It’s not about working, it’s about general being, as it is truly the most comfortable and inspiring environment to be surrounded by,” they explain. “We like to research. We usually take a motorbike or rent a car and literally take every turn to find a perfect location.” For their first commercial shoot – a job for Urban Outfitters they were approached to do out of the blue via email – they took a more lush approach, showing Shcheglova as an evil snow queen figure in front of erupting volcanoes, lush forests and flowing rapids. Like their Reverie Sleep series, it’s surreal and otherworldly, but in its approach to nature it has one crucial difference – here, the environment is obviously fake, printed on backdrops rather than being the real thing. This artificial approach is something of an ongoing theme in their commissioned work; a shoot for New York Magazine showed the model against heavily patterned wallpaper showing flowers or clouds, for example, and their Bimba y Lola campaign rigged up a Halloween-style comedy spooky forest – and it’s quite a deliberate
137
choice. “We always divide personal artwork and commercial shooting in our own mind and soul – [our] art usually deals with the delicate connection between human and nature, and fashion is mostly inspired by lifestyles we observe around us all the time,” they say. “Fashion stories have no stories. They have styling, mood, theme…” Natural world Their work with Misha Koptev focuses on a self-taught designer based in Lugansk, for example – a provincial town “on the bottom of the rating of Ukrainian cities due to its high levels of unemployment, drugs, alcohol, crime, etc”. Koptev creates his designs by cutting up charity shop clothes and holds pop-up fashion shows in local bars using local drinkers as models. The Synchrodogs describe him as “a genius born in a Ukrainian ghetto; his clothes represent Ukrainian lifestyle, to some extent”. They opted to shoot his clothes in his grandmother’s flat, creating a series that has a feeling of fellow Ukrainian Boris Mikhailov’s Case History but which they flatly deny has anything to do with it. “We were influenced only by Koptev himself, as he is a pure piece of inspiration,” they say. “Watching him for a few minutes makes you understand how deep the Ukrainian ghetto can be. Koptev’s project carries absolutely different aesthetics from those projects done by Mikhailov, who was shooting naked homeless people for years. Our project is about personality; it has nothing to do with the sad reality of the poor post-Soviet country.” In fact, they add, growing up in Ukraine has meant they have had little outside input into their own creative endeavour, beyond that which they see in their everyday lives. “Being brought up in Ukraine is not like being brought up in other European countries, where you have access to contemporary art exhibitions and magazines,” they explain. “That is why we personally still do not have this culture of reading art blogs or looking at photography magazines. To say there are any artists who had influenced us would be a pure lie. Our parents and grannies influenced us, so did our country, our childhood. All together these things made people out of us.” It’s something clearly evident in their commissioned work – in the heavily patterned, clashing clothes and backdrops they favour, perhaps, or in their use of colourful scarves. A shoot for Hello Glasses completely covered the model’s face with scarves, for example, obscuring it to show only the product on sale; humorous and eye-catching, this shoot also, perhaps, reveals an Eastern European discomfort with capitalism. “We
DOG EAT DOG
wanted the sunglasses to be the main accent of each shot,” they explain. “Having no face or emotions gives even more attention to the product.” The product is often shown overwhelming the model in their commissioned work – their campaign for Kenzo showed Shcheglova disappearing under, or being replaced by, stick-on jewels and costume jewellery, for example, while their campaign for Sheriff and Cherry showed a model completely obscured by wigs and camouflage. A shoot for Ukrainian textile designer Masha Reva showed the model against lush backdrops in which she seemed to disappear; a commission to shoot Leonardo DiCaprio for Esquire magazine, meanwhile, replaced the actor altogether with jigsaws, cushions, mugs and a champagne bottle. The latter series came about partly through necessity; unable to actually meet the actor in person, the pair instead took found images of him, printed them on various products, and photographed the end result. But it also takes a typically irreverent approach to marketing; for those in on the joke, it’s not surprising to see Synchrodogs branch out into making their own products, and selling them with a similar ambivalence. “We recently started our first charitable project called CrystalTania, where any person can buy a one-of-a-kind necklace made by Tania and make his karma better,” they say. “All the money will be spent helping people who are in urgent need of medical care, or for other charitable purposes. Each buyer will also get a postcard saying how exactly his money was spent so he can be proud of himself for helping the world.”
www.synchrodogs.com
138
139
From the series Reverie Sleep
140
From the series Reverie Sleep
141
From the series Reverie Sleep
142
From a series shot for designer Masha Reva. Clothes, Masha Reva; styling, Julie Pelipas; hair and make-up, Helen Khodos; model, Lola Dikova; retouching, Igor Primak; assistance, Anna Shapovalova.
