This is a vision of outrageous freedom from David La Chapelle. David chose to shoot on a beach in order to emphasis the sense of coming from the darkness into the light. From there every element that is coming out of the iconic ABSOLUT bottle-shaped closet contributes to that sense outrageousness and freedom. All the people are representative of the LGBT community and contribute emotionally to the sense of joy and celebration of the 30 year anniversary of ABSOLUT's involvement with the community. Each element does not neccesarily "mean" something or "symbolize" something - each contributes to the whole. And each is very uniquely David - outrageous.
Advertising Agency: TBWA\Chiat\Day, New York, USA Chairman & Chief Creative Officer: Mark Figliulo Creative Director: Sue Anderson Creative Director / Art Director: Hoj Jomehri Art Director: Brantley Barefoot Copywriter: Jim Therkalsen Head of Production: Robert Valdez Director of Art Production: Teresa Rad Photographer: David LaChapelle Retoucher: Stella Digital