Still Images in Great Advertising – Petrus Olsson

Still Images In Great Advertising, is a column where Suzanne Sease discovers great advertising images and then speaks with the photographers about it.

When I was researching great still images in advertising, I ran across the SJ “Smarter way to Travel” outdoor campaign.  While I assumed and later confirmed SJ is a Swedish airline, the campaign hits home in any language.  We can all relate and I think that is the success of this campaign.  I reached out to Susanne Bransch, the agent of record for Petrus Olsson, the photographer for this campaign.

 

 



Suzanne:  When I was researching Petrus, I see he has been featured in Ads of the World over a dozen times.  Has this been helpful in getting his work seen around the World?

Susanne Bransch: Petrus recently returned to Bransch’s representation after parting ways with his Swedish agency Adamsky.  Bransch has more connections with advertising agencies and art buyers around the world with our offices in Europe and New York that have an established connection to advertising markets in Paris, as well as Europe as a whole, and North America.

We hope that advertising showcase websites like “Ads of the World” will expose Petrus Olsson’s work to international art buyers looking to work with a photographer who has been involved in awardwinning advertising campaigns like SJ Rail.  That particular campaign won the Gold in the 2011 Epica Awards in the category of Transport and Tourism (http://results.epica-awards.com/07-01882-POS.html)

Suzanne: The concepts are universal for travelers, how much input did Petrus have in the execution of these scenarios?

Susanne Bransch: Petrus knows that the key to being a good photographer is being able to work with agency creatives, giving his input about the choice of car, casting and styling, as well as collaborating with them, like a creative director. When the agency sketches showed people doing anything else but actually driving the car, he proposed the idea of the kissing couple, which ended up being one of the final ads.

Suzanne: Having worked in automotive and watches, windshields can be a beast, what did Petrus do to get the perspective from the windshield but still be realistic as an actual vehicle?

Susanne Bransch: The solution was to remove the windshield all together!  Petrus shot the car (sans windshield) and people in studio with lighting setup to look like it would from outside.  He took the surrounding background shots from a car driving around on a separate occasion.

Suzanne:  Did he have a blast with casting and propping?  Both make the concepts.

Susanne Bransch: For someone as creative as Petrus, he loves to get involved in the details, and putting his energy into the storytelling.  He’s known for images with a special focus on intricate scenarios and interesting situations and SJ Rail is a wonderful example of how the photographer’s input on casting and propping can enhance a campaign.

Note: Content for Still Images In Great Advertising is found. Submissions are not accepted.

Petrus Olsson lives in Stockholm, Sweden. Since 1998 he has been working as a freelance photographer for international customers that include metro, Pfizer, DKV, Reebok and Renault, and for advertising agencies like Scholz & Fiends, ANR. BBDO, Lowebrindfors, Ogilvy & Mather and Mccann-Eriksson. Petrus Olsson has a special instinct for photographic scenarios that present people in complex situations. an illustration of this is to be seen in the puma campaign for which he provided the photographs. a certain overdrawing of the figures, an exaggeration of expression and gesture, is another of Olsson’s unmistakable trademarks.

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after founding the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies.

 

A solution: Get over yourself

- - Blog News

There is a universal truth about creatives: At some point in his or her career, he or she will have an ego that far outweighs the depth of their experience and the quality of their work. It may last for decades or it could shrink the minute that person walks out of art school.

via CLREPS.

The Daily Edit – Thursday
5.10.12

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GQ

Creative Director: Jim Moore
Design Director: Fred Woodward
Director of Photography: Dora Somosi
Senior Photo Editor: Krista Prestek
Art Director: Chelsea Cardinal

Photographer: Chris McPherson

Note: Content for The Daily Edit is found on the newsstands. Submissions are not accepted

If you could change one thing in the creative industry right now, what would that be?

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I would put the value back on to certain creative. It’s not about money, but it is about value. You can have it good, fast or cheap, but you can only have two. And people are leaving ‘good’ out of it and want it fast and cheap. I would like everyone to slow it down just a little bit to bring back the quality a bit. To have the appreciation for things that are of quality. Just want job done well and with passion. Nothing is free, the fact that seems to be lost lately.

