Archive’s 200 Best Ad Photographers Worldwide 2018/19

Having made the cut once again and for the 5th time in a row since 2010/11, I’m grateful for the opportunity to acknowledge my collaborators who not only make it fun to be on a shoot, but also bring their vast knowledge, passion and tremendous skills to each assignment, to produce beautiful work and to make me look good!  I’m excited to shoot with you for many more years to come.

The following friends and artists contributed to the portfolio that was selected for the new edition of 200 Best Worldwide: Tomo Hatano, Leo Rocha, Simon Eugster, Alex Niki, Victoria Granof, Takako Kuniyuki, Scott Winegard, Anne Ertz, Seung Choi, Judith Regan, Matthew Kenney, Keren Sachs, Paula Greenberg Goldner, Elizabeth Poje, Jonathan Nesteruk, Michael Carbone, Ryan Liu.

Full image gallery: 200 Best

Luerzer’s Archive 200 BAP Worldwide 2018/19: Sneak Peak

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ApotheCARE Essentials

The theme of shooting plants and botanicals continues, this time for Unilever and  ApotheCARE Essentials.  Usually, clients tell me that they are either drawn to my images or that my style matches the visual identity of their products.  It was a flattering first to hear that my bio description of how I approach my work was synonymous to the outline of their brief.  With such agency-client-photographer alignment, our multi-day and multi-season project was bound to be worthwhile.  I really enjoyed the scientific element of this assignment, visualizing phyto-extraction.  It’s a pleasure to work precisely and in great detail to bring out the beauty of each ingredient.

Retouching by Leo Rocha & Tomo Hatano.  Special thanks to our botanical stylist Annie Edwards and my whole team for a smooth and inspiring production.  Also, Red Hook Catering – thanks for keeping all my collaborators & creatives happy every month!

Full image gallery: ApotheCARE Essentials

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Hershey’s York Peppermint Patties

An assignment that brought back vivid memories from my childhood.  Chocolate and mint as a combination was always difficult to resist and I can’t remember how many tons of York Peppermint Patties and Thin Mints I ate as a boy.  A true after-dinner tradition & experience together with my father.  When Hershey’s got in touch for new packaging executions, I was willing to be paid in product, but my agent nixed that proposal for some reason.  I guess she’s not as big a fan 🙂

Another great chocolate enthusiast I could win for this project was Food Stylist Nir Adar, who is an absolute master when it comes to chocolate and ice cream styling. We couldn’t have had a better collaborator on this endeavor.  Thanks also to Fernanda at Hershey’s and Anna & Sylvie at NiCE for a seamless pre-production and a super pleasant shoot.  You were all gems to work with.

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Mother NY-Stella Artois

Anybody who knows me is well aware that beer is one of my absolute favorite beverages, to shoot and to enjoy after a good gig.  Years back when I thought of clients I would love to work with, Stella Artois was always among the top of my list – beautiful aesthetics, clean lines, a clear visual identity & excellent beer.  I’m very happy that I now got to collaborate with Stella on their Global Holiday Ad Campaign, through Mother NY.  It was as much fun shooting the dancing chalices and bottles as it was to scream STELLLAAAAAAA all day long, trying to impersonate Marlon Brando in ‘A Streetcar Named Desire.’ It easily turned into one of the most enjoyable assignments of the year.  The creatives at Mother were wonderful partners in this endeavour and my team made me look good, once again.

Prop Styling by Megumi Emoto, Drink Styling by Takako Kuniyuki, Retouching by Leo Rocha, Digital Techs Tomo Hatano and Jonathan Nesteruk.

Wishing you all very Happy Holidays and a great 2017 – Cheers!

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Hershey’s / Lancaster Caramels

Pouring caramel and bending it to our will!  Definitely the slowest ‘splashes’ I’ve ever captured, but just as interesting and challenging.  Special effects rigger: Mark Borow.  Food Stylist: Takako Kuniyuki.  Post Production: Leo Rocha.

Full image gallery: Lancaster Soft Creme Caramels

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Anheuser-Busch / BDRB!

Anheuser-Busch launched its first hard root beer and I had the privilege of creating the initial campaign for Best Damn Root Beer / BDRB.  The alcohol content of this root beer was at the heart of the brief and producing visuals that speak to brewing (brewing cellar / sumptuous foam) were a requisite for this series.  Lovely collaboration with Group360 and Nicole, Alaska, Frances, Ali, Mike and Wendy!

Beautiful prop styling by Alma Melendez, drink styling by Takako Kuniyuki.  Retouching by Leo Rocha.

Full image gallery: BDRB!

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