Thinking means nothing without making. That’s why - as a copywriter and concept provider - I always looked up to the designers, photographers, film directors, D.O.P.’s… who turned our creative concepts into beautiful reality. All these talented people are the reason I started photographing. The past two decades I took my 35mm camera with me on all commercial video or photo shoots, to document their greatness. Let me take you behind the scenes of some of the campaigns I made since 1999.