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Mentor | Rob Van Petten

WEBSITE | www.robvanpetten.com

Rob Van Petten shoots fashion and lifestyle for advertising. His pictures are a dynamic play of models in motion against a strong colorful background. Metal texture, modern architecture, cosmic lighting and computer manipulation all contribute to the effects in these images. The use of light energizes the images beyond just illuminating the scene.

His current portfolio, NEAR FUTURE, is a colorful collection of fantasy future illustrations. These pictures tell a story, even if it's a very short story. They are whimsical future fiction. The toys are techno. The action is fun and fashionable. They are the moment when e-commerce and entertainment merge. He is contemplating this challenging convergence. He is currently accepting challenges.

Rob was born to a Navy family and travelled extensively. He began to document his family travels in Japan at age 10. At 12 he borrowed his father's Nikon and never gave it back. He has been heavily influenced by Japanese design and dedication to detail.

Rob received a photojournalism degree from Boston University's School of Public Communications, and was photo editor of the BU News.

He had an early introduction to the digital world developing marketing images for Data General, Digital Equipment, Leading Edge, and other computer giants. He produced annual reports for Gillette and General Electric for several years. He helped to build product identities for Reebok, Timberland, Solomon Skis, Avirex, Tommy Hilfiger, Etonic, Spaulding, Robert Mondavi, American Optical, Rockport, Levis, Converse, Gillette and Polariod. Rob has travelled shooting fashion catalogs and advertising for Talbots, Carroll Reed, Johnny Appleseed, Bob's Stores, Thom McCan and Foot Locker.

Rob's has won numerous Andy and Art Directors Club awards over the past 30 years. This year his web site has won the FWA award, the TINY award, Yahoo favorites and Best Flash Designs' Golden Award. He has been featured in Photo District News, American Photo and Photo Design. He is a member of the MENTOR SERIES for American Photo and Popular Photo Magazines.

He believes that in life and photography less is more except when discussing fees. Life is becoming increasingly more complex and Rob's pictures lead us to a safer, more whimsical vision of a modern world - a place where modern is amusing and the future is fun. NEAR FUTURE.