Iceland photos by the world’s worst photographer light up Times Square

Photographs of Iceland’s Kirkjufell and Vestrahorn mountains appeared on Times Square billboards in New York as part of an advertising campaign by Icelandair and Hvíta húsið, mbl.is reported.

The images were taken by French photographer Blanche Mortemard, who was selected for a campaign role billed as the “world’s worst photographer.” She was chosen from 127,000 applicants and spent 10 days photographing Iceland.

The photographs are set to feature in exhibitions around the world. The campaign also won an international Global SABRE Award on Tuesday, competing against major global companies.