coffee shot _imaging © Annie Leibowitz L
avazza has united 12 masters of photography to celebrate the twentieth edition of its calen- dar which, this year, is entited ‘The Lavazzers’. The 12 contributors are: Annie Leibovitz (right), Miles Aldridge, David LaChapelle, Mark Seliger, Elliott Erwitt, Finlay MacKay, Ellen von Unwerth Erwin Olaf, Thierry Le Gouès, Marino Parisotto, Eugenio Recuenco, and Albert Watson Led by the Armando Testa agency, the photographers were briefed to demonstrate their love of Lavazza coffee through self-portraits. The photographers took this forward to interpret themselves in innovative, unusual and imaginative shots. The final result is a gallery of powerfully suggestive images, combining humorous and enigmatic photographs with refined sculp-
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Image: Spitzley Zagari
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camerasure@towergate.co.uk Towergate Camerasure products are underwritten by one of the UK's largest insurers Norwich Union
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Towergate Camerasure is a trading name of Towergate Underwriting Group Limited. Authorised and regulated by the Financial Services Authority Calls may be recorded for training purposes
MASTER PHOTOGRAPHY 35
DavidBryce3pp.indd 31 15/7/08 10:45:43 Insurance Endorsed by the MPA
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Lavazza’s calendar is now as legendary as the Pirelli once was – Italian flair for using the best of the world’s photography. For 2012, they commissioned top international photographers to create self-portraits on the coffee theme.
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tural images and icons. The beauty of this project lies in its diversity; the introspective, surreal approach of each artist contributes to a one-of-a-kind work uniting traditional photography, sophisticated personal techniques and, in some cases, digital art.
“Every year the Lavazza Calendar experiments with new artistic trends and different themes interpreted by an international artist,” tells Francesca Lavazza, Corporate Image Director of the Group. “In an edition which is so important and significant for our com- munications, we wanted to turn the tables and ask the great photographers to create self portraits inspired by our espresso: the result is truly exciting.” Since we are so used to imagining them behind the lens, seeing these photographers as the protagonist in front of the camera is a brand new
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