Who's Who: Peter Schafrick
How did you get into advertising, Peter?
I started shooting editorial early in my career, as it’s a natural progression into advertising. Once I had that experience under my belt, I began to market to ad agencies. While editorial can be a lot of fun, the budgets simply don’t allow for more challenging and creative work. Plus, I find that collaborating with creatives at agencies to be very enjoyable, especially when the project allows for some wiggle room in the brief to push the envelope creatively and try different approaches.
A run-down of the most recent campaign you worked on ...
I just finished up a shoot for Dove.
The best piece of creative work around at the moment is ...
I’m still taken aback by the ads Terry Richardson did for Equinox. They are bold, evocative, impactful, and certainly eye-catching.
I also really like what Robin Wood has produced. "Destroying nature is destroying life” campaign is very well done and has emotional impact in spades.
The next big advertising trend is going to be...
My crystal ball is in the shop this week, so what do I know? Besides, I’m just a photographer. But if I have to answer (and I do) then I would say that the pendulum has swung (and perhaps may be still swinging) towards digital. With tiny ads shown online and your mobile, they really don’t have the impact anymore. So to make up for that, some movement is added. Swipes, a GIF or cinemagraph. All good stuff. But the scale of these ads don’t make them very impactful and they get tired very quick. So I see a trend towards advertising ads getting(back) to being larger. Great ads are a joy to view in a glossy magazine – online in a thumbnail, not so much. Books are making a big comeback, and so magazines may follow. (One can dream right?)
The piece of advertising work you wish you had thought of is ...
Any cover of Archive Magazine (I was not paid for this plug.)
Your favourite digital tool/app at the moment?
I have two. 1. My camera. 2. My website. Everything else is fluff, expect for Facebook, Instagram and Twitter, and ... (oh damn, I’m so busted.)
In a film about your life, you’d like to be played by ...
Oh geez, that’s a tough one. OK, fine ... Peter O’Toole or Michael Caine ... Justin Timberlake as my sidekick.
A word or phrase you overuse...
“Humour me ... let’s try another few shots ...”
Your last social media update said ...
"I'm pumped! Just scored floor seats to the Tragically Hip!!"
Your dream collaboration is...
Another tough one ... I love being on a set where clients are courageous enough to allow agency creatives to flex their creative muscles. It happens less and less these days, but when it does happen, it’s always a dream come true to be able to push the creative envelope and create something that stands out from the ordinary.
A piece of criticism you’ve received was ...
“Your portfolio is terrible. You’ll never be much of a photographer.”
A great piece of advice you received?
“Your portfolio is terrible. You’ll never be much of a photographer.”
Twitter handle: @PeterSchafrick
