The cover of our first issue in 2016 is taken from a campaign for Equinox, a chain of luxury gyms, whose advertising campaigns over the years have been featured in Archive many times. They always excel through provocative imagery that are executed by the best photographers around. Fashion photographer Steven Klein, perhaps best known for his work for Madonna and Lady Gaga, and Wieden+Kennedy, New York are responsible for the controverse but brilliant execution.
In this issue’s main interview, Hermann Vaske chatted to Joe Pytka, one of the titans of commercial filmmaking and someone who can look back on a career in the industry spanning more than four decades. If you think “Advertising now is scraping the bottom of the ocean” (the interview title) sounds, perhaps, slightly negative, brace yourself for the encounter with him.
The Digital selection features the favorite picks of Roy Cohen, Creative Director of Blue Hive, London as of March 2015, who originally started his career as a copywriter at Y&R, Tel Aviv in 2007.
Besides that, Lürzer’s Archive 1-2016 features not less than 104 print campaigns and 72 film campaigns, as usual from countries all over the world.