Campaigns like this one for Adnews are a treasure to a photographer where a refreshing degree of self-directed art and play is allowed within the framework of an overall portrait brief. 

Our plan was to ask each participant to offer up 3 sources of their inspiration in a place, a thing and a person and work these references into an exaggerated “hero shot”. 

With a sense of irony and self-effacing humour, all ten "advertising legends" enacted gestures that monumentalize their apparent status, as if they were civic statues for generations to admire.