–Cindy Hicks of The Martin Agency

Read more: Heather Elder Represents Blog.

What To Look For When Signing A Contract With An Agent

- - Artist Rep

On the heels of our interview with Howard Bernstein about photographers landing agents I have a question from a reader about contracts with agents. I asked APE contributor Suzanne Sease since she’s seen it all to weigh in on what percentage is reasonable and what to look for when signing a contract with an agent. Here’s her answer:

So many times folks think just because they have an agent, the phone is going to ring and the bank account is going to be full. STOP! Make sure you do your research before you sign any contract. A contract is a legal binding agreement that costs some photographers 6 figures to get out of. Before you sign, you must have it reviewed by a lawyer who understands this business.

The standard is 25-30% of the fees, but you need to be really careful with house accounts – you have to decide if you are going to be in charge of your house accounts with no compensation or a reduced compensation. You have to make a detailed list of who are on those accounts from the beginning since you usually can’t add someone in later. You have to discuss up front the expenses for travel, portfolio showings and marketing.

I believe it is crucial that you handle all financial expenses through your business and not the agents. When you receive payment, then you send your agent their cut. All estimates should be sent to you and the client on the same e-mail so you know what they received. That way there’s never a problem with missing fees, underreported income or timely payment.

Severance should have a limit of time for the payment of the accounts they either have established a solid relationship with or brought in as an account. I have seen clients who can’t switch agents because the severance is too lengthy and would cost them too much money. There are a lot of great agents but at the same time, there are some really bad ones. If your agent has a good reputation, they will be great for your business but if they don’t then they can kill your career. It is important for you to talk to photographers in their roster and ones who have left. If you can reach out to a consultant, art buyer or art director.

You Don’t Always ‘Get’ Art, But We Still Need More Of It

- - Art

Editors Note: I reached out to APE correspondant Jonathan Blaustein after seeing an old VICE article titled “I’m Sick Of Pretending: I Don’t ‘Get’ Art” making the rounds on social media. Here’s his reaction:

Rob asked me to respond to Glen Coco’s article, making the rounds 05.02 in VICE, trashing last year’s Tracey Emin retrospective at the Hayward Gallery in London. I’m sure it’s because he knows I’m not afraid to speak my mind, but it could also be that I just raved about the current slate of exhibitions presented there. It’s certainly a juicy bit of text, and has gotten a lot of people talking about Art, which is hard to do.

Mr. Coco, beyond pointedly hating the show, basically suggested that perhaps he doesn’t get Art. His credentials and opinion imply otherwise, but let’s take him at face value. What he doesn’t get about Art is not why people make it, or why they like to look at it, but rather why nobody ever has the stones to call bullshit. (Other than him, I imagine.)

I’m very, very fortunate that I’ve been able to see so many brilliant paintings, sculptures and photographs over the years. My travels have taken me to many of the World’s best museums, and I lived in major cities on both American coasts. If I haven’t said this enough, forgive me, but there are few experiences more joyous and educational than standing in front of a piece of brilliant Art. Particularly, but not necessarily, when the maker is already dead.

Art is like time travel, which is why people continue to make it, and have since we were standing upright. I figured this out while living in New York, and visiting the Metropolitan Museum on a regular basis. Take Rembrandt, for instance. Four hundred years or so ago, he made some paintings. True. But he also imbued those objects with his psychic energy. It’s in there still. When you feel your guts get all churny while standing in front of one of his self-portraits, you’re responding to the man himself. Like I said, time travel.

What, you might reasonably ask, does that have to do with Mr. Coco’s article? Well, everything. What he’s criticizing is Art the commodity. The word is out, in 2012, that the high art world exists to please the very, very rich. They’re the ones that buy super-expensive contemporary art, naturally, and they don’t like to lose money. Ever.

