{"id":11917,"date":"2019-03-26T08:00:16","date_gmt":"2019-03-26T07:00:16","guid":{"rendered":"https:\/\/blog.stage.westend61.com\/blog\/?p=11917"},"modified":"2022-01-11T15:55:08","modified_gmt":"2022-01-11T14:55:08","slug":"image-designer-advertising-specialist-photographer-the-three-lenses-of-art-director-michael-kopal","status":"publish","type":"post","link":"https:\/\/www.westend61.de\/blog\/en\/image-designer-advertising-specialist-photographer-the-three-lenses-of-art-director-michael-kopal\/","title":{"rendered":"Image Designer, Advertising Specialist, Photographer: The Three Lenses&#8220; of Art Director Michael Kopal"},"content":{"rendered":"\n<p>Michael Kopal, based in Cologne, art director for the North Rhine-Westphalia area, is a long-time companion of Westend61. He has been an important part of the creative department for 10 years. In looking after \u201chis\u201d 20 or so photographers, he benefits from having gotten to know the subject of People &amp; Lifestyle photography from various perspectives. The certified designer and illustrator worked in advertising for around 10 years before joining stock photo agencies.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-3 is-cropped\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img src=\"https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_texthoch.jpg\" alt=\"\" data-id=\"11901\" class=\"wp-image-11901\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" width=\"1800\" height=\"1200\" src=\"https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit.jpg\" alt=\"\" data-id=\"11900\" class=\"wp-image-11900\" srcset=\"https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit.jpg 1800w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit-300x200.jpg 300w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit-1024x683.jpg 1024w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit-768x512.jpg 768w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit-1536x1024.jpg 1536w\" sizes=\"(max-width: 1800px) 100vw, 1800px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>In his time as an advertiser, the man from the Ruhr area has really moved around; as art director of various advertising agencies, he has worked in Hamburg, D\u00fcsseldorf, Milan, and Munich, among other places. The experience Michael Kopal was able to gain against this backdrop was to benefit him many times over: \u201cI was already working in photo production back then and learned a lot in the process,\u201d he recounts about his work in the 1990s.<\/p>\n\n\n\n<p>When he later worked for about two years as an art director for a picture agency, aspects such as image design and language, model selection, cooperation with photographers, and also a good feeling for trends and the marketability of an image were already familiar to him. From there he found his way to Westend61. And you could say that he significantly influenced the concept of Westend61 by establishing its urban accent of People &amp; Lifestyle photography and bringing in experiences from his earlier activities. \u201cAnd as an advertiser, I can also assess what will be purchased,\u201d explains Michael\u2014a combination of creative and commercial thinking that Westend61 can only benefit from. \u201cI have both worlds in my head,\u201d says Michael.<\/p>\n\n\n\n<p>Of course, it was crucial for the first contact with Westend61 that Michael found the photos offered there appealing, but soon after beginning to work together, he found that he also liked working together in a team. And it is certainly this personal climate, in addition to its high quality and creative concept, that sets Westend61 apart from many of its competitors.<\/p>\n\n\n\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-11899\" src=\"https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit2.jpg\" alt=\"\" width=\"1800\" height=\"1200\" srcset=\"https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit2.jpg 1800w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit2-300x200.jpg 300w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit2-1024x683.jpg 1024w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit2-768x512.jpg 768w, https:\/\/www.westend61.de\/blog\/wp-content\/uploads\/2019\/03\/michael_textbreit2-1536x1024.jpg 1536w\" sizes=\"(max-width: 1800px) 100vw, 1800px\" \/>Michael also attaches great importance to this partnership when working with his photographers: \u201cThe personal link is very important for our work because the concept for good pictures is created during the dialogue with the photographers.\u201d Often these contacts also lead to friendly ties, so that work and private life, career and leisure sometimes merge, which, in his experience, is very nice because: \u201cIt often doesn\u2019t feel like work at all. I call this my \u2018family concept,\u2019 and it works really well.\u201d If he supports the photographers with his instinct for relevant topics as well as the selection of models, locations, styling, and clothes, Michael often profits from the local knowledge and the contacts of the people behind the camera. \u201cThis sometimes results in good ideas and concepts that you wouldn\u2019t have come up with on your own,\u201d he says.<\/p>\n\n\n\n<p>Michael also highlights another aspect: \u201cI, myself, have learned a lot more of the technical side of photography through my work with Westend61, and in the meantime, I really like being the accompanying photographer for productions.\u201d Under the pseudonym Rich\u00e1rd Bellevue, Michael supplies Westend61 with photos. The practical experience he has gained through image editing, quality control, retouching, etc. has helped him, in a way, feel like one of his photographers. In this way, he can, as it were, give instructions \u201cthrough the camera\u201d and better put himself in the position of the photographer, which makes working together easier. You could say that, with the view through the camera viewfinder, Michael Kopal has added a third angle\u2014his \u201cthird lens,\u201d so to speak\u2014to the perspectives of the advertising expert and graphic designer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Michael Kopal, based in Cologne, art director for the North Rhine-Westphalia area, is a long-time companion of Westend61.<br \/>\nRead more&#8230;<\/p>\n","protected":false},"author":23,"featured_media":11915,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1,4772],"tags":[3624,3626,3770,218,3622],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Image Designer, Advertising Specialist, Photographer: The Three Lenses&quot; of Art Director Michael Kopal - Der Blog von Westend61 - Lizenzfreie Bilder und Stockfotos<\/title>\n<meta name=\"description\" content=\"Image Designer, Advertising Specialist, Photographer: The Three Lenses&quot; of Art Director Michael Kopal Michael Kopal, based in Cologne, art director for the North Rhine-Westphalia area, is a long-time companion of Westend61.  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