CAMPAIGN CRAFT: Limelight picks photographic stars for ad directing spin-off

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.

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

directors.



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.