Brilliantly, they’ve figured out a way how to avoid it: never let the price of a work of Art, once it’s famous, go down. Ever. If that sounds a bit like a Ponzi scheme, perhaps it is. If no one ever admits that art is crap, or that a famous artist has long since lost the touch, then prices can’t and don’t fall. The same group of people trade objects, each helping prop up the market for his or her buddies. If that sounds a bit like an unregulated commodities market, that’s because it is.

And what is the result? Perhaps a world in which most people feel mystified, condescended to, and generally offended by much of what is considered “hot” or “special.” The idealistic notion that the best of what we make is meant to be preserved, left to future generations to sort out what life was like back then, (Now), is left to angry bloggers and Jed Perl to bitch about. Because normal people don’t care one bit. They’re too busy playing video games, or watching football, or buying lottery tickets.

I believe we need more Art, not less. More people out there making cool shit, pushing their brains sideways, and hopefully eliciting interesting questions from the people who look at it. More public support for the Arts will lead to more monkeys typing away, which of course will lead to a more intelligent society. Make it so.

This Week In Photography Books – Pieter Hugo

by Jonathan Blaustein

When I was a teen-ager, my family used to go to the Taos Pueblo each Christmas Eve. Some years, it was below zero, but so what. We braved the cold and wind, and marched along with countless other Taos gringos, to see the yearly celebration. Seriously dramatic, I assure you.

How so? The Pueblo is set at the base of Taos Mountain, and the event takes place just as the sun goes down, bathing the peak in deep shades of purple. As the sky darkens, they light bonfires, built as towers, that can reach 30 feet into the sky. The smoke begins to cloud your vision, which adds to the surreality.

Suddenly, you hear the chants of the Pueblo residents, who emerge, without notice, walking slowly in a chain. At the center sits an effigy of the Virgin Mary, stock still on one of those shoulder carriers that they must have used in Ancient Egypt. The chanting, the fires and the smoke are punctuated by rifle shots. Bang. Bang. Cracking across the evening sky. As a youngster, I’d always wonder what would happen if a bullet descended back into the crowd, but I’m sure it’s never happened.

Like I said, it’s dramatic. I went each year for a decade or so, then stopped cold. Suddenly, it seemed too cliché. Too Post-Colonial. Hey, look at the strange red people. Watch them dance. Like poking a monkey with a stick. Or so I thought.

Now, I’m beginning to wonder. On the heels of last week’s review of the Viviane Sassen book, I got to talking with my friend Melanie at photo-eye. I told her that my first impression was something like, “Are you kidding me?” Really, how many photographers need to point their camera at the poor brown people. We get it. Enough.

The essay eventually won me over, and of course the pictures are edgy and well done. But Melanie didn’t have the same disdain for the process, nor do many, so I began to wonder. Am I the only one with this bias? And furthermore, is the bias valid?

I ask, because, in Taos, you’re not from here unless you were born here. A lot of places are like that. So is Post-Modern theory, ironically. It was branded in any good student’s subconscious that what you have to say is inherently limited by your gender, race, class, and sexual orientation. Rebutting the vision of many a wandering shutterbug, it imposed upon a generation of artists the notion that you ought to stick to what you know. (For example, if I ever met Chuck D, I probably wouldn’t smack his palm and exclaim, “Power to the people, my brother.” You dig?)

So now I’ve begun to wonder if it isn’t time to challenge that notion entirely. Maybe artists ought not to be limited to their continent, or class, or sexual orientation? Maybe photographers keep going to the Third World because of an insatiable human curiosity to learn about different things, and tell unfamiliar stories? Maybe there’s nothing wrong with that, as long as the pictures are distinctive, and, in some way, new?

And what of Africa? Maybe the fascination stems from the fact that it’s the homeland to all humans? And its wild creatures dominate our dreams and deep fears, despite the probable urbanity of our surroundings. (Yes, I did get scared by a tiger at the Denver zoo. The bullet-proof glass did little to quell the shivers creeping up my neck. Big, scary monster. Run, dammit, run.)

With that in mind, I thought it might be healthy to head back to Africa again this week. Now, Pieter Hugo was born in South Africa, so of course my argument is already weakened. He’s from there, so his opinion matters more, according to my original line of thinking. But let’s just judge the book and photos, and then see what we think. OK?

