BEYOND THE MARLBORO MAN
Top photographers make advertising iconic
by KOD Staff
Designed to arouse our desire to possess, adverts not only sell products, but more abstract promises of modernity, optimism and perfection. Capitalism and creativity may seem an unlikely match but many ads are caught in a struggle between the drive to sell, and the creative drive to captivate. With top creative directors, photographers and models on their side, more brands are driving huge budgets towards lavish imagery – realizing the powerful influence a single image can hold over us.