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Recognized as one of the world's preeminent conceptual photographers, Michel Tcherevkoff has created advertising images for clients including, AT&T, Avon, L'Oreal, Revlon, Pfizer, Prescriptives, Valentino, Bed Bath & Beyond.
In a career of more than thirty years Michel has become internationally known for his unique ability to create visual metaphors for advertising, corporate, design and editorial clients. His signature style? "I'd say it's reality with a twist. I like to find the extraordinary in the ordinary and then make other people see it."
Experimenting with perspective, design and color, Michel was considered a maverick image maker long before the digital revolution. "I composed my images in-camera or with elaborate rigging on set. Today, the computer can facilitate the effects but it can't do the thinking. It's ironic that technology is now secondary to the image. Technique is about planning. The more planning, the more freedom, the better the technique. When I'm told I'm a 'technical' photographer, I usually say, I'm a good planner."
The recipient of more than one hundred awards for creativity Michel has worked and been exhibited worldwide. Amphoto published his successful picture book, The Image Maker, and he was among the first photographers to be showcased in an interactive CD designed and produced for him. He is presently working on two book projects, "Simple Objects" a definition of cultural content, and "Colors" as a multi sensory experience beyond seeing.