Exploring the surrealist pictures of an Annual 2021 winner | #AnnualSpotlight

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The Annual 2021 wrapped up in early September, with some of the most exciting winners in the history of Creativepool. Who are these amazing people and why do they represent the best of the best in the realm of creativity?

A quick look at photographer Edd Fury's pictures below will explain that better than a million words. The visionary, surrealistic and artistic compositions in his personal project below are beyond amazing, bending the rules of physics to enjoy some lighthearted fun, sending a message to a world which often takes itself too seriously. Edd's work is nothing short of amazing; well worthy of a Bronze award The Annual 2021.

In this inaugural Annual 2021 Spotlight, we are learning more about Edd Fury's breathtaking pictures and how he managed to impress the judges this year.

View The Annual 2021 Winners!


Tell us about your winning submissions! What do you think impressed the judges?

My submission was a piece of personal work which I had developed for a while in my head, so when it came to shoot it, it came together very organically and naturally. I think the judges may have been impressed that everything was shot for real. We created the stacks of objects, holding them in place with various rods, grips etc. This meant that the perspective of everything was correct and the images felt real.

What felt unique about taking part in The Annual?

I think it was the ability to see who else had been shortlisted across the whole creative industry with a People's Choice component. Knowing the company in which ups entered with, there were some photographers in the mix whose work I admire very much.


If you could name one reason that made you choose to enter this year, what would it be?

I think having a conceptual body of work that was just for creative and photographic merit. No client attached, we just created the work for the fun of it.

How do you plan to display your award?

I have already listed it on my website, I will probably write a blog piece about it and try to use it to bolster my profile as a photographer.

Will you enter again in 2022? If so, what are your hopes?

Yes I think so. I would like to place higher than Bronze, but I am happy with being awarded a bronze and picking up the People's Choice in my category too!


What advice would you share with other agencies and individuals looking to grab an award?

I think it's about submitting a piece of work that grabs attention. I guess it doesn’t have to be work for a client, but something that gets people thinking and appreciating the process that went into creating the final outcome.

How does winning awards such as The Annual impact your business?

I’m hoping that picking up awards will allow my to grow as a business. The publicity that winning awards creates can only be a good thing and prospective new clients may see your work that way.


This year’s winners are a testament to the power of creativity in hardship. How did Covid restrictions influence your winning projects and how did you approach these new challenges?

I’m lucky in the sense that I have my own studio so creating work has been less restrictive for me over the past 18 months, with very little of my work involving photographing people. That said, when things really slowed down back in early 2020 I was able to get into the studio with a slower pace and think about the direction in which I wanted to push my work. What it did do was offer a space to pause and think.

What are your hopes for the industry in 2022 and beyond?

I hope that the industry can grow as other industries grow and get back up and running. I also hope that there were some lessons that were learned and that it is possible to shoot things remotely and still get great results.

What is your most exciting project in the next year?

Who knows. I have a few exciting projects coming up, but maybe the most exciting hasn’t been thought of or landed in my inbox yet!!


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