Concepts lead to a direction which leads to instruction. What I do for clients of course varies, but one thing is certain I don’t just take pictures! I’m just as known for saying NO as I’m known for having superbrands from Paris on the client list! To some, the word concept is different but we all know how important the story is! Every story is based on a concept or a theme.
Concepts come with a scope – and here I don’t just talk about perception! At the end of the day, we need to generate business! Can photography generate business? It most certainly can – after the product itself, nothing can generate more business than photography! Perhaps you already read between the lines that I don’t believe when people say that photography as we know it is a dead fish – it’s quite the opposite!
Since the beginning of the Internet, photography has played an even bigger role than ever before. Although some don’t understand or appreciate the value of photography hence belief that photography is a cheap fix. Well, that’s why some are doing better than others.
I have gathered a variety of concepts just to partly showcase the backbone of the overall concept identity and hint a business scope on the projects.
You will notice that there are no fashion nor make-up concepts presented – this is only because these International companies/brands bought and reserved all rights to the material.
in your wet dreams!
Another pair of jeans…you might think! The concept had to present and promote a new line of commercial jeans – scope was to push towards a sustainable perception for the brand and build a new business in a segment where the only real competing factor is a lower price point.
Sustainable or not for sure using less water to rinse and wash the cotton is a positive factor. This linked to a ‘one wash raw’ message this concept delivered on newness, perception and business by being the fastest-selling product launch in the history of this big International brand.
In 2019 Antigua decided to aim towards a new market in the overarching tourist business. The concept was to disrupt the usual line of communication when promoting a bounty island-like Antiqua. By combining the fastest growing watersport (Stand Up Paddle) with adventure and luxury we managed to develop a concept with a strong impact on the target audience that initially was scoped. Bringing a new set of tourist to the beautiful island of Antigua.
We brought in to the concept Super yachting simply it’s niche and in higher competition than one of many decades – desperate to find new elements to tease and lure in the very demanding customers. At the same time getting the most expensive brand in Stand up Paddleboard to separate and direct the communication away from the competition.
Abstract Observation is one of many personal projects turned into an exhibition concept to be launched in 2021.
The idea is to give each of the comment objects a brief respectful focus and by choice of lighting give each composition different interpretations during the light of day.
This fine art concept is also a necessity for taking photography away from just being a sharp composition where everything in the frame is in some kind of focus.
Forrest management is perhaps one of the most forgotten or uncherished functions of work. But if the world wants to understand nature and learn about natures toolbox of actions. When it comes to sustainability we might want to start right here. The concept of ‘Life after Death’ was an attempt to make us all understand. Because of the mysterious beauty of the Forrest and respect natures ability to re-energise and reuse.