There are collections of people that get photography. They understand each movement, photographic trend and technique. They switch onto what we've never really done before - apply it to an editorial context. One of the hardest things to do is to make money from photography, unless you rent yourself out as a wedding or fashion photographer - then your laughing. But to make a blend of 'personal practice' and the editorial pay cheque is probably the hardest of all to pull off.
Studio Amos Fricke are exactly that. With a credible client list they work alongside the bigger brands and offer them the aesthetic of 'personal practice' for editorial means. Now, people in the photographic industry are aware of these techniques and have applied them or discovered them through their time with photography, but the advertising market only really knows the slicked back aesthetic that makes it shine on the bill board. To bring the two together is a revelation.
From 2008 - 2013, this edit of six has come about through exploring and discovering vehicles in four different countries. Using the low-fi grabbing flash technique used in a lot of personal work, they restore the old vehicles with a lick of paint to rejuvenate their spirits. The vehicles are partially lost and abandoned, clear to see with the eternal black created through the long hand of light to bring the car to us. They know what they're doing and in the right editorial brief this technique could bring the 'personal practice' aesthetic to the masses of billboards and advertising.
The interesting part of Studio Amos Fricke is they can imitate any style and do it well. This opens doors for photography to enter the editorial context with great strides instead of shifting feet. This is a difficult venture but one that seems to be on its way to complete its infiltration into the working jobs within photography. And it is incredibly exciting to think these techniques developed tirelessly by photographers working on their own, with their own ideas, could spend their other time working on similar ventures to pay their way.