Strange world of advertising

Creation Today, the photographs taken by professional photographers from the Parisian advertising agency Paul Martial between 1930 and 1960 appear almost grotesquely amateurish, showing neither the end product nor its realization, but rather the difficult path that led to it - a detour that is hardly conceivable today, but was archived at the time. The often enigmatic and bizarre photographs, which are indebted to classical modernism, can be seen at the Fondation Herzog in Basel until mid-August.