PDN chose a photo by our own Uwe Duettmann for its November cover story, which takes readers “Behind the Scenes on Globe-Trotting Assignments.” Uwe—who, as the magazine points out, is “one of Germany’s top advertising photographers”—shot the image below while in Hong Kong on an assignment for Zurich Insurance.
.
The November 2010 issue of PDN. Photo by Uwe Duettmann.
.
In fact, the 12-ad Zurich Insurance campaign called for Uwe to travel not just to Asia but also to the U.S. and Europe to shoot images that would “illustrate the variety of business risks it insures against. That called for images of people, architecture, industry and concepts,” explains PDN‘s David Walker in the article.
“They were looking for someone who could handle all of that, and give the campaign one look,” Uwe tells PDN.
Which brings up an interesting point: As a photographer, you don’t necessarily have to specialize in just one subject, but you do have to have your own look, your own vision. Otherwise, how are you selling yourself? What sets you apart?
I remember hearing Roxanne Lowit talk about how she became a photographer (she was being interviewed at Milk Gallery by Simon Doonan), and she said that when she started, she didn’t look at anyone else’s work and didn’t go to shows; she wanted to let herself develop her own style without being influenced or shaped by anyone. Eventually, someone remarked to her that they’d seen an image in a magazine and known it was hers, even though there was no photo credit. That’s how she knew she’d found her voice.
In Uwe’s case, his work is crisp, ultra-modern, and highly accomplished. That style has made him extremely popular among coveted car clients like BMW, Mercedes, and Mini. They know that Uwe understands them. And that’s key—clients need to feel confident that you can relate to what they’re after. It’s not just being able to shoot a certain kind of image; it’s having a real affinity for a style—that’s what sells you. Proficiency is not enough once you get to a certain level.
.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
.
Uwe’s modern sensibility also appeals to lifestyle clients who need imagery that is accessible but compelling. His photos for otherwise everyday products like lotion are bracing, both for their formal qualities…
.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
.
…and, when the job calls for it, for Uwe’s laconic expression of absurdity and exaggeration…
.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
.
To see more of Uwe’s work, click on stocklandmartel.com/talent/uwe-duettmann/photography.
Uwe is also featured on the backpage of PDN, in a column called “End Frame.” He talks about the effect that Nadav Kander’s series “Obama’s People” had on him in relation to the industry’s move toward video.
.
.
“With these images,” Uwe tells PDN, “one photograph is stronger than a whole video. It gave me a sense of power, and the feeling that photography will never die.”
.
.
Uwe Duettmann, “globe-trotting assignments,” and the importance of having your own style
PDN chose a photo by our own Uwe Duettmann for its November cover story, which takes readers “Behind the Scenes on Globe-Trotting Assignments.” Uwe—who, as the magazine points out, is “one of Germany’s top advertising photographers”—shot the image below while in Hong Kong on an assignment for Zurich Insurance.
.
The November 2010 issue of PDN. Photo by Uwe Duettmann.
.
In fact, the 12-ad Zurich Insurance campaign called for Uwe to travel not just to Asia but also to the U.S. and Europe to shoot images that would “illustrate the variety of business risks it insures against. That called for images of people, architecture, industry and concepts,” explains PDN‘s David Walker in the article.
“They were looking for someone who could handle all of that, and give the campaign one look,” Uwe tells PDN.
Which brings up an interesting point: As a photographer, you don’t necessarily have to specialize in just one subject, but you do have to have your own look, your own vision. Otherwise, how are you selling yourself? What sets you apart?
I remember hearing Roxanne Lowit talk about how she became a photographer (she was being interviewed at Milk Gallery by Simon Doonan), and she said that when she started, she didn’t look at anyone else’s work and didn’t go to shows; she wanted to let herself develop her own style without being influenced or shaped by anyone. Eventually, someone remarked to her that they’d seen an image in a magazine and known it was hers, even though there was no photo credit. That’s how she knew she’d found her voice.
In Uwe’s case, his work is crisp, ultra-modern, and highly accomplished. That style has made him extremely popular among coveted car clients like BMW, Mercedes, and Mini. They know that Uwe understands them. And that’s key—clients need to feel confident that you can relate to what they’re after. It’s not just being able to shoot a certain kind of image; it’s having a real affinity for a style—that’s what sells you. Proficiency is not enough once you get to a certain level.
.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
.
Uwe’s modern sensibility also appeals to lifestyle clients who need imagery that is accessible but compelling. His photos for otherwise everyday products like lotion are bracing, both for their formal qualities…
.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
.
…and, when the job calls for it, for Uwe’s laconic expression of absurdity and exaggeration…
.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
Photo by Uwe Duettmann.
.
To see more of Uwe’s work, click on stocklandmartel.com/talent/uwe-duettmann/photography.
Uwe is also featured on the backpage of PDN, in a column called “End Frame.” He talks about the effect that Nadav Kander’s series “Obama’s People” had on him in relation to the industry’s move toward video.
.
.
“With these images,” Uwe tells PDN, “one photograph is stronger than a whole video. It gave me a sense of power, and the feeling that photography will never die.”
.
.