It’s not every day that careers start by being headhunted as
director of photography for Quentin Tarantino. But with a grandfather
who founded Condor Films and an uncle who took it over, it must be in
the blood for the Swede, Michael Fueter.
Fueter entered commercials as a camera assistant in 1989, abandoning his
teenage dream of becoming a drummer. His big break came after a shoot
for Zurich Water Works. Not one to do things by halves, he enticed the
entire camera crew to dive into ’20 million litres of the purest Zurich
drinking water’, a radical introduction of his talents to the
commercials industry, and ’f***ing freezing’ to boot.
After making a splash with this ad, Fueter went on to work in France,
Germany, Switzerland and the US, and his reel reflects this
Much of it employs a tongue-in-cheek humour that turns traditional
perceptions on their head.
His ’the walkers’ spot for the Swiss Bankers Union is an apocalyptic
vision of power-walking city dwellers, satirising the mentality of the
strait-laced Swiss. An irreverent spot for Ericsson entitled ’Easter
Sunday’ eschews the expected religious associations for a strange man
who sticks his head in bushes.
His Wallwurz spot sees grandpas with an eye for the ladies, advertising
an ointment for ’wherever it hurts’.
Claiming ’a very good relationship with many international agencies’,
Fueter has jobs in France, Germany and Switzerland. But in joining Great
Guns, it’s clear to see where his sights are set. ’The work of British
agencies is outstanding,’ he enthuses. And who can argue with that?