In addition to press photography, Bergauer
entered the world of advertising, where he
quickly found his niche. Working with
companies like Ogilvy & Mather and KISKA
as an artistic advisor for global campaigns,
and having his photography featured in
anecdotal advertisements by notable brands like
Hasselblad, Bergauer quickly made his rounds
within the industry, leading to the launch of
his own advertising agency in 2000.
While advertising brought Bergauer a
reliable means to make an income with his
camera, it also expanded and built on skills
for his personal art, especially portraiture. “I
used my advertising photography as a base [for
learning],” he shares, “So I was able to deal
with the light well and make pictures that met
the beauty of the people in a respectful way.”
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