The Gravitational pull of Norway

Happenstance or am I feeling some gravitational pull towards Norway?

 

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I’m not quite sure of the reasons, but I have the past year more frequently found myself taking on assignments in my home country…

Whichever the objective or purpose I have truly enjoyed working closer to where I grew up.

It is something about rediscovering, through photography, the very place that shaped who I am and very much shaped my esthetic.

 

In my second collaboration with advertising agency HK we were to create “spaces to dream within” for Norwegian bedding company Høie of Scandinavia.

So how do one create a sense of dreams and intimacy within Scandinavian nature in close ups of people?




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For us it was textures. Having our models wander through tall grass, being enveloped in low laying fog. This we hoped would create intimacy in an airy and dreamy setting while still making sure the images came across Scandinavian in nature and feel.

 

As a Norwegian living in the US for 20 years, taking on an assignment with this sensibility is quite amazing.

To stand in the frost of the below freezing morning just a short 10 minutes by car from my family’s house and think about Scandinavian spaces to dream within felt close to home, not just in proximity, but visually and emotionally as well…

 

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And here is the Behind the Scenes of how the images came together and our day working in the norwegian fall landscape:

 

 

Two passions come together while on location with California Tourism

I have worked with advertising agency MeringCarson and their client California Tourism quite a few times over the past few years.

When they again approached me a few months back the concept and location was close to both my home and my heart….

 

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When living in San Francisco it’s almost impossible to not take an interest in wine. It’s a city passionate about all things that stimulate the senses, and especially the digestible like food & wine.

 

With one of the worlds premier wine regions just a short drive across the Golden Gate Bridge one, by proximity, get exposed to the fickle art and science of making great wine.

My own curiosity for the fermented grape juice started shortly after I arrived to San Francisco, now 20 years ago.

Through serendipity this interest have matured into establishing my own wine project to be launched in just a few short months, at www.erikalmaswinery.com

 

So in this most recent project for California Tourism I got to indulge in two of my favorite things, pictures and wine, at the beautiful Chapellet Winery overlooking Napa Valley.

 

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A big thanks to AD Rob Petrie, MeringCarson and California Tourism for giving me another amazing experience…

If you want to see how it all came together please check out the behind the scenes below.

 

On a journey…

I like moving. Travelling. Seeing. Observing.

 

And I like quiet.

At the same time…

 

 

My pictures are often depicting journeys. Most like the ones I want to embark on myself.

There’s a bigness to the spaces I’m drawn to. There’s vastness.

In this I seek to make myself irrelevant. A space where man in relation to nature get into perspective.

This is the quietness I like.

I don’t like to be quiet as in not moving but quiet in tone. Quiet which leaves room for the mind to wander.

 

 

So when asked to pack a Land Rover and depict the start of a journey and the road ahead I get excited….

 

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Starting again

Why is it so that the New Year some how brings on a new beginning?
The tradition tells us that the sun turns, and with it, hopes for what is to come with the birth of another spring…

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To me the holiday season is a very special time of year.

I moved from Norway 20 years ago. In this time the one constant connection to my family and friends in Norway is the time around Christmas and New Year.

 

It’s a time when I can lower my shoulders and truly relax. The only focus is being together and there’s no deadlines but for the one at dinner time.

 

This is when I recharge and again connect with who I truly am. I don’t expect or hold myself to anything and I, through this, allow myself to recharge and think about the things that truly matter…

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So with this a new year takes shape for me and, after again connecting to my family and friends who most of the year is a worlds a way, I’m ready to take on new pictures, new beginnings and new endeavors.
That’s how, for me, it all begins again…

 

 

I wish you all one amazing 2015, coming into it with renewed energy and enthusiasm!

 

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