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Can you imagine your boss offering to double your salary so you can take a sideways step into a new career? This was the unusual pre-dicament in which the South African photographer Angelo Avlonitis found himself.
Avlonitis originally studied for four years to be an art director, starting his career at McCann-Erickson and Central in South Africa. It was when he began to use his own photographs for ads that his boss made him an offer he couldn't refuse. After two-and-a- half years, Avlonitis went freelance, moving to London in 1998 after getting to know the city on various shoots.
'The Gillette Christmas campaign was a South African campaign through McCann. I had a sketch next to me and I was interpreting it by using an eye-dropper to get the liquid effect. It was totally created by photography with no digital manipulation.
'I shot the Stanley campaign for Saatchi & Saatchi for the creative director Digby Atkinson. He wanted a different feel from the photography so he didn't want it to be shot from the front. The end result was four ...