Jonathan Knowles got into photography at the age of 17, when he assisted a photographer “who spent his life photographing beautiful girls, going to great bars and restaurants, and who obviously had loads of money. Suddenly all other career paths seemed very unappealing.”   Image: Jonathan Knowles   The first thing I do in my day is... Drop my daughter to school, and then I am usually in the studio by 8am. This gives me an hour or so to check I didn’t miss anything in yesterday’s emails as well as feedback on retouching; time to clear my head and my desk.   At the moment I am working on... Some beautiful conceptual shots for a new hotel in the Swiss Alps, based around melting ice. It’s the sort of campaign I relish, marrying the sublime with the technical.   This year I’ll be attending I produced the photographic artwork for 13, Black Sabbath’s long awaited new album. So my front seat at the launch party in New York is going to be hard to beat this year. I also managed to get strangled by Ozzy Osbourne at the after party.   The next big thing in advertising is going to be... From an advertising stills photography perspective, it is micro-movement. The proliferation of digital billboards and the viewing of publications on tablet devices suddenly all require the introduction of some moving elements into an otherwise still image. Wwhether it is bubbles moving in a pint of beer, clouds in the sky or some hair moving on a model.   The piece of advertising work I wish I had thought of is... The Adidas “It’s Blue. What Else Matters?” campaign for Chelsea Football Club’s home kit by The Corner – a great, simple and strong concept.   In a film about my life, I’d like to be played by... Mike Myers   My last social media update said... “Lichtenstein’s Whaam now worth £42m. O2 sold my bubbles to Telefonica in 2006 for £8.5 Billion. Kaboom!”   My dream collaboration is... I’ve been fortunate to work with some of the most amazing creatives over the years. Out of the people I haven’t worked with yet, collaborating on some album artwork with Peter Saville is high up on the wish list.   In up and coming talent, I look for... Passion. Advertising photography is all about seduction, so the passion needs to come through.   A piece of criticism I’ve received was... Mostly from my children. I must make the shoots look seamless, as they seem to be under the impression I have the easiest job on earth.   The last piece of music I listened to was... Vivaldi’s Four Seasons – when I am working alone in the studio I find that all sorts of instrumental music helps the concentration.   Image: The photographer behind Black Sabbath's new album artwork, Jonathan Knowles is joined by Ozzy Osbourne in New York.   Video: Adidas “Chelsea” by The Corner, London