After 14 years art directing around Melbourne (Lifelounge, Cummins & Partners, Naked, Noisy Beast), Paul Hermes has made the jump into photography – bringing a wealth of industry knowledge, understanding and craft to the discipline.
With a fresh run of new campaigns for VB For Men, WorkSafe, Polished Man and Melbourne Symphony Orchestra, Hermes aims to breathe more authenticity into commercial imagery.
Says Hermes: “I totally understand that super polished advertising images have their place, but I feel like they can be easily overlooked by consumers’ increasingly discerning eyes. I want to bring more connection and engagement through authentic images.”
Hermes’ strength is working with people – talent, creatives, production teams and clients.
Says Hermes: “The best work always comes from great teams. When I was art directing I always preferred to work with teams and shooters that not only got the job done well, but had a great time doing it. Everyone’s happy and the results really showed.
“I bring two hats to every shoot. Having the art direction background lets me understand concepts and how to execute them. The nuance of tone and brand aesthetic. How to frame and leave space for design elements with freedom to crop for all insertions. And retouch. I totally would’ve hired me back in the day.”
To see more of Hermes’ work on Swisse, 2XU, Big M, TAC, Converse head to paulhermes.com