Photographer Joey Lawrence
This photograph is taken by a Canadian photographer called Joey Lawrence. Joey Lawrence is a 30 years old commercial photographer who is a self educated.
The picture I chose is a picture he shot for ZAAF witch is a premium lifestyle brand completely made in Africa. His approach on this mode shoot was that he wanted an atypical photoshoot. Not just focusing on the luxury of the brand but also not falling in the cliches of the “developing nations”. He wanted to mix the culture of the designers homeland together with the brand. It was his creative approach but also the good setting, lighting and placing of the model that made him win the international photo awards for the section mode.
I found this photo while looking for inspiration for mode photography. This photo immediately attracted my attention between all the other photo’s because of his uniqueness. At first I thought is was just a documentary photo before noticing it was a mode photo. And that is what I think makes this photo so amazing the fact that it doesn't have the normal mode photography vibe. The fact that he was able to mix the culture with the mode makes it way more interesting. It really captures the vibe the brand has: mode made interily in Africa. The camels in the background also give the photo way more depth and let it feel more genuine. It almost looks like it was just a photo of a person passing by.














