Reality of Images, Images of Reality
”on the gad” is the visual work journal of Joerg Reichardt, based on the idea of collecting and presenting actual projects in a magazine format. In his new little magazine, Reichardt describes his position in relation to his photography. He states, ”Until now we could say images are products of reality. The image was a copy of reality, without being reality by itself. Now we are experiencing a shift between the traditional relationship of reality and representation. Images create our reality; they are reality. The clear differentiation between documentation and fiction is no longer possible. This condition, however, does not represent a loss, as many people might think, as they sigh for the return of some kind of unmediated presence. On the contrary, the idea that the world consists of a conglomeration of images carries a liberating potential - it makes the renegotiation of our surroundings possible. And this in turn opens up the recognition of the differences between individuals. We should not be so strict with the terms - we should be more playful with them. I’d say there is no image free space.” The work of Reichardt is not at all as playful as it might look; it follows a precise calculated plan in its staging and impresses with its tight pictoral and compositorial atmospheric appearance.
For BRANSCH artist Steffen Jagenburg, it is always a magical moment when sound and motion add to the feel of his imagery. It is like giving life your own expressions.
It is a beautiful, welcome challenge to cover content in two different visual ways: still and motion. Steffen's numerous clients look for that - someone to use the same language in film and photography, combined with Steffen's great aesthetic sensibility and attitude.
BRANSCH artist Sven Schrader introduces his new showreel. It containes footage of several movie projects that he produced over the last two years. It shows his diverse work for advertising, music videos and private short films. As multifaceted with his motion as he is with his still photography, Sven's aesthetic informs both.