Lorentz Gullachsen shoots people in landscapes. Although known as a landscape and car photographer, he has always shot people (and even the occasional animal!). He has received more awards with his people shots (including AOP Gold) than his landscapes, and now has a dedicated website for his people and creature images.

Recent commissions have been for John Lewis through Kitcatt Nohr and Merial through EuroRSCGlife.

The photographer really enjoys healthcare and tourism advertising assignments, turning what are apparently observed reportage-style images into highly produced spontaneous-looking pictures that deliver a 'believable' client image. In effect, as Lorentz says, "creating advertising that doesn't look like advertising".

Producing image banks for clients is another of his strengths. Lorentz can put together a cost-effective collection of images as a resource for clients who want the overall feel of owning "a family of images".