Hugh Kretschmer is a photographer based in Los Angeles and specializing in photo-illustration, advertising and editorial photography and design. Of his work, he says: ‘The idea is the most important ingredient. I’ve always appreciated concept because it adds another layer to the photograph and invites participation from the viewer. When I see something that is done well, where the artist really nails it, I find myself just staring. I can’t think of anything else that would be more of a compliment than that’. Kretschmer’s clients include Mastercard, Evian and the New York Times magazine.Los Angeles-based photographer Hugh Kretschmer takes us on a surreal journey with his vast portfolio of conceptual work.