“The world of renowned visual hybrid Pierre Winther, photographer, film director and artist, known for creating beautiful and powerful images and rethinking brand identity outside the “box” creating own-able visual worlds for his clients, Pierre Winther’s work has pushed the awareness of various brands to higher levels” 

A Visual Storyteller

Pierre Winther is a photographer, film director and artist. His unique and powerful trademark look can be seen in global advertising campaigns, music videos and editorial work. He has a won many accolades for his work and has a loyal group of creative collaborators who return project after project. In Winther’s world you will often notice heightened reality, dark humour, and a nod to current societal and human behaviour. His cinematic art style is timeless, breath-taking, sometimes a little dangerous and by preference, executed without any digital manipulation translated into award-winning commissions for Richmond Group, Finlandia, Dunhill, Hugo Boss, Nike, and JVC. Winther enjoys both a cult and commercial following because of experimental, yet iconic campaigns for brands like Diesel and Levi’s, Hugo Boss, Dunhill as a result, Pierre Winther’s work has pushed the awareness of various brands to higher levels.

Winther has been the Creative director of several world-wide campaigns and has created award winning work for global brands brands like G-STAR ,Dunhill, Diesel jeans , Diesel Style Lab, Levi’s, Hugo Boss, Nike, LEGO, Energie Jeans, Adidas, Finlandia vodka, Mercedes, Axe, Reebok, Smirnoff, MTV, Coca Cola, Sony, Fiskars group, BMW, JVC,  Cartier Luxury goods, Just to name a few.

Pierre Winther’s editorial projects have appeared in such magazines as The Face, Vogue and magazines alike. Also, Pierre Winther’s exploits form the natural basis of music videos and covers for INXS, Tricky, Björk, Nicolette/Massive Attack, Beastie Boys etc.



Selected projects



“Successful Living”

Client: Diesel

Pierre Winther´s collaboration with DIESEL JEANS paved the way for a new direction in image and style. In collaboration with the Diesel HQ and the agency Paradiset from Stockholm, Winther created and realized the campaign „Successful Living“ which combined a complex staging and grotesque scenarios such as a car crash or a bizarre church event. The campaign broke the pattern of common perception: The images caused a worldwide hype; consumers collected the sought after posters and other materials. The Diesel brand itself experienced a quantum leap in the matter of image that evolved to one of the leading Denim brands around the globe. It paved the way for Diesel´s founder Renzo Rosso to become one of the most successful fashion entrepreneurs in the world with a net worth of $3 billion.

Collaboration with Paradiset Stockholm and Diesel HQ

Client: Diesel Jeans Italy

Role: Creative Director and Photographer


Interview with Helmut Newton :
Helmut Newton Interview by Michael Kaplan, Graphis, Sep/Oct 2002.
in this Interview with Helmut Newton he comments on the Diesel Campaign
"whoever did the Diesel campaign was brilliant!" and refers to the highly 
successful campaign "Successful Living" that was created for Diesel Italy by Pierre Winther.


Interview with Pierre Winther : 

Winther:“ Autumn 1992 

Autumn 1992 , Diesel Jeans and their then-agency in Stockholm approached me to work on a fresh new idea for their Successful Living campaign, which had been successful in commenting on consumers’ illusory ability to provide simple solutions to a better way of living. It was presented in some kind of collage-image of 1992-1993 look and Diesel was looking for something new and fresh for the next step. I suggested we go one step further and create a world with providing profound social messages that offered ethical, political and even philosophical discourse in a strong colourful visual Fellini like world, but still kept real and believable. I depicted these themes in a more contemporary way that to this day provokes both a grimace and a grin.” I came up with the first campaign ideas, such as the car crash and the house from above and others followed. That´s why my role was very different to the role of other photographers, The new Diesel world was created and it was the kick off for the new imagery to the Successful Living campaign for many years, starting with my work in 1993








The Car Crash, 1994 


House of Love, 1993 


coming from :                                                                  going to :





Italian fashion entrepreneur Renzo Rosso, the founder of Diesel and president of OTB sits in the main office of his sprawling empire.  

A self-portrait, shot by Pierre Winther in 2000 still adorn the walls at the new Diesel HQ in Breganze/ Italy.