His new book, “This Must Be the Place,” also published by Prestel, is one of the best I’ve seen since I started this column. Given that I made you read all the above, I thought I’d cut to the chase. It’s amazing. If you like his work at all, this is one to buy. Why?

To begin with, unlike last week’s book, this volume needs no introduction. No backstory necessary. (If you’re looking for some on the “Parasomnia” book, photo-eye posted a more in-depth review.) In Hugo’s book, each set of pictures is titled by image, project, place and date. It’s not hard to piece things together, especially as all the images come in groups. It gives a nice bit of context, and allows the photographs to suck you in. (FYI, I continue to assert that if an artist does not include certain information, then they don’t care that we know it.)

The first set of portraits, from South Africa, establish straight away that Mr. Hugo, like the folks at the Taos Pueblo, has a flair for the dramatic. (Not news to anyone who saw that photo of a big Naked African guy wearing a Darth Vader mask.) They are shot close up against a neutral background, not unlike Thomas Ruff, but these reek of emotion. Intense stares, albino Africans, and a blind guy with silver eyes.

Then, a set of portraits of judges from Botswana, all decked out in the garb of the British realm. Next, we’re on to portraits of dead people, wrapped in burial shrouds. Also from South Africa. No, Mr. Hugo is not shying away from the legacy that brought lots of gun-toting white people to Africa’s shores.

On to boy scouts, shirtless taxi washers, and wild honey collectors from Ghana. All well-made, but they’re just place holders for what comes next. A chilling look at the “Vestiges of Genocide” from Rwanda. Lime-covered shrieking skeletons, and bones rotting in the dust. Brilliant.

The next photo, after that run, is of a pile of rotting tomatoes on the ground, from 2006. If you read last week, you know that I wondered what Ms. Sassen was on about with her version of rotting tomatoes on the ground. Now we know. It was a shout out. Pretty cool.

The book continues on longer than I can. So let’s condense. The “Nollywood” work, which drew so much praise and criticism a couple of years ago, shines in the context of this book. (And no, Vader is not included.) The guys hanging out with Baboons and Hyenas are fascinating. (From “The Hyena & Other Men”) For all the reasons I listed above. Primal fear and our insatiable thirst for visions of the “Other.” It doesn’t get more “Other” than people who pal around with Hyenas and Baboons, IMHO.

In the end, Mr. Hugo has the guts to expose his own world, along with the others. His relatives: naked and pregnant, topless after a breast reduction operation, and his little daughter, standing in the middle of the road, pushing a pink stroller, vulnerable to any car or bus that screams around the bend just behind her. (The last picture, of course.)

This book made me rethink my own experiences. It made me question bed-rock assumptions. It even made me re-write history a bit. (I saw a show of his last Fall at Yossi Milo, and thought the work boring. Perhaps I was impatient.) Unlike many of you, I was unaware that Mr. Hugo is a genuinely important artist, walking among us. There’s a lot we can learn from a great book. This is one of them.

Bottom Line: Fantastic. A keeper.

To purchase “This Must Be the Place” visit Photo-Eye

Full Disclosure: Books are provided by Photo-Eye in exchange for links back for purchase.

Books are found in the bookstore and submissions are not accepted.

The Daily Edit – Friday
5.4.12

- - The Daily Edit

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Dwell

Creative Director: Alejandro Chavetta
Photo Director: Anna Goldwater Alexander
Assistant Photo Editor: Julia Sabot
Designer: Cortney Cassidy

Photographer: Linny Morris

Note: Content for The Daily Edit is found on the newsstands. Submissions are not accepted

Still Images in Great Advertising- Emir Haveric

Still Images In Great Advertising, is a column where Suzanne Sease discovers great advertising images and then speaks with the photographers about it.

