Technically, Benjamin’s palette is as varied as his range of subject. Each image becomes a unique vignette that presents even the simplest action or character with a complete setting. As if looking through a keyhole and seeing a small bit of a larger reality and context. You want to be able to "turn your head" and see more.

While new technology might seem incompatible with traditional techniques, Benjamin has adapted the latest software and tools to his own style.

Benjamin has designed and produced award-winning work for companies such as Macy’s, Gap and Mervyn’s, among others. His background includes fashion, advertising, art direction for design, print, visual merchandising and photography.

His style is a fusion of fashion-oriented influences from every trend to strut through our culture since the invention of the runway, to the films of the ‘30s and ‘40s. He takes the sexy silhouettes and gauzy, romantic gazes between lovers and layers them over modern lines and textures. Always rooted in fashion-forward thinking and a keen sense of contemporary style, his hallmark is a clean, absolutely finished piece that feels totally natural in its final form.

There is a timelessness that keeps his designs alive and relevant far beyond the usual “fad” lifespan of many campaigns. He strips away the superfluous noise and leaves behind the elegant detail that evokes whatever mood is required, from flirtatious to dramatic. And he does it in a way that weaves purposeful energy and guides the eye of the viewer but doesn’t forget to whisk the imagination along for the ride.

“Sometimes the simplest designs are the most impactful. Take the silhouette, for example. It’s a simple combination of instantly recognizable lines in negative space. But if done well, it can retain all the suspense and mystery of that which is suggested. This is an effect I’ve been able to employ in large advertising campaigns and love doing.”

“I have worked with Benjamin over the past 8 years and we have collaborated on many a project. He is a friend and a brilliant artist. His artwork has many facets and is always timeless in appeal. For the current work we are doing together at Macy's in San Francisco, we have had many compliments on the unique artwork for our projects and how brand right it was for Macy's West.”

Suzette Odell
Creative Director
Macy's West

“I build layers of color washes and shape. Then, blurring the lines between these layers, a feeling of depth is created. Space and perspective is developed one layer at a time until even the simplest image has the same feel of looking into the heart of a gem or the night sky. There are subtleties suggested there, which we’re not sure are concrete or just something we fill in with our minds. Contrast, color, line and shading are the most basic of tools, but when they click into place, you know it’s right because it resonates with anyone, regardless of cultural background. Visual art is a language I've been teaching myself for decades and one that continues to amaze and fascinate me.”

Benjamin Fretwell graduated from the Art Institute of Fort Lauderdale and has worked with advertising agencies across the globe. He makes his home in what he considers to be one of the most visually sumptuous cities in the world, San Francisco.