Leica Ambassador Focus

Leica Camera and the AOP partner to find their next UK emerging brand ambassador.

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Leica Camera and the AOP partner to find their next UK emerging brand ambassador.

Leica UK works with a small number of brand ambassadors who are leaders in their field and who share a passion for photography and using Leica cameras. These ambassadors share the company’s brand values and work with Leica in a mutually beneficial and non-commercial relationship. The company has now added a new ambassador category to support emerging photographers and is looking to fill the placement from AOP’s f22 and For All groups.

The selected emerging brand ambassador will have access to industry experts to help guide them along their photography journey. They will also have the opportunity to loan Leica equipment and have their profile and work promoted across Leica channels.

Emerging Leica Ambassador: Amy Currell

Spotlighting the work of talented and innovative photographers. We are delighted to introduce Amy Currell, as the new Leica Emerging Ambassador. Amy has been chosen through a partnership with @assocphoto and @Leicauk in a unique collaboration with the aims to spotlight the work of talented and innovative photographers and provide them with the platform and tools to further elevate and support their practice and profession.

Amy is a Still Life photographer and Director, and her frames are composed with thoughtfulness and grace – artfully juxtaposing colour, texture and shape. Amy says, “Still Life Photography is what I love shooting. I enjoy the freedom it gives you and the time it allows you to compose and consider your framing and all the possibilities for set design. You can create anything – and I love seeing the images in my head come to life in front of the camera.”

“I was thrilled to be selected and am so excited to see where the ambassadorship leads. I’m excited to meet new people and engage with the wider Leica community.”

Hear Amy in conversation with Jason Heward Managing Director | Leica UK here. You can see more of Amy’s work via Instagram @amy_currell.

Jason Heward, UK MD at Leica, says that “Leica is always associated with the greats of photography, as the brand that is used to capture iconic images. We are perhaps less known for our work nurturing new talent. We do not just do this through awards such as the LOBA Newcomer Award, or the Photographers Gallery New Talent, our nurturing takes place across all parts of the company. Our partnership with AOP is a new UK-based initiative where we can support new talent who will be part of the tomorrow’s zeitgeist.”


© The Association of Photographers Ltd

AOP Photography Awards 2021

The AOP Photography Awards are known as the ‘Oscars’ of the photography world. They celebrate excellence in the creative photography and image-making industry. This year’s Awards will open in October 2021 and close in January 2022. This is your chance to be seen by leading commissioners and names within the photographic industry.