Last year, the Irish Wind Energy Association launched a public awareness campaign highlighting Ireland’s wind and renewable energy resources and their role as an alternative to foreign energy dependency. Alex Telfer photographed the campaign, working closely with Dublin creative agency Rothco to produce still images and a three minute video, which pairs Telfer’s photos with audio from a 1963 speech that President John F. Kennedy made to the Dáil, proclaiming Ireland’s importance on the world stage. The campaign, which was produced by Al Byrnes with art director Jonathon Cullen, ran on TV and on digital platforms, as well as in outdoor advertisements.
Rather than photograph the country’s more than 200 wind farms, Telfer focused on people and landscapes, making dark, wind-swept images that convey a mood of fortitude and tension. “I was very proud to be asked to contribute to such a worthwhile cause,” Telfer tells PDN by email. “Ireland’s locations and cast made this project a pleasure. Using real people in fantastic locations was key to getting the images to be believable and poignant,” by highlighting “elements of the weather and emotion from the people.” In fact, the stormy weather is both a visual component and a key part of the reason for the campaign. “There are few places on earth better located to harness the power of the wind,” says Telfer. “Ireland’s unique position on the edge of the Atlantic might bring some inclement weather, but it is surrounded with a valuable natural resource.”
Telfer’s series was recognized in the Advertising/Corporate Work category in the 2016 PDN Photo Annual. The 2017 Photo Annual is currently open for submissions, with an extended deadline of February 24. Please visit the website for more information.
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