Nan Goldin’s photographs, since she got her first camera at the age of sixteen, are the result of an emotional bond with the people that portrays. She said: «A lot of people seem to think that art or photography is about the way things look, or the surface of things. That’s not what it’s about for me. It’s really about relationships and feelings… it’s really hard for me to do commercial work because people kind of want me to do a Nan Goldin. They don’t understand that it’s not about a style or a look or a setup. It’s about emotional obsession and empathy».
Thus, Dior Homme campaign posed a question related to the symbiosis between Robert Pattinson and the photographer and if this would be possible and effective. The result is superb. Nan Goldin –remember, artistic photographer– achieve that the actor become part of their selectec characters. She manages to maintain the aesthetics of the snapshot, with the intimacy and immediacy that are characteristics of her work.
The starting point is the grace of a young man, inspired by the portrait of the artist Paul Cadmus by Luigi Lucioni (1928) in which Goldin recognizes some of the most distinctive traits of Pattinson. From this, the photographer obtain series of images in which we see her empathy for the actor and, thanks to this, the images show its lyricism.
Nan Goldin, with this campaign, gives us a self-reference, a conscious glance at her previous work. It is in New York City where we can find the great topic of her work and she has managed to be one of the great storytellers of city life.
The slogan of Dior Homme’s campaign was «Live free, fast and strong». The photographer, tired after the campaign mentioned that it was 7 pm and she still hadn’t had breakfast… Can someone bring it, please?