Page 10 - Capture Nov-Jan 2021

plus, it’s way more satisfying getting something in camera than having to rely on multi-part comps in post production.”
Smetana has noticed the lifestyle trend also. He has a different feeling towards it. “I personally think it’s utterly boring and I’m amazed by the longevity of this lifestyle trend – people trying to capture the moment and sell it to us as a product. There’s an absence of ideas.” On the other hand, he noted that people had time to concentrate on doing good work. “I had less work, but was able to concentrate harder on the work I did, so I got a lot more joy and a better result,” he recalls. “I felt the same from art directors. Everyone was a little more humble and a little more grateful. Suddenly, it was about the quality and doing really good work and pushing harder, because people had more time to think.”
In judging great work this year, Esther Haase notes: “My feeling
ABOVE:
Shot for the OzFish campaign, It’s time to
focus on our waterways. Agency: VMLY&R Melbourne Executive Creative Director: Jake Barrow Production: Humble Projects
is that the straight and honest photography campaigns were the most convincing and touching. No chichi; the ideas are plain, strong, and perfectly executed like the Colgate ad [with images by Belle Verdiglione], for example. It transports pure, honest, believable emotion.”
2021’s promise
Advertising photographers have opportunities that are immutable says Brady. “Our job as art directors hasn’t changed. The desired consumer outtake is always, ‘I like it, what is it?’ If you can stop people, then hold their attention until the message has been delivered, job done. If you can do it and leave a smile or reward, perfect. From quick visual ideas to long copy or editorial, attracting and retaining people’s attention takes a lot of craft and skill, however I do think it’s becoming more and more undervalued.” He cites three ads that do all this. “Moldy Whopper [by Swedish photographer, Pål Allan] was a gift of an idea, but the photography elevated it beautifully. KFC’s Finger Lickin’ Good campaign by Sam Wright, with effortless style and such a beautifully simple concept. And NZTA’s Belted Survivor series was really arresting for me. Powerful visual communication.” Barrow adds, “What has always been the heart of advertising photography is the beautiful artistry in bringing an idea to life. One minute the idea is a sketch on a layout pad, the next it’s eliciting emotion. So, while it may no longer be the ‘leading feature’, there will always be photography in advertising.” He also cites three pieces of standout work. Moldy Whopper stars again. “Arguably one of the most beautiful photos to come out of advertising this year,” Barrow says. “Finding beauty where it shouldn’t exist – now that’s the power of good photography.” Also on his list are Mothers Smile Strong for Colgate by VMLY&R Dubai. “A single photo with just two words, ‘smile strong’, and I get chills from a toothpaste ad.” And Try Not to Hear This for Coca-Cola.
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capturemag.com.au
[capture] nov.20_jan.21
© CORY WHITE
© ANDREAS SMETANA