I have been working a lot in the last couple of years with the perfume brand Vilhelm Parfumerie. It was founded a couple of years ago by Jan Ahlgren in New York. It’s always so much fun to help with a brand from the start. Especially when it comes with a lot of freedom of creation. And the thing with perfume in particular is that it’s been done in such a similar way for so long, at least it feels that way. More of that later.
For these images we worked with the very talented Stockholm based ballerina Frida Hambraeus. And in keeping with brand spirit I collaged some as well. Hair and make up by Philip Fohlin at LinkDetails.
There is so much to say about process. I have been thinking a lot lately. How things end up the way they do. And why. I think I have learned to control most parts of it, which is a necessity when working commercially. I guess a lot of it is about narrowing down, Start big, reduce.
A while ago I read a book about creativity. I generally tend to dislike books that oversimplify things. Take any self-help book you want as an example. However, it had a nice trail of thought:
When you have something you really should, or have to do. What do you do instead? If you allow yourself to let go for a minute. What happens.
Looking back a couple of years I sort of realized that a lot of projects that have grown or taken me places come from just that. Like a quick collage. Or doing a layout that just felt absurd at first. Im thinking about doing an exhibition or something with those things. A lot of it has already circled back of course. As a sketch for a new campaign or editorial or so.
Anyway. Here is one from today:
It actually started here, when revisiting an old shoot to get some material to sketch with:
Pretty raw footage from an old shoot for Rodeo Magazine.
Have been staying up late making collages lately. Need to figure out a way to keep doing that when I travel. The need to work in an analog way is growing equally fast as the speed at which we do productions these days. Never though I would miss the darkroom this much. Not necessarily the results, but the process. And the calm. That said, I love shooting digitally. Its great for the team to be able to see results instantly. And its great for the clients of course. I guess I want both words.
Violent coertion / Social contracts / Escaping nature