But that is precisely where Sponge founder and Chief Creative Officer Brourman discovered an eye-catching house in the shape of an X perched on the side of a hill overlooking the city and the Mediterranean Sea.

As soon as he saw a photo of the house on the Internet, Brourman knew it was the right image to go with a new print ad to promote client PrivateBank’s private wealth banking unit. The finished ad would be part of a new multifaceted ad campaign with the tagline “We Solve For X” for Chicago-based The PrivateBank.

First, after getting clearance to proceed from bank executives, Brourman had to figure out how to get his own image of that X-shaped house for the new ad. He started making calls to Barcelona and soon had a location scout/producer and a photographer lined up to handle the project. The scout quickly negotiated a deal with the home’s owner to take the photo.

Shortly thereafter, the photographer found himself precariously perched high atop a cherry picker device ready to shoot a series of images of the home while Brourman and his associates at Sponge help orchestrate the photo shoot from Chicago via Skype.

Worried that the photographer might be in peril perched on the crane on a Spanish hillside, Brourman remembers he repeatedly urged the photographer to stay safe as he snapped image after image.

With a number of shots to select from, Brourman went with a nighttime image of the X-shaped home that dramatically emphasizes the structure’s distinctive shape. Mission accomplished, now Brourman has to think about what he can do for a follow-up ad next year. It won’t be easy. “We set the bar pretty high with this one,” said Brourman.

 

Taller Escritura de viajes formato internet y Fotografía “iphones, tablets y otros dispositivos”. Sábado 14 de diciembre 2013

“The appearances deceives”. How many times we heard this sentence? And it is because things are not always what they seem at first sight… In this is what is based Agustín Amate to make these series of photographs, because when some see vegetables, he sees…others things.

Photography allows to mold the reality through a game of lights, shadows and perspective, although this, without the imagination and creativity of the photographer behind the camera, would not be possible. Agustín Amate has used these two facets to convert something as ordinary as aliments in things completely different. Its a commission for AC- Hotels, in which the details are the most important.

“With these images I wanted to make a series where to emphasize the textures, playing with the composition and the light. There are a personal vision, where I looked at the visual ambiguity in the details that sometimes results in surrealists. I wanted to achieve abstracts and intriguing images for the viewer, in order to make a second look to the ordinary, discovering new details and shades”.

Agustín Amate is a photographer with more than 20 years experience. Graduated with a Ba(Hons) in Photography & Multimedia in the University of Westminster. Came to Spain to live in Barcelona. Specialised in preproduction and postproduction and finalist in The Hasselbland Masters Awards (2009) and bronze in the best Pack (2012). In his life has worked in all areas of photography, but if had to choose one, would be advertising.

www.agustinamate.com

TEXTO: Mónica García