I was on the B&A Blog when I saw the ad you did for Mercedes C63 AMG Black Series and was drawn to the drama of the image.  I worked on the Mercedes-Benz campaign in the 1990’s for many years so this campaign is especially of interest.  I reached out to Carol Alda, whom I have known for years to ask her some questions about the campaign.  She kindly had Emir Haveric answer them while he was traveling and shooting another campaign. I truly appreciate him taking the time to answer the questions so in depth. Thank you Carol and Emir!

Suzanne:  I see on your bio that you thought you wanted to get in to fashion photography and I see that influence in your automotive work.  I think this campaign needed that fashionable flare to set it a part from other car ads.  Do you think that is why you were chosen for this campaign?

Emir:  This was one of those dream jobs when the Art Director comes to you and says what do YOU want to shoot.  The agency presented me with a rough idea and a working title for the project and then enlisted me to build on the concept and make it bigger and better.  We had the luxury of shooting a car that was so popular it was almost sold out before we started the campaign.  This meant there was not the usual pressure from the client to define this campaign as being successful only if it directly resulted in the sale of more cars.  Back to your question, I think that I was ultimately chosen for this job based on the ideas that I suggested to the art director during our initial creative discussion while bidding on the job.  Originally, the campaign had a black and white feel, and I suggested adding in the pops of color in the locations to compliment the car.  I did reference iconic fashion shoots that integrated the model, clothes, location and color mood to tell a story.

Suzanne:  The black crows make the campaign more powerful and more layered.  I do not see them in the other images in this campaign.  Was that your addition to the concept?  And did you shoot the crows or created them in CGI?

Emir:  We tried to get that layered feeling in each shot by using different elements:  fence, fog, rain or crows.  We looked for the maximum drama and did not force every element into each image we were consciously trying to avoid repetition.  And yes, I shot the trained crows – beautiful birds!

Suzanne:  I noticed that you shoot consistently for Mercedes-Benz as well as other automotive accounts. You must be very buttoned up in the production end.  There are many talented photographers but their production or personality on set results in only one assignment.  What is your philosophy on set and with clients?

Emir::  My clients always comment on how professional my production team is, especially my photo assistants.  I think they keep coming back because they know the quality of work that I will deliver; they know exactly what they will be getting from me.  They notice how hard my team is working on their behalf, and they know I am going to push the creative to the limits every time.  When the agency sees you as a partner and someone who tries to be part of the creative solution they are motivated to come back to you.

Suzanne:  I noticed in your portfolio, you have shot some fashion photography so how was you able to convince a client that you could make a model look as sexy as you could an automobile?

Emir:  For the fashion work that you see in my portfolio I was in the lucky situation that the client specifically wanted me to shoot their images.  They came to me because of my lighting style and color work, and wanted me to bring that same feeling to their fashion concepts.

Note: Content for Still Images In Great Advertising is found. Submissions are not accepted.

Emir Haveric is one of today’s top automotive shooters and an expert at shooting and composing with CGI. He has shot on every single continent several times over, including the North Pole. Emir Haveric was born in Sarajevo, Bosnia before moving to Germany at the age of 18.
 
His numerous awards include a Gold at The One Show, Effie Awards, and the Art Directors Club. He was also on the shortlist at Cannes and was a finalist in the 2009 New York Photo Festival.

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after founding the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies.

Sometimes You’re Just A Camera Monkey

- - Blog News

Assignment photography is a hot-dog factory where the end results are images rather than sausages. If people saw what went into some of this stuff there’s no way they’d want anything to do with it. The sad reality is that there are all kinds of reasons you’re brought in on projects, some of them more edifying than others. Sometimes you’re exactly the right person for the job, other times you’re just a camera monkey. My favourite is the “wouldn’t-it-be-cool-if” call, where everyone gets all excited about an idea that turns out to be completely impractical.

Read more on planet shapton.

The Daily Edit – Thursday
5.3.12

- - The Daily Edit

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Oprah

Creative Director: Adam  Glassman
Photo Director: Katherine Schad
Art Director: Jaspal Riyait
Deputy Photo Director: Christina Weber

Photographer: Kevin Cremens

Note: Content for The Daily Edit is found on the newsstands. Submissions are not accepted