Photographer Friedrun West studied fashion and textile design in Vienna as well as painting and graphic design at the University of Applied Arts. She started her professional career as a self-employed graphic artist then switched to advertising photography. She owns Vienna’s biggest photo studio but still prefers to take photos on location. She especially loves digital artwork, from the original photo right through to the final print.

Friedrun has created a lot of photo artwork for packaging clients and has generated an extensive fruit and plant archive for her product images.

"Digitally, everything is possible.“