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LPA Student Final Challenge Awarded to Emma Boyns

14 April 2015
Emma Boyns, BA (hons) Editorial and Advertising Photography student from University of Gloucestershire was recently announced as the winner of the LPA Student Challenge Award which was established in 2010 as an opportunity for photography students to gain invaluable industry experience, exposure and inspiration.

The five talented finalists of the first two challenges battled it out in an exciting conclusion to this highly regarded competition.  Shooting a real brief set by adam&eveDDB’s Executive Creative Director Richard Brim and Head of Print, Daniel Moorey the competitors were asked to shoot their interpretation of the line ‘love it or hate it’ as a nod to the DDB London ‘you either love it or hate it’ Marmite campaign in 1996.  The brief was left open to interpretation allowing the contestants to forget about any preconception of the line which has since become embedded in British culture, being used for anything that divides opinion and simply shoot something the line encapsulates for them.

Selecting liquorice allsorts as her subject matter Emma said “I wanted to keep the series really simple and focused entirely on the theme I had chosen, liquorice, so that the sweets remained the stars of each image. I chose to shoot using artificial lighting as the studio setting really allowed me to control the shadows and how the colours came across on screen. Shooting tethered with a Mamiya Leaf continued this aspect of control and helped make sure each sweet was exactly in focus, allowing the viewer's attention to be drawn straight to this main element. I chose three colours that I felt complemented both the food and one another, in order to make the narrative flow as a series.”

Daniel of adam&eveDDB who judged the final round alongside Richard commented,“great idea, I hate liquorice and what a strange name for a sweet! Great images, they are a sweet mix of fun and colour with a touch of 80’s style, the still life equivalent of an American Apparel store”.

LPA were equally impressed by Emma’s bold and straightforward interpretation of the brief, as well as her accomplished technical skills. Emma receives the most substantial prize yet to awarded by LPA which includes a two-year representation by LPA Futures, a division of LPA set up to support and promote the next generation of commercial photographers. Additionally she receives her own bespoke portfolio with prints produced by us here at Metro Imaging presented in a tailor made portfolio case from bookbinders Delta Design.

The four other finalists were Steven Butler (hons) Photography, Southampton Solent University, Joanne Coates, BA (hons) Photography, London College of Communication and Douglas McCaffrey, BA (hons) Professional Photography, Edinburgh College and Alexander Mourant, BA (hons) Photography, Falmouth University.

For more information about the LPA Student Challenge Awards
For more information about LPA Futures

Images © Emma Boyns


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