As an art director he knows how disappointing it is when a finished image differs a lot from the original idea. This can easily happen when you go from something abstract to something concrete and have to make all sorts of decisions on the way. He finds that his background gives him the opportunity to quickly understand the essence of the idea and helps him make the right decisions along the way. An advertising idea is often a very simplified version of the real world. Morten finds that quite generic motifs, people and places that are clean and classic versions of themselves communicate advertising ideas quite well. Some parks are more parks than others and he spends a lot of time trying to find the places and the people that suit the original idea and the level of realism/surrealism that the idea demands.
All the pictures on this site are made with a large format film-based camera from the sixties. Morten also works with digital cameras of course, but the large negatives (4×5”) from the analogue camera gives the images a richness in detail, depth, colour and texture that you are not able to achieve with digital cameras. Large format photography demands a degree of technical preparation and concentration that makes the whole experience a bit different and he finds it makes everyone involved a bit more focused..