One of the leading names in UK commercials production, Limelight, has
clinched deals with eight of Europe’s top fashion, documentary and
portrait photographers to produce commercials.
The move represents the first time that an established UK production
company has taken on a raft of photographic talent as commercials
A new company, Flashlight, will represent eight names, whittled down
from an original line-up of more than 50. These include: Julian Broad,
who shot a recent campaign for Paul Smith and the ‘Ice down the back of
your neck’ series for Carlsberg Ice; Christopher Griffith, whose credits
include ad campaigns for Issey Miyake and Ally Capellino; Jamie Morgan,
who pioneered the Face’s ‘Buffalo’ style photography in the 80s; Terry
Richardson, whose gritty photo-documentary style led to Katherine
Hamnett’s latest ad campaign; and Zanna, the fashion stylist-turned
photographer who created the music video and stills campaign for the
Simply Red album, Life.
Flashlight will be headed by Kevin Kollenda, as executive producer.
Kollenda moves over from running Limelight’s European operation and its
music video and commercials spin-off, Sublime.
Kollenda said that, although the concept of photographers directing
commercials is not a new one, Flashlight’s offering - with a number of
big-name photographers being available from a single source - is unique.
Kollenda explained: ‘Flashlight will offer agency creatives access to a
select group of photographers who are either moving into, or have
already directed, music videos and TV commercials.
‘Often, directors’ presentations to agencies include the use of many of
these photographers’ images as references. Flashlight makes it possible
for agencies to employ the creator of these images as both photographer
and director,’ he added.