Paul Torcello Explained

Paul Renato Torcello (31 October 1954, Trieste – 5 November 2021, Melbourne) was an advertising photographer based in Melbourne and who worked throughout Australasia, Europe[1] and most recently in China.[2]

Early life and education

Paul Renato Torcello was born in Trieste, Italy and migrated with his family to Australia. After traveling and living in the Middle East and Europe he studied visual art at Caulfield Institute. He enrolled next at Prahran College, in the subjects sculpture, painting and photography, under sculptor David Wilson, photographers Athol Shmith, John Cato and filmmaker Paul Cox and, deciding to specialise in photography, completed his qualifications at Photography Studies College. In 1986 he exhibited early commercial work at The Photographers' Gallery.

Advertising photographer

Torcello started assisting photographer Robert Imhoff at The Lighthouse in Prahran. He had early recognition in 1986 being awarded Advertising Photographer of the Year by the Australian Institute of Professional Photography for his advertising photograph of the Ansett International Hotel, Perth.[3] Eventually he set up his own studio, Torcello Photography, at 5 Broomfield Road, Hawthorn East, specialising in studio still-life at first, then advertising fashion.

His client list included American Express, Beverly Wilshire, BHP, Trenitalia, Grand Hyatt Hong Kong, Land Rover, China Airlines, Hayman Island Resort, Bollé sunglasses, Schiaparelli, Timberland, SHELL, ANZ Bank, Piaggio, Mitsubishi, Esanda, Converse Shoes, Singapore Tourist Commission, Le Meridien (Hong Kong), Rothschild Bank Winterthur, Vodafone, Qantas, Levis, Vidal Sassoon, Mazda, Dove Hair Products, ESPN, Gordon’s Gin, Alitalia, Yamaha, Swatch, Banca San Paolo (Italy), Elders,[4] [5] Melbourne Water, Mercedes, Microsoft, Miele (Italy), Qantas, Visa, VLine, Adidas,[6] Tourism Australia,[7] Pure,[8] 3AW,[9] South Australia Tourist Commission,[10] [11] Motor Accident Commission,[12] Nike,[13] Neil Pryde wetsuits,[14] and M&C Saatchi, Melbourne - posters for the Save the Children Campaign 2009, Lenovo, China (from March 2012), and National Australia Bank (2011)[15] He was represented by Collective Force,[16] [17] and Sarah Hew Agency,[18] and by other agents in New Zealand and Europe.

The awarding in 2006 of a contract to depict Australian landscapes for Tourism Australia to a UK photographer Pete Seaward caused a scandal in advertising circles and was a cause taken up in parliament by the Shadow Minister for Primary Industries, Resources, Forestry and Tourism Martin Ferguson MP, who remarked that "The choice overlooks internationally recognised local photographers including Paul Torcello..."

His work from 2017 in China included a commission to photograph actress Maggie Cheung.

Services to industry

Judge for the 43rd[19] and 44th[20] Annual Adelaide Advertising and Design Club Awards.

Death

Torcello died on 5 November 2021 and his memorial service was held on 23 November 2021 at St John's Anglican Church, Camberwell where he was a Parish Council Member.[21] [22] In place of floral tributes, donations were made to the Save The Children Fund for which he had photographed.[23]

Awards

Publications

Exhibitions

Collections

Notes and References

  1. Communication Arts. (2005). United States: Coyne & Blanchard
  2. Web site: Trove. 2021-11-20. trove.nla.gov.au.
  3. News: Curtin. Jennie. 25 July 1986. The Judges Decision Is (Almost) Final. 93. The Age.
  4. Web site: Elders 'There When You Need Us' Campaign Urtext Films Urtext Films. 2021-11-20. www.urtextfilms.com.
  5. Web site: Content. 2021-11-20. Straatts. en-AU.
  6. Olson, J. C., Peter, J. P. (1996). Consumer Behavior and Marketing Strategy. United Kingdom: Irwin. p.260, 425
  7. Web site: 2017-03-08. Aerial photo contest aims to capture Australia's unique beauty. 2021-11-20. Love My Trips. en-US.
  8. Web site: admin. 2019-01-22. Advertising Campaign : Pure campaign by ElectricArt Photographer: Paul Torcello Agency: DDB Melbourne .... 2021-11-20. AdvertisingRow.com Home of Advertising Professionals, Advertising news, Infographics, Job offers. en-US.
  9. Web site: 3aw Radio: "The voice of Melbourne" Print Ad by J. Walter Thompson Melbourne - AdsSpot Advertising Archive. 2021-11-20. AdsSpot.me. en.
  10. Web site: Kangaroo Island Escapes. 2021-11-20. Kangaroo Island Escapes. en-US.
  11. Web site: Chloe Spalding - SA Tourism - Various. 2021-11-20. chloespalding.com.au. en-US.
  12. Web site: Paul Munzberg Adelaide's most versatile retoucher Freelance Heaps good - Motor Accident Commission — No Place to Race. 2021-11-20. munzberg.com. en-US.
  13. Web site: Lürzer's Archive. 2021-11-20. Luerzer's Archive - Advertising worldwide. en.
  14. Web site: Lürzer's Archive. 2021-11-20. Luerzer's Archive - Advertising worldwide. en.
  15. Web site: Torcello. Paul. Paul Torcello - Save the Children - Child Worker AdForum Talent: The creative industry network.. 2021-11-20. www.adforum.com. en.
  16. Collective wisdom. AdMedia. 2004;19(6):36.
  17. Simply irresistible. AdMedia. 2006;21(11):38
  18. Web site: Paul Torcello. 2021-11-20. Sarah Ewing Agency. en-AU.
  19. Web site: Archived copy . 20 November 2021 . 2 March 2021 . https://web.archive.org/web/20210302153031/https://aadc.com.au/wp-content/uploads/2020/10/2020-AADC_Awards-Book_WEB.pdf . dead .
  20. Web site: Introducing the 43rd Annual AADC Awards Jury Adelaide Advertising & Design Club. 2021-11-20. en.
  21. Web site: Paul Renato Torcello Obituary. Echovita. 2022-03-03.
  22. Web site: Policies and Procedures. 2021-11-20. www.allsaintskooyong.org.
  23. Web site: Outdoor ad: Save the Children: Child Soldier. 2021-11-20. Best Ads on TV. en.
  24. Sophie Arnold (1986) 'Three views on display,' The Age, Tuesday 11 February 1986
  25. Book: 21 Ad: An Exhibition by 21 Artists Curated by Mike Reed.. 2021. 9780987563231. Reed. Mike.
  26. Web site: Works Paul Torcello People George Eastman Museum. 2021-11-20. collections.eastman.org.

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