PIERRE WINTHER

Pierre Winther, born in Copenhagen on September 25, 1963, is an internationally acclaimed visual storyteller celebrated for his extraordinary ability to create immersive worlds and iconic brand identities. With a cinematic approach that blends hyper-realism, surrealism, and bold narratives, he delves into themes of human emotion, danger, and the tension between civilization and nature. His hallmark lies in crafting entire visual ecosystems within a single frame, evoking curiosity and emotional depth.

Deeply rooted in cinema, Winther meticulously composes each image to freeze the precise moment a story unfolds, producing visuals reminiscent of film noir, action cinema, and pop culture. His bold, hyper-realistic imagery challenges conventions while inviting viewers to immerse themselves in extraordinary narratives and explore their imagination.

Among his most iconic works is the 1990 photograph Shark Riding. Captured during a daring expedition to the Great Barrier Reef, the image features a live 15-foot tiger shark ridden by a sunglass-clad figure, symbolizing the collision between humanity and nature. Supported by a 20-member crew, including a shark wrangler and dive instructor, Winther brought this audacious concept to life, solidifying his reputation as a fearless creative force. The striking image has since become a defining moment in his career.

In 1993, Winther revolutionized advertising with Diesel’s Successful Living campaign. Provocative images such as Car Crash and House of Love redefined the brand, transforming it into a symbol of rebellion and innovation. Praised by legendary photographer Helmut Newton as “brilliant,” the campaign cemented Winther as a brand architect capable of shaping cultural identities through powerful, narrative-driven storytelling.

Winther has collaborated with a roster of prestigious global brands, including Cartier, Dunhill, Finlandia Vodka, Smirnoff, Diesel Jeans, G-Star, Axe, Reebok, MTV, Coca-Cola, Sony, BMW Motorbikes USA, and JVC. His ability to craft compelling narratives has consistently challenged industry norms, leaving lasting impressions through bold visual languages that resonate deeply with audiences.

Winther’s editorial projects have been featured in leading magazines such as The Face, i-D, Flaunt, Spin, Vibe, Dutch, Arena, Details, Detour, and Max. His creative exploits have also formed the basis for music videos and album covers for artists including INXS, Skunk Anansie, Tricky, Björk, Nicolette/Massive Attack, Neneh Cherry, and the Beastie Boys, further cementing his influence across diverse creative mediums.

Winther’s storytelling extends beyond photography into filmmaking. Joining Propaganda Films in 1993, he worked alongside luminaries such as David Fincher, Spike Jonze, and David Lynch, contributing to groundbreaking projects like The Game and Twin Peaks. He was also part of a distinguished group of directors, including Ron Howard, Terry Gilliam, Robert Rodriguez, and Terrence Malick, united by a shared mission to create projects that pushed boundaries and existed "outside the box." This collective sought to challenge conventional norms in storytelling and visual creativity, producing groundbreaking work that transcended traditional genres and mediums.

In the fine art world, Winther’s work has been showcased in prestigious exhibitions at Fotografiska Stockholm, Deichtorhallen Hamburg, NRW-Forum Düsseldorf, Øksnehallen Copenhagen, and the Hilversum Museum in the Netherlands. His inclusion in collections such as Archeology of Elegance highlights his dual impact as both an artist and a storyteller, seamlessly bridging the realms of commercial and artistic expression.

More than a photographer, Pierre Winther is a master of visual storytelling, a creator of iconic worlds, and a pioneering force who continuously redefines creativity’s role in shaping art, commerce, and culture.