Krisuvik, Iceland 1993

Vikings '93 07 copy

Vikings, Frederikke Magnusson, Avenue Magazine 1993

Torrential rain, hail storms, fog. There seemed to be no end to it.
“We’re leaving tomorrow, and we still have a few more shots to go!” the editor said, looking out of the restaurant window, a desperate look on her face.
‘There’s only one solution.” I answered. “Get outside and make some pictures.”
“In this weather?”
“It‘ll fit in the story and, besides that, what else can we do? Come back next week and try again?”
“You know there’s no budget for that, and the models will probably be booked already.”
“Let’s go.”

We were working for a magazine and not for a commercial client. This meant we were not restricted to a predefined concept of what the pictures should look like.
We could improvise.
Other than the customary working practices for advertising agencies, magazines don’t have endless meetings with art-directors, clients, members of the board of directors, and other interested parties to discuss the desired concepts and strategies for a photo shoot. Every little aspect of it.
For magazines
 a short, verbal instruction is usually all: “Think summer!” or “Passion!”
Or “Vikings!”


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