The Art of Undies

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Stockholm-born commercials director Jorgen Loof, probably best known for his Diesel jeans work, began his career as a photographer, but he hadn't shot any print campaigns in about a decade-until fellow Swedes Joakim Jonasson and Samuel Akesson of London's Scholz & Friends got him into some of fellow Swede's Bjorn Borg undies, metaphorically speaking. The result is a seasonal campaign, "Autumn 2005," seen in Europe and Australia as print inserts with a "Bjorn Borg by Jorgen Loof" title page, and there are also outdoor versions of the images. This faux gallery work is "inspired by surrealist paintings, operatic theater, Renaissance art and biblical references and symbolism," says Loof. The ads are as post-heavy as they look; each element was photographed separately by Loof.

Client: WBM Group Agency: Scholz & Friends. London CD: Joakim Jonasson AD: Samuel Akesson Photographer: Jorgen Loof Retouching: Jenny Stigsdogger

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