Schafrick Photography

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.

Project Details


Art Direction
Postcard Promo
Mailing Label
Magazine Ads

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?”

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