Like many, if not all, other photographers, I enjoy the the vast amount of avenues in our medium. Be it photojournalism, table top, macro, etc., I really appreciate what so many other photographers do, and celebrate their successes as much as my own. Unfortunately, I don’t get called to shoot these types of photography, because I haven’t shot them. Let’s be honest, it’s best to stick with someone who has a background in creating an image for the needed situation. But what happens when a client gives you carte blanche on a campaign…. and then asks you to star in it?
This was the case for the LowePro Echelon photoshoot.
So what does a photographer, who is actually quite shy, do when faced with a campaign about himself? … I hired a model that was much better looking than me. No need for me to create beautiful images only to screw them up with my nerdy face in all the shots. From there I started to really think about what appealed to me for the campaign, at least from a stylistic standpoint. While I could shoot it with all the lights in the world (what I am more commonly known for), I felt this was an opportunity to pay homage to a style of photography I love… fashion. More specifically the hard lit Italian type usually seen in black & white.
I love the simplicity of fashion along with the freedom derived from its philosophy. It is the essence of expression’s hand being lent completely to art. It is beauty.
Enough waxing poetic… let’s talk approach.
I decided that I would approach this campaign in two directions. One would see me in front of the camera in a lifestyle feeling image. I felt that this would satisfy the needs of LowePro to have their spokesman’s face on a few images to promote with. The second part would be the fashion shots.
For the fashion images, I decided a tribute to the late 80’s black & white fashion would be cool, but wanted to add my own approach in making them a split color and kicking a couple more lights in than was normal. I wanted the emotion to be confident, but not cocky, and the styling to feel accomplished, but subdued to match the bag line.
I gave my good friends at Maurice Lacroix a phone call, and a day later we had their entire line on hand to grace the model’s wrists. Not to mention, it gave me a chance to wear the Gravity, a watch that I tried to buy and was not even able to get my hands on before it sold out!!!
Next up I talked to Nikon to get some extra camera gear for the shoot, not only to shoot with, but to use in the images. We felt that when it came to true style, the Df fit the roll perfectly. Along with that, they sent me the D4s and the 58 f/1.4 (both of which I ended up buying after using on this shoot).
This campaign really means a lot to me, not only for the images, but for the experience. It was a celebration of what I am fortunate enough to do for a living, and along side me stood the friends that I stand next to in the biggest of shoots. I hope that you enjoy the images as much as I enjoyed creating them for you.