John Hegarty behind Lensmodern marketing campaign

Thursday 10th of January 2008

The concept behind Lensmodern's recent marketing campaign was devised by leading Creative Director John Hegarty, who joined Lensmodern as Executive Chairman in June 2007. John's idea was to invite top art directors to design an advertisement around a word or phrase associated with some of the more common uses of photography in advertising, but to illustrate it with an outstanding Lensmodern image. The result was a series of stunning advertisements created by some of the world's best art directors, often with a humorous juxtaposition of words and imagery. These ads were used not only in our extensive email marketing campaign but also ran as double page advertisements in the US based Creativity magazine, Lürzers Archive and the fine art publication Tate etc. Running alongside these guest art-directed advertisements is a series promoting a wide range of gallery collections, designed by Bob Miller. To view a selection of our advertisements, click on the 'Mailshots' links at the bottom of the right hand column.