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| Photo by Martin Parr, Ad by KesselsKramer |
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One of the more eclectic and interesting photographers working today is Martin Parr, a man known for his satirical photographic eye and a love of all things kitsch.
Given that the British photographer has given the world books titled "Boring Postcards" and "Saddam Hussein Watches," it's always fun to see how his style fits into a more mainstream context.
Parr's newest commercial venture is an ad campaign for Dutch insurance agency Reaal produced by Amsterdam's KesselsKramer.
The campaign is built around the concept of probability, and chance is represented visually through distortions of size and scale. So with ad copy that reads, "There's a 24.1% chance that your jewelry will be stolen during a break-in" (that sounds high, and we live in New York), a huge string of pearls overflows from a top dresser drawer. In another spot, giant Post-it notes threaten to overtake a glum-looking businessman's landscape.
To minimize post-production, the skewed perspectives are accomplished mainly in-camera through the use of props and sets, as well as a little false-perspective trickery.
The ads are appearing on billboards throughout the Netherlands and are accompanied by TV spots directed by Henrik Hallgren.
More of Parr's work can be seen at www.martinparr.com.
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