The campaign and image pool assignment for the German organic farmer’s association Naturland was definitely one of my most favorite projects recently! Naturland wanted to embark on a new path in their marketing communication and chose a very brave approach, in my opinion. Instead of serving up stale cliche images of romantic farm landscapes, happy cows frolicking on green pastures and farmers in Lederhosen using their bare hands to churn the ground, Naturland wanted documentary-style imagery. The brief called for a photojournalistic approach to show what happens behind the scenes on real farms. Over the course of several weeks I visited a number of different farmer’s and basically just documented their normal daily business. Nothing was staged, nothing dressed up. What I loved most about the project, is that it required merging the demand of being hired to produce commercial advertising imagery with a documentary-style approach. The client and the agency gave me free reign, a rare luxury for a large-scale commercial assignment, and it was up to me to make the most out of every given situation. A perfect blend, basically! Just the way I love it!