PANL (Photographers Association of the Netherlands) was invited to create an exhibition on the theme BUY ME, the language of temptation, for the Epson Photofestival in Naarden. Ten art directors, of which I was one, were asked to create a concept that would be shot by a photographer of PANL.
The briefing was: what do you think about the commercial aspect of temptation in the near future? This resulted in ten ‘billboards’ displayed on the town wall of the city Naarden-Vesting. The concept behind the image that my team and I created represents the commercialization of public space. It relates to the Dutch saying ‘voor niets gaat de zon op’, which means as much as ‘the sun does not rise for free’.

Photography by Martin Dijkstra


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