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Martin Schoeller, Photographer of Pernod Ricard’s 42nd artistic campaign


This week, the liquor brand Pernod Ricard exhibits at its stand, located in the D1 space of the international fair Paris Photo, the totality of its 42nd artistic campaign, entitled Inspiring Action, and shot by German photographer Martin Schoeller.

This campaign is, as is the case every year, a series of 18 portraits, 18 faces of Pernod Ricard employees from all over the world. Employees have been photographed in the same fashion as the close-up celebrity portraits that have given Martin Schoeller international recognition. He explains: “I think a close-up is the purest form of portraiture thanks to its intimate approach and the questions it raises. Everything revolves around the face; nothing else matters.”

Since its creation in 1975 Pernod Ricard gives an artist “carte blanche” every year to illustrate its annual report. Since 2010, the Group has chosen modern photography. The artist has one single constraint – using Pernod Ricard employees only as models. “The primary goal of the artistic campaign is to pay homage to the Group’s 18,500 employees. Celebrating their diversity, commitment, and pride has to be a source of inspiration that must guide our actions,” says Olivier Cavil, Director of Group Communications.

Paris Photo visitors can also discover three unreleased works from Martin Schoeller’s latest production.


Have a look at the making-of on Pernod Ricard’s YouTube channel:

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