To deliver on the promise of a challenging portrait series we quickly realised that we needed to do something different. A number of ideas where created and rejected before the Selfie concept emerged. The selfie is interesting because it differs from the conventional types of business portraits and resonates well with the clients core business of providing telecommunication. It also adds a nice element of humour and self distance to a portray genre that is often instrumental and boring.
In order to balance the YOLO aspect of the genre avoid and that the images would turn out corny, as some selfies do, we decided to pursue an editorial kind of look and feel. This assignment was particular interesting since I had the opportunity to execute on my own brief thus dipping my toes in to art direction.
Commercial assignment – Challenging business portraits – Tele2 Group