“Elegantly Wasted” 

Interview by Tina Hutchence : 

No, it was only Michael and his manager I spoke to about the upcoming project for them. As I said, Micheael liked the Diesel images I did back in `93, specifically the car crash. He liked that my images felt like images out of a movie and the whole look and feel. I listened to the music from Elegantly Wasted and it was the title song that inspired me the most. So I developed a concept for them with a fluorescent green and red car as a trademark for their record artwork. They appear in most of the images from the shoot.  Each member of the band was to play a role in this concept with their own special outfits. For Michael I had chosen the role of a former jet fighter and he was going to wear the jet fighter suit that I had often been wearing in London. His character was that of an ex pilot fighter who got a bit “lost in translation”. The girl that you see in most of the images was casted to take over Michaels role as the front figure. Michael didn´t want to have the leading role, he wanted to be more in background as one of the band members.  The shooting took place over 12 days in the LA area. It was planned more as a movie production then an ordinary record shoot. We were almost filming day and night and it seemed like we were all in character – in a sort of collective trance. We all were a part of it, even me as the director played my role. Michael was really into it. As I marketing stunt I suggested to have those fluorescent cars driving around key cities, like NYC and Paris on the day of the release of the record. In London a fluorescent car was hanging over the Thames from a crane. Michael was very enthusiastic about the project and by it all coming together. He later told me, it was his favourite shoot and it made him so happy. 


 The Project : 

‘Elegantly Wasted’ shows an excessive lifestyle, crashing sports cars, illuminated driveways, and a lot of fun within the absurd. The pictures were used as cover art and promotion material for de new INXS album. ‘Elegantly Wasted’ was realized for INXS. The shooting took place over 12 days in the LA area. It was planned more as a movie production then an ordinary record shoot. We were almost filming day and night and it seemed like we were all in character – in a sort of collective trance. We all were a part of it, even me as the director played my role. Michael was really into it. As I marketing stunt I suggested to have those fluorescent cars driving around key cities, like NYC and Paris on the day of the release of the record. In London a fluorescent car was hanging over the Thames from a crane. Michael was very enthusiastic about the project and by it all coming together. He later told me, it was his favourite shoot and it made him so happy.

Concept: Pierre Winther

Client: INXS

Role: Creative Director and Photographer / Director






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“Quantum Leap”


Opel staged the world premiere of the Astra in autumn 2015 with an exceptional marketing campaign: in a stunt video, the new star of the compact class jumps over five vehicles from the premium segment, proving that it is a true ‘quantum leap’ for the brand. Opel Chief Marketing Officer Müller: “The quantum leap video and the entire Astra campaign are part of the Opel brand’s new positioning that we launched with “Umparken im Kopf” and successfully continued with “Neuen OH!”. The films are an expression of our new self-confidence, as we are setting standards in the compact class segment with the Astra.” Opel produced the quantum leap film as a kick-off for the entire Astra campaign with Pierre Winther as well as the agency Scholz & Friends. Pierre Winther was invited to expand the idea around “the jump” and co-responsible for a fresh, new look at Opel.

Collaboration with Scholz & Friends

Client: Opel/ GM Motors

Role: Creative Director and Photographer/ Director



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“Almost real” 

Concept for: Lego


“Almost Real” is a film that shows the imaginary world of Lego using real and authentic moments of life, yet integrating the magical element, the transformation from the real world into the magical one.The idea behind the project is to add objects made up from Lego Blocksinto every day life. The story is told and seen from the point of view of a young boy. The playfulness of kids and the playfulness we have once experienced as children and the real and unreal momentum is the subject in the imagery. The film enhances certain moments illustrating the magic and creativity the LEGO block portrays.




The New Lego World is two realities sharing the same space and time. The first is reality is the everyday; a polite dinner parties in the suburbs, a distracting phone call from the office. The second reality is that of the imagination, and has the potential to ignite the child’s mind in all of us. This reality has no limitations, and only exists for those playful and brave individuals who dare to see it. Artists are able to translate this reality to us. Today’s most vibrant and visionary artists will be are able, through Lego, to create the link uniting our everyday reality with our limitless imagination. For The New Lego World, artists will create original artwork that is a window into this world. The potential of this project is huge. Through the artwork of professional visual artists, Lego has the ability to create both an ongoing and engaging conversation with a dynamic and diverse audience, and to also create a public fundraising program for donating to charitable causes that speak to Lego’s core values.

Concept by Pierre Winther © Pierre Winther Studio






“Don’t Imitate, Innovate”

Pierre Winther created the visual world for the “Don’t Imitate, Innovate” campaign and gave It the look and feel wich made it world famous. Sales following Hugo’s debut assured Eurocos that the message hit the right ears. Two months following the launch in Germany, Hugo was the second best-selling brand. In the U.K., sales volume exceeded the first year’s plan in six months. In Holland sales of Hugo Boss fragrances almost doubled, while in Belgium brand sales more than doubled.

Collaboration with Grey Advertising

Client: Hugo Boss Fragrance/ Procter & Gamble

Role: Creative Director and Photographer

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 Nothing Beats Reality”


Thinking of a loved one and calling them a moment before a car crashes into the living room, thus saving their lives as they get up from the couch to answer the phone. Is it just a coincidence? The world is full of true almost unbelievable stories like this. They are found in reports written by doctors, newspapers, insurance reports, police documents and many other reliable sources. The proposed “Nothing Beats Reality” project is to tap into this vast source of true documented stories and select the most breathtaking. Tentatively recreating these exceptional moments in a cinematic art style, with a vivid sense of atmosphere and scenic compositions. The project will explore the universe what’s between reality and the spiritual dimension. We’ll work with themes such as intuition, karma, coincidences, or is there life after death.

