I grew up in Switzerland which is not all mountains, snow, chocolate and cuckoo clocks. Surrounded by beauty, there was not too much opportunity during my school years to stand and admire it, or even do much about sharing it. Eyes on the screen, nose to the grindstone, got to get those good, academic grades. But I could not just ignore big, small, ugly or beautiful things in life. So I fell in love - with a camera - or two, three in fact. I knew it must involve creativity; visual, verbal and conceptual. People would play a major part in it, as colleagues, clients and audience. There would have to be serious challenges, mental and physical, plenty of laughs, a touch of the surreal, and I would need to eat. Swiftly, I discarded the idea of becoming a famous mountaineer, this would be too risky for my cameras and tripod. I took a good look at myself and realized I had the qualities which matched what I wanted to do. I would enter the world of advertising - funny, touching, real, surreal, serious, educational, innovative, artistic, demanding and downright captivating! What more can I say? I imagined sitting with friends, having a beer one evening, when a brilliantly amusing, yet exciting and colorful piece of advertising appears on the T.V. screen. It might be for a chocolate cake, a tin of catfood or a toilet cleaner - anything! Suddenly, everyone would stop talking and concentrate for the 30 seconds it takes to get the message across. They would laugh at the punchline or
final image, then turn to me.