My name is Morten and I am a photographer. I used to work in advertising as an art director but since 2006 I have been working as a photographer. As an art director I was sometimes disappointed when the finished pictured differed a lot from the original idea. This can easily happen because a photographer has to make a lot more choices than the creatives. An advertising idea is often a very simplified version of the real world. I find that quite generic motifs, people and places that are clean and classic versions of themselves communicate advertising ideas well. Some parks are more parks than others, if you know what I mean. I spend a lot of time trying to find the people and the places that match the original idea and the level of realism/surrealism that the idea demands. With my stills photography background and life as an art director, everything I do contains an extraordinary level of detail. My UK film work recently won a Drum Award and several DMA Awards, including a Gold for Best Use of Moving Image for my PayPal series, twelve films for Rapp London.