Andric Photography – Creating the Impossible Through Reality

Posted on February 17, 2012

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Andric – an award winning photographer with a strong signature style has brought to the photography world light and clean images that prove over and over again to be timeless. Born in Belgrade, Yugoslavia to a family of artist, his craft was naturally self-taught, as he worked his first paid gig at the ripe age of 21.  Andric has been working as a advertising photographer since 1988, and has moved the advertising world with his stunning images since then. The big-name brands that have the opportunity to work with Andric include Amex, Amtrak, AT&T, Campbell’s Soup, Capital One, Chick-Fil-A, Compaq, Corona, Dove, Guinness, Hitachi, LL Bean, M&M’s, Magnum, Novo Nordisk, Palm, Pirelli, Samsung, Silk, SYFY, Vespa and Weyerhaeuser. Since 2002, he divides his time between Canada and Europe.

Andric believes that “A good image should always leave some questions unanswered.”  He also believes that even the most “impossible” image needs to rely on reality for its strength. His imagination is often populated with various kinds of unexpected encounters, where he sprinkles in subtle humor, and “always starting with the ordinary and turning it into something unexpected.”  This structured philosophy gives way to his clean and impossible style, a contradiction that comes through his images in harmony.

In light to his photography skills, Andric has been doing nearly all of his own post-production work . He reserves the post- production phase for enhancing, changing or creating atmosphere…”not just assembling the illusion of reality.”

Awards include ADC, Communication Arts, PDN, Archive 200 Best.

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