Top-class photography united
Lürzer's Archive has published the sixth edition of "200 Best Ad Photographers Worldwide". With Michel Jaussi, Jonathan Heyer and Urs Bigler, three photographers from Switzerland have made it into the publication.
793 photographers from 55 different countries submitted their work to the trade magazine Lürzer's Archive for the latest edition of "200 Best Ad Photographers Worldwide". An eight-member jury headed by editor-in-chief Michael Weinzettl selected the best motifs from the 8629 images. The result is a 420-page volume with 516 images from a wide variety of fields - animals, architecture, automobiles, fashion, landscapes, portraits, sports, and more.
Three photographers from Switzerland are also represented.
Michel Jaussi made it into the book with a self-advertisement as well as a work for Renault in which the vehicle's cornering lights are staged in a gloomy mountain landscape.
Jonathan Heyer managed to shoot with a motif for small-world language stays, in which unused words gather dust.
And Urs Bigler let his model grow curls from wood shavings.
Self-advertising: Free from the corset of customer wishes
It is striking that many of the works are self-advertisements. We asked Weinzettl why. Does commissioned photography offer too little scope? Yes, says the editor-in-chief. With commissioned photography, so many wishes have to be taken into account. "Many photographers are booked because of a certain photo they took at some point, and then they are required to reproduce that over and over again. I know some cases of photographers for whom certain work became a curse because it became so popular that the clients didn't want anything else from them."
However, self-advertisements had only been published by photographers who were already frequently represented in the magazine with the photos they had taken for advertising purposes and were therefore included in the Photographers ranking on Luerzersarchive.com occupy a correspondingly high place. "We wanted to give these proven advertising photographers the opportunity to show work in which they operate virtually liberated from the corset of client requirements."
Images in which digital image processing was in the foreground or pushed itself to the forefront of the viewer's mind were sorted out in advance. They will be given the chance to be published in the anthology "200 Best Digital Artists Worldwide," a publication that the publisher also issues every two years. (imp)
Further information and reference: Luerzersarchive.com.
