Michel Tcherevkoff is a New York-based conceptual photographer who has pushed the boundaries of reality for his advertising, editorial, and corporate clients. The recipient of hundreds of awards for creativity and design, his work has been exhibited in galleries and museums worldwide. His visual book, The Image Maker, was a tongue-in-cheek retrospective of the first 20 years of his career when he worked without digital technology. His latest work uses digital images that are enhanced and manipulated in Adobe Photoshop and other software programs.
Tcherevkoff has a photographer’s eye that is one part attention, one part wonder, and one part imagination. So it’s not surprising that one day in his studio he observed that an image he’d just taken of a leaf looked like a shoe. Before long, he writes in the introduction to this four-color book, “All kinds of floral fantasies began dancing in my head.” From real flowers and leaves collected at a nearby flower market, he created a whole collection of flower shoes and bags. Each image is made out of multiple digital images of a single plant or flower.