Months of perpetual darkness at Morten’s base near the Arctic Circle may have contributed to his very particular view of the world, about which he says:
“As an art director I know how disappointing it is when a finished image differs a lot from the original idea. This can easily happen when you go from something abstract to something concrete and have to make all sorts of decisions on the way. I find that my background gives me the opportunity to quickly understand the essence of the idea and helps me make the right decisions along the way. An advertising idea is often a very simplified version of the real world. I find that quite generic motifs, people and places that are clean and classic versions of themselves communicate advertising ideas quite well. Some parks are more parks than others and I spend a lot of time trying to find the places and the people that suit the original idea and the level of realism/surrealism that the idea demands.”
With his stills photography background and life as an art director, everything he does contains an extraordinary level of detail. Morten’s UK film work recently won a Drum Award and several DMA Awards, including a Gold for Best Use of Moving Image for his PayPal series, twelve films for Rapp London.