Hannes Schmid at Fotostiftung Schweiz (Zurich, Swiss)

Hannes Schmid – Never Look Back
Fotostiftung Schweiz
12 June to 19 September 2010

The cowboy-hero riding across the apparently endless prairie and never looking back is a modern icon decisively shaped by photographic images – as for example in the legendary Marlboro advertising campaign. The Swiss photographer Hannes Schmid took countless photographs for that campaign. Disseminated worldwide on ads and posters, they have repeatedly inspired our visions of freedom and adventure. What is the secret behind the success of this figure? How do you create images so striking that they enter our collective memory?