“Nothing Beats Reality” was a rebelious campaign that structured the communication around “some of life’s big questions”, that teenagers start to ponder to help construct their identity. The world is full of unbelievable but true stories. These stories were recreated in a stylish cool way, and could be further experienced and shared online with real photos, real police reports and newspaper articles etc. Pierre Winther created this campaign for Energie jeans.

Concept: Pierre Winther

Client: Energie Jeans

Role: Creative Director and Photographer




A car mechanic, was hired to fix the brakes of a car. But without finishing the job, he leaves work to meet his brother for drinks and doesn’t return. Later that afternoon, Tu Whatanavi and his gang come by to pick up the car. Afterwards, they take a shortcut through the forest, where they run into the drunk mechanic. The breaks don’t work. Jake was seriously injured in the accident.




Leon Huygen was born blind. On July 11th, 1994, he was the victim of a burglary in his own house, where he was shot in the head. He was pronounced dead by the first police officer to arrive at the scene, but the paramedics were able to resuscitate him. Later, officer N.J. Engelwood and his fellow officer A. Liebermann reported that they had seen Mr. Huygen float upwards and hover above his body for a while before disappearing through the ceiling. Talking to the police himself, Mr. Huygens could describe in every detail what had happened in that room. He knew the exact number of people that had been there, knew exactly what they looked like, and even knew what clothes they were wearing, even though he was blind.




Iceland – a late October night in 1989. Sven Rifkinsson was on his way back home from work. For some reason, he had an unusual urge to call his girlfriend Chaise. He stopped at a gas station at 9:20 pm. Unfortunately, there was no telephone available. As he passed a phone on the roadside at 9:25 pm, he stopped for a second time, but the phone was out of order. Desperate, Sven ran across the street to borrow a family’s telephone. Finally, at 9:30 pm, he made his call. At that exact moment, a drunk 23-year-old driver lost control of his car and crashed into Sven and Chaise’s house, ending his ride in the bedroom where Chaise and her little son had been only seconds before. The driver was killed instantly in the collision, but Chaise and her 2-year-old son were saved by Sven’s phone call.


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On February 5th, 1797, a ship carrying 121 passengers sank off the Irish coast. Only 61 passengers were saved, including a man named Hugh Williams. On February 5th, 1898, a ship carrying 98 passengers sank. Only one person was rescued, and his name was also Hugh Williams. On February 5th, 1997, a ship with 24 passengers sank, and only one person survived. His name? Hugh Williams.





“Tested on animals”

A boom blaster for an extreme lifestyle, a burning person on the street in the middle of the day – many people seek the ultimate experience in life, thus testing their own boundaries and the boundaries of the world. The images show shocking and eye-opening scenarios that catch the viewers’ attention and leave it to them to create an appropriate ending. Fatal consequences only exist in the viewers’ mind. Pierre Winther developed and realized the campaign ‘Trust for JVC.

Concept: Pierre Winther

Client: JVC

Role: Creative Director and Photographer




 “Pierre Winther @ Dunhill”

Client: Alfred Dunhill/ Richmond Group


Alfred Dunhill, the luxury men´s wear and accessories brand owned by Compagnie Financiere Richemont SA headed for a relaunch. “We are going back to our roots,” Dunhill´s chief executive Guy Leymarie had told in an interview. “We are being loyal to the brand identity and the foundation of the brand, but the spirit will be in the mood of the times.” This was done in a collaboration with Photographer / artist Pierre Winther who created the 2 first campaigns in the new Relaunch “Pierre Winther@Dunhill”. The artist developed a look which exactly corresponded to the reframing of the brand and within that look, he redefined the gentleman’s style as much more than a stylish garment. A strong attitude and edgy character were demanded to complete the picture. This massive campaign consisting of images and film was introduced to the audience at the grand opening of Dunhill´s new 3,500-square-foot flagship store on Old Bond Street in London in 2003. All the models/ actors were flown in from Los Angeles to this event and to reaper in the same style as on the campaign images and the Dunhill-film also directed by Pierre Winther. After the opening reception on Bond, all the quest was taken by  luxury cars of their choice to the after party, where a A-list of celebrities were invited, such as Madonna and Guy Richie, Jude Law, Jade Jagger, Boris Becker and many many more – all to entertained by the Cuba based band ” Buena Vista Social Club” who played live for the guest all night long. In Tokyo, 2003 the film was projected on a giant outdoor screen overlooking Tokyo’s Ginza Crossing to coincide with the opening of Dunhill’s flagship store in Japan. Pierre WInther was the creative director and photographer / director of the campaign (Film and Stills).