143
From a series shot for designer Masha Reva. Clothes, Masha Reva; styling, Julie Pelipas; hair and make-up, Helen Khodos; model, Lola Dikova; retouching, Igor Primak; assistance, Anna Shapovalova.
144
From a series shot for designer Masha Reva. Clothes, Masha Reva; styling, Julie Pelipas; hair and make-up, Helen Khodos; model, Lola Dikova; retouching, Igor Primak; assistance, Anna Shapovalova.
145
From a series shot with Ukranian fashion designer Misha Koptev
146
From the Fall/Winter 2014/15 ad campaign shot for Bimba y Lola. Hair and make-up, Pablo Iglesias; prop stylist, Irene Garro; stylist, Julia Sarr-Jamois; Model, Caroline Schurch.
147
From the Fall/Winter 2014/15 ad campaign shot for Bimba y Lola. Hair and make-up, Pablo Iglesias; prop stylist, Irene Garro; stylist, Julia Sarr-Jamois; Model, Caroline Schurch.
148
From the Fall/Winter 2014/15 ad campaign shot for Bimba y Lola. Hair and make-up, Pablo Iglesias; prop stylist, Irene Garro; stylist, Julia Sarr-Jamois; Model, Caroline Schurch.
149
From a series of images depicting Leonardo DiCaprio, shot for Esquire magazine
150
From a campaign shot for Sheriff & Cherry
151
From a series shot for New York magazine
153
Simon Roberts won a once-in-a-lifetime opportunity to chase the sun around the earth on commission for Citizen Watch.
CHASING HORIZONS
154
Image © Simon Roberts/DMB Media, courtesy W+K Amsterdam and Citizen Watch
“Our work with Citizen started when we developed their first ever brand campaign ‘Better Starts Now’,” says Evgeny Primachenko, a creative at Wieden+Kennedy Amsterdam. “So when we got the assignment to launch a new Citizen watch the first thing we said was ‘Well we can’t do a regular ad when we’ve just come up with ‘Better Starts Now’.” The ad was also the first global campaign Citizen has run in its 84-year history, so the team at W+K Tokyo and Amsterdam were under pressure to come up with something extraordinary – and they did. Inspired by the Edo-Drive Satellite Wave F100 watch they were advertising, which uses satellite technology to ensure it can tell the right time, wherever it is, within three seconds, they decided to play with the time zones; in particular, they decided
to chase the sun as it went down, flying against the spin of the earth to stay in the same “hour” for as long as possible. British photographer Simon Roberts was on hand to shoot the continuous sunset, pilot Jonathan Nicol handled the specially commissioned jet, and director Tristan Patterson filmed the making of the whole thing. Tagged “Chasing Horizons”, the project resulted in traditional print advertising that combined slivers cut from 24 of the sunsets Roberts captured with a shot of the Citizen F100 watch, along with a specially-dedicated microsite featuring the behind the scenes documentary. A 30-second version of the documentary was also put onto YouTube, where it has been viewed 800,000 times so far. “The sunsets he chased and the photographs
CHASING HORIZONS
he captured added dynamism to the campaign; we believe that the campaign film shows that Simon himself is a do-er that Citizen believes in, also that he embodies our belief that we never stop challenging ourselves for the better,” says the Japanese watch manufacturer. “Chasing Horizons was also the first attempt for Simon; that’s also a reflection of Citizen’s belief Better Starts Now.” “I have an opinion about modern advertising, which is that you have to start with the thought then fit it into the media,” says Primachenko. “We thought ‘Forget logistics, don’t even think about the deliverables, let’s just have the idea’. We started out by wondering if we could do something with time zones, then once we had the idea thought about how we could develop it.” Logistical feat The logistics were vital to making it work, though, and the pilot was therefore instrumental. Inspired by the idea, ex-NATO pilot Nicol put a lot of research into how they could make it work, and realised that the plane would have to fly at 80º in order to have any hope of covering the required time zones with the minimum amount of refuelling. He also realised the project would have to be shot around the Spring equinox, when it’s possible to travel with the tilt of the earth directly towards the sun. Meanwhile W+K Amsterdam – who developed the