​​​​​​​Client          Haffmans & Neumeister

Work          Creative Direction, Art Direction

          I conceptualised, produced and art directed the first campaign for Haffmans & Neumeister, shot by Berlin based photographer Christian Hagemann. 
          Through subtle and peculiar arrangement this campaign challenges ideas of value: what is banal versus what is exclusive. By choosing to surround a coveted object with mundane objects in such a way that the viewer must find a relation between them, there is a shift in perspective and the objects are transformed. This theme exposes the heart of Haffmans & Neumeister’s driving ethos: the notion of stripping away artifice to reveal an essential nature, honoring the fundamental quality of a raw material, shape, idea, or design. Creating an art piece from these simple objects, the campaign is a reference to masters of the modern still life such as Paul Outerbridge and Josef Sudek. 
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