Concept: Pierre Winther

Client: Compagnie Financiere Richemont SA

Role: Creative Director and Photographer / Director




Campaign 1/ Pierre Winther@Dunhill: “Holiday on Earth”

Dunhill, the legendary British menswear company, gave Pierre Winther creative and artistic freedom when it came time to re-launch the brand. The resulting campaign takes place in a surreal world unburdened by typical advertising codes. No pouting models, no macho posturing – just a group of real men, cast for the campaign by Winther himself. As these men enjoy their “Holiday on Earth”, the viewer is invited to join the fun, which balances on a thin line between reality and fantasy.

Campaign 2/ Pierre Winther@Dunhill: “The Challenge” 
Following Pierre Winther’s first Dunhill campaign (“Holiday on Earth”), “The Challenge” offers another interpretation of the world of men. The characters in these pictures compete with each other, playing mind games that seem to portend disastrous consequences. But perhaps those consequences exist only in the mind of the viewer.





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“The Under Water Project”


For Levi’s Jeans Pierre Winther came up with the concept of an underwater environment existing parallel to the everyday street-life. The provocative vision of a stuntman riding a 17 feet tiger shark got extended to a huge campaign shoot at the Great Barrier Reef in Australia. The pictures present a combination of visual elegance, danger and people living on the edge. Five years later Levi´s was still fascinated by the Under Water theme. The TV spot “Underwater Love” created by BBH London with the same-named famous song by Smoke City is based on the “Under Water Project”. Untill today, the key visual of the shark ride is exhibited and traded on the worldwide art market. The entire shoot took place on Great Barrier Reef/Australia with a crew of over 20 people. It was produced without using any computer manipulation — a practice integral to the artist’s technique.

Concept: Pierre Winther

Client: Levi’s

Role: Creative Director and Photographer


“Shark Riding”, 1992
One of Winther’s most celebrated pictures is “Shark Riding”. The provocative vision of an underwater city-slicker with sunglasses riding a 17-foot long Tiger Shark is part of “The Under Water Project,”  hints at parallels between the ocean environment and the dangers of the urban landscape. The awardwinning composition is a combination of visual elegance and a representation of people living on the edge. The entire shoot took place on Great Barrier Reef/Australia with a crew of over 20 people. It was produced without using any computer manipulation — a practice integral to the artist’s technique.



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“Life Less Ordinary”   


Finlandia Vodka has partnered with Wieden+Kennedy London to create a new global creative campaign. Wieden+Kennedy London Executive Creative Director Tony Davidson says, ‘I like ideas that are rooted in a truth about the product. We wanted the work to remain Finnish, quirky and focused on nature; it’s called Finland-ia af ter all.’ To help build the Finlandia world, the campaign capitalises on the photographic genius of Pierre Winther. Known for his unique and influential work in numerous fashion campaigns, including Diesel, Levi’s and Hugo Boss, Winther ’s shots have an inherent cinematic and slightly twisted quality, which help shape the alternative, premium brand look. He played an intrinsic role in crafting the brand world as well as shooting the images.

Collaboration with Wieden+Kennedy UK

Client: Finlandia/ Browns Forman

Role: Creative Director and Photographer



Louisville, Ky (April 2013) Finlandia Vodka has partnered with Wieden+Kennedy London to create a new global creative campaign. To develop a real departure in look, feel and focus from previous Finlandia campaigns, the campaign capitalizes on the photographic genius of Pierre Winther. Known for his unique and influential work in numerous fashion campaigns, including Diesel, Levi’s and Hugo Boss, Winther ’s shots have an inherent cinematic and slightly twisted quality, which help shape the alternative, premium brand look. He played an intrinsic role in crafting the brand world as well as shooting the images/ directing a film.









“The Heist” 

Wieden+Kennedy and Pierre Winther developed the concept of movement, risk and energy as the actual premise of the project “the Heist”, that was realized for Nike. Danger, speed and real live action directed on the spot by Pierre Winther, starring two top sportsmen from Nike’s payroll; Maurice Green, one of the ‘World’s Fastest Humans’, running on top of the train and Dirk Kolowski, one of the best basketball players in the world, hanging from a chopper in the air. Nothing added, nothing omitted. The concepts of movement, danger, and energy, are the actual premises of Winther’s method and central to the way he works, together with his stance against digital manipulation. The campaign was shot in L.A.

Collaboration with Wieden+Kennedy Amsterdam

Client: Nike

Role: Creative Director and Photographer


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Levi´s Jeans 

Wieden+Kennedy and Pierre Winther developed the idea and the campaign was shot in L.A.

Collaboration with Wieden+Kennedy AMS

Client: Levi´s

Role: Creative Director and Director

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