The other images…

In the past 18months I have done a lot of images for American Airlines. 5 shoots building interiors of planes in different studios, one shoot at LAX and another 2 days shooting a brand new 777-200 while flying over California…

Out of this body of work came a series of studied images with a cool, modern color palette used for branding the new look of American.


Through this effort I shot a library consisting of thousands of images. Some of the photographs captured were truly random and somewhat unexpected for my style of image making.
I started looking at these off topic images and posting them on instagram whenever I got on a flight. Through posting on Instagram I got compelled to look at my own captures a bit differently.

The moment between the moment is a well know term in photography. It’s a strange saying as the moment between then becomes THE moment and a moment surely cant be between itself. (Now this lofty topic might be better pondered over a glass of vino…)
These between, off scope, images was shot as intuitive responses to what I saw. As I revisit these photographs they have grown on me and I’m really intrigued by what they contain versus the edited and retouched images for the branding.
There’s for sure a spontaneity and intimacy to these that are lost a bit on the classic view. Maybe a bit of honesty as well..

As I keep looking for that elusive “moment” in image making I’ll leave you with the below to check out. Me, I’m seeing a more random side to making that perfect image and grateful for another experience and opportunity to grow as a photographer.





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Seeing my work in Print

After my first commercial assignment some 14 years ago I could not wait to see the image in a magazine. I impatiently waited for 3 months for the ad to be published and on the day it arrived on the magazine stands I bought two of the same issue.
One of the magazines was Home & Garden and I still have a copy of that very issue tucked away somewhere. I don’t hold on to things but for some reason that felt like a milestone and I will probably keep that issue another 14 years…

As with all things new which then becomes familiar the excitement wears off.
It does not go away though and I still feel a great sense of accomplishment when I see my work displayed in public.
There’s quite a few of the campaigns I have been fortunate enough to be a part of that are running at the moment.

Below are the ones spotted..

In London The TV show 24 for SKY Television.


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In the same issue of Fast Company 2 ads for Don Julio Tequila and 2 ads done for Dassault Systemes.


Courage Spread

Revelation Spread


Credit Suisse spotted at JFK Airport in New York


American Airlines spotted on buses in New York, Boards in London and Buenos Aires


Trondheim Torg on Bus shelters in Norway.

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If you do see others please share!

A success and a failure

I often get asked what my favorite place is and “What’s the best place I have visited?”

As every experience is different it is truly hard to answer which one is better…
My answer is often that my favorite place is the one I have not yet been to.
There are a few places though that has touched me in a special way where I, on the day I left, told myself I will come back.

One of these was Namibia.

When in big cities like New York or London I inevitably feel contained. I can’t see further than the next street corner and after a few weeks the buildings start caving in on me. When this happens I know it’s time for me to get some air and go to a place that’s open. Open to see the horizon and the sun rise and set…

A vast open space always gives me a sense of belonging. Of being part of something way bigger than myself.
All small issues, insecurities and ambitions just falls away and are being replaced with a sense of gratitude for all things that is.

Namibia was a place like this.
In the vastness of the desert planes one feel both small and big at the same time. Small and insignificant in the massiveness of the space, and big as in being connected to it all…

It’s been 7 months since I was there. I still think of it…

I have slowly started looking through the massive amounts of images shot while there. Most of it will be it’s separate body of work drawing from the polar and slightly ambiguous feeling described above.

This first personal image from my trip to Namibia is both a success and a failure to me.
Success in it’s beauty and a failure in describing how I felt when there.
It has too much of Erik Almas, the photographer in it. This in the sense of me having to control it. To relate it to me and put the human element in control. I love mountain biking and the feeling it gives me of flying through the landscape. It’s honest in that it relates to me but I didn’t bike when there.
When there I felt free and numb and lost and found at the same time…

So, when finishing the biker and living with it and the other images for a while I realize it’s both a success and a failure.

What I’m grateful for is that in the process I recognize this duality and can let the rest of the images be what they are.
Be what they are and speak to the bigness of Namibia, a place I can’t wait to go back to…


Here’s a behind the scene of the Bike image and my thinking at the time and how the composite came together. Check it out and let me know: Sucess or failure? And can it be both at the same time…

Tale of the Peach Blossom – Trondheim, Norway

In November last year I shot an assignment for Trondheim Torg, a shopping center at the main square of my hometown. It was for their holiday marketing with the idea of turning the whole scene into a winter fairytale of snow and ice.
As this was my first commercial assignment that was shooting in Norway I went full force in recreating the square in snow and ice, even if it was late fall…

This March the agency, HK Reklame, called again to continue the idea of this first image of winter and do 3 new pictures following the seasons of spring, summer and fall…
This time they extended the idea to the open ended question “What if?”
What if the square was a bit different? Different as if a fairytale was taking place…

Just asking these questions makes visuals surface and I excitedly dived in again.
In addition to the home court advantage these images mixes a lot of the things I thrive on when crafting pictures.
I love a visual challenge, and being able to create rather than take pictures always intrigues me. Then setting the stage of the city square and the idea of “what if?” made for great visuals and almost a mythic storytelling quality to the images we wanted to create…
Telling stories and somehow connecting to them in a personal way has been my mission for years and I’m excited to share our second fairytale from Trondheim in it’s spring incarnation….


In the process of making the images I travelled to Trondheim to shoot the background plates and then off to London to do the studio work. Here’s a behind the scenes film showing the parts on how this came together.

A big thanks to HK Reklame, crew and cast and Chris Bodie on retouch for making this come together.
And till Summer I’ll leave you with the past image from Winter…