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Captured and now on show at photokina: The creative genius of our Hasselblad Masters 2012

19/09/2012 Picture this: First the Lunar launch and the new H5D Series. Now a stunning new Hasselblad Masters Book launch.

Yesterday we told the world about our new camera launches – the luxurious new mirrorless Lunar, and our next generation of medium format cameras, the H5D series. And last night we followed all that with our Hasselblad Masters 2012 trophy awards ceremony AND a world exclusive book launch – the absolutely stunning new Hasselblad Masters Book Vol. 3 EVOKE.

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The eleven-strong band of selected Masters had been briefed to interpret visually the word ‘evoke’ within their own photo-discipline.

Said Paul Waterworth, Hasselblad’s Global Photographer Relations Manager: “Polish-born novelist Jerzy Kosinski said that the principle of true art is not to portray but to evoke. So we loaned state-of-the-art Hasselblad equipment to our 2012 winners and briefed them to go away and interprete the word to excite, ignite and arouse emotions through the images they would submit.”

He added: “We are totally delighted with the results. The standard of pictures and the originality of interpretation have been amazing. There is no photographic competition in the world quite like the Hasselblad Masters.”

And right now imposing examples of this work are galleried at photokina’s Boulevard of Competitions. So if you are at the fair don’t miss it this Masters’ exhibition.

A Masters App is also available from the App Store that shows behind-the-scenes videos of the Masters at work plus exclusive image material from the shoots. You can also see footage at Hasselblad tv (htv.hassselblad.com) and a Hasselblad Masters calendar for 2013 will soon be available.

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EVOKE is published by teNeues and can be ordered online at www.teneues.com for £65; €79.90, $95.