On the subject of Mattias Edwall
Just the other day a friend, a fortysomething CEO of a one of those mega ad agency networks who hide behind three or four consonants rather than calling themselves something people actually can remember, said his wife was concerned about his recent taste in music. “You see, I listen to the Rolling Stones a lot now and she [his wife] says it’s old men’s music.” Being some twenty years older than him I was pleased to be able to provide him with a counter-argument. “Well”, I said, “I went to see the Stones a couple of years ago. My sons had an extra ticket since a friend of theirs gotten ill and they asked if I wanted to tag along in her place. Oh, by the way, my boys are 25 and 22.”
There may be few creative artists whose work cuts through three generations, whose talent build bridges between the old and the new, unifying the young punks and the old farts. I believe it boils down to some sort of eternal, timeless authenticity. We are a fairly large group of professionals, from advertising creatives and magazine editors to musicians and actors who definitely put Mattias Edwall in that highly esteemed yet very limited category of artists.
Although his work is classic with all the ingredients of excellent quality photography, his technique is next to perfect, the momentum is there as well as heart and soul. He never seems to stop trying out new stuff – be it technology, models, locations, angles, props and compositions. His work is always in progress. Part of me hate that because it makes me look lazy by comparison. But then again I have benefitted from it on a number of occasions, hence I have decided to get over it.
Add Mattias’ enthusiasm which never appears as being over the top, rather just totally honest, and you are left with an overall feeling of genuine trust. Any assignment, any campaign holds so many uncertain moments but working with Mattias Edwall substantially reduces that uncertainty. He becomes my steady rock which I can lean on no matter how many loose canons I’m surrounded by. How does he manage to stay that way, after three decades as a professional photographer? I believe it’s partly because, besides his talent, Mattias is also an awesome fucking workhorse. He just keeps going. Which, if not else, is proof of the old saying – no moss can grow on a rolling stone.
Björn Rietz, writer & creative director,
Executive Creative Director DDB Melbourne & Vice Chairman DDB Australia; Co-founder of Paradiset DDB.
Jonas Åkerlund Director
Nina Friman AD Nordddb
Joel Persson Editor in chief & Founder Icon Magazine & Icon Brands
Konrad Olsson Editor in chief & Founder Scandinavian MIND