Peter Schafrick

Peter Schafrick is a still life photographer 
often found ankle deep in paint or oil or spirits. With a penchant for planned 
spontaneity, he’s a product specialist who shoots liquids splashed and poured in air. On the digital cinema side, his dazzling splashes and pours are filmed in ultra 
slow motion. Peter hired TWR requesting a unique, memorable brand identity targeting his niche market—advertising agencies. We knew that something edgy and groundbreaking was in order, since Peter has a reputation for taking risks. Our strategy was to create a custom light box, which took three weeks to produce, with seven interchanging faces allowing for diversity and flexibility in application. This allowed us to switch faces on-set while capturing his various specialties inside the face itself. We art-directed the shoot, while Peter himself shot the P and his retoucher touched it up. The identity echoes the three-dimensional effect of his still life work, which remains his primary genre. The letter P stands for Photography as well as Peter. Just as his work looks, but isn’t, CGI-generated, we want this identity to keep people guessing about its own status—real or unreal?” – Scope – Consultation/Strategy, Identity
, Art Direction, Website Design, 
Stationery
, Postcards, Copywriting
, Magazine Ads, Consultation

TEASER BRAND IMAGE SHOWN PRIOR TO COMPLETE LAUNCH
BUSINESS CARD SERIES
MAGAZINE AD 1
MAGAZINE AD 2

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