On 2 August,
Lobster Studios in Schlieren near Zurich
was the venue for the third photo shoot for JURA’s international image campaign
featuring Roger Federer.
If the first two campaigns could be summarized under
the titles ‘Fashion’ and ‘Beauty’, the focus of the third was firmly on ‘Character’. Created by Publicis,
one of Switzerland’s bestknown advertising agencies, the campaign is entitled ‘Duel’. The idea behind
it was to portray Roger Federer in reflective mood, weighing up his role and that of his bean-to-cup
machine in an eye-to-eye confrontation. The result was a brilliant series of pictures with a freshness
and authenticity that will surprise and intrigue viewers.
To capture these
intriguing shots of Roger Federer, we managed to secure the services of Marco Grob, currently one of
the world’s most sought-after photographers. The bean-to-cup automatics were captured by Jonas Spengler,
who has been taking product shots for JURA for many years. The new JURA campaign debuted in the ‘New
York Times’ at the start of October and has appeared in the Swiss, German and Austrian press since the
end of October. Selected motifs from the campaign will also appear in many other different markets.