Fernet-Branca banquet group photo-shoot, sepia-toned Kodalith authentic darkroom print by Michael Joseph

Photographer:     Michael Joseph
Date:                   1971

Image :                W: 47 cm            H : 27 cm
Mount:                  w 56 cm             h 38 cm

The Fernet Branca orgy photo shoot was conducted by Michael Joseph for an alcoholic beverage called Fernet Branca.

The budget was very tight, so they promised to pay the models in alcohol and give them 25 pounds each to get home by taxi.

This iconic image was meant to serve as the focal point of the renowned 1971 Fernet-Branca advertising campaign. Originally intended as a wrap-around label for the Fernet Branca apéritif bottle, this specific print is a test proof for the photograph. However, due to a fascinating anecdote shared by my father, who was closely involved in the campaign, involving one of the clients having familial ties to the Pope and some unanticipated inclusion of topless models introduced by my father, the picture never saw the light of day on the bottle label.

Extract from a Paul Gorman blog article dated Nov 13th, 2016 :

« Joseph, who bought the rights the the photo-session, became the go-to photographer for crowd scenes, “some with up to 200 people”, he recalls. “My last epic was for an Italian port, which had 80 people and animals, shot at Knebworth House in the very spot where Kim Basinger dined with Batman in the film. My rep Peter Lyster-Todd also handled (Lord) Snowdon and (Norman) Parkinson. When Peter was asked if they would be interested in a mega-shoot he would decline and suggest I do it. They became commonly known as ‘Michael Josephs’.”  « 

Link  :    https://paulgormanis.com/?p=18894