Commercial Category Winner: Ricardo Marenco

American Photo Images of the Year 2009

Commercial-Category-Winner-Ricardo-Marenco

Commercial-Category-Winner-Ricardo-Marenco

Ricardo Marenco

The challenge: Create a photograph powerful enough to turn people off cigarettes without resorting to the gruesome imagery so prevalent in anti-smoking campaigns. With the help of a couple of dancers, an up-for-anything ad agency and hundreds of yards of Lycra, Los Angeles photographer Ricardo Marenco did just that. "I wanted to evoke a sea of people trapped inside their addiction," says Marenco, who created the shot for the California Department of Public Health's billboard and print campaign. To achieve his desired effect, he photographed the dancers individually inside 7-foot-tall Lycra cigarettes. Then he digitally overlaid embers and smoke from real cigarettes on the figures. The ads ran without any words, only a helpline number - the image said it all.

CLOSE-UP

• Training: BFA in filmmaking from the University of California, Los Angeles; learned photography through working as an assistant
• Also shoots: Film publicity posters (past projects have included V for Vendetta and House of Wax)
• Inspired by: His mom, who "works harder than anyone in the world"
• Best advice: Be good, be quick and be fast, but don't bust any heads.
• Website: ricardomarenco.com

War-Horn

War-Horn

*Commercial Category Runner-Up**Title:* War HornDustin Humphrey
Holiday-Inn

Holiday-Inn

*Commercial Category Runner-Up**Title:* Holiday InnDustin Humphrey
Soft-Machine

Soft-Machine

*Commercial Category Runner-Up*Title: Soft MachineDustin Humphrey
Soft-Machine-II

Soft-Machine-II

*Commercial Category Runner-Up**Title:* Soft Machine IIDustin Humphrey
Porcelain-Boy

Porcelain-Boy

*Commercial Category Runner-Up**Title: *Porcelain BoyJulia Fullerton-batten
Porcelain-Girl

Porcelain-Girl

*Commercial Category Runner-Up**Title:* Porcelain GirlJulia Fullerton-batten
Love-Machine

Love-Machine

*Commercial Category Runner-Up**Title: *Love MachinePriscilla Pompa
Peace-and-Love

Peace-and-Love

*Commercial Category Runner-Up**Title: *Peace and LovePriscilla Pompa
Time-Machine

Time-Machine

*Commercial Category Runner-Up**Title:* Time MachinePriscilla Pompa
Power-of-Love

Power-of-Love

*Commercial Category Runner-Up**Title:* Power of LovePriscilla Pompa
Cruisin

Cruisin

*Commercial Category Runner-Up**Title:* CruisinPriscilla Pompa
Priscilla-Pompa

Priscilla-Pompa

*Commercial Category Runner-Up**Title: *Sunny SixtiesSunny Sixties
Mother-Flower

Mother-Flower

*Commercial Category Runner-Up**Title:* Mother FlowerPriscilla Pompa
No-Worries

No-Worries

*Commercial Category Runner-Up**Title:* No WorriesPriscilla Pompa
Love-Is-All-You-Need

Love-Is-All-You-Need

*Commercial Category Runner-Up**Title:* Love Is All You NeedPriscilla Pompa
Share-A-Picnic

Share-A-Picnic

*Commercial Category Runner-Up**Title:* Share A PicnicPriscilla Pompa
Film

Film

*Commercial Category Runner-Up**Title:* FilmOffice shot for 2009 Gallerie for FOX.Brian Bowen Smith
GODDRESS1

GODDRESS1

*Commercial Category Runner-Up*Shot for Bride and Groom, this image was part of a fashion story playing off the Greek Gods. This image was based on Artemis, God of the Hunt.Dean Alexander
GODDRESS2

GODDRESS2

*Commercial Category Runner-Up*Shot for Bride and Groom, this image was part of a fashion story playing off the Greek Gods. This image was based on Poseidon, God of the Sea.Dean Alexander
GODDRESS3

GODDRESS3

*Commercial Category Runner-Up*Shot for Bride and Groom, this image was part of a fashion story playing off the Greek Gods. This image was based on Athena, God of the Wisdom.Dean Alexander
GODDRESS4

GODDRESS4

*Commercial Category Runner-Up*Shot for Bride and Groom, this image was part of a fashion story playing off the Greek Gods. This image was based on Helios, God of the Sun.Dean Alexander
Trapped

Trapped

*Commercial Category Winner**Title: *TrappedCreate a photograph powerful enough to turn people off cigarettes without resorting to the gruesome imagery so prevalent in anti-smoking campaigns. With the help of a couple of dancers, an up-for-anything ad agency and hundreds of yards of Lycra, Los Angeles photographer Ricardo Marenco did just that. “I wanted to evoke a sea of people trapped inside their addiction,” says Marenco, who created the shot for the California Department of Public Health’s billboard and print campaign. To achieve his desired effect, he photographed the dancers individually inside 7-foot-tall Lycra cigarettes. Then he digitally overlaid embers and smoke from real cigarettes on the figures. The ads ran without any words, only a helpline number — the image said it all.Ricardo Marenco