Combining art and commercial : Moveo portraits

Some people think that art and commercial jobs have to be two different things. Well I disagree and one of the benefits of having both a phototechnical education and a bacherlor in "Fine Arts", is to have the ability to combine both expressions.

The task was to portrait the people working at a newly established fitness centre in Bodø. It's a community for physical therapy, osteopaths and similar things. Their focus is rehabilitating anything from older people who is recovering from medical treatment to professional athlethes recovering from injury.

I wanted to create a new expression outside the box to give the company an advantage when promoting themselves. So instead of the dental-white fake smiles which every company try to sell as true, I wanted to communicate the simple truth.

So I wanted to communicate trust. When you go to these people you are afterall trusting them with your health. Where other businesses are looking like a crocked used car dealer with fake smiles, these people can stand out and show that we are professionals - we understand your situation and you can trust us.

Rather than working with fake smiles I decided to work only with their eyes which means working with their souls. Show yourself and be vulnerable and harmless. Be the one every patient dreams of; their equal. That is to stand out.

Hope you enjoy these images. I put a lot of thought into them, even ever the simplicity.