© Ellen von Unwerth
experience. David LaChapelle, the king of the jungle in a shot entitled An Ordinary Morning turns into Paradise, recounts how coffee is “a tool to push my mind into gear”. Fellow photogra- pher Erwin Olaf in his shot My Thoughts Flying Away, right, points out how, “While drinking Lavazza coffee naturally the human body is on my mind”. “It was incredible to work with these great talents, managing to capture the relationship between their personali- ties and coffee in each photograph,” emphasised Michele Mariani, Execu- tive Creative Director, Armando Testa Agency. “It was almost like a return home, or even better, a new interpreta- tion of Espress Yourself, so close to the heart of Lavazza.”
The icon and driving force behind
the 2012 Calendar and the entire pro- ject connected to the celebration of the twentieth anniversary will be Valerie van der Graaf. The young Dutch model, protagonist of the photographs by Ellen von Unwerth, will be on the cover of the 2012 Calendar as she blows out the candles (left). This is a symbolic birthday with dual meanings: it is the 20th edition of the Lavazza Calendar, and Valerie is also 20 years old — there could not be a better spokesperson for the years to come.
Much like Ellen von Unwerth’s 1995 Lavazza Calendar, which featured Amber Smith in front of an enormous birthday cake to mark 100 years of the Turin- based company, Valerie is featured in front of 20 lit birthday candles. This with the self-portrait in the 2012 Calendar (top) is not the first time Ellen has been called upon to celebrate a special occasion with Lavazza. “Everyone knows that I’m a pho-
tographer,” Ellen explains “What they may not know is that I’m often involved with birthday cakes, especially when I’m working with Lavazza. Once, to celebrate the one hundredth anniver- sary of the brand and now, because it’s the twentieth birthday of the Lavazza Calendar. So you see, we can always find an excuse for a celebration. And if there’s a party, you can be sure I won’t miss it.”
Á © Albert Watson MASTER PHOTOGRAPHY 36 © Erwin Olaf
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