The first Getty Images and D&AD Next Photographer award, which aims to recognize the best up and coming photography talent, has been announced — and the winner is NY-based photographer Jeff Brown.

A panel of industry experts judged the award, including Getty Images SVP of Creative Content Andy Saunders and legendary Italian photographer Oliviero Toscani, best-known worldwide for designing controversial advertising campaigns for the apparel company, Benetton.

Brown, who currently works in editorial photography, describes the ideas behind his three winning images:

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“Steak” was made for a bachelor friend’s kitchen. The goal was to make the photo immediately feel desirable.

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“Rain Bonnet” was part of a series riffing on “Little Red Riding Hood” where the mean wolf was the self.

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“Cottage” was made as part of a summer travel package for Bloomberg Businessweek last year. Pictured is the Artist Cottage.

Read an interview with D&AD Next Photographer award judge & Getty Images SVP Creative, Andy Saunders