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SUMMARY
Icelandair launched a competition to find a "really bad photographer" to showcase Iceland's scenery in a unique marketing campaign. French woman Blanche Mortemard was chosen from over 120,000 applicants for her poor photographic skills. Documenting her 10-day trip with an iPhone 17 Pro, her resulting images are being critiqued for common beginner errors like lack of subject isolation and poor composition. While most of her shots exhibit technical flaws, one image is considered a lucky success. Mortemard was paid $50,000 for the assignment and her work will be exhibited in London.
TAKEAWAYS
Icelandair sought a "really bad photographer" for a tourism marketing campaign.
Blanche Mortemard was selected and photographed Iceland using an iPhone 17 Pro.
Her images are being critiqued for beginner mistakes in composition and subject isolation.
Mortemard's work will be exhibited in London and she received a $50,000 payment.