The initial ffe photo was an Diesel advertising
I developed in 2001 for the famous style and art magazine addict. Only addict ever had been free enough to use their own photographers for clients advertising needs. So I had the total freedom to develop what ever I thought is good. Fresh for ever was born with its first photo. And the idea had such a great response - that I realized
I could communicate much more with it than just announce a product.

I started to think about a whole ffe library. Strong and provocative enough to reflect
a world - reducing itself to a surface with nothing much behind. Using the super high gloss advertising appeal
- to get way beyond it, was the breakthrough for fresh for ever as an art project.

It starts to collects the diversity of the world by the diversity of its people. Shocking but
beautiful at the same time - the fresh for ever people always are very curious about how their
unplugged reality comes out. And I think the strong results talk for itself.

Wide as the world ffe can jump now on any theme appropriate enough for the growing of the library and its
communication needs. With the 12 girls a homage to the most photographed subject in advertising is created:
The diversity of women beauty and sex appeal - that seamed to drive our world around.
Than in 2007 with the pacha edition the movement really was born. With the high impact of the unplugged reality
of each individual and with a lot of new themes announced ffe is now on its way. To find the people
and to conserve their way to be unique in the world.