UBS: Ways of Seeing
UBS Bank commissioned six Magnum photographers to shape the visual identity of its Ultra High Net Worth department and produce a project documenting the lifestyles of the global elite
UBS commissioned Magnum Photos to conceive and produce 60 pictures for the visual identity of its Ultra High Net Worth (UHNW) department. Six Magnum photographers were dispatched to 15 countries to document the lifestyles of the global elite and convey the concept of ‘Greatness’.
The resulting project, Ways of Seeing is a collaborative story that clearly articulates the distinct and individual visual styles of the photographers involved: Olivia Arthur, Alex Majoli, Paolo Pellegrin, Gueorgui Pinkhassov, Mark Power and Alec Soth. The photographers created images which depict a range of topics such as business, investment, and philanthropy, and included people, landscapes and scenes of daily life from around the world.