SCREENings 2011 Jury : Anna Lauerbach, Marketing Manager at LAURÈL, on that special moment and a constructive argument on emotions

Anna Lauerbach is the marketing manager of the LAURÈL brand. She is in charge of the company’s international brand communication. Anna developed a new visual language, as well as the brand slogan ‘See-Feel-Love-LAURÈL’. Furthermore, she supervises the fashion label during Berlin Fashion Week and Moscow Fashion Week, as well as at cultural commitments such as the French Film Week event.

Anna on that special moment: “I am a person who takes pictures all the time, not just with a camera, but also in my head. I think visually. Pictures tell stories.

After arriving at LAURÈL, I had been looking for a photographer who would be capable of capturing this new emotion in just one picture. To me, Koray Birand is like the new Helmut Newton, his portraits show strong females with an intensity that captures you and does not let you go again.

A good photographer sacrifices his lifeblood for his pictures and shows a lot of attitude. I never had fights like the ones I had with Koray when it comes to choosing pictures. Yet, passion constitutes relationships and LAURÈL has been photographing with Koray Brand for the last four seasons. In order to love, emotions must be visible and tangible. ‘See-Feel-Love’ is LAURÈL’s new brand slogan.

The current trend goes towards an increasing number of fashion companies producing image films. Sometimes, I am under the impression, that film is more important than the campaign photo. Yet, it is a natural urge to hold on to something that is beautiful, retaining it for a subsequent inspection. Photographs never tell the end of a story, they leave room for the imagination. They touch us for a moment, without words, that makes it exciting.”

Before arriving at LAURÈL, Anna graduated from the Academy for Fashion & Design, Munich with a focus on PR & Marketing. She gained hands-on experience in the field of fashion & lifestyle at the Leonhardt & Kern advertising agency, Urban Papaya in Barcelona, Schröder & Schömbs and magazines such as Instyle, Elle and Brigitte, as well as Deutsch Magazine.

Will a SCREENings-photographer manage to touch Anna?