project in partnership with the W+K Tokyo office – put together a shortlist of photographers they thought could handle the project. Despite not having shot an ad in ten years Roberts made the shortlist because of his landscape photography, as seen in book projects such as We English and Motherland. But given that the making-of documentary was also going to be a key part of the project, the creatives also got the photographers to video themselves to see how they came across. “It needed to be a good photographer but also someone interesting to listen to,” says art director Vasco Vicente. “We knew straight away that Simon was someone the viewer could commit to, and we could also tell that he really, really wanted to do it.” “I got the call from David [Birkitt, his agent at DMB Media] and the idea sounded fantastic, so madcap I immediately wanted to do it,” says Roberts. “In some ways the only way to do this subject was through an ad – I wouldn’t be able to fund it myself and no magazine would be able to commission it so it was a once-in-a-lifetime opportunity. Also sunsets are the ultimate photographic cliché, so it was an opportunity to push the boundaries. I took a little video of myself talking about it on my iPhone and got the job.
www.betterstartsnow.com
155
“The way they put it to me was that it was half the advert, and half me being filmed,” he continues. “It was a very strange experience going in front of the camera, but as there was a job to do I soon forgot all about it. And it’s such a lonely existence, day in and day out usually just me out with a camera, so it was really nice to work with a team, especially working with people at the top of their game.” Roberts went to Berkshire to meet the pilot and check out the plane, and quickly realised he’d have to make some adjustments. The plane’s windows are usually glazed with two layers of Perspex, for example, but Roberts knew he would have to remove one to have any hope of creating in-focus images; but removing one of the layers also ensured the remaining window was constantly freezing up because they were flying at 20,000 feet. “I was having to scrape of the ice and get a shot within 30 seconds, before it froze up again,” he laughs. In the end, and even with refuelling stops, they were able to keep up with the sun for eight hours, during which time Roberts shot a few hundred images. The director shot 24 hours of footage – including both on-the-ground interviews before the attempt and in-flight action shots – which meant both the straight ad and the documentary took a lot of time to edit. The launch was dictated by Citizen’s schedule, however, because they needed to roll out the watch on 01 October. Beyond that, though, the imagery needed little time in post-production – because the whole point was that it recorded something real. “It was such a relief to do something real, with no CGI,” laughs Vicente. “It was like a weird race, but the only difficulty is that the sun never stops – it just goes and goes.”
Pioneers in making the move from print to pixels.
Interested? Say hello. Contact Jamie Fricker on 020 3239 3866 or tap here to email him jamie.fricker@apptitudemedia.co.uk
www.apptitudestudio.com The Supplier may include the statement “Published by Apptitude Media Ltd under contract to the AOP� in the App to be positioned in accordance with its reasonable requirements, and promotional material for relevant brands and services within the App.
Editor Diane Smyth diane.smyth@apptitudemedia.co.uk Creative Director Mick Moore iPad Designer Nicky Brown Senior Production Editor Donatella Montrone CTO Tom Royal Operations Manager Ross Harman Commercial Manager Jamie Fricker jamie.fricker@apptitudemedia.co.uk Sales Executive Richard Morrell richard.morrel@apptitudemedia.co.uk Marketing Director Marc Ghione Marketing Manager Rahila Eshan Founder and CEO Marc Hartog
PPA Publishing Innovator of the Year 2013
Made in Shoreditch Image magazine is published by Apptitude Media Ltd under contract to the AOP. Apptitude Media Zetland House, Unit A, Ground Floor, 5-25 Scrutton St, Shoreditch, London, EC2A 4HJ No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means without the express permission of the publisher or editor. This is considered breach of copyright and will be acted upon.