This on-going project began a few years ago in a very simple way, photographing friends and guests wild swimming on a remote island in Sweden.
I saw something essential in the transformative power of a cold wild swim and I wanted to capture this moment of both vulnerability and strength. So the project developed and was carried with me each summer to the cold rocky Kattegat, to the brackish, reed fringed Baltic, the pristine mountains of Norway, and home to the grassy upper reaches of the Thames. I connected and worked with some local social bathers, and a lone early morning athlete.
I was introduced to Jo Kelly, who throughout the 1980’s was a swimwear model for multiple Elle fashion stories. She is so strong and wonderfully comfortable in her own skin, and a keen open water swimmer and triathlete. For this type of shoot I like to work in a very paired down, simple way, and to try and portray an authentic, essential form of natural human beauty.
In other images I have tried to give a sense of the gut tingling uncertainty and hesitation at the top of the swimming ladder, before the intensity of the visceral cold caress of nature.
It has occurred to me that my subjects emerged from the cold dark water as we do from the warm dark womb - wet and exhilarated, re-invigorated and reborn. Heart beating - never more alive than in that moment!
InstituteTM (collectively Institute Pictures, Institute Studios, & Institute Artist) is redefining how stories are produced and told in the 21st Century. Founded by Producer Frank Evers and Director/Visual Artist Lauren Greenfield, we are a multiplatform production company representing auteur-driven storytellers across commercials, photography, fine art, film, and technology — and producing original work across every screen that those stories live on.
Our multiplatform expertise and established global relationships in entertainment, commercial, fine art, and journalism create unmatched reach and cross-pollination of creative work. A film commission informs a photography campaign; a fine art practice shapes a commercial; an editorial relationship opens a documentary. Few companies operate fluently across all of these worlds. Institute was built this way from the ground up.
Clients include: Apple, Google, Meta, Amazon, Microsoft/Xbox, LinkedIn, WhatsApp, Nike, Adidas, Lululemon, Under Armour, Dove, Maybelline, Clinique, Ulta Beauty, Aesop, Vaseline, LEGO, Balenciaga, Dior, Tom Ford, Kenzo, Supreme, Van Cleef & Arpels, Mercedes-Benz, Volvo, Toyota, McLaren, Pennzoil, American Express, Chase, U.S. Bank, Burger King, Chobani, Corona, Pepsi, Nespresso, Lavazza, Velveeta, Airbnb, Four Seasons, Marriott, Instacart, eBay, JCPenney, Levi's, Swatch, Bang & Olufsen, Bayer, Pfizer, Genentech, EA, Planned Parenthood, Ad Council, and the United Nations.
Editorial and publishing partners include: The New York Times Magazine, The New Yorker, GQ, Esquire, TIME, Bloomberg, National Geographic, The Economist, Monocle, Le Monde, Stern, Sunday Times Magazine, Phaidon, Steidl, Abrams, Prestel, Chronicle, and Random House.
“Institute” is a registered trademark in the US, Europe, and United Kingdom. All rights reserved.