CAMPAIGN CRAFT: PORTFOLIO - MICHAEL FUETER

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.

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

diversity.



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?

Jenny Watts.



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